JCU Logo
JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 304"
COURSE NAME: "New Product Management"
SEMESTER & YEAR: Spring 2025
SYLLABUS

INSTRUCTOR: Pietro Paganini
EMAIL: [email protected]
 HOURS: M4:30 PM 7:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment
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.
SUMMARY OF COURSE CONTENT:

Design, creative, and critical thinking: Cultivate the ability to think both creatively and critically, applying design thinking methodologies to generate innovative solutions.

Team-building and project management: Develop essential skills in forming and leading teams, managing projects from initiation through completion with a focus on agile methodologies and effective communication.

New product process: Explore the comprehensive process of new product development, from initial concept through to market launch.

Opportunity identification and selection: Learn to identify and select promising opportunities by analyzing market signals and potential impact.

Market research and scenario analysis: Conduct in-depth market research and develop scenario analyses to understand market dynamics and anticipate future trends.

Strategic planning: Engage in strategic planning to align product development with broader business goals and competitive strategies.

Idea generation, preparation, and alternatives: Master techniques for effective brainstorming, prepare feasible product ideas, and evaluate alternatives to select the most viable options.

Concept/project evaluation: Assess the feasibility and market potential of product concepts or projects using criteria such as technical viability, market need, and financial returns.

Product design, development, and prototyping: Transition from concept to concrete, creating detailed designs, developing prototypes, and testing product iterations in real-world settings.

Product launch: Plan and execute the launch of new products into the market, considering factors like marketing strategies, launch timing, and initial customer feedback.

Product-related rules and regulations: Understand and comply with relevant rules and regulations affecting product development, including safety standards, environmental considerations, and industry-specific legal requirements.

Fundraising: Gain insights into various fundraising strategies and sources, including venture capital, crowdfunding, and government grants, to support new product initiatives.
LEARNING OUTCOMES:

Analyze and resolve complex business challenges: Apply strategic thinking to dissect and solve intricate business problems in diverse markets.

 

Lead and manage multifaceted projects: Demonstrate proficiency in planning, executing, and leading projects that require complex coordination and management skills.

 

Communicate persuasively and effectively: Master the art of presentation to persuade, inform, and engage diverse audiences, enhancing both individual and corporate narratives.

 

Enhance design and critical thinking: Develop robust design and critical thinking skills that support innovative problem-solving and effective decision-making.

 

Collaborate and team build: Work effectively in team settings, fostering collaboration with peers and professionals within and beyond the business community.

 

Cultivate innovation and entrepreneurship: Exhibit a proactive attitude towards innovation, creativity, and entrepreneurship, driving new initiatives and ventures.

 

Master new product/service development: Gain comprehensive insights into the lifecycle of product and service development from conception through management.

 

Identify market opportunities and trends: Explore and pinpoint market opportunities and emerging trends to strategically position new products and services.

 

Apply technical and analytical skills: Utilize technical skills in concept development, evaluation, and refinement to create viable and innovative solutions.

 

Recognize product and service varieties: Understand and categorize various types of products and services, appreciating their unique aspects and market positions.

 

Implement market segmentation strategies: Strategically segment markets to target and engage specific customer demographics effectively.

 

Conduct financial analysis and sales forecasting: Perform detailed sales forecasts and financial analyses to predict project viability and financial success.

 

Develop branding and product strategies: Create comprehensive branding and product strategies that align with organizational goals and market demands.
TEXTBOOK:
NONE
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
New Products Management 12th editionCrawford M./ Di Benedetto AMcGraw-Hill1259911829  
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
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.
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.
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.
SCHEDULE
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