Insegnamento a.a. 2013-2014

Course Objectives

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

As part of this course you walk away with a series of skills that enable you 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.

Course Content Summary

• 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 andforecasting models

Detailed Description of Assessment Methods

• Project Paper 1: Concept Generation (max 8 points)
• Project Paper 2: Tests and market launch (max 8 points)
• Final exam: open-ended + multiple choice questions (max 15 points)

Textbooks

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