ࡱ> '` >bjbj$$ 4FF[6UWWW8 XX|ZZZZZ\\\rtttttt$՚h=l`["\l`l`ZZK0d0d0dl`8ZZr0dl`r0d0d"0ZpZ GFW`R$tØ0vaHl\3]0d]^\\\c^\\\l`l`l`l``4<`< 91Թ MKT 411 New Product Development and Management Course Syllabus Instructor: Maria Ballesteros-Sola, MBA, Fulbright Scholar Class Meetings: Tuesday 9:00 am 11:50 am Office: SA 2016 Office Hours: Tuesday 8:00 am 9.00 am Mail:  HYPERLINK "mailto:maria.ballesteros-sola@csuci.edu" maria.ballesteros-sola@csuci.edu Student learning outcomes New Product Development (NPD) and Management has critical value/importance to the health and success of organizations. In this course we will aim to develop the managerial skills and perspective that contribute to innovative and entrepreneurial new product development and management. We will introduce students to the basics of NPD using a hands-on methodology. Students will learn to develop and market a broad range of new products including goods, services and software. NPD is a multidisciplinary effort. However, our focus will be on marketing activities along the NPD activity spectrum, particularly capturing customers needs and transforming them into product concepts. After the course the students should be able to: understand the complexity of the NPD process and its multidisciplinary nature develop and reflect on critical marketing issues on the NPD learn, understand and use specific NPD vocabulary generate and develop a New Product Concept, analyzing its market and financial feasibility Other critical course objectives are team building, focused and precise writing, public speaking and presentation skills, and proficiency in Microsoft Power Point, Excel and Word. These objectives will be achieved through a mix of lectures and discussion, writing assignments, guest speakers and a group project. Required materials New Product Management (Hardcover) by C.M. Crawford and C.A. Benedetto (9th Edition - 2008) (note that this textbook will be referenced as NPM in the rest of this document). Additional readings as posted on Blackboard and handed out in the classroom. Optional reading From Concept to Consumer by Phil Barker (2009) Product Design and Development by Karl Ulrich and Steven Eppinger (4th Edition - 2007). The PDMA Tool Book 3 for New Product Development by Belliveau, Griffin and Somermeyer. John Wiley and Sons (2007). Design and Marketing of New Products by Urban and Hauser (2nd Edition 1993). Rules for Revolutionaries by Guy Kawasaki (2000). Crossing the Chasm (2002) and Inside the Tornado (2004) by Geoffrey A. Moore. Guns, Germs and Steel by Jared Diamond (1999) Prerequisites: MKT 310 Grading Class Participation (individual) 100 Homework (individual) 50 Mid-Term (individual) 150 Final Exam (individual) 300 Term Project (group) 350 Journal (individual) 50 __________ 1000 Grading related issues Final grade will be calculated on the weighted value of all components. Final grades will be given on the basis of the guidelines provided by school. The professor reserves the right to change the method for determining course evaluation at any time. A+: 1000-980A: 979-930A-: 929-900B+: 899-880B: 879-830B-: 829-800C+: 799-780C: 779-730 C-: 729-700D: 699-600F: <599 Class participation and attendance You are expected to come to class with the assigned readings completed and fully prepared to participate in the discussion. Grading for this section will be based on attendance, preparedness, your contributions toward advancing class discussion, and generally fostering learning among peers. Only one undocumented absence will be allowed during the semester. Each additional undocumented absence will result in a 10 point penalty deduction from your class participation final grade. Homework Homework will be assigned during the semester and will be graded as pass or fail. Failure to submit a homework assignment will result in a 10 point penalty deduction from your homework grade (per missed assignment). Homework need to be typed (12-point font, double-spaced and numbered) and on time (late assignments are not accepted). If you are not attending the class, please send email the file (Subject HW #) prior to the class. Exams & Quizzes The Mid-Term will serve as a check- up of your progress. Also it will give you an idea of what to expect on the Final. The format will be a mix of multiple choice questions, topic questions and mini-case analysis. No make ups exams will be given. Quizzes may be given randomly trough the semester with or without notice. If you do not come to class that day your score will be 0. Journal