20434 - MARKETING DECISIONS - INTERNATIONAL PRODUCT LAUNCH

The course helps students to familiarize with marketing issues regarding the development and launch of a new offering. Students learn different techniques and research tools to properly manage the various stages of the new product development process.

As part of this course students walk away with a series of skills that enable them to step into a new product development team at a variety of physical goods or service organizations. In addition to these general outcomes, you are armed with a series of specific analytical/consulting tools.

• Basic criteria to assess the success potential of products/service.
• Different techniques to develop new product/service concepts.
• Different techniques to test product concepts.
• Launch strategies and forecasting models.

Students evaluations rules are detailed at the beginning of the course.

• Materials (slides, articles, etc.) supplied by the Instructors and uploaded on the Learning Space 
• G. LILIEN, A. RANGASWAMY,A. De Bruyn, Selected chapters of Principles of Marketing Engineering,  2013 (selected chapters, and how to get them will be indicated at the beginning of the course), 2nd ed.