Product & Market Development Risk

Catalog description

Innovation is the driving force behind today’s economy. However, risk is inherent in the development of new product and market opportunities and most new products fail in the marketplace. This course addresses how to assess and mitigate risk in market opportunities and new product development. In this course, we first focus on the tools and techniques associated with analyzing market opportunities. We then focus on designing, testing, and introducing new products and services. A semester project will enable students to apply strategies for risk mitigation to the new product development process. Prerequisite Course(s): Prerequisite: MRKT 501 or a waiver