Faculty of Business Administration

Course Outline

1. Course Code and General Information

Course Code MKT 664
Course Title New Product Development
Credit Hours Three 03
Pre-requisite -
Program MBA (Master of Business Administration)
Semester Fall/ Spring/ Summers

2. Instructor and contact information

Faculty Name Rana Sohaib Mustafa
Contact Number
Email Address
Office Number
Office Hours

3. Program Learning Outcomes

Critical Thinking and Decision Making
PLO1: Illustrate critical thinking skills in solving complex business problems in a local and global
environment
Leadership Skills
PLO2: Exhibit leadership skills in executing projects in complex business environment
Communication Skills
PLO3: Communicate professionally through oral and written means by using appropriate
technology
Experiential Learning
PLO4: Demonstrate business knowledge through practical assignment by working in a real environment
Ethics and Values
PLO5: Apply ethical principles and show commitment towards sustainable development goals

4. Course Description
The development and commercialization of new products and new services is an important business
function for many organizations and an intensively cross-functional process. This course examines that
process from the marketing perspective and identifies the key points of contact with operations,
finance, organizational policy, and strategic planning. Although an overview of the entire process is
provided in the course, special emphasis is placed on the evaluation of concepts early in the process.
Thus, this course is very much concerned with ideas and how to select the best ideas and make them a
reality.

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 5. Course Objectives
This course has been designed keeping the following objectives in mind:
1. To familiarize students with the strategies, frameworks, conceptual tools, and types of
marketing research that are considered best practices in the development of new products
2. To give students the opportunity to apply these ideas and methods in the evaluation of a
specific product concept, customizing the learning experience to their own needs and interests
3. To implement marketing research techniques for new product development including user and
lead user analysis and conjoint analysis
4. To manage the new product development process including collaboration and networks as well
as strategies for launching and marketing new products and services.

6. Course Learning Outcomes (CLO)

After the completion of this course students will be able to:
1. To develop a mature and critical understanding of concepts, theories, and evidence for
effective strategic management of new product and new service development from a
marketing perspective.
2. To understand how market analysis tools and selected marketing research tools can be applied
to assess new product and new service development opportunities.
3. To understand the factors that underlie innovation performance and how these vary across
different types of strategic product and service innovations.
4. To be able to describe and present the market opportunity for a new product or service in terms
of its potential users, as well as its competing and complementary products and services.
5. To be able to analyze and present the market opportunity for a new product or new service in
terms of the dynamics of entry timing and the likely trajectory for market development and
potential for product-market disruption and/or entrepreneurial transformation.
6. To develop a basic awareness of how public policy, infrastructure, and social and organizational
contexts might operate to either facilitate or inhibit product or service innovation.

7. Teaching and Assessment

Code CLO Teaching Strategies Course Assessment
Methods
1 Critical Thinking
CLO1.1 Develop a mature and critical
understanding of concepts, theories, Lecture Examination
and evidence for effective strategic Reading material
management of new product and new
service development from a marketing
perspective.
2 Decision Making
CLO1.2 Understand how market analysis tools
and selected marketing research tools Case studies Group Project
can be applied to assess new product
and new service development
opportunities.
3 Leadership Skills

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CLO3.1 Understand the factors that underlie
innovation performance and how Group Examination
these vary across different types of discussion/lectures Assignment - 1
strategic product and service
innovations.
4 Communication Skills
CLO4.1 Describe and present the market
opportunity for a new product or
service in terms of its potential users, Case studies Examination
as well as its competing and Group Project
complementary products and services.
5 Experiential Learning
CLO5.1 Analyze and present the market
opportunity for a new product or new Lecture
service in terms of the dynamics of Reading material Case Study
entry timing and the likely trajectory Case studies
for market development and potential
for product-market disruption and/or
entrepreneurial transformation.
6 Ethics and Values
CLO6.1 Develop a basic awareness of how
public policy, infrastructure, and social
and organizational contexts might Case Studies
operate to either facilitate or inhibit
product or service innovation.

