BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2014
FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUSML4240: NEW PRODUCT MANAGEMENT
COURSE SYLLABUSi
Class Location:
Instructor:
Dr. Xiaoyan Deng
Schoenbaum Hall 305
Email:
deng_84@fisher.osu.edu
Class Time:
TuTh 530-650PM
Office:
534 Fisher Hall
Office Hours:
Fri 1-2pm or by appointment
Course Materials:
Required text: Kenneth B. Kahn (2011), Product Planning Essentials, 2nd edition, M.E. Sharpe
Inc., ISBN: 978-0-7656-2608-0.
o Available at OSU bookstores and online.
o I prefer that you buy this edition rather than an older one. If you do buy an older edition,
please note that the chapter numbers might be off.
o For your convenience, a copy of the text has been placed on reserve at the Knowlton
HallArchitecture Library (across the street from Fisher).
Supplementary Course Materials:
All other course materials such as supplementary readings and assignment instructions will
either be available on CARMEN or given out in class.
Course Description and Objectives:
Managing new product development is one of the most challenging activities undertaken by
firms. The purpose of this course is to provide an overview of the state-of-the-art in tools
and strategies for enhancing success rates in introducing new products. This course includes
five modules that cover the entire product development process:
1. Opportunity identification
2. Concept generation
3. Concept evaluation
4. Design and development
5. Launch
Through this course you can:
1.
2.
3.
4.
Learn the concepts involved in each stage of the product development process,
Learn the tools and strategies that are considered best practices in each stage,
Have a hands-on opportunity to go through the product development stages,
Be familiar with some of the cutting-edge consumer research on product and
packaging design,
5. Be prepared to answer questions about new product development in a job interview.
i
This syllabus is subject to change when necessary.
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2014
Course Evaluation:
o Exam
50 points (50%)
25 points
25 points
1. Exam 1
2. Exam 2
o Group assignment
1. “Form-your-group” sheet and photo
2. Concept generation
3. Concept evaluation
4. Design and development
50 points (50%)
5 points
15 points
15 points
15 points
TOTAL
o Extra Credit Opportunity
• Application case
100 points (100%)
up to 10 points
Important Notes about Course Format and Course Policy:
 EXAM:
o There will be two closed book, closed note exams, each consisting of multiple-choice
questions. All exams will cover materials from the textbook, lecture, and classroom
discussion. The exams will not be cumulative
o All exams MUST be taken in class at the scheduled time. A make-up exam is only permitted
with a written doctor’s excuse or in an extreme personal situation. Notification of the need
to take a make-up exam must be given at least 48 hours prior to the exam. Missing the exam
without providing this notification in advance will result in a grade of 0 for the exam.
 GROUP PROJECT ASSIGNMENT:
o During the first week of class, students will form a project team of 5 students who will work
together throughout the course on a new product development project. A “form-your-group”
sheet and a group photo are due on March 4th.
o You will work on each assignment with your teammates during the class period. If you miss
a day when we do group work, your name will not be on the write-up and you will
not receive credit for that group assignment. If you let me know prior to class that you
are going to miss a group day (for a valid reason) you will have an opportunity to turn in an
individual assignment to make up this missed group assignment. These individual make-up
assignments are due on the same day that the group reports are due.
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2014
o Please read “Assignment Instructions” (posted as PPT on Carmen) carefully for detailed
requirements for each assignment.
o All assignments must be turned in to me before the class time on the day that they are due.
Turning in an assignment late will result in a 20% grade reduction for each 12 hour period
after the due time.
o All written assignments must be typed. The first page of your assignment should include the
group#, names and email addresses of all group members (in alphabetical order).
 EXTRA CREDIT OPPORTUNITY:
o Please read “Assignment Instructions” (posted as PPT on Carmen) carefully for detailed
requirements for “Application Case” which is designed to facilitate student participation.
You will earn 5 extra points by turning in a case, and you can turn in up to two cases
throughout the course.
 CLASS ATTENDANCE AND PARTICIPATION:
o Your ability to benefit from the course and contribute to the class is largely dependent upon
your class attendance and participation. Learning is maximized when all students come
prepared to class, participate actively in the class discussion, and demonstrate critical and
analytical thinking skills.
o Fisher College of Business strongly enforces University attendance policies. As per
University rule 3335-8-33 (http://trustees.osu.edu/rules/university-rules/rules8/ru822.html), any student may be disenrolled from a course for failure to attend by the first
Friday of the term, or by the 3rd instructional day of the term, or by the second class
meeting, whichever occurs first.
o Attending classes regularly is extremely important. If you are unable to attend class on any
occasion, please notify me via email in advance, unless it is an unforeseen emergency.