Self Reflection Analysis Writing the Self Reflection Journal will help you to document your growing knowledge of Marketing and your team project experience. I encourage you to write in your journal after each class, so the writing does not become a burden at the end of the semester. The journal can be used to capture ideas about the marketing plan that you are developing. You will also find it helpful for recording group dynamics, main obstacles found, interesting inputs from the guest speakers, etc.. It should become a personal lessons learned exercise that will help you to prepare for the Final, and also in future marketing projects. I will be the only person who will read the journals. I expect you to be open, honest and provide constructive feedback. I will grade it based on the analysis, organization and writing of the paper. Please use Word, (12-point font, double-spaced and numbered) and no more than 4 pages. Team Projects: New Product Proposal Objective The core objective is to create a new product proposal that is financially viable and market tested. Students are expected to have the hands-on experience that a development team goes through, and to apply the learning and insights gained in the classroom. The project can develop any kind of physical product (preferably consumer vs. industrial). It can include both tangible and intangible components. It can also be a product for an existing company or for a completely new company. You can also take the perspective of a consulting firm working for an existing company. I recommend that you choose a product in which you are going to have relatively easy access to the target audience, since there will be primary market research and testing involved. The project should be also used as an opportunity to build upon soft skills that will always be useful in different aspects of your future career, such as - team building - running effective meetings - developing leadership skills - using effective feedback - speaking in public - writing effectively I expect the students to work hard on the project, but also to have fun. For the entrepreneurs among you, take this opportunity to work on the seed of a future new business idea. Team Size: Teams will be selfformed of 3-4 students per team. Identify a team coordinator as my primary contact with the team. Try to get a good balance of backgrounds and skill sets amongst your teammates. Deliverables Deliverables are expected to be submitted at the beginning of the class that they are due. Please submit printed documents with your name shown prominently. Team Project deliverables are identified on the Tentative Schedule Section in this syllabus with the initials TP. DeliverablesDue DatePoints0.aTeam members & team coordinator (names, emails and phones). Get a catchy team name.  09/07 Paper 00.bNP idea proposal: max 2 pages with overview of chosen industry, company and initial idea (do not think of products attributes yet, focus on the need/gap identify). You could submit two separate ideas. 09/14 Paper 01.Initial Project Analysis: max 4 pages with details on the market, competitors & customers + PowerPoint 10/05 Paper752.Concept Proposal: free format 11/16 Paper753.Final Report (PowerPoint + Word) 12/07 Paper200 Final Presentation The team will present their Executive Summary (Power Point) in front of the class on the day assigned. Oral presentation should no be longer than 15 minutes. All team members are expected to speak in the presentation. After the presentation a 5 minute Q&A will be opened. Final Report The Final Report will include a Word document, no more than 15 pages long plus the Executive Summary (explained above) plus any additional exhibits. The document should cover the following points: Executive Summary (Power Point) - Final Presentation Market Opportunity (refined) Customer Analysis (refined) Product Description (refined) Financial + Marketing Plan Appendices/ Exhibits (if necessary) Part of the content (2-4) have been developed trough the semester so I expect that by the end of the semester the biggest work load will be on the Financial, Marketing Plan and Executive Summary (1,5-6). Guest Speakers In order to achieve the objectives outlined early in the Syllabus, I have invited accomplished speakers who will share their experience in NPD in each of their industries. The speakers have provided me with tentative dates. Final dates will be confirmed via Blackboard/ classroom. I expect the students to research the speakers company ahead of time, and be