Marketing in New Prod Develpmt

Catalog description

Section information text: This course explores marketing concepts and marketing strategy within the context of new product development. Topics addressed include: market research methods, market segmentation, product positioning (4 Ps), pricing strategies, alliances, elasticity, advertising & brands, and the champion role. Student projects define a new product idea, apply course concepts to the development of that idea (segmentation, pricing, etc.) and present their analysis to the class. The course includes the 'NPDChallenge'simulation that demonstrates marketing issues an entrepreneur faces in developing a new product.