Advanced Marketing

• Advanced Marketing

Advanced Marketing Elective Courses

Overview

The development of new market offerings is arguably one of the most critical and the most difficult challenges faced by any organization. I believe that being part of a New Product Development (NPD) team is also one of the most exciting jobs!

New Market Offering Decisions in Marketing (NMODM) is a course designed to help students gain a detailed understanding of the NPD process. Upon taking this class, students are expected to take leadership in NPD teams, through superb execution of the marketing task and superior understanding of the interfunctional requirements.

The course is a concentrated version of the marketing backbone class offered once a week. It is divided in six sessions, detailed below. These sessions have been designed with the following characteristics in mind:

1. The order of the sessions roughly follows the logical progression in the development of a new product, from opportunity identification to the actual launch of the product. Two sessions deal with developing market offerings in two specific settings: poor and emerging countries and creative industries
2. Each session focuses on a key decision in NPD, blending both theory (lectures and readings) and applications (“hands on” experience).
3. Each lecture is designed to provide a thorough understanding of the latest developments in each NPD stage. It will be accompanied by an annotated bibliography for further study and reference.

Learning outcomes

Knowledge of How to . . .

• Recognize the complexity associated with the three different levels of innovation
• Lead an NPD project through its different stages
• Understand the challenges posed by inter-organizational and inter-functional requirements Pilot the ideation stage to make sure that the firm is starting with the right inputs
• Apply the various methods necessary to select among the different concepts and to work on improving and refining the initial ideas
• Frame the customer value proposition
• Assess the role of integrity in product positioning
• Evaluate the potential of non-traditional positioning strategies
• Utilize various methods to forecast diffusion and sales potential
• Orchestrate the various elements of the launch of the market offering