Course Details

Country: Korea, South
Institution: Yonsei University
Course Title: New Product Marketing
Course Number: BIZ3130
Course Description: This course is designed to explore: (1) the design and development of new products and innovations, and (2) the management of new and existing products. First, topics in new product development include idea generation and screening, design, planning, and prototyping, and new product roll-out, as well as the development of marketing strategies and implementation plans for new products and services. Second, we consider the job of the “typical” product manager in marketing consumer and business-to- business goods/services, focusing on the critical analyses they perform. In this project-based course, students will collect information for a new product idea and push the product design and development process to result in a product concept (i.e., prototype) presentation. Students will then develop a marketing plan for this new product concept. Throughout the course, the importance of creativity, innovation and entrepreneurship will be emphasized as the sources of initiating and managing new products and innovation.
Language: English
Approved Equivalent: MKTG 353
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