MKTG 353: New Product Development Master Syllabus
Representative Syllabus
Students are responsible for being familiar with and following the instructions and policies found in this document.
Course Instructor:
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Mason Impact
Mason Impact Courses provide the skills and knowledge for students to tackle global questions and challenges. MKTG 353 New Product Development provides students with an entrepreneurship experience, i.e., the opportunity for students to engage in the process of identifying and solving customer problems to ideate, build a visual prototype and launch plan for a commercial product to create stakeholder value. Students, acting in the role of a start-up team, complete a NPD (New Product Development) Team Project consisting of three team briefs the first centered on discovering customer insights, customer segments and selection target market, the second focusing on product ideation and product positioning, and the last developing a launch plan, including marketing communications and financial forecast. Students receive feedback on each of these briefs and use the feedback to refine the ideas and develop a "product pitch" presentation (plan - including product, target market, and launch) with visual prototype. Students are prepared to make an impact on the world by learning how to uncover customer problems and devise creative solutions (new products) to solve them.
Mason Impact Learning Outcomes
- Understand knowledge creation: Students will understand how knowledge is generated and communicated, and how it can be used to address questions or problems in disciplines and in society. In this course, students will start the NPD Team Project with uncovering customer insights. Students will learn about and practice research approaches and tools for discovering, analyzing, and presenting customer "problems" or "jobs to be done" that provide opportunities for new products. Students utilize this knowledge in the product ideation process. Students also use secondary research to support the development of the new product ideas (e.g., patent search), competitive analysis and positioning, market potential analysis, segmentation and targeting, as well as in the creation of the marketing communications plan and launch plan.
- Engage multiple perspectives: Students will be able to identify and negotiate multiple perspectives, work collaboratively within an across multiple social and environmental contexts, and engage ethically with their subject and with others. In the course, students work in teams to practice concepts and skills in formative assignments prior to utilizing these in summative assignments (i.e., the completion of the NPD Team Project). When the teams are formed, they learn about high functioning new product development teams, complete a team contract outlining the responsibilities and conduct each member of the team agrees to, and determine the roles each will play on the team. The students also practice ethical principles (e.g., asking for consent/permission) in conducting research with customers/consumers.
- Investigate a meaningful question: Students will use inquiry skills to articulate a question; engage in an inquiry process; and situate the concepts, practices, or results within a broader context. Students in the course learn to use secondary data, and collect and analyze primary data to discover unmet customer needs and use this understanding to brainstorm potential new product solutions, and then create a prototype and launch plan.
- Complete a project: Students will design and carry out an individual or collaborative project that explores an original question, seeks a creative solution to a problem, applies knowledge to a professional challenge, or offers a unique perspective. Student engage deeply in this original work. The NPD Team Project in this course is collaborative and asks students to work throughout the semester to discover a customer problem and provide a creative solution in the form of a new product idea, complete with visual prototype and launch plan.
- Communicate and share outcomes: Students will communicate knowledge from their project through presentation. [Team Product Pitch presentation is to faculty member and students, not to an external audience. This may be subject to change. Student teams present to each other for Mini-Pitch.]
Course Objectives and Concentration Learning Goals
Course Objectives
By the end of the semester, you will be able to:
- Demonstrate the new product development process via the creation of a new product prototype and plans for launch, including the processes involved in 1) ideation and the creative "front-end" of innovation, 2) idea screening, and 3) new product design and launch.
- Practice creativity though prototyping.
- Apply market research techniques in the pursuit of developing new products.
- Apply basic forecasting and finance concepts to support new product development planning and decision-making
- Display an understanding of how elements of the marketing mix are leveraged in innovation management.
Concentration Learning Goals
Students majoring in the Marketing concentration will master the following by graduation:
- Research Competency: Research competency using library databases, secondary and primary sources of market and company information, and marketing data analysis skills.*
- Marketing Strategies: Ability to formulate effective marketing strategies derived from an understanding of customer behaviors and application of marketing tools and concepts.*
- Writing & Formatting: Communication and information literacy skills in the writing and format of the plan that are consistent with the marketing discipline.
