UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 12 03 09
SUBJECT: Product Development
FACULTY: Troy N Salem, M.A.
CONTACT HOURS: 48
YEAR: 2008
DAYS: Mondays-Thursdays
ROOM: G-209
CODE: UMKT 380
CREDITS: 3 UEES (S.N.C.C. 4.8)
NON-CONTACT HOURS: 96
PERIOD: Summer
SCHEDULE: 10:20 – 11:40
SYLLABUS DATE: June 22/09
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
1
July 1
Wednesday
2
July 2
Thursday
3
July 6
SPECIFIC COMPETENCIES
The student learns about
New Product Development
and the context of idea
generation.
UNITS/CONTENTS
NON-CONTACT
ASSESSMENT
HOURS (96 HRS.)
Subject(s) to be covered
Assignment &
How assignment
number of allotted
will be evaluated
hours-specify pages
Introduction to Course and Concepts No Assigned Reading
EvaluatEvaluates course material
Study Marketing
Definition of roles. Product.
Concepts; how to proceed; factors to pp. 5-27 (22 pgs)
consider; concept methodology;
consumer testing
Product attributes - what they are
and their significance
Study Marketing
pp. 264-291 (27 pgs)
Understands definitions
of Mktg
Discusses Product
product attribute
Monday
4
July 7
Tuesday
Concept testing approaches;
sampling methods; role or sensory
evaluation; Preparation of concept
testing documentation,
Study NPSS pp. 1-16
(16 pgs).
Quiz 1
Requirements for product
development authorization.
Development of product
specifications.
Study NPSS pp. 17-52;
Starbuck’s (35 pgs).
Prototype development; role of
ingredients and processing in
defining attributes
Study NPSS pp. 53-87;
Cellular One; Ault; (34
pgs).
Discusses
Prototyping
Prototype development; role of
The student recognizes the ingredients and processing in
strength of the power of the defining attributes, part 2
prototype, as well as its
limitations.
Review for Test 1
Study MNP pp. 49, 5461, 84-93
(16 pgs).
Discusses
Types of prototyping
The student develops an
understanding of how
consumer input becomes
innovation.
5
July 8
Wednesday
6
July 9
Thursday
7
July 13
Monday
8
July 14
Tuesday
Study MNP pp. 104141, 146; Paragliders
(38 pgs).
Quiz 2
No Assigned Reading
Process flow sheet development;
factors to consider in process
development; process optimization;
HACCP, PARS.
Study MNP pp. 147155; Gannett (8 pgs).
9
July 15
Wednesday
10
July 16
Thursday
The student reviews the
SWOT process.
Discusses
ideas of testing
Assesses
Comprehension of
material
Discusses
And review concepts
Assesses
Comprehension of
material
Discusses
S.W.O.T analysis
11
July 20
Monday
12
July 21
Tuesday
13
July 22
Wednesday
Process flow sheet development;
factors to consider in process
development; process optimization;
HACCP, PARS, part 2
Study MNP pp. 202203 and NPSS pp. 127161 Ford Taurus;
Canon; (36 pgs).
Factors to consider beyond
formulation and processing shelf life
requirements; product performance
testing; market positioning
Study MNP pp. 160191;
Broderbund;
Marriott; (31pgs).
Review for Mid-Term
Review for Mid-Term
Mid-Term Examination
No Assigned Reading
14
July 23
Thursday
15
July 27
Monday
The student creates a critical Factors to consider beyond
path.
formulation and processing shelf life
requirements; product performance
testing; market positioning, part 2
Discusses
Flow sheet development
Considers
Factors for production
Discusses
Material studied
Demonstrates Knowledge
comprehension
Study NPSS pp. 163192; Sunfish; Strollers
(30 pgs).
Considers aspects of
physical placement
Discussion of
R & D variables
16
July 28
Tuesday
Integration of R&D; specifications;
manufacturing and marketing
developing test market strategies;
how to run a plant trial.
Study NPSS pp. 193228; MCI; Lever (35
pgs).
Case Study (10 pgs).
17
July 29
Wednesday
Quiz 3
Shelf-life requirements and factors
affecting shelf-life and product
attributes; methods of assessment
Demonstrates
comprehension
Shelf-life requirements and factors
affecting shelf-life and product
attributes; methods of assessment,
part 2
Study NPSS pp. 89125; Slim-Fast; Glaxo
Zantac (36 pgs).
Product Roll-out; Road-locks to
successful product development.
No Assigned Reading
Identifies various
Stages of NPD
Review for Test 3
NPSS pp. 267-297;
MTV; Fuji; Snapple (30
pgs).
Discusses Case
Studies
Quiz 4
Study NPSS pp. 229265 (36 pgs).
Product Roll-out; Road-locks to
successful product development,
part 2
Study NPSS pp. 299318; (19 pgs). 502
Total pgs.
23
Aug 10
Monday
Test safety of product and
characterize attributes. Final
consumer testing and evaluation of
results
Current Issue
TBA
24
Aug 11
Tuesday
Test safety of product and
characterize attributes. Final
consumer testing and evaluation of
results, part 2
Current Issue
TBA
25
Aug 12
Continue production and evaluation
of product. Process prototype
Current Issue
TBA
18
July 30
Thursday
The student identifies
various extrinsic factors to
the NPD process.
19
Aug 3
Monday
20
Aug 4
Tuesday
21
Aug 5
Wednesday
22
Aug 6
Thursday
The student recognizes
importance of first response
to early feedback.
Identifies various
Aspects of NPD
Demonstrates
comprehension
Recognizes importance
of early feedback
Discusses
Product safety as design
Discusses
Safety Testing
Discussion
Contemporary NPD
Wednesday
26
Aug 13
Thursday
27
Aug 17
Monday
28
Aug 18
Tuesday
29
Aug 19
Wednesday
30
Aug 2o
Thursday
product and evaluate
The student understands
today’s production climate.
Continue production and evaluation
of product. Process prototype
product and evaluate, part 2
issues
Case Study
TBA
Demonstrates knowledge
through class presentation
Final Project Presentations
Review for Final Exam
Final exam
Discussion
Contemporary NPD
issues
Case Study
TBA
No Assigned Reading
No Assigned Reading
Demonstrates knowledge
through class presentation
Discussion of Case Studies
Demonstates
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 Najeeb Salem
.
Academic Credentials
UNDERGRAD: B.A., Economics, San Diego State University.
GRADUATE: M.A., Latin American Studies/ Political Economy, San Diego State University.
CELTA: Southern Cross Teacher Training Centre, EC.
E – MAIL: troys1205@yahoo.com
10.
Prepared by: Troy N Salem
Date: June, 2009
Reviewed by: Dean Monica Reynoso
Date: June , 2009