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This course is divided into two parts. The first part covers the following topics: methods for generating ideas and/or creative techniques for new products/services, the strategies for entry to the market, product design, testing new products/concepts, test markets, the promotion that accompanies the launch of a new product/service on the market, etc. |
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On completion of this course, students will understand the pertinent quantitative and qualitative approaches to developing and marketing new products and services. |
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
Students' individual work.
- Lectures and seminars
- Case studies
- TROTT P. (2004), Innovation Management and New Product Development, 3rd ed., Prentice-Hall.
- URBAN G., HAUSER J. (2004), Design and Marketing of New Products, Pearson Custom Publishing.