8. Alignment of Course Learning Outcomes with Program Learning Outcomes

S No. Course Learning Outcomes (CLO) Program Learning Outcomes (PLO)
Develop a mature and critical understanding of Illustrate critical thinking skills in solving
1 concepts, theories, and evidence for effective complex business problems in a local
strategic management of new product and new and global environment [PLO 1]
service development from a marketing perspective.
[CLO1.1]
Understand how market analysis tools and selected Illustrate critical thinking skills in solving
marketing research tools can be applied to assess complex business problems in a local
2 new product and new service development and global environment [PLO 1]
opportunities. [CLO2.1]
Understand the factors that underlie innovation Exhibit leadership skills in executing
3 performance and how these vary across different projects in complex business
types of strategic product and service innovations. environment [PLO3]
[CLO 3.1]

Describe and present the market opportunity for a Communicate professionally through
4 new product or service in terms of its potential oral and written means by using
users, as well as its competing and complementary appropriate technology [PLO 4]
products and services. [CLO 4.1]

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 Analyze and present the market opportunity for a Demonstrate business knowledge
5 new product or new service in terms of the through practical assignment by
dynamics of entry timing and the likely trajectory working in a real environment [PLO5]
for market development and potential for product-
market disruption and/or entrepreneurial
transformation. [CLO 5.1]

Develop a basic awareness of how public policy, Apply ethical principles and show
6 infrastructure, and social and organizational commitment towards sustainable
contexts might operate to either facilitate or inhibit development goals [PLO6]
product or service innovation. [CLO 6.1]

9. Course Contents
Session Topic Recommended Readings
1 PART ONE: OVERVIEW AND  Chapter 1: The strategic elements of Product
OPPORTUNITY Development, New Products Management by Merle
IDENTIFICATION/ SELECTION Crawford and Anthony Di Benedetto - 10th Edition (pg. 5-
25)
The Strategic elements of
Product Development

2 The New Product Process  Chapter 2: The New Product Process, New Products
Management by Merle Crawford and Anthony Di
Benedetto - 10th Edition (pg. 26-59)

 Case: Tasty Kake Sensibles (Pg. 55)

3 Opportunity identification  Chapter 3: Opportunity identification and selection:
and selection: Strategic Strategic Planning for new products, New Products
Planning for new products Management by Merle Crawford and Anthony Di
Benedetto - 10th Edition (pg. 60-92)

 Case: New Product Strategy at Kellogg (Pg. 86)

4 PART TWO: CONCEPT  Chapter 4: Creativity and the product concept, New
GENERATION Products Management by Merle Crawford and Anthony
Di Benedetto - 10th Edition (pg. 95-124)
Creativity and the product
concept  Case: Aqua Fresh White trays (Pg. 122)

5 Analytical attribute  Chapter 5: Analytical attribute approaches: Introduction

approaches: Introduction and Perceptual Mapping, New Products Management by
and Perceptual Mapping Merle Crawford and Anthony Di Benedetto - 10th Edition
(pg. 150-166)

 Case: Dell Computers A7 (Pg. 165)

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6 Analytical attribute  Chapter 6: Analytical attribute approaches: Tradeoff
approaches: Tradeoff analysis and qualitative techniques, New Products
analysis and qualitative Management by Merle Crawford and Anthony Di
techniques Benedetto - 10th Edition (pg. 167-186)

 Case: The Rubbermaid Inc. (Pg. 183)

7 PART THREE: CONCEPT  Chapter 8: The concept evaluation system, New Products
PROJECT EVALUATION Management by Merle Crawford and Anthony Di
Benedetto - 10th Edition (pg. 189-208)
The concept evaluation
system  Case: Chipotle Mexican Grill (Pg. 206)

8 Mid-term examination
9 Concept Testing  Chapter 9 : Concept Testing, New Products Management
by Merle Crawford and Anthony Di Benedetto - 10th
Edition (pg. 209-236)

 Case: Nokia (Pg. 234)

