MGT 335 - Product Development

Credits: 3

Description
This course will focus on the techniques and tools associated with analyzing market opportunities, designing, testing, and introducing new products and services. Both quantitative and qualitative approaches are covered. The course covers the new product development process, strategic opportunity identification, how to generate new product concepts and ideas, mapping customer perceptions, segmentation, product positioning, forecasting market demand, product design, market entry strategies, and testing. It emphasizes how to lead the organization in the process, incorporate consumers, customers and competitors into all of these aspects of new product development.