60-125 Creative Marketing for New Products
second cycle Master degree study programme Management
Course Supervisor: Assoc. Prof. Armand Faganel, Assist. Prof. Danijel Bratina
Content
- Introduction: Development strategies for new product development – creation and implementation; Planning portfolio of new products and management; Implementation of product development; Process ownership
- Categorization and added value; Development strategies for improved, basic and break-through products; Development of services
- Organization of development: Innovating in large companies; Team management for product development; Influences and politics of product development; Distributed development of new products; Enhancing the new product development – techniques and traps
- Planning: Market analysis and segmentation for new products; Acknowledging with customers needs regarding product development; Contextual research for new product development; Interactions between customers and the process of new product development
- Preparations for development: Ideas and concept generating; Quantitative market research; Value scaling from patent portfolio; Technology management
- Development: Risk management during the new product development; New product approval; Forecasting new products; Increasing the effectiveness of new product development through the industrial design strategy; Concerns about human factors during the new product planning; Quick prototyping; Risk management tools during the technical development
- Production and deployment: Use of efficient measuring
programs for the support of marketing goals; New product management and
deployment services; Management of distribution view of deployment; Market
testing and post-deployment evaluation; Overview and context of the lifecycle
concept management; Strategy of product removal from
market.