UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 12 03 09
SUBJECT: Product Development
FACULTY: James Keeley, PhD
CONTACT HOURS: 48
YEAR: 2011
DAYS: Monday – Thursday
ROOM: F209
CODE: UMKT 380
CREDITS: 3
NON CONTACT HOURS: 96
PERIOD: FALL II 2011
SCHEDULE: 2050 – 2120 pm
SYLLABUS DATE: Oct 2011
1. COURSE DESCRIPTION
This course provides the student with a clear understanding of decision-making
processes involved in product development with emphasis on creating successful
new products. The course covers the major types and processes of product
development from searching for a competitive idea through creating, launching,
monitoring, and adjusting new products. The course emphasizes the customeroriented marketing perspective. Concepts, theories, and techniques are applied to
case studies about successful innovations and to individual student projects to help
each student learn to use product development principles. Regular class
discussions and project presentations emphasize creative thinking, problem solving,
listening critically, communicating persuasively, and using analytical tools to
improve product development decisions and processes.
2. JUSTIFICATION
This course provides the students with essential training and knowledge in the New
Product Development component of marketing. New Product Development (NPD)
represents an opportunity to create competitive differentiation, reach new markets,
and grow revenues.
3. OBJECTIVES
a. GENERAL
This course is designed for the marketing major or minor that teaches and
reinforces continuous and collaborative team work, communication and
fundamental market/NPD analysis.
b. SPECIFIC
At the completion of this course, successful students will have the basic
understanding and knowledge to:
-Identify and use theoretical process to construct a commercial product;
-Construct a product using business and design specifications;
-Use concepts and tools to create a sustainable product;
-Increase understanding and use of analytical skills;
-Use the Synectic process to solve comprehensive problems
4. COMPETENCIES
This course will allow the student to use fundamental problem-solving techniques in
order to understand and identify product development and associated marketing
issues; make appropriate decisions based on the information given and allow for
recognition of organizational structure, policy, and international law to guide
strategic thinking skills in order to become successful in the international
marketplace.
5. COURSE CONTENT OUTLINE
Class
Meeting #
Competencie
s
CONTENT
Introduction to Product
Design: The product lifecycle
1
Monday
Oct 31
Introduction to Product
Design: Relevance
2
Tuesday
Nov 1
HOMEWORK
(96 HRS.)
Essential
Mathematics,
Money and
Finance:
Present Value
Pgs 80-86
Service sellers:
Pgs 1- 53
PERFORMANCE
INDICATORS
Discusses
various topics
within the scope
of product design
and market
introduction
Explains the
relevance of
theory to design
application
Responsibility
for Product
Quality
Problems in
Sequential
Manufacturing:
A
Case Study
From the Meat
Industry (16
pgs)
Wednesday
Nov 2
(HOLIDAY)
Thursday
Nov 3
(HOLIDAY)
3
Monday
Nov 7
4
Tuesday
Nov 8
The student
demonstrates
Research and
Design
Attributes
Introduction to Product
Design: Role & Nature
Introduction to Product
Design: Scope &
Application
Design Morphology:
Identification and
Analysis of Need
Design Morphology:
Identification and
Analysis of Need
Essential
Mathematics,
Probability and
Statistics Pgs
87-92
Essential
Mathematics,
Probability and
Statistics Pgs
87-92:
Measures of
Central
Tendency
Essential
Mathematics,
Money and
Finance:
Present Value
Pgs 80-86
Service
sellers: Pgs
54-100
Issues in the
Innovation
Service
Product
Analyzes the
process of
research and
development
Demonstrates
knowledge
relating to the
scope and
application of
R&D
Compares and
contrasts product
design paradigms
Compares and
contrasts product
design paradigms
Process: A
Managerial
Perspective
(13 pgs)
5
Wednesday
Nov 9
6
Thursday
Nov 10
7
Monday
Nov 14
8
Tuesday
Nov 15
9
Wednesday
Nov 16
10
Thursday
Nov 17
The student
describes the
process and
steps to
product
design
Design Morphology:
Criteria of design and
fundamentals
Service
sellers: 100131
Demonstrates
knowledge
related to design
theory
Design Morphology:
Criteria of design and
fundamentals
Service
sellers: 131151
Demonstrates
knowledge
related to design
theory
Utility and Synectics:
Utility Concept
A Framework
for
understanding
new product
alliance
success (19
pgs)
Inventions and
Innovations:
Does stage of
development
matter in
assessments
of market
attractiveness?
