課程介紹
1. This course is in product strategy and management, emphasizing on the strategic development of innovative products or services.
2. This course provides students with a better understanding of the new product process from strategic vision, opportunity discovery, concept generation, concept/project evaluation, development and launch, and how to manage it for successful product innovation.
3. This course uses a combination of lectures, cases, and discussion to help students better understanding the concept of product strategy and management.
2. This course provides students with a better understanding of the new product process from strategic vision, opportunity discovery, concept generation, concept/project evaluation, development and launch, and how to manage it for successful product innovation.
3. This course uses a combination of lectures, cases, and discussion to help students better understanding the concept of product strategy and management.
教科書:
Required:
Merle Crawford and Anthony Di Benedetto (2015), New Products Management, 11th Edition, McGraw-Hill Irwin.
Merle Crawford and Anthony Di Benedetto (2015), New Products Management, 11th Edition, McGraw-Hill Irwin.
References:
Mohr, J., Sengupta, S. and Slater, S., 2010, Marketing of High-Technology Products and Innovations, 3rd edition, Prentice-Hall.
Ulrich, K.T. and Eppinger, S.D., 2007, Product Design and Development, 4rd edition, McGraw-Hill (U&E).
Mohr, J., Sengupta, S. and Slater, S., 2010, Marketing of High-Technology Products and Innovations, 3rd edition, Prentice-Hall.
Ulrich, K.T. and Eppinger, S.D., 2007, Product Design and Development, 4rd edition, McGraw-Hill (U&E).
教學進度:
1. Overview
2. Strategic framework of product development
3. The new product process
4. Opportunity identification
5. Creativity and the product concept
6. Finding and solving customer problems
7. Analytic attribute approaches for understanding customer needs
8. Concept evaluation
9. Midterm
10. Concept testing
11. Full screening
12. Sales forecasting
13. Product protocol
14. Design
15. Product deployment: launching timing, complementary products, compatibility, pricing, and distribution.
16. Product use test
17. Term project presentation
18 final exam.
2. Strategic framework of product development
3. The new product process
4. Opportunity identification
5. Creativity and the product concept
6. Finding and solving customer problems
7. Analytic attribute approaches for understanding customer needs
8. Concept evaluation
9. Midterm
10. Concept testing
11. Full screening
12. Sales forecasting
13. Product protocol
14. Design
15. Product deployment: launching timing, complementary products, compatibility, pricing, and distribution.
16. Product use test
17. Term project presentation
18 final exam.
本課程不開放報名