*Concentration learning goals that are addressed in this course
Approach
This course will include a team project. Students will work in teams to develop several new product ideas, and will take one of those ideas to plan for product launch. The course will also utilize recorded lectures, videos, readings, discussions, and experiential exercises to expose students to best practices in innovation management and new product development. Per University Policy, a 3-credit course includes class time plus an additional 6 hours of work outside of class each week. For weeks that class does not meet face-to-face, expect to spend 8 ½ to 9 hours online. Students who sign up for in-person courses are responsible for attending scheduled in-person sessions and taking in-person exams.
Course Policies
Technology Policy for the Course
The use of a laptop computer is required in the classroom sessions. Students will use the laptops to work on material related to the course. Please be respectful of your peers and your instructor and do not engage in activities unrelated to class while in the classroom. This includes use of cell phones, unless it is an emergency or during the break. Such disruptions show a lack of professionalism, and may result in a 50-100% reduction of the course participation grade. Students will also need to use a computer outside of the classroom to complete and submit coursework.
Course Materials
Course Website
You can access Canvas here. The username and passwords are the same as your George Mason email account. Login and click on the "Courses" tab. You will see the MKTG-353-001 course. Instructional materials will be posted online in our Canvas course.
STUDY.NET
This course utilizes a customized reading pack available for purchase by using the following instructions:
- Create an account by clicking here
- Once signed in select "Store"
- Click on "Add to Cart" for MKTG 353 New Product Development - online access cost is $76.34. You can also click on the link here.
- Proceed to check out to access the course materials page
Registration is required before purchase. You do not have to use your legal name and George Mason email address if you have privacy concerns, please use another name and personal email address. The registration information is stored in the system, and I can view this information, but I do not use it. Purchase price is $76.34 for the online version. If you elect to have a printed TEXTPAKTM sent to you there is an additional charge. If you encounter any problems, please click here or contact customerservice@study.net. You should be able to download the materials in the following formats: 1) pdf individual content links, 2) "Download zip file," and 3) "Download reader File." You can use the "Download zip file" option to download all or any of the materials. The "Download eReader File" allows you to view a single pdf file of the materials that includes page numbers at the bottom (in addition to the original page numbers from the original source located where the publisher printed them). Please note that in some cases, you will need to rotate the image of the pdf in order to read the materials. There are also study.net free apps to use the content on several devices/formats that allows you to annotate. Also, note that there are a couple of times when the pages are repeated in the readings these contain important concepts so reading them multiple times is not a negative.
Other materials are available online as noted on the course schedule. See details on free HRB access and limits.
If you elect not to purchase the Study.Net customized reading pack, you may be able to access many of the readings (not all) free through the library, but you will need to use the link to "Access Course Readings from the Library" on the course menu or search on the individual book titles and download the correct chapters/pages. Please consult the Library resources available on Canvas as found on the course menu.
Course Communication
All course communication will take place through Canvas or George Mason email addresses. Any emails from me about this course will be sent either through Canvas or from my George Mason email address.
Pronoun Use
Gender identity and pronoun use: If you wish, please share your name and gender pronouns with me and how best to address you in class and via email.
Announcements
Announcements regarding this course will be posted on and/or emailed via Canvas. It is your responsibility to check Canvas and your George Mason email regularly to stay updated with this course.
E-mail Correspondence - MKTG 353 in Subject Line
In order to prioritize responding to e-mails sent regarding this class, please use “MKTG 353” as part of the subject line of any emails you send to me. I will respond once to an email without this in the subject line, but only once.
Estimated E-mail Reply Times
Under normal circumstances, you should receive a reply to your e-mail within 24 hours. Please make sure to plan to have enough time when emailing to receive a response. If you do not get a response within the time frames listed above, double check for any technical issues in the originally sent e-mail and follow-up with me.
Ask the Instructor Discussion Board
In addition to emailing me, a discussion board will be created to provide students the opportunity to post questions that they have while working through the material. Under normal circumstances, I will check/respond to these postings within 24 hours.
