MKT 5670 - New Product Development and Digital Innovation

(3) Credit Hours

This course is designed to explore three critical business topics: (1) the design and development of new products and digital innovations, (2) the management of a portfolio of new and existing products, and (3) the development of a new business plan—marketing and launch plan— based on the new products and digital innovations students develop. First, topics in new product development include idea generation and screening, design, planning, and prototyping, and new product roll-out, as well as the development of marketing strategies and implementation plans for new products and services. Second, we consider the portfolio management of new and old products as the job of the “typical” product manager in marketing and launching consumer and business-to-business goods/services, focusing on the critical analyses they perform. Third, the importance of new business development is emphasized through the development of marketing and launch plans for new products that students develop. Only open to MBS and MSDA students.Differential course fee will be assessed. Business Graduate Course Fee will be assessed.