Moreover, you will be responsible for everything covered or announced in class on that day.
o Attending classes means attending the entire class, not part of it. Arriving late or leaving
early is impolite and distracting to the instructor and the rest of the class. My personal pet
peeve is that a student leaves in the middle of the class. Please try to avoid that unless there
is indeed an emergency.
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2014
 TEAM WORK:
o Working in teams is a requirement in most organizations. Even entrepreneurs find that
teamwork is essential to survive the early years. Please note that group work comprises 50
percent of your grade.
o You are to contribute to the best of your ability to your team, and meet the expectations set
forth in your group’s contractual agreement.
o One way to organize your team is to establish responsibilities upfront, which you can agree
to on the basis of your expertise or experience. In setting your group meetings, please try to
accommodate those who live farther away or who work.
o On occasion, some groups can become dysfunctional. If group dynamics are negatively
affecting your performance, please let me know as soon as possible.
 GRADE APPEAL POLICY:
o Grades on assignments are intended to reflect the overall quality of performance of the
student(s). If you think your grade on an assignment does not reflect the quality of your
performance, you may submit a clear, written explanation of your reasoning within one week
following the return of your assignment or test. The written document need not be long but
it must clearly identify the problem or issue of concern. I will consider such appeals carefully.
o There will be no grading appeals after the one-week deadline has expired.
Grading Scale:
Grade
A
AB+
B
B-
= 93-100 %
= 90-92.9 %
= 87-89.9 %
= 83-86.9 %
= 80-82.9 %
GPA
4.0
3.7
3.3
3.0
2.7
Grade
C+
C
CD+
D
F
= 77-79.9 %
= 73-76.9 %
= 70-72.9 %
= 67-69.9 %
= 60-66.9 %
= below 60
GPA
2.3
2.0
1.7
1.3
1.0
Disability Policy:
Students with disabilities or requiring special accommodations should work directly with The Ohio
State University Office of Disability Services (ODS). ODS is located in 150 Pomerene Hall. The
ODS phone number is (614) 292–3307.
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2014
Honor Code:
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand
the University’s Code of Student Conduct and that all students will complete all academic and scholarly
assignments with fairness and honesty. Students must recognize that failure to follow the rules and
guidelines established in the University’s Code of Student Conduct and this syllabus may constitute
“Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you
review the Code of Student Conduct, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
Other sources of information on academic misconduct (integrity) to which you can refer include:
o The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
o Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/ten-suggestions.html)
o Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2014
Class Schedule:
Session Week Date
1
1-2
2/27
R
Topic/Assignment
Introduction, Syllabus, and Overview
Opportunity identification I
Reading
Chapter 1
Due Date
2
2-1
3/4
T
Opportunity identification II
Chapter 2
“Form-your-group”
sheet and photo
due
3
2-2
3/6
R
No class. SCP conference
Meet with your group during this time to plan
your group project
Spring break
4
3-1
3/11
T
5
3-2
3/13
R
Spring break
6
4-1
3/18
T
Concept generation I
Chapter 4
7
4-2
3/20
R
Concept generation II
Group assignment 1
Must be here to get credit
Chapter 5
8
5-1
3/25
T
Midterm exam
530-650PM
Schoenbaum Hall 305
9
5-2
3/27
R
Concept evaluation I
Chapter 6
10
6-1
4/1
T
Chapter 7
11
6-2
4/3
R
12
7-1
4/8
T
Concept evaluation II
Group assignment 2
Must be here to get credit
Guest speaker: John Sass
Vice President of Marketing (Gardens)
Scotts Miracle Gro Company
Design and development I
13
7-2
4/10
R
14
8-1
4/15
T
15
8-2
4/17
R
Design and development II
Group assignment 3
Must be here to get credit
Launch
Group assignment
1 due
Chapter 8
Group assignment
2 due
Chapter 10
(pp. 167-169)
Chapter 11
Group assignment
3 due
Final exam
530-650PM
Schoenbaum Hall 305
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2014
“Form Your Group” Sheet
(For BUSML 4240)
Your group of 5 students:
First Name
Last Name
E-Mail
1. ______________________
_____________________
_____________________
2. ______________________
_____________________
_____________________
3. ______________________
_____________________
_____________________
4. ______________________
_____________________
_____________________
5. ______________________
_____________________
_____________________
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