.002 1604 Campus Spring 2017 COURSE: PROFESSOR: TEXT: COURSE DESCRIPTION: New Product and Service Development and Marketing CRN 29239 Time: 4:00 5:15 p.m., Tuesday and Thursday Business Building, Room 3.04.04 Dr. Dan Davied Phone: (210) 458-6358 E-mail: Daniel.Davied@utsa.edu Office #: BB 4.03.35C Office Hours: Before & after regular class, or by appointment Pursuant to HOP 9.48, Carrying of Concealed Handguns on Campus, my private office, BB 4.03.35C, is a designated exclusion zone. As set out in Section 30.06, Penal Code (trespass by license holder with a concealed handgun), a person licensed to carry a Concealed Handgun under Subchapter H, Chapter 411 Government Code (handgun licensing law), may not enter this property/office with a concealed handgun. New Products Management, 11/e by Merle Crawford and Anthony Di Benedetto, ISBN: 007802904x, Copyright year: 2015 New products and services are critical to the success and growth of all organizations. This course covers the entire product development process, from identifying customer needs, to generating concepts, to prototyping and design, to product launch. Participants will also learn how to build business cases to gain venture capital and/or angel funding, as well as protect their inventions with patents and trademarks. Students in the New Product Development course will learn best practice examples from the industry using case studies, and will have an opportunity to apply their knowledge in a team project. All business functions engineering, management, finance, and marketing must cooperate effectively to develop new products and to achieve your organization s goals. This course is ideal for those aspiring to become successful product managers, engineers or entrepreneurs who wish to better understand the business case process, finance managers who will prioritize capital, or operations managers who wish to maximize synchronicity and efficiency. The purpose of this course is to develop an understanding of new product and new service development from a strategic marketing and management perspective. The topics cover a) the strategic basis for product development including sources and types of innovation, market entry timing, product market structure and competition, disruptive and entrepreneurial innovation, and developing new services and service bundles; b) marketing research techniques for new product development
including user and lead user analysis and conjoint analysis; and c) managing the new product development process including collaboration and networks as well as strategies for launching and marketing new products and services. COURSE OBJECTIVES: PREREQUISITES: CLASS FORMAT: PRESENTATION SLIDES: The goals of this course is that students will be able to: 1. To develop a mature and critical understanding of concepts, theories, and evidence for effective strategic management of new product and new service development from a marketing perspective. 2. To understand how market analysis tools and selected marketing research tools can be applied to assess new product and new service development opportunities. 3. To understand the factors that underlie innovation performance and how these vary across different types of strategic product and service innovations. 4. To be able to describe and present the market opportunity for a new product or service in terms of its potential users, as well as its competing and complementary products and services. 5. To be able to analyze and present the market opportunity for a new product or new service in terms of the dynamics of entry timing and the likely trajectory for market development and potential for productmarket disruption and/or entrepreneurial transformation. 6. To develop a basic awareness of how public policy, infrastructure, and social and organizational contexts might operate to either facilitate or inhibit product or service innovation. None listed in UTSA undergraduate catalog. My goal is to create an in-class environment in which you can be an active participant in your own learning about marketing. Our class time will mix the ideas and concepts put forward in our text with both positive and negative experiences from several industries. My presentations are designed to reinforce the material in the text, by reviewing key concepts from the text material and developing examples of how to apply those marketing concepts to real-world situations. We may also hear from practitioners about their marketing problems and solutions. Some classes will be dedicated to learning about advanced marketing concepts not discussed in the text. Copies of my PowerPoint presentation slides will be made available to you via Blackboard Learn in order to facilitate your note-taking. These slides are not a substitute for coming to class and may not make sense unless you have been in class to hear the discussion and examples that support the outlines. I make every effort to upload to Blackboard Learn
