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The course's primary focus is the development of new products and the management of existing products. It will provide an analytical coverage
of the various product decisions, critical discussion of the research needed as input to the decisions, and the contributions of management and
behavioral sciences to the development process. Topics covered include: new product strategy, market definition and entry strategy, growth and
diffusion of new products and technologies, consumer measurement, perceptual mapping, product positioning, advertising and product testing,
pretest market forecasting, test marketing, use of the computer models in the analysis of marketing data.
The course will be both analytical and applied, with many case discussions that emphasize the actual management of products. Our goal is to
develop a set of conceptual and quantitative skills needed to help inform product decisions. Quantitative analyses will involve the use of simple
regression models and basic statistical inference. Regression modeling involves developing mathematical equations that analyze the
relationship between variables to be predicted (dependent variables) and variables that marketers believe are related these predicted variables
(independent variables.)
The course should be useful to marketing majors, as well as students of finance, or operation management who value quantitative analysis.
Urban and Hauser (U&H), Design and Marketing of New Products, Prentice-Hall, 1993
Weekly case write-ups (These will be typed written answers to specific case questions shown below. Your report should be no more than two
pages of text, plus any charts or other exhibits you care to add.)
Quantitative homework problems involving simple regression analysis and basic statistical inference techniques
For this assignment students will be organized into groups of 3. Each group will be assigned a case on which they will be expected to prepare a
written report and a 20-minutes in-class group presentation. The report should: 1) Provide a sharply focused diagnosis of the strategic issues
and key problems in the case; 2) Analyze the situation; 3) Identify major alternatives; and 4) Recommend a course of action. The written
report should not exceed 5 pages of text plus any figures, tables, spreadsheets, or other exhibits.
Quantitative and Essay type questions covering materials covered in assigned readings and class.
Case-based learning requires class participation from every student. Participation and discussion are imperative to foster a collaborative
learning environment. Without that participation, the learning experience is significantly compromised. In addition, participation also enables
you to develop the skills needed to present and defend your ideas as well as to see contrasting points of views. Those skills can prove
invaluable in your careers.
MKT6329.501 Course Schedule
I have compiled a list of text and sources, for students who want more breadth, or those who are considering a career in Product Management: