Course Descriptions

Course catalog descriptions for courses offered in all currently published terms.

Marketing

 
MKT 325 New Product and Innovation Management
  3 hours Elective Terms Offered: W14
  Advisory Prerequisites: MKT 300 
  Cross-listed with: ES 325 
   
  New Product and Innovation Management --- This course is designed to focus on the new product development process which is key to the success of any organization. The course will expose students to (a) creative techniques for idea generation, (b) fine-tuning these ideas to develop products and services that meet specific consumer needs, and (c) testing the feasibility of these ideas. The course uses lectures, cases, and outside speakers. Moreover, the course includes a project wherein student teams need to use the creativity techniques covered in this class to come up with new product ideas and perform a concept test to evaluate their feasibility. The course will be useful to students interested in product/brand management, management consulting, and entrepreneurship.