Asking Questions/Courtesy in Communications
I am happy to answer any questions that you may have on course material or other matters. For some questions, the answer may be easily found within our course information sources (e.g., syllabus, Canvas). It is helpful to check there first. If this is the case with your question, I will direct you there. Otherwise, we will work out the best way for your question to be answered (e.g., via email, virtual office hours). Please keep in mind that to ensure clarity of the question asked or the response given it may be necessary to be extremely specific in what is written. It is expected that everyone – instructor and students – will be professional and respectful in all communications.
Netiquette
In this course we will be collaborative, not combative. Experience shows that even an innocent remark in the online environment can be misconstrued. I suggest that you always re-read your responses carefully before you post them to encourage others from taking them as personal attacks. Be positive in your approach to others and diplomatic with your words. I will do the same. Remember, you are not competing with each other but sharing information and learning from one another as well as from me.
Collaboration
With collaborative work, names of all the participants should appear on the work. Collaborative work may be divided up so that individual group members complete portions of the whole, provided that group members take sufficient steps to ensure that the pieces conceptually fit together in the end product. Other course work is designed to be undertaken independently. You are responsible for making certain that there is no question that the work you hand in is your own. If only your name appears on an assignment, your professor has the right to expect that you have done the work yourself, fully and independently.
AI Text Generators
Any text generated by an artificial intelligence (AI) text-generation tool (such as ChatGPT) is not accepted in this class as "the student's own work," and so will be considered simiarly to text published on paper or online or text composed or significantly edited/altered by another person. The use of such text without proper attribution is a violation of academic integrity.
Course Content
Course Grades & Grading Policy
Grades will be assigned as follows:
| Grade | Points Earned |
|---|---|
| A+ | 970-1000 |
| A | 940-969 |
| A- | 900-939 |
| B+ | 870-899 |
| B | 830-869 |
| B- | 800-829 |
| C+ | 770-799 |
| C | 700-769 |
| D | 600-699 |
| F | 0-599 |
Students will not be permitted to make more than two attempts to achieve a passing grade in this course. A third attempt will require academic advisor approval. If you have questions about this policy, please talk with an academic advisor.
Note on Final Course Grades: The point total at the end of the semester will be used to determine final letter grade. The University considers a B to be a good grade. To earn any higher grade, you must demonstrate outstanding mastery of the course material. It is highly unlikely that adjustments will be made to the Final Course Grades. On the off chance that it is, it will be across the entire class and not on an individual basis. Do not ask for your individual final grade to be “rounded up”. The answer will be no.
Your grade will be determined by the total points that you earn on each of the graded components in this course. You may earn up to 1000 points during the course of the class. The point total of your graded components will be your final grade for this course. The graded components in the class and point values are on the next page.
There are bonus points offered above and beyond the 1000 points as outlined on the next page. There may also be additional opportunities to earn extra points announced throughout the course.
| Graded Components and Points | |
|---|---|
| Tests | |
| Reading Quizzes (best 5 out of 6 @10 pts) | 50 |
| Course Overview Quiz required for credit on future assignments | 15 |
| Academic Standards Quiz required for credit on future assignments | 5 |
| Knowledge Checks | 11 |
| Exam 1 | 150 |
| Exam 2 | 150 |
| Individual Assignments | |
| Introduction | 15 (+1-2 bonus) |
| Paper Airplane | 10 (+1-2 bonus) |
| The Wearable | 4 |
| Job to Be Done | 6 |
| Library Patent Search Tutorial | 2 |
| Darwinator Feedback | 20 |
| Feedback on Team Mini-Pitch | 20 |
| Peer Evaluation Survey | 15 |
| NPD Team Assignments | |
| Team Contract | 3 |
| Team Roles | 3 |
| Team Name (bonus: team emblem) | 3 (+1-5 bonus) |
| Word Cloud | 5 |
| Customer Profile Matrix | 10 |
| Sample Interview Questions | 18 |
| Affinity Diagram | 5 |
| Darwinator Ideas | 20 |
| Mini-Pitch | 40 |
| USP/Positioning Statement | 30 |
| Journal Entry 1: IMC Tools List | 20 |
| Journal Entry 2: Expenses List | 20 |
| NPD Team Project Components | |
| Brief 1: Customer Profile/Target Market | 50 |
| Brief 2: Product | 50 |
| Brief 3: Product Launch and Forecasting | 50 |
| Team Product Prototype | 50 |
| Team Product Pitch with slides and script | 100 |
| Team Participation (based on Peer Evaluation Survey) | 50 |
| Total Points | 1000 |
Details on Course Assignments
Absence and Academic Accommodations Policy
Participation in class is key to student success in this face-to-face course. Students are expected to be present and engaged for all their courses. See the University Catalog (AP. 1.6) for more information. Engagement includes being present in the class, paying attention, and participating in discussions, in-class exercises, assignments, presentations, and team NPD project work days. Students will sign-in during class. If a student does not sign-in, they will be treated as absent.
