UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 12 03 09
COURSE:
Product Development
FACULTY: Troy N Salem
# CONTACT HRS: 48 H
YEAR: 2009
DAYS: Mon-Thurs
ROOM #: G206
CODE: UMKT380
CREDITS: 3
NON CONTACT HOURS: 96 H
PERIOD: Fall 2
SCHEDULE: 11:45 – 13:05
DATE: Oct, 2009
1. COURSE DESCRIPTION
MKT 380, Product Development. This course exposes the student to the decision-making
processes involved in product development with emphasis on creating successful new
products. The major types and processes of product development methodology are presented
from searching for a competitive idea through creating, launching, monitoring, and adjusting
new products. 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. Where possible,
classroom discussions will place special emphasis on developing and introducing new products
to the local marketplace and, where appropriate, other markets.
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
 To understand the methods and strategies involved in New Product Development.
b. SPECIFIC


To recognize the fundamental approaches utilized in new product development.
To understand the challenges involved in following the critical path of new product
development.
4. COMPETENCIES
 To understand and define the basic principles of strategy, idea generation, product
design, prototyping and production.









To assess market needs and potential demand for new products.
To identify contemporary trends and influences which affect new product strategy.
To understand the various manners in which the new product may manifest itself in
today’s market.
To determine the following factors that influence and limit product development:
strategic planning, principles and elements of design, product performance/quality,
intrinsic/extrinsic cues, and dimensions of apparel, food, and consumer goods.
To analyze and critique new product case studies.
To identify non-starters.
To explain the process of planning and developing a line of goods.
To understand the role of standards and specifications in product development.
To execute a new product development plan: from idea generation to product
delivery.
5. COURSE CONTENT OUTLINE
SESSION
Session 1
Wednes
28 October
Session 2
Thursday
29 October
Session 3
Monday
2 Nov
SPECIFIC
COMPETENCIES
UNITS/CONTENTS
NON-CONTACT
HOURS (96
ASSESSMENT
HRS.)
Subject(s) to be covered Assignment &
number of
How assignment
allotted hours- will be evaluated
specify pages
Introduction to Course and No Assigned
EvaluatEvaluates course
Concepts
Reading
material
Study Marketing
Definition of roles.
Product. Concepts; how to pp. 5-27 (22 pgs)
The student learns
proceed; factors to
Understands definitions
about New Product
consider; concept
of Mktg
Development and
methodology; consumer
the context of idea
testing
generation.
Product attributes - what
they are and their
significance
Session 4
Tuesday
3 Nov
Concept testing
The student
approaches; sampling
develops an
methods; role or sensory
understanding of evaluation; Preparation of
how consumer input concept testing
becomes innovation. documentation,
Session 5
Wednes
4 Nov
Quiz 1
Requirements for product
development
authorization.
Development of product
specifications.
Study Marketing
Discusses Product
pp. 264-291 (27
product attribute
pgs)
Study NPSS pp.
1-16 (16 pgs).
Discusses
ideas of testing
Study NPSS pp.
17-52;
Assesses
Starbuck’s (35
Comprehension of
pgs).
material
Session 6
Thursday
5 Nov
Session 7
Monday
9 Nov
Session 8
Tuesday
10 Nov
The student
recognizes the
strength of the
power of the
prototype, as well as
its limitations.
Session 9
Wednes
11 Nov
Prototype development;
role of ingredients and
processing in defining
attributes
Study NPSS pp.
53-87; Cellular
One; Ault; (34
pgs).
Prototype development;
role of ingredients and
processing in defining
attributes, part 2
Study MNP pp.
49, 54-61, 84-93
Discusses
(16 pgs).
Types of prototyping
Review for Test 1
Study MNP pp.
104-141, 146;
Discusses
Paragliders
And review concepts
(38 pgs).
Quiz 2
No
Assigned
Assesses
Reading
Comprehension of
material
Discusses
Prototyping
Session 10 The student reviews Process flow sheet
Thursday
the SWOT process. development; factors to
12 Nov
consider in process
development; process
optimization; HACCP,
PARS.
Study MNP pp.
147-155;
Gannett (8 pgs).
Session 11
Monday
16 Nov
Process flow sheet
development; factors to
consider in process
development; process
optimization; HACCP,
PARS, part 2
Study MNP pp.
202-203 and
NPSS pp. 127Discusses
161 Ford
Flow sheet development
Taurus; Canon;
(36 pgs).
Session 12
Tuesday
17 Nov
Factors to consider
beyond formulation and
processing shelf life
requirements; product
performance testing;
market positioning
Study MNP pp.
160-191;
Considers
Broderbund;
Factors for production
Marriott;
(31pgs).
Session 13
Wednes
18 Nov
Session 14
Thursday
19 Nov
Session 15 The student creates
Monday
a critical path.
23 Nov
Review for Mid-Term
Review for MidTerm
Mid-Term Examination
No Assigned
Demonstrates Knowledge
Reading
comprehension
Factors to consider
beyond formulation and
processing shelf life
requirements; product
Study NPSS pp.Considers aspects of
163-192;
physical placement
Sunfish; Strollers
(30 pgs).