the presentation slides before class, but I reserve the right to update the actual lectures given during class. READING ASSIGNMENTS: GRADING: Reading assignments from the textbook are indicated in the attached schedule. Reading assignments should be completed prior to attending class. There will be several levels of analysis for this course. 1. Exams (66%) - There will be three (3) non-cumulative exams during the semester. Each exam will cover the material presented since the previous exam (non-cumulative). The exams will include a variety of questions such as multiple choice, short answer, or essay questions. If you cannot take the exam on the scheduled date, you may take the exam prior to the scheduled date (no more than 2 days prior). Please inform me at your earliest in case emergencies arise. No make-up exams will be offered for unexplained absence. 2. Group Project and Presentation (24%) Students, in groups of 4 (depending on final class size), will develop a new product and create a business plan. Further details will be provided in class. Each group will also present their business plan to the rest of the class on the date indicated on the course schedule. This will be a formal presentation -- visual aids are encouraged -- and will be worth 20 points. An average time of 15-20 minutes (plus time for class questions and discussion) is expected. A team presentation/discussion deck should be turned in on the day of the presentation. 3. In-Class Participation and Case Discussion (5%) While a formal presentation on the course materials or cases is not required, students are expected to participate in the class, both during class discussions and with questions, comments and examples related to the material covered during lectures. In addition to weekly student participation on the material from each assigned chapter, significant input and analysis by all students is expected for each case. Student involvement is critical and will be graded as part of the class participation mark. 4. New Product Ideas (5%) Students will create an original product idea, including Problem/Benefit statement, target market, and patent search. Further details will be provided in class. The exams, participation, and business plan will be weighted as follows:
Participation / Case Discussion New Product Ideas (4 products) Exam I Exam II Exam III Business Plan and Presentation* TOTAL 25 points 25 points 110 points 110 points 110 points 120 points 500 points Grading Scale Grade A+ A A- B+ B B- C+ C C- D+ D D- F Percentage 99-100 93-98 90-92 87-89 83-86 80-82 77-79 73-76 70-72 67-69 63-66 60-62 <60 * Please note that you need to turn in a peer evaluation form which is due at the time of the presentation. Your exact score on the business plan will partly depend on the evaluations you receive from your peers indicating your contribution to that assignment. Students who don t turn in the peer evaluation form will be assessed a penalty. EXAM POLICIES: All exams will start on time. If you arrive late, you may not be permitted to take the exam. Once the first class member has finished and left the classroom, no one will be allowed to begin an exam and you will be counted as having missed taking the exam. If the exam has started when you arrive, please proceed to the front of the classroom and find out if you can still take it. If you want to make sure you have the most time to take an exam, sit at the front of the classroom. If you do not understand a question on the exam, ask for clarification! However, it is important that you do not disrupt the exam-takers around you. It may be necessary for you to wait to ask your questions until you have finished the entire exam (with the exception of the questions you want to ask about). In this situation, just come to the front of the classroom, ask your questions of me or the TA, and use the table at the front to sit and mark your answers before turning in the exam. You may be asked to change seats during the exam. Exam grades will be posted on Blackboard Learn as soon as possible after the exam. During the class after the exams are posted, I will go over the following topics: overall distribution of grades on the exam; high, low and median scores. Your ParScore form and/or exam will not be returned to you. However, if you would like to review your answers and compare them with the exam s answer key, please make an appointment with me. GRADES ON BLACKBOARD: It is your responsibility to verify the accuracy of recorded grades. Grades will be posted and updated on Blackboard regularly throughout the semester. You should immediately report errors. In order to maintain
