Department of Marketing BT 751 = &nb= sp;
Office Hours:
T, R: 1445 - 1545
T: 2045- 2215
R: 2045- 2145
Phone: (408) 924 3520
email= : hibshoosh_a@cob.sjsu.edu
Bus 136 Product Strategy and Planning
Course Description
We will rigorously study the essentials=
of
product planning. The emphasis is on student=
6;s
gaining a fundamental and active understanding of product strategies. =
;We
will study the most current conceptualization and=
empirical findings regarding the process of new product development and pro=
duct
portfolio management. A substantial amount of the theoretical foundations a=
re
borrowed from other disciplines: economics, finance, engineering, managemen=
t,
psychology and operations research. Students will learn how SJSU and =
the
Learning Objecti= ves:
1. Learning to conceptualize the major tas= ks of product portfolio management and development within the marketing and busin= ess environment.
2. &n= bsp; Learn to analyze the potential success and failure of new products, as a function= of market structures and information variability.
3. &n= bsp; Learn to distinguish planning of new product development of industrial and consum= er products.
4. &n= bsp; Examine processes of new product development {NPDs).
5. &n= bsp; Gain exposure to creativity techniques used in the generation of new product ide= as.
6. &n= bsp; Understand market planning and research tools that are essential in NPD.
7. &n= bsp; Learn how incubators foster new product and market development.
8. &n= bsp; 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.
9. &n= bsp; Learn to incorporate key standards (metrics) of NPD into product and marketing pl= ans.
10. &= nbsp; 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 follow= ing chapters^, in Urban, Hauser and D= holakia.
25/8-1/9 Intr= oduction to product Management 1
25/8-1/9 Introd= uction to Incubators and accelerators * (A)
25/8-15/9 Economic Ma= rket Structures and Finance Based Strategic Guidance*
1/9 -15/9 Pro= duct Strategy and Innovation 2
15/9-6/10 Success and Failu= re of New Products *(A)
22/9 = ; No class ( University Furlough Day)
6/10-13/10 Ma= rket Definition for Entry Strategy 3
20/10 -3/11 NPD (The New Product Develo= pment Process)* (A)
3/11- 10/11 Generating and Screening Ideas 4 (A)
17/11 An Overview of the Pr= oduct Design Process 5
17/11 Product Enginee= ring and the Marketing Mix 9 &= nbsp;
24/11-1/12 Ma= naging throughout the Product Life Cycle and Portfolio models. 13 (A)
8/12 Electives and br= ief review
^ The numerical reference to a chapter = in the textbook. A, stands for article references that support the Course To= pics 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. Although= the course is quite content loaded, if time permits, I will accelerate the presentation. We will cover additional related topics in the textbook or outside the textbook.
Homework = are an essential part of the course and come in various forms. First there are = the instructor and the textbook problems. In addition, depending on the c= lass size and student interest, typed group projects and other assignments may be assigned. In case of group project and other group assignments, an on-going evaluation of each individual contribution to the group effort is to be reported in timely fashion in typed progress reports.
Grading Guidelines:
Participation = ;10
Assignments (projects, cases, event att= endance, projects, exercises, etc) 30
Midterms 60
Final 30
Total course points: 130
The grade will be based on a performance scale. Extra Credit is available through contribution to course learning through research. Students interested in these options must = approach the professor very early in the semester.
Exam Dates: Midterms (October 20*, November 24*) (*These are tentative dates. Please notice, midterms exam may be=
set
to earlier or later dates.).
&nb=
sp;
Final, Tuesday December 15, 1715-1930.
T=
o ensure
that every student, current and future, who takes courses in the
Eating
E=
ating
and drinking (except water) are prohibited in the
Cell Phones
S= tudents will turn their cell phones off or put them on vibrate mode while in class. They will not answer their phones in class. Students who= se 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
I= n the classroom, faculty allow students to use compute= rs only for class-related activities. These include activities such as t= aking 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 poi= nts for the day, and, at a maximum, will be referred to the Judicial Affairs Officer of the University for disrupting the course. (Such referral c= an 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
F= aculty will make every reasonable effort to foster honest academic conduct in their courses. They will secure examinations and their answers so that stud= ents cannot have prior access to them and proctor examinations to prevent studen= ts from copying or exchanging information. They will be on the alert for plagiarism. Faculty will provide additional information, ideally on t= he 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
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