Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Pré requis

The students should understand the basics of marketing and marketing management process.

Objectifs du cours

This course aims to explore the major issues, problems, and challenges faced by new product development managers and their teams. Overall, this course is structured to cover: (1) The key stages of product development (i.e., opportunity identification, idea generation, product design, product testing, launch issues) and life-cycle management, (2) New analytical methods to reduce risk and improve innovativeness at both new product team level and firm-level, and (3) a variety of new product development strategies (i.e., incremental versus radical innovativeness, technological discontinuities and dominant designs, new product diffusion and adoption, and exploration versus exploitation) from the perspective of large companies and start-ups.

Contenu du cours

This course is designed to achieve a number of objectives, as follows: (1) To provide students with the fundamentals of the innovation and NPD processes; (2) To equip students with the analytical tools and evaluation methods used to increase the success rate in new product development; (3) To make students aware of both the external and internal influences on the methodologies needed to produce new products; and (4) To familiarize students with the procedures associated with and issues critical to the new product launch.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Coaching
• E-learning
• Interactive class

Évaluation

Evaluation as follows:
Individual Participation/Preparation (20%)
Individual Quizzes/Assignements/Excercises (80%)

Bibliographie

• Merle C. Crawford, Anthony C. Di Benedetto (2010), New Products Management, 10th Edition (McGraw-Hill/Irwin Series in Marketing). -

Ressources internet

• IESEG Online