MARK-571 New Product Development and Forecasting
Spring for 2017-2018
This course provides an analytical approach to the management of new product development and forecasting for B2C, B2B, entrepreneurial, and non-profit organizations. It focuses on the concepts and analytical tools necessary to support the ideation, design, testing, and business case formulation for new products, whether, new services, innovations, or new business models. Course topics involve identifying market opportunities, creating and screening new ideas, writing concepts, concept testing, new product forecasting, prototyping, and building a business case with assumptions about market entry strategy and launch marketing. Tools studied in the course include design thinking, lead user methodology, crowd sourcing, concept testing, conjoint analysis, analogical diffusion models, pretest market simulation, and financial modeling. The course is designed for MBA students pursuing careers in marketing, consulting, or entrepreneurship in the public or private sectors. The prerequisite is MARK 550 (Marketing Analysis and Customer Strategy).
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