UNIVERSITY OF KENTUCKY
GATTON COLLEGE OF BUSINESS & ECONOMICS
COURSE:
New Product Development Marketing (MBA 610)
MEETING TIMES: Cohort 1 meets for this course between 8am and 12pm. Cohort 2 meets for
this course between 1pm and 5pm. The course meets on various days (please refer to overall
daytime MBA schedule).
REQUIRED BOOK: Crawford and Di Benedetto, New Products Management
(ISBN# 978-0-07-352988-2)
REQUIRED
CASES:
Available at Johnny Print
PROFESSOR:
David Hardesty, Ph.D. (david.hardesty@uky.edu) – Preferred Method
Office: 455Q Gatton College of Business & Economics
Office Phone: 859-257-9419
OFFICE HOURS:
Office hours are by appointment. If you need to speak with me and cannot
find me, leave a message at my office.
COURSE GOALS, OBJECTIVES, and LEARNING OUTCOMES:
Crucial to the success of any business is the service or product it sells. This course examines how
marketing research and marketing strategy aid firms in their management of the new product
development or service process. Key questions include: (1) How does the firm determine the
demand for the new product? and (2) How does marketing research enhance the new product
development process? After completing this course, students should be able to analyze data to aid in
managerial decision-making related to new product development.
ATTENDANCE:
You are expected to attend all classes. Exam questions will be based on material covered in class.
Excused absences are permitted with proper documentation. Make-up work will be permitted if
proper documentation is provided.
ACADEMIC HONESTY:
The Honor Code is in effect.
DISABILITY:
I will follow the guidelines set forth by the Disabilities Center.
GRADING:
Midterm Exam (Individual)
Final Exam (Individual)
Case Writing Assignments (Group)
 Why Consumer’s Don’t Buy (3%)
 eBooks (6%)
 TruEarth (6%)
 Cascade (15%)
Homework Assignments (Individual)
 Factor Analysis (5%)
 Conjoint Analysis (7%)
 Correlation and Regression (4%)
 Chi-Square Analysis and t-tests (4%)
25%
25%
30%
20%
The grading policy for this course limits the percent of "As" earned to no more than 50%. A grade
of "C" will be given for students whose cumulate score in the course is more than two standard
deviations below the median class score.
EXAMS:
The exams are in-class closed-notes exam.
CASE SUMMARIES:
Each summary should be no longer than three-pages, double-spaced, 12-point times new roman
font and should consist of the following unless otherwise noted:



A summary statement of the major findings from the research
An analysis of the marketing principles described and tested
Managerial conclusions regarding the applicability of the findings and theoretical
concepts
Grading of Case Summaries: The evaluation of case summaries is competitive, i.e., your
summary will be graded in comparison to the output of your peers.
Group Peer Evaluations: Each student’s grade will be weighted by peer evaluations from
the other group members. Each group member will assess the contribution of other group
members separately for each case summary. These evaluations will be confidential and will
provide an opportunity for you to identify any group members who did not contribute at the
same level as others within the group.
GENERAL ADVICE and CLASSROOM BEHAVIOR:
1)
2)
3)
4)
5)
6)
7)
READ material to be covered, before class so that class discussion will be insightful.
ATTEND each class. ARRIVE on time. TAKE NOTES. REVIEW class notes.
ASK questions if you do not understand.
TRY all assignments. If you have difficulty doing the assignment, come see me.
CELL PHONES must be silenced during class.
NO TEXTING in the classroom. Please leave if you must use your phone.
NO INTERNET SURFING as it is disruptive to others.
Project CONNECT:
Students will also begin work with their Project CONNECT mentors in the area of new product
development. Each team will begin with a new product development process audit of their firm.
Students will turn in their NPD process audit on November 1. Presentation of the second NPD
project will take place the week of December 13th. Practice presentations to the faculty and Jim
Potter will occur December 7-10.
Throughout the course of this module, students will be required to meet with Jim Potter to develop
and meet project milestones, refine their analysis, and gain feedback on their progress.
Additionally, students are expected to meet with Professor Hardesty and Professor Vincent on the
assigned Project CONNECT meeting days (October 14, October 22, November 1, November 19,
and December 1). These times are your only opportunities to consult with faculty regarding the
projects and are MANDATORY meetings. Students will lose a letter grade for any unexcused
absence for these team meetings. Please sign up for your meeting times in advance with your
assigned professor (sign-up sheets will be available on the professor’s office door).
Teams consulting with Professor Hardesty:
 Hitachi
 Papa Johns
 Tempur-Pedic
 Humana
 Brown-Forman
 Kaba Mas
 Lexmark
 General Electric
Teams consulting with Professor Vincent:
 ACS
 Trane
 Valvoline
 BioRx
 Sylvania
 Belcan
 Alltech
Date
Tuesday, October 12
Tuesday, October 19
Thursday, October 21
Monday, October 25
Tuesday, October 26
Thursday, November 4
Friday, November 5
Tuesday, November 16
Thursday, November 18
Tuesday, November 30
Thursday, December 2
Monday, December 6
Topics Covered
Segmenting, Targeting,
Positioning and Introduction to
Why Consumer’s Don’t Buy
Case
 Prizm, VALS, MRI data,
and Census Data
Perceptual Mapping
 Factor Analysis
 Multi-Dimensional
Scaling
Conjoint Analysis
BE 105 8-10am
King 213F 1-3pm
Conjoint Analysis
Scale Types, Statistical Tests,
Survey Design, and Sampling
King 213F 8-5pm
Sales Forecasting, Product Use
Testing, Introduction to eBooks
Case and Midterm Exam Review
Chapters 3, 6, 7, and 9
Correlation, Regression,
Discussion of eBooks Case, and
Introduction to TruEarth Healthy
Foods Case
Chi-Square Analysis, ANOVA,
TruEarth Healthy Foods Case
Discussion and Cascade Foods
Case Introduction
t-tests and Cascade Foods Case
Discussion
King 213F
t-tests and Final Exam Review
King 213F
Chapters 11 and 15, Correlation,
Regression, Chi-Square,
ANOVA, and t-tests
Assignments
Required Text Readings:
 C&D Ch 3
Required Text Readings:
 C&D – Ch 6
Why Consumer’s Don’t Buy Case
Summary Due
Required Text Readings:
 C&D – Ch 7 & 9
Factor Analysis HW Due
Required Text Readings:
 C&D – Ch 7 & 9
Conjoint Analysis HW Due
Required Text Readings:
 C&D – Ch 11 & 15
Midterm Exam
eBooks Case Write-Up Due
Correlation and Regression HW Due
TruEarth Healthy Foods Case Write
Up Due
Cascade Foods Case Write Up Due
Chi-square and t-test HW Due
Final Exam (8am-12pm)
Gatton 248 and 309