MARK-571 New Product Development
Spring for 2009-2010
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.
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