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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 304-2"
COURSE NAME: "New Product Management"
SEMESTER & YEAR:
Spring 2022
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SYLLABUS
INSTRUCTOR:
Angelo Baccelloni
EMAIL: [email protected]
HOURS:
MW 10:00 AM 11:15 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
By appointment
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COURSE DESCRIPTION:
This course investigates the process of new product development and product management, starting from idea and concept generation through to project evaluation and development. The course is designed to be an interactive workshop for new product development, allowing students to explore market opportunities and propose new concepts to the market.
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SUMMARY OF COURSE CONTENT:
- Design, creative and critical thinking
- Team-building and project management
- New Product Process
- Opportunity identification and selection
- Market research and scenario analysis
- Strategic planning
- Idea generation, preparation and alternatives
- Concept/project evaluation
- Product design, development and prototypeization
- Product launch
- Product related rules and regulations
- Fund Raising
This is a project-oriented class, students will be asked to solve a business problem presented by a multinational or a SME. They will develop a new/existing product and launch it on the market.
Students will work in cross-functional teams, interacting with the students of other courses who will be engaged in solving the same problem on the basis of their course objectives and competences. The course allows students to explore market opportunities and to propose new concepts to the market. In addition to working in teams, they will attend labs, do simulation exercises and role-playing games, and will be asked to interact with the business community outside the university campus.
Lectures will provide students with the know-how, competencies and tools in order to enhance their skills and solve the problems their project requires. Students will be engaged in flipped classes to increase their knowledge and their learning skills, and their communication and team competences.
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LEARNING OUTCOMES:
Upon successful completion of all the course assignments, the student will be able to:
- Solve complex business problems
- Manage complex projects
- Present, convince and entertain
- Develop design and critical thinking skills
- Work in teams and collaborate with their peers and the broader business community
- Demonstrate a certain attitude towards innovation, creativity and entrepreneurship
- Understand the overall process of new product/service development and management
- Explore and identify market opportunities and marketing trends
- Apply technical skills to concept development and evaluation
- Acknowledge different types of new products and services
- Apply market segmentation
- Perform sales forecasts and project financial analysis
- Develop an overall branding and product strategy
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TEXTBOOK:
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class attendance, class participation and debate | | 5% |
| Coursework | | 30% |
| New Product project | | 40% |
| Mid-term: concept generation | | 15% |
| Final project presentation | | 10% |
-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the cour
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
Students are supposed to come prepared to class and participate in all activities. Active participation is crucial. Regular attendance is an essential component of class participation.
Students that miss three classes may be asked to withdraw from the course. Two lateness equal one absence.
Please refer to the university catalog for the attendance and absence policy.
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ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic
dishonesty will receive a failing grade on the work in which the dishonesty occurred.
In addition, acts of academic dishonesty, irrespective of the weight of the assignment,
may result in the student receiving a failing grade in the course. Instances of
academic dishonesty will be reported to the Dean of Academic Affairs. A student
who is reported twice for academic dishonesty is subject to summary dismissal from
the University. In such a case, the Academic Council will then make a recommendation
to the President, who will make the final decision.
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STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap.
Students with approved accommodations must inform their professors at the beginning
of the term. Please see the website for the complete policy.
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SCHEDULE
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| Session | Session Focus | Reading Assignment | Other Assignment | Meeting Place/Exam Dates |
| Class 1 | What is a product/service | Course introduction | | |
| Class 2 | Product strategy | Frontal lecture | | |
| Class 3 | Market Analysis | Frontal lecture | Team Formation | |
| Class 4 | Strategic Product Management (Segmentation, Targetion and Positioning) | Frontal lecture | | |
| Class 5 | Customer-Driven Product Development | Frontal lecture + Product Lab | | |
| Class 6 | Management of the existing product portfolio - Intro to Markstrat and first decisional round | Frontal lecture + Product Lab | | |
| Class 7 | Opportunity identification | Product Lab | | |
| Class 8 | 1st Decisional Round - Markstrat | Product Lab | | |
| Class 9 | First Business Pitch - Present your results to the company management | Product Lab | | |
| Class 10 | 2nd Decisional Round - Markstrat | Product Lab - Concept testing | | |
| Class 11 | New Product Development | Frontal lecture | | |
| Class 12 | New Product Development | Frontal lecture | | |
| Class 13 | Intro to 3rd Decisional Round - Markstrat | Frontal lecture | | |
| Class 14 | Midterm exam | | | |
| Class 15 | 3rd Decisional Round - Markstrat | Product Lab | | |
| Class 16 | Second Business Pitch - Prod. development & testing | Product Lab | | |
| Class 17 | 4th Decisional Round - Markstrat | Product Lab | | |
| Class 18 | Product Pricing | Product Lab | | |
| Class 19 | 5th Decisional Round - Markstrat | Product Lab | | |
| Class 20 | Marketing Channels | Frontal Lecture | | |
| Class 21 | Omnichannel Strategy for New Products | Frontal Lecture | | |
| Class 22 | 6th Decisional Round - Markstrat | Product Lab | | |
| Class 23 | 7th Decisional Round - Markstrat | Product Lab | | |
| Class 24 | Design Thinking for Product Development | Frontal Lecture | | |
| Class 25 | 8th Decisional Round - Markstrat | Product Lab | | |
| Class 26 | 9th and 10th Decisional Round - Markstrat | Product Lab | | |
| Class 27 | Final Business Pitch and results | | Final proj. pres | |
| Class 28 | Pre-assessment and exam preparation | | Frontal Lecture | |
| Class 29 - TBD | Final Exam | | | |
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