|New course number:|
|Course title:||Product Planning|
|New course title:||Product and Brand Management|
|Grading method:||Current: letter grade
New: letter grade
|Flexibly Scheduled Course:||
|Prerequisites (list each individually, one course per line, with course number and title)|
6600:300 - Marketing Principles
New prerequisites to be checked at time of registration? yes
|Corequisites (list each individually, one course per line, with course number and title)|
New corequisites to be checked at time of registration? no
|Applied investigation into the management of new product
development, product life cycle, product mix strategies,
brand positioning, brand image, and brand equity.
|Course title and description changes reflect a more balanced view between product and related branding issues. It is also more consistent with current business practices.
|Product and Brand Management
Crawford, C. Merle, New Products Management, Fifth ed., Homewood, Illinois: Richard D. Irwin, Inc., 1997.
Marconi, Joe, Brand Marketing, American Marketing Association, 1999.
An in-depth study of the tools and techniques involved in the development, management and marketing of new and existing brands and products. Provides an understanding of the product/market planning process employed by producers of consumer and industrial products.
Given that new products are critical to a firm's long-run growth, initial attention is given to providing an understanding of the new product development process. Firms, such as 3M and Rubbermaid indicate that this process is important when they establish objectives that require at least one-third of their annual sales must come from new products that are five or less years old. This is followed by a focus on the creation and management of brand equity over the life of the product category.
This is a senior level (400) "slash" (combined undergraduate and graduate) course. In addition to meeting the senior undergraduate course requirements, graduate students will also be required to work on an approved topic report, requiring both a written and oral presentation. This graduate assignment may be accomplished individually or in a small group of graduate students. The oral and written report will be worth an additional 200 points.
1. To provide an understanding of the concepts and theories employed by managers in the development of new product s and their management over the product life cycle.
2. To provide an understanding of the product/market planning process and the procedures, methods and practices used to manage and market new, as well as established products and brands.
3. To provide an understanding of the planning process and procedures employed in creating, managing and extending brand equity.
1. To assist students in the development/improvement of their analytical and decision-making skills.
2. To help students improve their business communication skills in both written and verbal form.
3. To assist students to think more creatively, by recognizing the barriers to creative thought.
Personal Quality Objectives:
1. To place each class member in an operational/product-solving environment which requires individuals to interact with peers on a dynamic group basis thereby creating a better understanding and appreciation for the social-workgroup environment in which business decisions are made today.
2. To encourage students to become more resourceful, creative and flexible in dealing with new, ill-structured business situations and to achieve a sense of personal accomplishment and confidence as a result.
Workplace Competency Objectivess:
1. To enhance the transition from the conceptual foundation of business to the practical applications required in the real world through the use of project exercises.
2. To enable students to better deal with ill-structured, ambiguous complex matters that often characterize business problems faced by businesses.
The course will be taught in a lecture and topic discussion format. Each student is expected to have read the designated text/exercise assignment before each class and to be prepared to discuss the material. Extensive student input into the activities will be critical in establishing a productive learning environment.
Your attendance is expected! It will be to your advantage since supplemental materials will be considered in class.
Make-up examinations will be given only for the most compelling and extraordinary reasons.
Your must make an honest effort to attend all in-class and out-of-class group project/case related meetings.
During the semester, there will be several guest speakers. Attendance is expected.
The course will be taught in a lecture and topic discussion format. All exams will cover the text, lectures, classroom discussions, and any special class presentations. Graduate and undergraduate students will be evaluated separately.
A number of exercises may be covered.
Form a group of two to three students and select from one of the three projects listed below. Prepare a written and oral presentation. The written report will be worth 150 points, and will probably be in the neighborhood of 10 to 15 pages.
Option 1: Brand/Brand Management (handout to follow)
Option 2: Concept Development and Testing (handout to follow)
Option 3: Marketing Plan for a New or Existing Product/Brand
Class Participation: Optional Short Topics: If you would like to enhance your participation score, you may want to consider the optional short topic (see instructor for handout)
First Exam 200 points 20%
Second Exam 200 points 20%
Third Exam 200 points 20%
Group Mini-Project 200 points 20%
Class Participation 200 points 20%
Week 1 Introduction and Overview of Course
Overview of New Product Development Process
Week 2 Role of Strategic Planning in Product & Brand Management
Developing a Product Innovation Charter (New Product Strategy)
Week 3 Nature of Strategic Process (External Market and Internal Analysis)
Week 4 Application of Strategic Process: Understanding Opportunity Analysis
Week 5 Concept Generation
Sources and Techniques for Generating Product Ideas
Week 6 Group Project Assignments
Week 7 Pretechnical Evaluation
Concept Development and Testing
Week 8 Financial Analysis
Analytical Tools for Evaluating New and Existing Products and Brands
Group Project Assignments
Week 9 Technical Development
Product Use Testing (Alpha, Beta, Gamma)
Week 10 Preparing for New Product Launch
Diffusion of Innovations
Developing an Effective Introduction Strategy
Week 11 2nd Exam
Group Project Assignments
Week 12 Market Testing
Using Alternative Methods and Analytical Tools to Evaluate Potential Sales
Week 13 Launch Strategy and Control
Managing the Product Life Cycle
Week 14 Brand Management
Evaluating Product Performance
Harvesting (Deleltion) Strategy
Week 15 Group Presentations
Week 16 Final Exam