For excused absences, students will be permitted to work individually or with their team virtually during the class session and receive the grade based on the graded score. For excused absences, if the student is unable to work individually or with their team virtually during the class session (or during the rest of the week), the student and/or team must contact me to discuss any potential accommodation.
For unexcused absences, students will be permitted to work individually or with their team virtually during the class session and receive a grade that is 50% of the graded score of the assignment. For unexcused absences, if the student is unable to work individually or with their team virtually during the class session (or during the rest of the week), the student will receive a grade of 0 on the assignments.
Excused Absences
An excused absence is an absence that is recognized for a legitimate reason. The number of excused absences must be reasonable and not impact significant portions of the course. It is not reasonable for students to request extensions that cover significant portions of the course. If the student does not follow the procedure below, the absence will be treated as unexcused.
Excused absences can be known ahead of time or be unexpected. Regardless of the case, students must:
- Notify instructors of an excused absence in a timely manner and in writing
- Provide appropriate (verifiable) supporting documentation at the time of notification; or, in the case of unexpected absence, notify the instructor of when the documentation will be sent
- Obtain any content covered in the course time for which they are absent
- Seek and adhere to instructor-provided accommodations for the work missed due to these absences
- Discuss an academic drop or withdrawal with an academic advisor, if the student missed or plans to miss significant portions of the class (more than two course sessions)
Expected excused absences
Examples of absences known before the start of the term are (non-exhaustive list):
- Religious observance where the nature of the observance prevents student from attending a class session
- Scheduled necessary medical procedures and medical conditions
- Participation in university-sponsored activities (intercollegiate athletic competitions, music performances, debate, conferences, research visits, etc.)
- Military service
- Scheduled court appearances
For absences known by the student ahead of time, the student must notify the instructor in writing and with verifiable supporting documentation. As outlined in George Mason's Catalog (AP 1.6.1) "It is the obligation of students to provide faculty, within the first two weeks of the semester, with the dates of major religious holidays on which they will be absent, and the dates for which they are requesting an excused absence for participation in any university-sponsored activity scheduled prior to the start of the seme documentation for known excused absences include (non-exhaustive list):
- Letter from a university official with all dates and times for any university-sponsored activity that conflicts with class
- Religious calendar showing dates of religious observations
- Court summons
- Doctor's note with date of medical procedure that prevents students from attending class in person or online (specifics of the procedure are not required)
- Military Orders
Unexpected excused absences
During the academic term, issues and emergencies can arise that cause a student to miss class unexpectedly. Examples of unexpected excused absences are (non-exhaustive list):
- Student illness or injury (including covid-19)
- Family illness or injury for which student is the primary caretaker
- Death of immediate family member
- Court appearance
- Military activation
For unexpected excused absences, students must notify the instructor in writing and with verifiable supporting documentation before the impacted class period when possible, or no fewer than 24 hours after the class period where pre-class notification is not possible. In an instance where verifiable supporting documentation is not immediately available, the student must include an estimated time period in their notification of when they will be able to submit their documents. Examples of supporting documentation for unexpected excused absences (non-exhaustive list):
- Doctor's or medical note with dates of student's illness and exclusion from class (medical information or specifics of the procedure are not required)
- This includes covid-19 and related community health concerns. Students will need to provide medical documentation excluding them from courses
- Death certificate or other documentation indicating dates of death/related observances
- Court summons
- Military Orders
Unexcused Absences
An unexcused absence is an absence that is not recognized as being for a legitimate reason. The number of unexcused absences must be reasonable and not impact significant portions of the course. Students should discuss an academic drop or withdrawal with an academic advisor, if the student misses significant portions of the class (more than two course sessions).
