MANIPAL INSTITUTE OF TECHNOLOGY
(A constituent college of Manipal University, Manipal)
Manipal Karnataka 576 104
DEPARTMENT OF MECHATRONICS ENGINEERING
COURSE PLAN
Department
:
MECHATRONICS ENGINEERING
Subject
:
PRODUCT DEVELOPMENT AND
MARKETING [MTE – 354] [3-0-0-3]
Semester & branch
:
Course Coordinator
:
No of contact hours
:
VI SEMESTER, B.Tech.
KALYAN CHAKRAVARTHY.P
36 L [3 hours / week]
Assignment portion
Assignment no.
Topics
1
L1-L7
2
L8-L15
3
L16-L23
4
L24-L31
5
L32-L36
Test portion
Test no.
Topics
1
L1-L-18
2
L19-L-32
Submitted by:
Approved by:
KALYANA CHAKRAVARTHY P
(HOD MECHATRONICS)
(Signature of the Coordinator)
Date: 30.1 2015
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MIT/GEN/F-05/MT/R0
Course Objectives:
This introductory course on Product Development and Marketing helps in
understanding and designing a product development process. It aims in imparting
the knowledge required to select appropriate marketing strategy for launching a
product in the market. Also it involves to:
1. Make students be acquaint with the vocabulary, the concepts and theories related
to the new product development and marketing
2. Develop creative ideas and strategic thinking.
3. Provide basic knowledge about the generic product development process of
engineered products.
4. Impart knowledge about various concept generation and screening methods.
5. Provide a set of integrated frameworks and tools to effectively design and manage
the strategies, processes, and techniques for new product development.
Course Outcomes:
Having undergone the course, the students will be able to:
1. Demonstrate the ability to develop and implement successful product
development procedures for an engineered product.
2. Evaluate various conceptual designs analytically and select the strategic concept
for a specific market segment which satisfies the customer needs.
3.
Design a market attack plan based on benchmarking and competitor analysis.
4. Identify market opportunities for technology push products, platform products and
process intensive products.
Evaluation scheme:



Internal Assessment (sum of scores obtained in two tests)
Assignments (Quizzes, Mini Project, Seminars, Surprise tests etc…)
End Semester Examination
Total
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- 40%
- 10%
- 50%
- 100%
MIT/GEN/F-05/MT/R0
Lecture
No.
L1
Topics
L3
L4
L5
L6
L7
L8
L9
L10
L11
Course objectives, course plan, evaluation method and introduction to Product
development and marketing
Introduction to product development process, Characteristics of successful product
development, Design and development of products
Duration and cost of product development, the challenges of product development
A generic development process
adopting the generic product development process
Concept development: the front-end process,
The AMF development process
Product development organizations, the AMF organization.
Product Planning: Introduction & product planning process
Identify opportunities
Evaluate and prioritize projects, allocate resources and plan timing
L12
L13
L14
L15
L16
L17
complete pre project planning
Reflect all the results and the process
Identifying Customer Needs: Gather raw data from customers.
Interpret raw data in terms of customer needs
Techniques of gathering the customer needs
Organize the needs into a hierarchy.
L18
Establish the relative importance of the needs and reflect on the results and the
process.
Concept Generation Introduction
The activities of concept generation
Techniques of concept generation
Reflecting on the results and the process.
Concept Selection and testing: Overview of methodology involved
Concept screening, and concept scoring
Define the purpose of concept test, choose a survey population,
Choosing a survey format
Communicating the concept
Measuring the customer response Interpret the results and reflecting the results and
the process.
Product Marketing: Introduction Strategy and planning,
Market evolution & Successful product development
L2
L19
L20
L21
L22
L23
L24
L25
L26
L27
L28
L29
L30
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MIT/GEN/F-05/MT/R0
L31
New product strategy, a proactive new product development process
L32
L33
L34
L35
L36
Market definition and entry strategy. Consumer measurement
perceptual mapping, Consumer’s perceptions of new and existing products
Product positioning, Preference analysis and benefits
Segmentation, Forecasting sales potential .
Launching products and services.
References:
1. Monks Joseph G. (2004) “Operations Management” Tata McGraw-Hill Publishing
Co. Ltd., New Delhi.
2. Andrea Belz , Product Development, Publisher- McGraw-Hill.
3. Karl T. Ulrich and Steven D. “Product Design and Development”, Eppinger 4th Ed.
4. Robin Karol & Beebe Nelson New product development for Dummies, wiely
publishers, ISBN no 9780470117705.
5. Ramanuj Majumdar . Product Management in India , 3rd edition, PHI publishers.
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MIT/GEN/F-05/MT/R0