able to formulate thoughtful questions that will enrich our learning. The following schedule of assignments is subject to change with notice. TENTATIVE SCHEDULE DATESUBJECT AREAREQUIRED READINGS ASSIGNMENT/ DELIVERABLE OTHER ACTIVITIES/ READINGS108/31Introductions Course overview NPM (Ch. 1) Student questionnaireTeam Rules 18 Steps to a Better Meeting (distributed in the class)209/07NP Process & OrganizationsNPM (Ch. 1, 2, 14)ID pictures! TP: Team Proposal due Best products of 2009, Business Week Mom Inc. Costco Connection, May 2007 309/14 Opportunity Identification & SelectionNPM (Ch. 2,3 + Appendix A ) HW 1: Your best product of 2010 TP: Idea Case: Kellogg (NPM, pg. 75) 409/21Concept Generation: Identifying Customer Needs NPM (Ch.4,5 + Appendix B-C)Case: Toy Industry (NPM, pg. 107) 509/28Concept GenerationNPM (Ch.6,7)HW 2: New Toy idea Case: Dell (NPM, pg. 147)610/05Concept GenerationNPM (Ch.4-7)TP: Deliverable 1710/12Concept / Project EvaluationNPM (Ch.8-10)HW 3: Written Chipotle Case Case: Chipotle (NPM, pg. 188)810/19Concept / Project EvaluationNPM (Ch. 12)Case: Dell (NPM, pg. 216) 910/26NPD EconomicsNPM (Ch.11)1011/02Midterm 1111/09Development NPM (Ch.13, 14)HW 4 1211/16 Development NPM (Ch.15)TP: Deliverable 21311/23LaunchNPM (Ch.16-17, Appendix D)HW 5 1411/30Launch NPM (Ch.18-19, Appendix E) 1512/07TP: NP Presentations + Final Report Due Review for the Final 1612/14Journal due FINAL EXAM  In- Class Protocol: Cell phones and pagers are allowed in class only when they are silent/vibrate. If you need to answer an urgent call please leave the room. If your cell phone disturbs any part of the class you will be asked to leave the class and lose any points associated to that day. No exceptions. Laptops are not allowed in the class unless you are using it to take class notes. Students using a laptop to take class notes must sit in the front row. No exceptions. Cheating, Plagiarism and Other Forms of Academic Dishonesty All work that students submit as their own work must, in fact, be their own work. In accordance with CSU Channel Islands policy on academic dishonesty, students in this course who submit the works of others as their own (plagiarize), cheat on tests and examination, help other students cheat or plagiarize, or commit other acts of academic dishonesty will receive appropriate academic penalties, up to including failing the course. Papers with plagiarized ideas or language will be graded F and must be rewritten with proper use of quotations and referencing. The grade of F will remain the recorded grade on the assignment. The Internet is a great source of information and I encourage you to use it for research. However, do not copy another authors writing word for word, except for brief passages to support your thesis. When using another writers work, accurately identify it with a proper citation and footnote. Plagiarism or cheating on test and exams will results in an F on the test or exams, very likely resulting in a lower or possibly a failing final grade in the course. To complete course requirements, students must retake the test or exam during the instructors scheduled office hours. In case where the cheating or plagiarism was premeditated or planned, students may receive and F for the course. Disabilities Accommodations Cal State Channel Islands is committed to equal educational opportunities for qualified students with disabilities in compliance with Section 504 of the Federal Rehabilitation Act of 1973 and the Americans with Disabilities Act (ADA) of 1990. The mission of Disability Accommodation Services is to assist students with disabilities to realize their academic and personal potential. Students with physical, learning or other disabilities are encouraged to contact the Disability Accommodation Services office at (805)437-8510for personal assistance and accommodations. All requests for accommodations require appropriate advance notice to avoid delay in services. Please discuss approved accommodations with me. Disclaimer Information contained in this syllabus, other than the mandated by the University, may be subject to change with advance notice. Final Thoughts This class and all that we strive to accomplish is about you and for you! Class is the safest laboratory that you will experience in your career. Make the most out of it! Work hard and have fun! Thank you for choosing this class. I am looking forward to working with you. "Inspiration exists, but it has to find you working." 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