Insegnamento a.a. 2014-2015

20434 - MARKETING DECISIONS - INTERNATIONAL PRODUCT LAUNCH


IM

Department of Marketing

Course taught in English

Go to class group/s: 6 - 7
IM (6 credits - II sem. - OB  |  ING-IND/35)
Course Director:
ANDREA ORDANINI

Classes: 6 (II sem.) - 7 (II sem.)
Instructors:
Class 6: ANDREA ORDANINI, Class 7: ANDREA ORDANINI



Course Objectives

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.


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 and forecasting models.

Detailed Description of Assessment Methods

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


Textbooks

  • 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.
NB: e-book format
Exam textbooks & Online Articles (check availability at the Library)
Last change 10/07/2014 09:54