Development of Enterprises, Brands and Products
Course objective:
Students will be able to identify business opportunities in a global market and develop products and
brands nationally and internationally, to establish a procedure for the management of existing products
with a global focus and build, measure and manage brand equity.
Course topics and subtopics:
1. Process of global product development.
2. Analysis of the international environment.
3. Development and evaluation of concepts and prototypes.
4. Statistics.
5. Managing the marketing mix.
6. Brand Tropicalization
7. Branding and Brand Value Management.
1 .- Introduction to the development of new products with global impact.
Mission, values and goals of the organization commensurate with the development of new
products.
International and national trends regarding the development of new products.
Factors that emerged to develop new products.
The role of the life cycle in the development of new products.
The process of developing new products.
Because new products fail?
2 .- Generation of Ideas, innovation and creativity.
Sources and Methods.
Techniques for generating ideas.
3 .- Knowing the global consumer and concept development.
Research techniques that allow me to meet the consumer focus groups, depth interviews,
ethnographic and anthropological studies.
Process of evaluating new products.
4 .- Product Design and Prototyping
Product Engineering (practicality, ergonomics, aesthetics)
Comparison with similar products, benchmarking studies.
Rationale for materials and costs.
Analysis of prototypes.
Time reduction in the introduction of new products.
QFD.
Market tests
5 - Market and Brand
Defining the target market.
Quantitative measures, qualitative.
Brand Value, history of trademarks, historical and cultural background, brand equity.
Meaning and Essence of trademarks, physical attributes, psychological, emotional, perceptions,
motivation, environment and positioning
Language / Language of the mark, noun, adjective, verb paragraphs, links.
Visual / Design, logo, typography, color-coded iconography, composition, relation text image.
Communication, slogan, statement, taglines, call to action, tone of communication.
Maps perceptulaes: identification and strategic benefits.
Perceptual, mapping perceptions.
That is a necessity? Prioritize needs.
Position the product
6 .- Estimate feasibility Indicator
Models and techniques for forecasting sales.
Pricing.
Financial models for the ROI of new products, cost estimate, breakeven and ROI.
Expected benefit of the initial investment.
7 .- Launching the new product.
Marketing Plan. (Executive Summary)
Communication of the New Product. Launch Strategies
Legal framework.
Training in the sales area.
Operation manuals.
Specific learning objectives by topic:
Upon completion of this course students will be able to generate an effective process for developing
new products at international level to enable it:
1 .- Learn to select the optimal strategy for the introduction of new products that is consistent with the
objectives of the organization, and establish a process for continuous management and development of
existing and potential products either for your country or internationally.
2 .- Define market opportunities and proposals with high potential for success based on learning from
past successes and failures of real organizations.
3 .- Understanding global consumer needs, learn to structure and prioritize the needs so as to clearly
define the benefits that the product will provide when positioned in the segment of the market versus its
competitors.
4.-Evaluate the potential sale of a new product and select the appropriate marketing mix.
5 .- Determine the role of brand products and services.
6 .- Make a reliable sales forecasting before launching a product and establish a good financial model
based on the investment return of the launch of new products.
7. Develop the plan to launch the new product.
8. Identify key indicators to measure performance controlling the process.
Suggested methodologies and learning techniques:
Teaching and learning techniques:
Método de casos
Estimated timing per topic:
Suggested evaluation policies:
Project 40%
Partial Exams 30%
Final exam 15%
Teamwork 10%
Individual work 5%
Bibliography:
TEXT BOOKS:
* Crawford, C. Merle (Charles Merle), 1924-, New products management / Merle Crawford, Anthony Di
Benedetto., 9th ed., Boston : McGraw-Hill Irwin, 2008., , , , [9780073529882 (papel
alcalino)],[0073529885 (papel alcalino)],[9780071263368 (ed. internacional)]
Support material:
Academic credentials required to teach the course:
· Areas in which the academic degree is required (do not refer names of programs):
Master Degree in Marketing; Doctoral Degree in Marketing
CIP: 521401
· Recommended Experience:
Key words:
International marketing. Services. Product Development. Global environment. Brand Equity