MAN 439 New Product Development
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In this course, focus is on the tools and techniques associated with analyzing market opportunities and then designing, testing, and introducing new products and services. Both quantitative and qualitative approaches are covered. In particular, the course covers the new product development process, market entry strategies, how to generate new product ideas, mapping customer perceptions, segmentation, product positioning, forecasting market demand, and product design. The course emphasizes how to incorporate consumers, customers and competitors into all of these aspects of the company's new product development. It is intended for students who are interested in working on new product innovations, both in entrepreneurial firms and in established companies.
Credit units: 3 ECTS Credit units: 5, Prerequisite:
MAN 335.
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