BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2015
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@osu.edu
Class Time:
TuTh 1245-205PM
Office:
534 Fisher Hall
Office Hours:
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
Hall Architecture 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 2015
Course Evaluation:
o Exam
1. Exam 1
2. Exam 2
o Group project assignment
1. Group photo
2. Concept generation
3. Concept evaluation
4. Design and development
25 points
25 points
5 points
15 points
15 points
15 points
TOTAL
50 points
50 points
100 points
Important Notes about Course Format and Course Policy:
 ATTENDANCE AND PARTICIPATION:
o Attendance and participation are very important in creating a class environment that is both
interesting and meaningful to the student. You should attend all classes. If you miss a class,
you will be responsible for everything covered or announced in the class. Come to class
ON TIME and try NOT to leave during a class (this is a personal pet peeve of mine!)
o Turn your cell phones off when you enter the classroom, and be prepared to actively
participate. The classroom is not the place to sleep, chat with friends, read the paper, do
crossword puzzles, etc. From time to time, you may be called upon to answer questions on
the day’s material. Therefore, it is to your benefit to come to class prepared.
o Fisher College of Business strongly enforces University attendance policies. As per
University rule 3335-8-33 (http://trustees.osu.edu/rules/university-rules/chapter-3335-8instruction.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.
 EXAM:
o There will be two exams this semester. Both exams will include material from the textbook,
classroom discussion, and any supplemental material provided by the instructor. You are
responsible for all material in the text, even if we do not cover it in class. Each exam will
only cover the information presented during the portion of the class stated on the syllabus
and will not be cumulative.
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2015
o It is the student’s responsibility to bring pencils and pens to each exam. All exams must be
taken in class at the scheduled time. Barring an EMERGENCY, you MUST be here on
those dates or you will receive a zero (0). Please note the dates of the exams now: February
5th and March 3rd. Trust me, a true emergency is very rare. If one does occur, we will
discuss it at that time.
 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 group photo is
due by the end of January 20th. You will be assigned a group number.
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.
o Please read “Assignment Instructions” (available on Carmen) carefully for detailed
requirements for each assignment.
o All assignments must be typed. Any assignment that is not typed will receive an automatic
point deduction. The first page of your assignment should include the group number and
names of all group members (in alphabetical order).
o All assignments must be handed in at the beginning of class on the day they are due.
Assignments handed in after they are due will receive a maximum of half-credit. The
only exceptions are for documented emergencies. Assignments will not be accepted for
credit more than one week after the initial due date under any circumstances.
 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%
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.
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2015
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. The written document need not be long but it must
clearly identify the problem or issue of concern. I cannot guarantee a grade change but I will
consider your appeal. 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
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
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BUSML 4240 New Product Management
Syllabus
Professor Xiaoyan Deng
Spring 2015
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)
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 2015
Class Schedule:
Session Week Date Topic/Assignment
1
1-2
1/13 Introduction, Syllabus, and Overview
T
Reading
Chapters 1&2
2
2-1
1/15 Opportunity identification I
R
Chapter 4
3
2-2
1/20 Opportunity identification II
T
4
3-1
1/22 Concept generation I
R
5
3-2
6
4-1
1/27 Concept generation II
T
Group assignment 1
*Must be here to get credit
1/29 Concept evaluation I
R
7
4-2
8
5-1
9
5-2
10
6-1
11
6-2
12
7-1
2/19 Launch
R
13
7-2
2/24 Project Presentation
T
14
8-1
2/26 SCP conference
R
(no class/reading day)
15
8-2
3/3
T
Concept evaluation II
Group assignment 2
*Must be here to get credit
2/5 Exam 1
R
1245-145PM
Schoenbaum Hall 305
2/10 Design and development I
T
Group photo due
by 5pm
Chapter 5
Chapter 6
2/3
T
2/12 Design and development II
R
Group assignment 3
*Must be here to get credit
2/17 Launch
T
Due Date
Group assignment
1 due
Chapter 7
Group assignment
2 due
Chapter 8
Chapter 10
(pp. 167-169)
Chapter 11
Group assignment
3 due
Exam 2
1245-145PM
Schoenbaum Hall 305
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