Innovation and New Product Management

Catalog description

The objective of this course is to build a foundational understanding of the product management function in modern organizations. This course takes a consumer-centric and data-driven approach to the challenge of developing and launching new products into the market, as well as managing them over their lifecycle. Focusing mainly (but not exclusively) on technology companies interested in pursuing growth, we will discuss the steps needed to develop and bring products to market, including understanding customer needs to create mutual value, conducting demand forecasts, and designing a launch plan, including targeting, positioning, advertising, pricing, and distribution decisions. To bridge theory and practice, class sessions will interweave lectures, case discussions, in-class exercises, and guest speakers. Deliverables include individual and groups assignments and a final group project.