(10 pgs)
Explains
microeconomic
utility: Concepts
and Definitions
Utility and Synectics:
Utility Concept
Determinants
of New Product
Development
Success;
(Developing &
Proposing
a Conceptual
Model) (8 pgs)
Explains
microeconomic
utility: Concepts
and Definitions
Utility and Synectics:
Utility Concept
Service sellers:
151-211
Utility and Synectics:
Utility Value
Effect of
Internal and
External
Mandate on
Fast Food NP
Process in
Pakistan
Industry. A
Study of New
Product
Process of Fast
Food Industry
in Pakistan (11
Explains
microeconomic
utility: Concepts
and Definitions
Explains
microeconomic
utility: Assigning
value
Utility and Synectics:
Utility Index
11
Monday
Nov 21
12
Tuesday
Nov 22
The student
analyzes
decisionmaking
models
Utility and Synectics:
Decision-Making Models
13
Wednesday
Nov 23
Mid Term Examination
Theory
14
Thursday
Nov 24
Mid Term Examination
Application
15
Monday
Nov 28
16
Tuesday
Nov 29
17
Wednesday
Nov 30
18
Thursday
Dec 1
The student
develops a
design model
which
identifies
consumer
product gaps
pgs)
TBA
Strategic,
Organizational,
and
Operational
Challenges of
Product
Innovations
in China (7
pgs)
Explains
microeconomic
utility: Index
Identifies the
appropriate R &
D decisionmaking model
Demonstrates
knowledge
related to
international
market dynamics:
Theory
Demonstrates
knowledge
related to
international
market dynamics:
Application
Constructs a
design based on
technology-based
software
Reliability and Testing:
Anthropometric data and
its importance in design.
Applications of
Computers in product
design
Essential
Mathematics,
Numerical
Tables, Pgs 94105
Reliability and Testing:
Anthropometric data and
its importance in design.
Applications of
Computers in product
design
Reliability and Testing:
Anthropometric data and
its importance in design.
Applications of
Computers in product
design
Essential
Mathematics,
Numerical
Tables, Pgs 94105
Constructs a
design based on
technology-based
software
Essential
Mathematics,
Algebra of the
Nest Egg, Pgs
135-151
Constructs a
design based on
technology-based
software
Reliability and Testing:
Consumer Focus
More similar
than different:
A study of
cooperative
product
innovation with
multiple
external
stakeholders
(28 pgs)
Assesses a
profitable product
offering
19
Monday
Dec 5
20
Tuesday
Dec 6
21
Wednesday
Dec 7
The student
explains the
function and
use of product
testing
22
Thursday
Dec 8
23
Monday
Dec 12
The student
explains the
function and
use of
statistical
analysis in
product R &
D
Reliability and Testing:
Consumer Focus,
Domestic and
International
A Study of
Strategic
Orientations,
Pakistani
Brands and
Implications (10
pgs)
Innovation and
R & D in
Emerging
Russian
Multinationals
(25 pgs)
Assesses a
profitable product
offering
Reliability and Testing:
Revenue and Margins
Pioneer
orientation and
new product
performance of
the firm:
Internal
contingency
factors (24 pgs)
Consumers’
Evaluation of
Brand
Extensions: An
Application of
Multiple-Group
Causal Models
in Assessing
Cross Product
Category
Measurement
Equivalence
(23 pgs)
Calculates profit
and loss through
asynchronous
market research
and reporting
Reliability and Testing:
Application of
Technology in Design
Product or
Customer
centered
Organizations
and Leadership
Styles (16 pgs)
New Product
Development
Processes A
Case Study of
Apple’s
Success with
iconic iPod and
iPhone (12
pgs)
Calculates
product failure
risk and
determines ways
to minimize it
Evaluation, Product
Disposition and Market
Share: Formative
Evaluation Technique
The Impact of
Internal
Communication
and
Collaboration
between
Operations
and Marketing
Formulates and
identifies
profitable market
conditions for
product
introduction
Reliability and Testing:
Revenue and Margins
Calculates profit
and loss through
asynchronous
market reporting
on New Service
Development
(15 pgs)
24
Tuesday
Dec 13
25
Wednesday
Dec 14
26
Thursday
Dec 15
27
Monday
Dec 19
28
Tuesday
Dec 20
29
Wednesday
Dec 21
30
Thursday
Dec 22
The student
defines the
specific
elements of a
successful
product
offering
Evaluation, Product
Disposition and Market
Share: Formative
Evaluation Technique
TBA
Evaluation, Product
Disposition and Market
Share:
An
Investigation
into the
Adoption of
Target Costing
on Brazilian
Public Social
Housing
Projects (15
pgs)
Evaluation, Product
Disposition and Market
Share:
TBA
Demonstrates
evaluation of
product offering
using evaluation
technique
Evaluation, Product
Disposition and Market
Share:
Towards
a
Lean
Perspective in
Product
Development:
A Case Study
of a Global
Company
in
Sweden
(16
pgs)
Demonstrates
evaluation of
product offering
using evaluation
technique
Comprehensive Concept
Review
Review of
Notes and
Literature
Demonstrates
knowledge
related to
successful
market research
Demonstrates
knowledge
related to
successful
market research,
design and
introduction into
the product life
cycle
Demonstrates
knowledge
related to
successful
Final Examination
Student Conferences
Final Examination
Student Conferences
Formulates and
identifies
profitable market
conditions for
product
introduction
Explains the
unique
characteristics of
the consumer
and new product
offerings
market research,
design and
introduction into
the product life
cycle
6. METHODOLOGY
This is a lecture-based course that will require continuous student attendance.
