Insegnamento a.a. 2020-2021

30259 - NEW PRODUCTS AND PRODUCT MANAGEMENT

Department of Marketing

Course taught in English
Go to class group/s: 31
CLEAM (6 credits - II sem. - OP  |  SECS-P/08) - CLEF (6 credits - II sem. - OP  |  SECS-P/08) - CLEACC (6 credits - II sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - II sem. - OP  |  SECS-P/08) - WBB (6 credits - II sem. - OP  |  SECS-P/08) - BIEF (6 credits - II sem. - OP  |  SECS-P/08) - BIEM (6 credits - II sem. - OP  |  SECS-P/08) - BIG (6 credits - II sem. - OP  |  SECS-P/08) - BEMACS (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
VERENA BARBARA SCHOENMUELLER

Classes: 31 (II sem.)
Instructors:
Class 31: VERENA BARBARA SCHOENMUELLER


Mission & Content Summary

MISSION

This course focuses on how to create value and growth through innovation in new and existing markets. The course gives students a general overview of reasons for success or failure of new products as well as techniques on how to identify opportunities for successful product/service innovations. Students learn the skills of innovation and how to apply those skills within the context of a marketing strategy framework. Students apply innovation methods across a wide variety of product and service categories. The course is taught using interactive workshop methods and techniques. Students first experience these facilitation techniques while learning innovation. They learn and practice these techniques so that they can apply them routinely throughout their graduate experience and beyond.

CONTENT SUMMARY

  • Identification of opportunities for new product/services.
  • Designing and engineering new products/services.
    • Systematic techniques to develop new product/service ideas.
    • Creative templates for systematic product idea generation.
  • Testing and launching of new products/services.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Define the five templates of innovation and how each is used in the innovation process.
  • Identify the principles of systematic innovation.
  • Identify the limitations and weaknesses of traditional brainstorming.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Produce unique ideas and concepts by applying each of the innovation templates to a specific category of products or services.
  • Relate innovative concepts to a marketing strategy framework.
  • Compile a hypothetical product or service catalog using concepts generated in the course to represent a portfolio growth strategy for a company.
  • Describe a method of measuring innovation.
  • Apply group facilitation techniques to lead small groups in the use of innovation templates. 

Teaching methods

  • Face-to-face lectures
  • Online lectures
  • Group assignments

DETAILS

Students are expected to work on a group project for developing a new product idea throughout the course. In the final classes, teams present their new product concepts.


Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Group assignment (report, exercise, presentation, project work etc.)
 x    

ATTENDING STUDENTS

  • 60% of the grade is composed of project work during semester.
  • 40% of the grade is composed of a final, written exam. 

 

The project is applied to one or more templates, according with the topics developed during the course. The project is assessed by a representative of the company and the course instructor.

 

The exam is held in written form. It is made up of questions referring to cases, talks and related concepts, models and tools presented and discussed in class. The questions are aimed at verifying learning of the systematic creativity approach, its templates and their correct comprehension, and at assessing the ability to apply the knowledge students learn during the course.  


NOT ATTENDING STUDENTS

The assessment method for non-attending students is based on final exam in written form. It is made up of questions referring to the concepts, models and cases contained in the textbooks.

The questions are aimed at verifying learning of the systematic creativity approach, its templates and their correct comprehension, and at assessing the ability to apply the knowledge students learn when studying the textbooks.


Teaching materials


ATTENDING STUDENTS

  • Slides and guest lectures.
  • D. BOYD, J. GOLDENBERG, Inside the Box, 2014.

NOT ATTENDING STUDENTS

  • D. BOYD, J. GOLDENBERG, Inside the Box, 2014.
Last change 07/12/2020 15:35