10 Sales forecasting and  Chapter 11 : Sales forecasting and Financial, New

Financial analysis Products Management by Merle Crawford and Anthony
Di Benedetto - 10th Edition (pg. 255-282)
 Case: Bay city Electronics (Pg. 276)

11 PART FOUR: DEVELOPMENT  Chapter 13 : Design, New Products Management by

Merle Crawford and Anthony Di Benedetto - 10th Edition
Design
(pg. 311-337)
 Case: Gillette Mark 3 (Pg. 335)

12 Product Use Testing  Chapter 15 : Design, New Products Management by

Merle Crawford and Anthony Di Benedetto - 10th Edition
(pg. 368-390)
 Case: Product use testing for new consumer non-durables
(Pg. 388)
13 PART FIVE: LAUNCH  Chapter 16 : Strategic launch planning, New Products
Management by Merle Crawford and Anthony Di
Strategic launch planning Benedetto - 10th Edition (pg. 394-428)
 Case: Wii (Pg. 425)

14 Market Testing  Chapter 17 : Market Testing, New Products Management

by Merle Crawford and Anthony Di Benedetto - 10th
Edition (pg. 452-481)
 Case: PepsiCo.- Pepsi Kona and Pepsi One (Pg. 478)

15 Final project presentation in front of panel having expertise in Marketing

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16 Final Examination

11. Schedule of Assessment Tasks for Students During the Semester

S. No. Course Assessment Method Week Due Percent of Total
Assessment
Case study /assignment
1 Case studies related to theoretical concepts and Week 04 15%
challenges pertaining to New Product Week 10
Development
Group project/field work
2 Final group project related to expansion of Week 15 20%
International Business operations to assess the
student’s critical and logical thinking and how well
they have applied and applied the learnt
concepts.
3 Mid-term exam Week 08 25%
4 Final exam Week 16 40%

12. Text Book(s)

 New Products Management by Merle Crawford and Anthony Di Benedetto - 10th Edition
 Melissa A. Schilling, Strategic Management of Technological Innovation, (4 th Edition), 2013, McGraw-
Hill.

10. Grading Policy

‘A’ Grade 88 and above
‘B+’ Grade 81-87
‘B’ Grade 74-80
‘C+’ Grade 67-73
‘C’ Grade 60-66
‘F’ Grade Below 60
13. Reference Books& Learning Material
 Jeremy Davis and Timothy Devinney, The Essence of Corporate Strategy: Theory for Modern
Decision Making, (1997), Allen and Unwin.
 William Moore and Edgar Pessemier, Product Planning and Management: Designing and Delivering
Value, (1993), McGraw Hill.
 Glen Urban and John Hauser, Design and Marketing of New Products (2 nd ed.), 1993, Prentice
Hall.
 Orville Walker, Harper Boyd, John Mullins, and Jean-Claude Larréché, Marketing Strategy: A
Decision-Focused Approach (4 th ed.), 2003, McGraw Hill.

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 14. Code of Conduct
Students have to follow the rules stated below to avoid a failing grade in the course:
 Understand and follow the University policy regarding attendance. Arrive in and leave the classroom
strictly on time. Late arrival will be marked as absence. If you leave the classroom in the middle of a
session even for a short while, you will be marked absent.
 Keep your cell phone off during the class.
 Do the assigned readings for a class before coming to the class.
 Maintain a disciplined, cordial, and respectful attitude towards the teacher and your fellow students.
 Submit your homework on the due date before the class begins.
 Do not plagiarize from books, journals, or the internet.
 Do not cheat (make someone else do your work or present work for some other course as work for
this course).
 The teacher’s decisions about marks and grade will be final.

Final Project

Group Project Dates:

Group presentations will be held the 14th week. Reports are to be handed in when your group presents.
Power point slides are to be emailed to the course instructor before your presentation. The entire project
contributes 20% to your final grade for the course. You are required to form groups of 5-6 people for the
group project. It is YOUR responsibility to get yourself into a group. It is suggested that you do this as soon
as possible, i.e. within the first weeks of the course. DO NOT leave joining a group to the last minute.

