New Product Management

Catalog description

New Product Management (3) This course introduces students to strategies and methods for identifying the market potential for a new product, techniques for product positioning, consumer testing procedures, the new product diffusion process, sales and market share estimation, and product portfolio mix decisions. Using a blend of conceptual and analytical techniques, students develop an understanding of the reasons why some new products succeed while several others fail. Students work with datasets, practice analytical skills with interactive tutorials and workbooks, participate in business simulations, conduct case analyses, extract secondary data, work on a group project and report and make oral presentations of their analysis and findings. Marketing students gain a deeper understanding of the new product management process; students interested in other functional areas learn how to interact with marketing departments. The course also provides a quantitative marketing perspective for students planning an entrepreneurial career. Crosslist: MKTG-471. Grading: A-F only. Prerequisite: MKTG-612 or MKTG-632.