Deadlines and Submission Policies
Students are expected to complete and submit all course assignments by the stated deadline. Canvas records a time stamp for each submission. The exact time stamp on Canvas will determine if the submission is on time or late. All deadlines reflect Eastern U.S. Time (ET). To ensure your submission is on time, please give yourself plenty of time to upload the assignment. Larger or multiple files may take longer to upload.
All course assignments must be submitted in the noted format. This is to make sure that your assignments can be viewed. Your professor's George mason University computer is a PC. All submissions must be in a generally accepted format that can be opened on PCs.
All course assignments where you must upload files (e.g., Word, SPSS, etc.) to Canvas are set up to allow for multiple submissions. Unless noted in your submission text, the last submission will be the submission that is graded for every assignment.
The late submission policy is as follows:
(1) NO LATE SUBMISSIONS WILL BE ACCEPTED FOR: 1) Peer Evaluation Survey; 2) all of the assignments designated as NPD Team Project Components. This is because any delays in submission have serious negative impacts on successful progress in the course, including receiving feedback on major deliverables, and timely submission of final course grades that are needed for graduation checks, registration for graduation and classes, and financial aid.
(2) LATE SUBMISSIONS WILL BE ACCEPTED FOR: all of the remaining deliverables. The penalties for late submissions are outlined below.
| Late Period | Automatic Deduction |
|---|---|
| Late within 1 hour | 5% off total points possible |
| Late more than 1 hour but less than 24 hours | 15% off total points possible |
| Late more than 24 hours but less than 48 hours | 30% off total points possible |
| Late more than 48 hours | Not accepted |
Late submissions may take longer to grade and return.
Tests
Reading Quizzes: There will be 6 reading quizzes with the 5 highest scores used for the course grade. Reading quizzes will be multiple-choice. The questions will come from the readings assigned for that week. Reading quizzes are open-book/open-note and must be completed independently. There are unlimited attempts for each quiz. The lowest score or one missing score will be dropped from the quiz grade calculation at the end of the semester.
Reading quizzes must be completed on Canvas by 11:59PM by the assigned due date and time.
Course Overview Quiz: There is one course overview quiz in Week 1 that is due on Sunday by 11:59PM. Students will not receive grades for future assignments until this quiz is completed.
Academic Standards Quiz: There is one academic standards quiz in Week 1 that is due on Sunday by 11:59PM. Students will not receive grades for future assignments until this quiz is completed.
Knowledge Checks: There will be 11 one-point questions dispersed throughout the course for you to double check your comprehension and/or reflection on key ideas as connected with video examples embedded in the course.
Knowledge checks must be completed on Canvas by 11:59 by the assigned due date and time.
Exams: There will be 2 exams. The exams may consist of any or all of a combination of question formats true/false, multiple-choice, essay, problem, exercise, case-scenario, application, and reflection as related to the readings, individual and team assignments, and team new product development project. Any material in this course may be used to derive exam questions. Exam 1 will only include material covered up until the point of the exam. Exam 2 will include material covered after Exam 1. The exams are closed-book/closed-note and must be completed independently. There is one timed attempt for the exam. The exam will be administered using Respondus Lockdown Browser. Students are responsible for setting up Respondus Lockdown Browser. Directions on how to set-up Respondus Lockdown Browser and expectations guiding its use are posted on Canvas. The exam must be completed in the classroom on Canvas using Respondus Lockdown Browser within its specified exam window. Exams must be submitted in Canvas by the assigned due date and time. If there are any changes to the procedures for the exam(s), they will be announced.