Project Deliverables
A. A report on your group project (1½ line spacing, Times Roman 12 pt font, maximum 7000 words.
It contributes to total 15 Marks.
B. A Group Presentation – It contributes to total 20 Marks
The Scenario:

You are a group of entrepreneurs (as team) in an established business environment. You are required to
develop a New Product (tangible or non-tangible) using the models and frame work you will be studying
in the lecture.

1. Final written report – 15 Marks

2. Identify Opportunity – 10 Marks
 Use problem identification structures and models
 Develop a product innovation charter
 Define product portfolio
 Preliminary Commercial Analysis
3. Develop Concept – 2 Marks
 Develop product concept
 Brainstorming evidences
4. Evaluate Concept – 2 Marks
 Detailed Commercial Analysis
 Detailed Competitive Analysis

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 5. Mature Concept – 2 Marks
 Implement Pain and Gain model.
 Regional | National | International - Sales and Distribution Plans
6. Launch Concept – 4 Marks
 Marketing Concepts (creatives, product name, phase-wise launch plans)
 Marketing and a launch plan to be presented
 Cover the budget development, budget spending and its monitoring based on ROIs.
You have the semester to put the plan in place. The project is a practical and applied example of your
understanding of the techniques presented in lectures, workshops and the textbook. You are welcome to
physically produce the product or bring the project to life, however it is not the requirement.

We will be assessing the feasibility and relevance of the product and marketing plan. We will be
assessing you on your justification, conviction and compelling argument.

Attributes of the Report

1. Title Page – 0.5 Mark

2. Bibliography – 0.5 Mark
3. Introduction – 3 Mark
4. Literature Review – 2 Marks
5. Report Structure – 1 Mark
6. Discussion – 5 Marks
7. Conclusion – 2 Mark
8. Referencing – 1 Mark

Attributes of the Presentation

1. It is a group presentation – Total duration 12 Minutes
2. Each group will have maximum 6 members and minimum 4 members
3. Each member is required to present for maximum 2 minutes
4. More than 2 minutes, there will be a negative marketing
5. The presentation will be presented with formal | smart formal dressing code
6. The Group leader will be sole responsible for the group output – If you do not follow the group,
the result out will fall on every member and not the one who fell behind.
7. You are required to select your own group leader and select your own group members.
8. If you are not a part of any group, or if you are asked to leave the group through collective decision
of the group, you will be responsible to find a new group by yourself.
9. The responsibility of group formation and developing the team work is given to you to teach you
the ethics of working in the group, respecting team members, understand the value of individual’s
capacity and skill sets and lastly celebrate the outcome as a team.
10. If you fail, you will fail as a group and not as an individual.
11. You should email your presentation to the course instructor the night before your presentation
so that your slides are pre-loaded onto the computer. Alternative visual material may be used
instead.
12. You will be scheduled into a 18 to 20 minutes, the extra time is for us to ask you questions and
discuss your concept.
13. You are not allowed to carry out notes or reference points in hands for the presentation. If you
do so, you will lose the numbers.
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 C. The criteria that will be used in marking the group project will be section-wise number based.

Late Assignments
There is no late submission. You will either submit the report or present it or you will not. Naturally, if you
do not fulfil the requirement, you will lose the numbers.

Referencing Style and Style Guide

For this paper the referencing style is APA.

Academic Integrity

Students should ensure that all submitted work is their own. Plagiarism is a form of academic misconduct
(cheating). It is defined as copying or paraphrasing another’s work and presenting it as one’s own. Any
student found responsible for academic misconduct in any piece of work submitted for assessment shall
be subject to the University’s dishonest practice regulations, which may result in serious penalties,
including forfeiture of marks for the piece of work submitted, a zero grade for the paper, or in extreme
cases, exclusion from the University.
Students are advised to inform themselves about University policies concerning dishonest practice and
take up opportunities to improve their academic and information literacy. If necessary, seek advice from
academic staff, or the Student Learning Centre.

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