Discusses
S.W.O.T analysis
Discusses
Material studied
performance testing;
market positioning, part 2
Session 16
Tuesday
24 Nov
Integration of R&D;
specifications;
manufacturing and
marketing developing test
market strategies; how to
run a plant trial.
Session 17
Wednes
25 Nov
Quiz 3
Case Study (10
Shelf-life requirements
pgs).
and factors affecting shelflife and product attributes;
methods of assessment
Session 18 The student
Thursday
identifies various
26 Nov
extrinsic factors to
the NPD process.
Shelf-life requirements
and factors affecting shelflife and product attributes;
methods of assessment,
part 2
Study NPSS pp.
89-125; SlimFast; Glaxo
Zantac (36 pgs).
Session 19
Monday
30 Nov
Product Roll-out; Roadlocks to successful
product development.
No Assigned
Reading
Session 20
Tuesday
1 Dec
Review for Test 3
NPSS pp. 267297; MTV; Fuji;
Snapple (30
pgs).
Session 21
Wednes
2 Dec
Session 22 The student
Thursday
recognizes
3 Dec
importance of first
response to early
feedback.
Session 23
Monday
7 Dec
Quiz 4
Study NPSS pp.
Demonstrates
229-265 (36
pgs).
comprehension
Study NPSS pp.
299-318; (19
Recognizes importance
pgs). 502 Total
of early feedback
pgs.
Session 24
Tuesday
8 Dec
Test safety of product and Current Issue
characterize attributes.
TBA
Final consumer testing
and evaluation of results,
part 2
Session 25
Continue production and
Product Roll-out; Roadlocks to successful
product development,
part 2
Study NPSS pp.
193-228; MCI;
Lever (35 pgs).
Discussion of
R & D variables
Demonstrates
comprehension
Identifies various
Aspects of NPD
Identifies various
Stages of NPD
Discusses Case
Studies
Test safety of product and Current Issue
Discusses
characterize attributes.
TBA
Product safety as design
Final consumer testing
and evaluation of results
Current Issue
Discusses
Safety Testing
Discussion
Wednesda
y
9 Dec
evaluation of product.
TBA
Process prototype product
and evaluate
Contemporary NPD
issues
Session 26 The student
Continue production and
Case Study
Thursday
understands today’s evaluation of product.
TBA
10 Dec
production climate. Process prototype product
and evaluate, part 2
Session 27
Monday
14 Dec
Demonstrates knowledge
through class presentation
Final Project
Presentations
Session 28
Tuesday
15 Dec
Review for Final Exam
Session 29
Wednesda
y
16 Dec
Session 30
Thursday
17 Dec
Final exam
Discussion
Contemporary NPD
issues
Case Study
Demonstrates knowledge
TBA
through class presentation
Discussion of Case
No Assigned
Studies
Reading
No Assigned
Demonstates
Reading
comprehension
of course content
None
Review Grades
6. METHODOLOGY
Various methods of learning techniques will be used including lectures, open
class discussion, presentations, case studies, and group activities.
7. EVALUATION
The Completion and knowledge of the assigned course readings,
 Completion and presentation of group projects.
 Completion of investigative research projects.
 Four in-class examinations,
 Completion of assigned homework.
 Productive in-class participation
7.2 Performance Markers
1. Evaluates the marketing of products and services.
2. Recognizes conditions for new product introduction.
3. Selects an appropriate techniques of market evaluation.
4. Assesses the climate new product introduction.
5. Examines a real-life market case studies.
6. Understands the power of perception in marketing.
7. Constructs an new product launch..
8. Demonstrates knowledge of promotional strategy and distribution demands.
9. Discusses pricing determinants.
10. Determines and formulates effective brand strategies.
11. Evaluates cost effectiveness and customer satisfaction through distribution ways
and means.
12. Differentiates between sustainable and non sustainable strategies
13. Demonstrates knowledge of market segmentation.
14. Argues that culture influences sales and marketing strategy.
15. Demonstrates understanding of competitive forces.
7.3 Weighting
Unit Quizzes
Unit Exams
Homework
Participation
20%
50%
10%
20%
8. BIBLIOGRAPHY
8.1 REQUIRED:
Kerin, Robert A, et al. (2002). Marketing, 7th Edition. New York: McGraw Hill Publishing.
Kuczmarski, Thomas D. (2000). Managing New Products: Using MAP System to
Accelerate Growth, Third Edition. Chicago: The Innovation Press.
Thomas, Robert J. (1994). New Product Success Stories: Lessons from Leading
Innovators. New York: John Wiley & Sons, Inc.
8.2 COMPLIMENTARY:
None
8.3 WEBLIOGRAPHY:
EBSCO DATABASE
A large assortment of product development links can be found through:
http://www.agmrc.org/agmrc/business/startingbusiness/productdevelopmentlinks.htm
8.3 HANDOUTS/READINGS:
TBA
9. FACULTY INFORMATION
NAME: Troy N Salem
ACADEMIC CREDENTIALS-UNDERGRAD: B.A. Economics,
San Diego State University, California
GRADUATE: M.A. Latin American Studies/ Political Economy,
San Diego State University, California
CELTA: Southern Cross Training Centre
E-mail: troys1205@yahoo.com
10.
Prepared by: Troy N Salem
Date: Oct, 2009
Reviewed by: Dean Monica Reynoso
Date: October, 2009