Syllabus

Title
4850 New Product Development and Brand Management A
Instructors
Assoz.Prof PD Dr. Ulrike Kaiser
Contact details
Type
PI
Weekly hours
3
Language of instruction
Englisch
Registration
02/04/19 to 02/10/19
Registration via LPIS
Notes to the course
This class is only offered in summer semesters.
Dates
Day Date Time Room
Tuesday 03/05/19 09:30 AM - 12:30 PM D2.0.392
Tuesday 03/12/19 09:30 AM - 12:30 PM TC.0.02 Red Bull
Tuesday 03/19/19 09:30 AM - 12:30 PM D2.0.392
Tuesday 03/26/19 09:30 AM - 12:30 PM D2.0.392
Friday 03/29/19 09:30 AM - 12:30 PM D2.0.392
Tuesday 04/02/19 09:30 AM - 12:30 PM D2.0.392
Tuesday 04/09/19 09:30 AM - 12:30 PM D2.0.392
Friday 04/12/19 09:30 AM - 12:30 PM TC.2.03
Tuesday 04/30/19 09:00 AM - 11:30 AM TC.3.21
Tuesday 05/07/19 09:30 AM - 12:30 PM D2.0.392
Tuesday 05/14/19 09:30 AM - 12:30 PM D2.0.392
Tuesday 05/21/19 09:30 AM - 11:00 AM TC.0.03 WIENER STÄDTISCHE
Contents

Innovation and new products development is an increasingly critical activity in most firms. Often, it determines the long-term success of a firm. In this course practical tools, methods and techniques how to effectively mangage new products and services will be discussed and applied. New products development is not an orderly process, and given the high failure rates of even the most sophisticated firms, there is no formula for success. This course will familiarize students with some of the the latest theories, methods and tools at all stages along the new products funnel (opportunity identification, idea generation and idea selection, concept development, concept testing, defining the marketing-mix and product launch). A special focus is put on user innovation and design, in particular how companies can effectively integrate users and other external stakeholders into their product development process.

Learning outcomes

After the course, students will know how to effectively manage brands and new products along the new product development pipeline. Students will be able to identify sources of innovation inside and outside firm boundaries. They will be able to make educated marketing decisions associated with idea selection, product testing and new product introduction. Students will be equipped with a "toolbox" relevant to innovation and new products development, such as, for example, business model canvas tool, the lean start-up approach, design thinking, or creativity templates.

Comleting this course will also contribute to students’ ability to deal with uncertainty, their ability to efficiently work and communicate in teams, giving and receiving feedback, and oral presenation skills.

Attendance requirements

You need to attend at least 80% of the scheduled classroom units in order to pass the course.

 

Teaching/learning method(s)
  • Lecturing and in-class discussions
  • Self study (readings)
  • Case studies
  • Project work in teams
  • Guest speakers
Assessment

Grading is based on three group projects (40%), individual assignments (case reports, 20%) and a final, written exam (40%). The group grade may be adjusted as a result of the peer rating at the end of the semester. The exam covers theory-based as well as problem-centered questions. Exam-relevant materials consist of a mandatory readings (including cases), teaching slides, guest lectures, and student notes from class discussions.

Students need to attend at least 80% of classes in order to pass the course successfully.

Grading

90% or more: 1 (excellent)

80% or more: 2 (good)

70% or more: 3 (satisfactory)

58% or more: 4 (sufficient)

57.5 or less: 5 (fail)


Availability of lecturer(s)

Pls send an e-mail to ulrike.kaiser@wu.ac.at

Last edited: 2019-01-07



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