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COURSE NAME: "New Product Management"
SEMESTER & YEAR: Fall 2023

INSTRUCTOR: Pietro Paganini
EMAIL: [email protected]
HOURS: M4:30 PM 7:15 PM
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment

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.

- 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 be part of the House of Innovation, an open class; they 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 is organized as a workshop for new product/service development, allowing 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.

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
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
New Product ManagemetCrawford & Di BenedettoMcGraw-Hill978-981-4577-10-6     

Class attendance, class participation and debate 5%
Coursework 30%
New Product project  40%
Mid-term: concept generation 15%
Final project presentation  10%

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.

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.
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.
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.


SessionSession FocusReading AssignmentOther AssignmentMeeting Place/Exam Dates
Class 1New product processCourse introduction - Chapter.2 (NPM)  
Class 2 What is a product/serviceFrontal lecture - Ch.2 (NPM)Final proj. team formation 
Class 3 Product presentation  Students Product pitch  
Class 4 Product presentation  Students Product pitch and NPP team work  
Class 5Team management Ch.14 (NPM) NPP Lab  
Class 6 Opportunity identification Frontal lecture + NPP Lab - Ch.3 (NPM)   
Class 7Opportunity identification  Students presentation & work evaluation  
Class 8 Concept generation - Preparation and alternatives Frontal lecture + NPP Lab - Ch.4-5 (NPM)   
Class 9 Concept evaluation: testing - full screen - product protocol Frontallecture+ NPP Lab - Ch.8-9-10-12 (NPM)   
Class 10 Concept testing - full screen - prod. protocol Frontal lecture + NPP Lab - Ch.8-9-10-12 (NPM) Case study 1  
Class 11 Policy & regulation NPP Lab - Ch.20 (NPM)   
Class 12Midterm Concept generation  
Class 131st stage analysis  Project evaluation  
Class 14 Development - design Frontal lecture - Ch.13 (NPM)   
Class 15Development - design  NPP Design  
Class 16 Prod. development & testing Ch.15 (NPM)   
Class 17Lecture by Cisco    
Class 18 Strategic launch planning Ch.16 (NPM) case study (T 1-2)  
Class 19Lecture: start-up 2.0    
Class 20 Implementation of the strategic plan Ch.17 (NPM) case study (T 3-4)  
Class 21 Lecture by 3M    
Class 22 Market testing Ch.18 (NPM) case study (T 5-6) 
Class 23Lecture by Telit case study (T 7-8) 
Class 24 Launch management Ch.19 (NPM)   
Class 25NPP Lab NPP final draft  
Class 26 JCU Entrepreneurship Institute Conference    
Class 27NPP Pres.  Final proj. pres 
Class 28 NPP Pres.  Final proj. pres 
Class 29 - TBD Final Exam