Make-up Exam Policy: A make-up examination will not be given unless a student has a university-validated excuse that the instructor is notified of in advance of the examination. Without exception, students who request a make-up exam will be asked to provide appropriate documentation before a make-up exam is scheduled. Failure to provide appropriate documentation will result in a score of zero for the exam. The instructor reserves the right to determine the date of the make-up exam. Any make-up exam will cover the same material as the originally scheduled exam; however, the questions and format of the make-up exam may differ.
Individual Assignments
There will be 8 individual assignments. Each focus on a different aspect of the new product development process. Detailed directions for each assignment are provided on Canvas and many of these will be completed on the Discussion Board. Briefly, they are:
- Introduction
- Paper Airplane
- Job to Be Done
- The Wearable
- Library Patent Search Tutorial
- Darwinator Feedback
- Feedback on Team Mini-Pitch
- Peer Evaluation Survey
Each Individual Assignment must be submitted on Canvas (or in Qualtrics for the Peer Evaluation Survey) or completed in class by the assigned due date and time. If the assignment is designed to be completed in-class and submitted by the end of class (Monday 1:10PM), students that complete it in the classroom will receive full credit. Students that participate virtually during class will receive credit according to the Absence and Academic Accommodations Policy as found in this Syllabus.
NPD Team Assignments
There will be 12 team assignments. Each focus on a different aspect of the new product development process and many will allow the team to experiment with concepts, ideas, or feedback that may develop into material for the Team New Product Development Project. Detailed directions for each assignment are provided on Canvas. Briefly, they are:
- Team Contract
- Team Roles
- Team Name (bonus: team emblem)
- Word Cloud
- Customer Profile Matrix
- Sample Interview Questions
- Affinity Diagram
- Darwinator Ideas
- Mini-Pitch
- USP/Positioning Statement
- Journal Entry 1: IMC Tools List
- Journal Entry 2: Expenses List
Each Team Assignment must be submitted on Canvas or completed in class by the assigned due date and time. If the assignment is designed to be completed in-class and submitted by the end of class (Monday 1:10PM), students must actively assist their team members in completing it to receive credit (refer to the Absence and Academic Accommodations Policy as stated in this Syllabus).
NPD (New Product Development) Team Project
Rather than submitting a large paper at the end of the semester, teams will submit 3 written Team Briefs after significant milestones of the new product development project. This will allow you to get feedback and make adjustments moving forward, so that the Team Product Pitch is as refined as possible. In addition, teams will work on developing a Team Product Prototype. Detailed directions on each component of the Team New Product Development Project are posted on Canvas. Please read them carefully and follow the directions closely.
Team Briefs:
- Brief 1: Customer Profile/Target Market
- Brief 2: Product
- Brief 3: Product Launch and Forecasting
Team Product Prototype: Each team will develop at least one prototype of their product concept and submit it along with their Team Product Pitch. The prototype will be visual or physical (but only photos can be submitted for credit on Blackboard), but it must represent a substantial effort and be must clearly convey the features of your final product. It is acceptable and encouraged to have multiple prototypes as you refine your product ideas based on feedback.
Team Product Pitch with slides and script: Each team will make a 10-minute presentation new product development pitch. In addition, the PowerPoint or other presentation deck and presentation script must be submitted. Not all team members need have to have a speaking role but all team members must participate in the preparation of the pitch and/or prototype and be available for questions after the pitch is completed. Detailed directions on the Team Product Pitch are posted on Canvas.
Each component of the NPD Team Project must be submitted on Canvas by the assigned due date and time. No late submissions will be accepted.
Team Participation
Team participation is critical for successful completion of this course with roughly 50% (exactly 527 points or 53%) of the course grade allocated to deliverables requiring working in teams or evaluating working in teams. Students will sign-up on Canvas for a team (the number of students on each team will be decided based on enrollment). Students that do not sign-up by the deadline will be placed on a team by the instructor. Each student will be required to complete a peer evaluation survey at the end of the course or lose the 15 points allocated to the Peer Evaluation Survey. Students who receive poor evaluations can lose up to 50 points (the entire Team Participation score) on the course grade. I also reserve the right to "fire" members from teams for non-participation. Being fired will result in having to complete all deliverables as an individual and receiving scores of zero for the Team Participation Grade and Peer Evaluation Survey grade which may lower the final course grade by one +/- grade. Please be a good team member. If you do not like team work and/or anticipate having difficulties in completing team assignments due to schedule, this is not the course for you and you should find another elective.
