Course: BUS 284
Managing Product Development and Strategy
Day/Time: Thursday
18:00-20:45
Instructor: Aharon Hibshoosh
Email: hibsho_a@cob.sjsu.edu
Instructor's website: http://www.cob.sjsu.edu/hibsho_a/index.htm
Course Description
We will rigorously study the
essentials of product strategy and planning, with an emphasis on new product
management, within the business organization, with sensitivity to its various
environments. New product strategy and
development is thus studied not in isolation but systematically as part of the
overall product management effort. New product management requires development
of a cross functional perspective in planning and execution. Hence, the theoretical and practical
foundations are borrowed from variety of disciplines: economics, finance, marketing,
engineering, management, psychology, statistics and operations research. We will emphasize currency of
conceptualizations and empirical findings.
While the textbook will provide the framework for our study, we will
also encompass key authoritative studies in the academic literature. Those will offer further depth in substance
and methodology. We will pay attention
to developments in
Learning Objectives:
1. Learning to conceptualize the process of product planning and management within the business organization.
2. Learning criteria and techniques for market evaluations for new product entry.
3. Learn to analyze the potential success and failure of new products, as a function of market structures and information variability.
4. Learn to distinguish planning of new product development of industrial and consumer products.
5. Examine processes of new product development {NPDs).
6. Gain exposure to creativity techniques used in the generation of new product ideas.
7. Understand market planning and research tools that are essential in NPD.
8. Learn how incubators and accelerators foster new product/ market development.
9. Gain exposure to the entrepreneurial effort of high-tech start-ups. Focus on learning how they try to balance their marketing product and distribution strategy, technological development and financial backing.
10. Learn to incorporate key standards of NPD into product and marketing plans.
11. Learn product portfolio management and Product Life Cycle principles, and their impact about dynamic product portfolio management.
Textbook
Urban G.L., and Hauser J.R. &
( Later editions, e.g. 1998, are identical).
TOPICS^ AND TENTATIVE SCHEDULE
We will focus on elements in the following chapters^, in Urban, Hauser and Dholakia.
24/1 Introduction to new product Management 1
31/1 Introduction to Incubators and accelerators * (A)
7/2- 14/2 Product Strategy and Innovation 2
14/9-21/9 Market Definition for Entry strategy 3
28/2 Success and Failure of New Products (A)
6/3
An Overview of the New Product Design Process 5
6/3 -20/3 New Product Development
13/3 Midterm
24/3-28/3 Spring break
3/4
Generating and Screening Ideas 4 (A)
10/4 Product Engineering and the Marketing Mix 9
17/4-24/4 Managing throughout the Product Life Cycle and Portfolio models. 13 (A)
24/4-8/5 Electives
8/5 Review
15/5 Final
Thursday May 15, 1715-1930.
^ The numerical reference to a chapter in the textbook. A, stands for article references that support the Course Topics on the Web site, in addition to the lecture.
* This topic would be studied throughout the course.
^ The time table is tentative. This
is not an exclusive list of topics to be covered in this course. If time
permits, I will accelerate the presentation. We will cover additional related
topics in the textbooks and outside the textbooks.
Grading Guidelines:
Class participation 10
Homework and project 30*
Midterm 30
Final 50
Total course points: 120*
* Additional points may be assigned for extraordinary project performance.
The grade will be based on a curve. Extra Credit is available through contribution to course learning or to research. Students interested in these options must approach the professor very early in the semester.
College of Business Policies and Procedures
To ensure that every student,
current and future, who takes courses in the
Eating
Eating and drinking (except water)
are prohibited in the
Cell Phones
Students will turn their cell phones off or put them on vibrate mode while in class. They will not answer their phones in class. Students whose phones disrupt the course and do not stop when requested by the instructor will be referred to the Judicial Affairs Officer of the University.
Computer Use
In the classroom, faculty allow students to use computers only for class-related activities. These include activities such as taking notes on the lecture underway, following the lecture on Web-based PowerPoint slides that the instructor has posted, and finding Web sites to which the instructor directs students at the time of the lecture. Students who use their computers for other activities or who abuse the equipment in any way, at a minimum, will be asked to leave the class and will lose participation points for the day, and, at a maximum, will be referred to the Judicial Affairs Officer of the University for disrupting the course. (Such referral can lead to suspension from the University.) Students are urged to report to their instructors computer use that they regard as inappropriate (i.e., used for activities that are not class related).
Academic Honesty
Faculty will make every reasonable effort to foster honest academic conduct in their courses. They will secure examinations and their answers so that students cannot have prior access to them and proctor examinations to prevent students from copying or exchanging information. They will be on the alert for plagiarism. Faculty will provide additional information, ideally on the green sheet, about other unacceptable procedures in class work and examinations. Students who are caught cheating will be reported to the Judicial Affairs Officer of the University, as prescribed by Academic Senate Policy S04-12.
8/04
The