This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Innovation and new product development is inherently a cross-functional activity, and individuals from R&D, marketing, manufacturing, engineering, design, and other functional areas are involved. Nonetheless, the course takes the perspective of the marketing manager and his/her interactions with other members of the new product team. Therefore, it is expected that students have a basic understanding of marketing concepts. The student should have a good general understanding of current business events, in particular those related to product innovation and management, as class participation and discussion is an integral part of the course.

Learning outcomes

At the end of the course, the student should be able to :
Apply a scientific approach towards new product development and management.

Understand and apply the concepts and processes involved in new product development, from opportunity identification and idea generation to launch management.

Use quantitative techniques to conduct business analysis at various stages of the new product development process.

Discuss new product development and launch by entrepreneurs as well as larger firms.

Apply new product management concepts to real world situations.

Course description

The course content includes the following topics:

1. The new products process and new product strategic planning
2. Concept generation techniques, lead users, and open innovation
3. Analytical attribute approaches including trade-off analysis
4. Concept evaluation and screening
5. Forecasting, financial analysis, product protocol, and technology roadmapping
6. New product design and new product team management
7. Product use testing, strategic launch planning, product diffusion models
8. Strategic implementation and market testing
9. Launch management and public policy

Class type

Class structure

Teaching methods

• E-learning
• Lecture
• Project work
• Research

Assessment

Course Assessment

Group project (due date to be announced): 50%
Group presentation of project (last day of class): 15%
Individual assignment: 20%
Participation (discussion of short cases): 15%

Total: 100%

Details on Course Assessment

Group Project and Presentation: Students will form groups and work on a project, which will be to report on a new product, recently launched into the French (or, more generally, the European) market. Any kind of product is acceptable (consumer good, durable good, business-to-business, service, etc.). Once you have selected a product, please submit this to me for approval. You will do whatever research you can on the product and company, and discuss the following:
1. The firm’s new products strategy.
2. The product innovation charter (PIC) for the new product.
3. The launch strategies and tactics.
4. Overall, the reasons for success (or failure) of the new product.
Use the class material for resources on these topics. You will probably need to infer the firm’s new products strategy, PIC and other issues based on your research (the company’s website, publications, etc.). Try to apply course material whenever possible. Each group turns in a short term paper (details to be discussed) worth 50% of your final grade. In addition, each group will make a short presentation in class (length of time depends on number of groups), which counts an additional 15%.

Individual assignment: “Why Did It Succeed Or Fail?” Come to class prepared with an example of a new product that recently was launched successfully or unsuccessfully. This can be a consumer product, high-tech product, B2B product, or service of any kind. Submit at least one link to a website, news story, etc. which provides background on this product. Be prepared to discuss your example in class and provide at least a couple of specific factors leading to success or failure. The assignment counts for 20% of your final grade. NOTE: You cannot use the same product for the group project and the individual assignment!

Class Participation. 15% is allocated to class participation. In particular, several short (2-3 page) mini-cases will be assigned and it is expected that all students are prepared to discuss these in light of course material.

Recommended reading

• M. CRAWFORD and A. DI BENEDETTO, New Products Management, 10th edition, Irwin-McGraw-Hill, 2011 (recommended but not required). -

• Cases and PowerPoint slides wll be posted on the course website about one week before the beginning of the course. -

Internet resources

• Course website: Powerpoints, links, additional information -- please check regularly.

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