The peer evaluation survey is due in Qualtrics by 11:59PM by the assigned due date and time. Students will receive no points for the peer evaluation survey is not submitted on time, and will also receive no Team Participation points.
Course Calendar
| Weeks | Lessons | Assignments | Due Dates |
|---|---|---|---|
| Welome & Week 1 |
Course Overview Introduction to New Product Development Topic Areas: |
Syllabus Readings: Lecture Videos and Materials posted on Canvas |
Classroom
Online
|
| Week 2 |
Innovation Strategy & Product Management Topic Areas: |
Readings: Lecture Videos and Materials posted on Canvas |
No Classroom meeting this week - Labor Day Online
|
| Week 3 |
Innovation Team Dynamics Topic Areas: Innovation Organization Team Dynamics |
Readings: Chapters 11 &12 - "We-ness, Knowledge Sharing, and Performance in New Product Development Teams" and "Virtual Teams in New Product Development" from The PDMA Handbook of New Product Development (29 pages) Lecture Videos and Materials posted on Canvas |
Classroom
Online
|
| Week 4 |
Customer Insights Part I Topic Areas: |
What is Market Segmentation? (approx. 1- 2 pages) Chapters 2 & 10 - "Fundamentals of Mapping Experiences" and "Customer Journey Maps" from Mapping Experiences (41 pages) "Using Customer Journey Maps to Improve Customer Experience" from Harvard Business Review (4 pages) Lecture Videos and Materials posted on Canvas |
Classroom
Online
|
| Week 5 |
Customer Insights Part II Topic Areas: |
Readings: Step T16 Structure the Data (and Step T17 - "Identify Key Themes") from Voices into Choices (28 pages) Lecture Videos and Materials posted on Canvas |
Classroom
Online
|
| Week 6 | Brief 1 |
Classroom Online
|
|
| Week 7 | Exam 1 |
Classroom
|
|
| Week 8 |
No Classroom meeting this week - Fall Break Online
|
||
| Week 9 |
Opportunity Identification & Prototyping Topic Areas: |
Readings: Chapter 14 - "Prototyping" from Product Design and Development (13 pages) Lecture Videos and Materials posted on Canvas |
Classroom
Online
|
| Week 10 |
New Product Launch Part I Topic Areas: |
Readings: Chapter 20 - "Developing the Launch Messages" from New Product Launch: 10 Proven Strategies (14 pages) Lecture Videos and Materials posted on Canvas |
Classroom
Online
|
| Week 11 | Brief 2 |
Classroom Online
|
|
| Week 12 |
New Product Launch Part II Topic Areas: |
Readings: "17 Steps to Take Before You Launch a Product or Service" (approx. 1-2 pages) "Why Now Is The Time for Open Innovation" (approx. 1-2 pages) Lecture Videos and Materials posted on Canvas |
Classroom
Online
|
| Week 13 |
New Product Launch Part III Topic Areas: |
Readings: "How to Forecast Revenue and Growth" from Entrepreneur.com (3 pages) "How to Price Your Products" (approx. 1-2 pages) Lecture Videos and Materials posted on Canvas |
Classroom Online
|
| Week 14 | Brief 3 |
No Classroom meeting this week, instead Brief 3 due online Online
Enjoy the Thanksgiving Holiday 11/27/24- 12/01/24 |
|
| Week 15 | Work on Team Product Pitch (with slide deck and script) & Prototype | Classroom and Online Pitch (with slide deck and Work on Team Product Pitch and Prototype |
|
|
Week 16 - last class and Final Exam Exam 2 |
Present Team Product Pitch (and submit slide deck and script) & Prototype & Peer Evaluation Survey Exam 2 |
Classroom
Online
Classroom
|
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