Магистратура
2021/2022
Маркетинг новых продуктов
Статус:
Курс обязательный
Направление:
38.04.02. Менеджмент
Кто читает:
Кафедра маркетинга (Нижний Новгород)
Где читается:
Факультет менеджмента (Нижний Новгород)
Когда читается:
1-й курс, 3, 4 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Левченко Евгений Николаевич
Прогр. обучения:
Управление развитием компании и бизнес-аналитика
Язык:
английский
Кредиты:
6
Контактные часы:
48
Course Syllabus
Abstract
New products are becoming the main source of sustainable development for companies around the world. As marketing science deals with competitive advantage it should provide solid framework for new products. Course “New Product Marketing” provides comprehensive understanding of new products from marketing science perspective. The course is for students that are interested in commercialization of new products both in small entrepreneurial companies and large corporations. This course will help students avoid serious marketing mistakes in commercialization of new products and maximize marketing input at every stage of product development process.
Learning Objectives
- The course is aimed at raising competences in marketing for new products. Depending on the extent of innovativeness students learn how to use different marketing frameworks, models, and tools.
Expected Learning Outcomes
- Apply stage-gate framework in a company to design new product development process
- Can apply design thinking in product management context
- Can develop value proposition canvas
- Can integrate voice-of-customer into product management
- Can use different techniques to generate ideas for new products
- Can use MVP to test main assumptions about value
- Can work with data science team to refine product
- Know how to adjust marketing research techniques for different types of products
- Know how to evaluate and screen ideas
Course Contents
- Ideation and hypothesis development for products
- Market analytics and voice-of-customer for product manager
- Stage-gate model to design new product development process.
- Data science fundamentals for product managers
- Design thinking in product management
Interim Assessment
- 2021/2022 4th module0.2 * Test + 0.3 * Assignments + 0.3 * Exam + 0.2 * Participation
Bibliography
Recommended Core Bibliography
- Bruce T. Barkley, Project Management in New Product Development, McGraw-Hill © 2008 https://library.books24x7.com/toc.aspx?bookid=23646
Recommended Additional Bibliography
- Charles H. Noble, Serdar S. Durmusoglu and Abbie Griffin Open Innovation: New Product Development Essentials from the PDMA, John Wiley & Sons © 2014 https://library.books24x7.com/toc.aspx?bookid=80723
- Varma, T. (2015). Agile Product Development : How to Design Innovative Products That Create Customer Value. [New York]: Apress. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1109180