BUSML 756 New Products Development
Syllabus
Professor Xiaoyan Deng
Winter 2012
FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUSML756: NEW PRODUCTS DEVELOPMENT
COURSE SYLLABUSi
Instructor:
Dr. Xiaoyan Deng
Class Location:
Schoenbaum Hall 305
Email:
deng_84@fisher.osu.edu
Class Time:
Office:
534 Fisher Hall
Office Hours:
MW 1130AM-118PM
MW 330-518PM
F 130-230 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.
Supplementary Course Materials:
All other course materials such as supplementary readings, class preparation guides, and
assignment instructions will either be available on CARMEN or given out in class.
Course Description and Objectives:
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. Learn the concepts involved in each stage of the product development process,
2. Learn the tools and strategies that are considered best practices in each stage,
3. Have a hands-on opportunity to go through the product development stages,
4. 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.
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This syllabus is subject to change at the instructor’s discretion.
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BUSML 756 New Products Development
Syllabus
Professor Xiaoyan Deng
Winter 2012
Course Evaluation:
o Group project assignment
1. Opportunity identification
2. Concept generation
3. Concept evaluation
4. Design and development
5. Launch
o Exam
1. Exam 1
2. Exam 2
o Class participation
TOTAL
10 points
10 points
10 points
10 points
10 points
20 points
20 points
50 points (50%)
40 points (40%)
10 points (10%)
100 points (100%)
Important notes:
Group project assignment:
o This course covers the product development process in five modules. Accordingly the
course project consists of five team assignments, each corresponding to a product
development stage.
o During the second week of class, students will form a project team of 3-5 students who will
work together throughout the course on a new product development project.
o At the end of the course, each team will present the chronological stages of their NPD
project to the class.
o All assignments must be handed in at the beginning of class on the day they are due. Turning in an
assignment late will result in a 10% grade reduction for each 12 hour period after the due
time. All written assignments must be typed. Any written assignment which is not typed will
receive a 20% grade deduction.
Exam:
o There will be two exams, each consisting of 50 multiple-choice questions.
o The exams are based on the materials you learn IN CLASS. The content of EACH and
EVERY class (including guest lecturers) will be in the exam. So it is of your best interest to attend
all classes.
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 24 hours prior to the exam. Missing the exam without providing this notification in
advance will result in a grade of 0 for the exam.
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BUSML 756 New Products Development
Syllabus
Professor Xiaoyan Deng
Winter 2012
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.
o Attending classes regularly is extremely important. Students will be counted as absent if they miss
more than 15 minutes of class (whether it’s the first or last 15 minutes). 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 Learning is maximized when all students come prepared to class, are engaged in the class
discussion, and demonstrate critical and analytical thinking skills. Sometimes, class sessions
will consist of group exercises that will require an application of the concepts discussed. After
each class I will evaluate your performance in class discussion and group exercise. At the end of the quarter I
will give you a score based on my evaluations.
o Being a good team member is an important part of class participation. At the conclusion of the
group project students will be asked to fill out an evaluation form to assess the contribution of their team
members to the group project (including the final presentation).
This is how class participation grade is calculated:
1. Students start with a 10 as their class participation grade.
2. If students miss a class, 1 point will be deducted from their class participation grade.
3. If students come to class late or leave early (my personal pet peeve), 1 point will be deducted
from their class participation grade.
4. The instructor’s evaluation of your classroom performance (5 = excellent; 1 = poor) will
translate to your class participation grade. If students receive a score of 5/4/3/2/1, then
0/1/2/3/4 points will be deducted from the 10.
5. Finally, peer evaluations (5 = excellent; 1 = poor) will translate to your class participation
grade as well. If students receive an average score of 5/4/3/2/1 from their team members,
then 0/1/2/3/4 points will be deducted from the 10.
Grade appeal policy
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. There will be no grading appeals after the one-week deadline
has expired.
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BUSML 756 New Products Development
Syllabus
Professor Xiaoyan Deng
Winter 2012
Grading Scale:
Grade
A
AB+
B
B-
= 93-100 %
= 90-92 %
= 87-89 %
= 83-86 %
= 80-82 %
GPA
4.0
3.7
3.3
3.0
2.7
Grade
C+
C
CD+
D
E
= 77-79 %
= 73-76 %
= 70-72 %
= 67-69 %
= 60-66 %
= 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
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 756 New Products Development
Syllabus
Professor Xiaoyan Deng
Winter 2012
Course Outline:
Session Week
Date
1
1-2
1/4
W
Topic / Assignment
Introduction
NPD process
Reading
Ch. 1
Due
2
1/9
M
Strategic planning
Ch. 2
Team
formed
2-2
1/11
W
Opportunity identification
3-1
1/16
M
Martin Luther King Day—no class
4
3-2
1/18
W
Concept generation
o Need assessment
o Scenario analysis
5
4-1
1/23
M
Concept generation
o Group creativity
o Lateral search
6
4-2
1/25
W
Concept generation
o Attribute analysis
o Relational analysis
7
5-1
1/30
M
Concept evaluation
o Full screen
8
5-2
2/1
W
Concept evaluation
o Concept testing
9
6-1
2/6
M
Concept evaluation
o Financial analysis
10
6-2
2/8
W
Midterm exam
1130-118pm (Schoenbaum Hall 305)
330-518pm (Schoenbaum Hall 305)
3
2-1
Assignment [1]
Ch. 4
Ch. 5
[1]
Ch. 6
[2]
Assignment [2]
Assignment [3]
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BUSML 756 New Products Development
Syllabus
Professor Xiaoyan Deng
Winter 2012
Date
2/13
M
Topic / Assignment
Guest speaker
Reading
11
Week
7-1
12
7-1
2/15
W
Design and development
o General guidelines
o Three levels of design
Ch. 7
Due
[3]
Assignment [4]
13
8-1
2/20
M
Design and development
o Kano model
o House of quality
14
8-2
2/22
W
Launch
o Diffusion of innovation
o Market planning
Ch. 8
Ch. 9
[4]
(pp. 164-167)
Assignment [5]
Ch. 10
(pp. 181-184)
15
9-1
2/27
M
Launch
o Packaging (imagery and typography)
o Current academic research
Hand-out
16
9-2
2/29
W
Launch
o Packaging (color and materials)
o Current academic research
Hand-out
17
10-1
3/5
M
Group Presentation
18
10-2
3/7
W
Group Presentation
3/12
M
Final exam
1130-118pm (Schoenbaum Hall 305)
330-518pm (Schoenbaum Hall 305)
[5]
Mar 15 (Midnight) Thu Graduating grades need to be posted for students with exams on M, T, W.
Note 1: During "Finals Week" grades must be posted by midnight each night to allow DARS to be updated before OCIO end-of-day batch
processing. The following morning, degree audits will be available for commencement certifications.
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