New Product Marketing & Innovation

Catalog description

Students will employ AI tools alongside traditional methods to manage new products and transformative innovation, examine the concepts, methodologies, and techniques utilized in the search, development, testing and launch of impactful new products and services. The course includes the consideration of a firm's strategic requirements for new products, the nature of innovation and consumer response, concept development and testing, market testing, estimation of market potential, and marketing planning for adding new products to existing portfolios and start-up businesses. Prerequisite Course(s): Prerequisite: MRKT 620