Student knowledge and competencies will be evaluated through daily class
participation, question-and-answer sessions and examination through authentic
assessment i.e., demonstrating what has been learned.
Note that students may complete make-up work by reading original research
through various make-up activities.
Students are highly encouraged to maintain a consistent presence during all
scheduled class times.
***This course includes a quantitative research component, qualitative
analysis and statistical approach to NPD. A strong background in
fundamental business math and statistical analysis is desirable ***
The following items are REQUIRED for this course:
-laptop with internet access and Microsoft Excel
-scientific or financial calculator
-#2 soft-lead pencils, erasers and graphing paper
-knowledge of mini-tab, SPSS or other statistical analytic is desirable
7. EVALUATION
The student will be assessed through daily participation and evaluation by written
work and testing. By the conclusion of this class the student will be able to
recognize and identify key objectives and will be able to fundamentally apply what
was learned based upon the information given in this bimester of instruction.
7.1 Assessment Criteria
Completion and knowledge of the assigned course readings and
In-class examinations,
Consistent and correct use of electronic media INCLUDING eMAIL,
Completion of assigned homework in a timely manner
Classroom participation is subjectively scored and averaged with your
homework.
7.2 Performance Markers
-relates R & D theory to application;
-solves simple to complex issues regarding design;
-recognizes the value of time
-works effectively and efficiently in a team setting
7.3 Weighting
Unit Quizzes & Exams
Unit Homework
50%
50%
8. BIBLIOGRAPHY
8.1 REQUIRED
MAIN TEXTBOOK(s):
Evoy, K. (ND). Service sellers master course. Sitesell.
Sparks, J (2006). The handbook of essential mathematics. U.S. Air
Force: Air Force Research Laboratory, United States of America.
8.2 COMPLEMENTARY
TBA
8.3 HANDOUTS:
Issues in the Innovation Service Product Process: A Managerial Perspective
(13 pgs)
Responsibility for Product Quality Problems in Sequential Manufacturing: A
Case Study From the Meat Industry (16 pgs)
More similar than different: A study of cooperative product innovation with
multiple external stakeholders (28 pgs)
A Framework for understanding new product alliance success (19 pgs)
Inventions and Innovations: Does stage of development matter in assessments
of market attractiveness? (10 pgs)
A Study of Strategic Orientations, Pakistani Brands and Implications (10 pgs)
Innovation and R & D in Emerging Russian Multinationals (25 pgs)
The Impact of Internal Communication and Collaboration between Operations
and Marketing on New Service Development (15 pgs)
Product or Customer centered Organizations and Leadership Styles (16 pgs)
New Product Development Processes A Case Study of Apple's Success with
iconic iPod and iPhone (12 pgs)
Effect of Internal and External Mandate on Fast Food NP Process in Pakistan
Industry. A Study of New Product Process of Fast Food Industry in Pakistan (11
pgs)
Determinants of New Product Development Success; (Developing & Proposing
a Conceptual Model) (8 pgs)
An Investigation into the Adoption of Target Costing on Brazilian Public Social
Housing Projects (15 pgs)
Consumers' Evaluation of Brand Extensions: An Application of Multiple-Group
Causal Models in Assessing Cross Product Category Measurement Equivalence
(23 pgs)
Strategic, Organizational, and Operational Challenges of Product Innovations
in China (7 pgs)
Development and testing of new upper-limb prosthetic devices: Research
designs for usability testing (10 pgs)
Pioneer orientation and new product performance of the firm: Internal
contingency factors (24 pgs)
Towards a Lean Perspective in Product Development: A Case Study of a Global
Company in Sweden (16 pgs)
8.4 WEBLIOGRAPHY:
ProQuest Database at:
http://proquest.umi.com/pqdweb?RQT=301&UserId=IPAuto&Passwd=IPAut
o&AUID=443421
EBSCO Database at:
http://search.ebscohost.com/
9. FACULTY INFORMATION
NAME:
James W. Keeley, PhD
drjwkeeley@yahoo.com
jkeeley@uees.edu.ec
ACADEMIC CREDENTIALS:
B.A.A.S Bachelors of Arts and Sciences
GRADUATE:
M.Ed. Master of Education HIED Administration
M.B.A. Master of Business Administration in Management
Ph.D. Doctor of Philosophy in Educational Management
Prepared by: James W. Keeley, PhD
Date: October 10, 2011
Reviewed by: Dean Monica Reynoso
Date: October, 2011