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Обычная версия сайта
2022/2023

Маркетинг новых продуктов

Статус: Маго-лего
Когда читается: 3, 4 модуль
Охват аудитории: для всех кампусов НИУ ВШЭ
Язык: английский
Кредиты: 6
Контактные часы: 34

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

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

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

Course Contents

  • Ideation and hypothesis development for products
  • Market research, market analytics and voice-of-customer for product manager
  • Stage-gate model to design new product development process.
  • Product analytics and data science fundamentals for product managers
  • Design thinking in product management
Assessment Elements

Assessment Elements

  • non-blocking Activity
    Выполнение индивидуальных и групповых заданий
  • non-blocking Written assignment
    Работа выполняется по результатам обучения на английском языке
Interim Assessment

Interim Assessment

  • 2022/2023 4th module
    0.6 * Written assignment + 0.4 * Activity
Bibliography

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

Authors

  • FOMENKOV DENIS ALEKSANDROVICH