MARK-571 New Product Development

Faculty:

Leijon, Dawn

Thomas, Robert

This course develops a practical managerial approach to new product development for consumer marketing, B2B marketing, and entrepreneurial marketing. It focuses primarily on the innovative processes necessary to support the design, testing, and marketing of new products and services for competitive advantage. Topics include creating and screening new product ideas, writing new product concepts and concept testing, new product forecasting, design challenges, prototyping, product refinement, market entry strategy, and launch marketing programs. The course uses lectures and the case method of teaching and is designed primarily for second-year MBA students who are interested in pursuing careers in marketing and consulting.

Credits: 1.75

Prerequisites: None

Other academic years
There is information about this course number in other academic years:

• 2008-2009 Fall and Spring
• 2010-2011 Fall and Spring
• 2011-2012 Fall and Spring
• 2012-2013 Fall and Spring
• 2013-2014 Fall and Spring

More information
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