School of Management, Unit Catalogue 2007/08 |
MN50408 Developing new products |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: CW100 |
| Requisites: |
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Aims: To create an understanding of the new product development process, from a marketing perspective. To create awareness of the main marketing strategies and decisions involved in the early stages of NPD. To build awareness of the research methodologies and approaches in the creation and development of new brands.
Learning Outcomes: Competence with a set of tools and methodologies for new brand development decisions. Confidence in abilities to create and manage a new brand. Skills: Ability to apply theory to practice; critical thinking and creativity; establishing criteria; formulating and solving NPD problems. Content: This course is designed to explore the creation and development of new products. Essentially, the focus is on marketing's role in the new product development process, whether this involves an entirely new product or the development of an existing brand. It will examine a number of ways of 'hearing' the voice of the customer and then translating this information into brand decisions. * Developing an innovation culture * Organizing for innovation * NPD strategy * Idea generation and screening * Research issues in NPD * The business case for NPD * Market testing * Commercialization. |