integrity of the course, comply with UTSA grading policies, and promote fairness, any recorded grades will not be changed after the final exam. Final grades are not subject to negotiation. Questions regarding the change of a final course grade, after it has been recorded by the Registrar s Office, should be directed to the Associate Dean of Undergraduate Affairs for appeal and approval. ATTENDANCE: QEP: CLASS BEHAVIOR : STATEMENT OF THE UTSA HONOR PLEDGE: A significant portion of your learning will take place during the in-class instructor led presentation and discussion of key marketing concepts along with the identification of various marketing strategies available to the marketing executive. Consequently, class attendance is required. It is recognized that there may be some occasions beyond the student s control which will require the student to miss class. The UTSA Quality Enhancement Plan (QEP: Quantitative Scholarship: From Literacy to Mastery) provides you with the skills needed to evaluate and interpret data, understanding risks and benefits, and make informed decisions in your personal and professional lives. The plan focuses on integrating quantitative reasoning and communications skills in existing courses across the undergraduate curriculum. This course is presented with an emphasis on marketing strategy risk assessment including the use of contribution margin/break-even analysis. Eating, drinking and use of tobacco products are not permitted in the classroom. Please turn off electronic communication devices (e.g. pagers, cell phones, PDAs) during class time, and show respect for fellow students, their opinions and the instructor. If your classroom behavior disrupts the learning environment (e.g. using a smart-phone during class) for other students or the instructor, you may be asked to leave the room. On my honor, as a student of The University of Texas at San Antonio, I will uphold the highest standards of academic integrity and personal accountability for the advancement of the dignity and the reputation of our university and myself. SCHOLASTIC DISHONESTY: Scholastic dishonesty includes, but is not limited to, cheating, plagiarism, collusion, falsifying academic records, and any act designed to give unfair advantage to the student (such as, but not limited to, submission of essentially the same written assignment for two courses without the prior permission of the instructor, providing false or misleading information in an effort to receive a postponement or an extension on a test, quiz, or other assignment), or the attempt to commit such an act. (UTSA Student Code of Conduct - Section 203)
Unless stated otherwise, all work in this course is to be completed on an individual basis. Any deviation from this policy or other acts, or attempted acts, of cheating, collusion or plagiarism will be considered scholastic dishonesty. ROADRUNNER CREED: The University of Texas at San Antonio is a community of scholars, where integrity, excellence, inclusiveness, respect, collaboration, and innovation are fostered. As a Roadrunner, I will: Uphold the highest standards of academic and personal integrity by practicing and expecting fair and ethical conduct; Respect and accept individual differences, recognizing the inherent dignity of each person; Contribute to campus life and the larger community through my active engagement; and Support the fearless exploration of dreams and ideas in the advancement of ingenuity, creativity, and discovery. Guided by these principles now and forever, I am a Roadrunner! ACADEMIC SUPPORT I encourage you to utilize the academic support services available to you through the Tomás Rivera Center (TRC) to assist you with building study skills and tutoring in course content. These services are available at no additional cost to you. The TRC has several locations at the Main Campus and is also located at the Downtown Campus. For more information, visit the web site at www.utsa.edu/trcss or call (210) 458-4694 on the Main Campus and (210) 458-2838 on the Downtown Campus. COURSE SCHEDULE: Week Day Date Reading (Prior To Class Meeting) Activity 1 Tue. Jan 10 Review Syllabus, Class Policies Introduction to NPD Topic Innovator s Dilemma Thur. Jan 12 Chapter 1: NPD Strategy PLC, BCG, and GE Portfolio Models Video: Product Failures Tue. Jan 17 Chapter 2: NPD Process & Patent Review Case 1: Lego 2 Chapter 3: Opportunity Identification Thur. Jan 19 Primary & Secondary Market Research Case 2: Kellogg 3 Chapter 3: Product Innovation Charter NPD Team Formation Tue. Jan 24 Differences between Product & Service Mkts. Product Idea #1 Due Video: Product concepts in the toy Thur. Jan 26 Chapter 4: Creativity and Product Concept industry 4 Tue. Jan 31 Chapter 5: Voice of the Consumer Case 3: P&G CarpetFlick Thur. Feb 2 Chapter 5: Concept Development Case 4: Campbell s IQ Meals Tue. Feb 7 Chapter 6: Positioning & Perceptual Mapping Case 5: Comparing Smartphones 5 Product Idea #2 Due Thur. Feb 9 Chapter 7: Analytical Attribute Approaches Review for Exam
6 7 8 9 10 11 12 13 14 15 16 Tue. Feb 14 Exam #1, Chapters 1-7 Exam Thur. Feb 16 Chapter 8: Concept Evaluation System Tue. Feb 21 Chapter 9: Concept Testing Case 5: Dominos Thur. Feb 23 Chapter 10: Product Screening Tue. Feb 28 Chapter 11: Sales Forecasting Case 6: Bay City Electronics Thur. Mar 2 Chapter 11: Financial Modeling Product Idea #3 Due Tue. Mar 7 Chapter 12: Product Protocol Case 7: DuPont Thur. Mar 9 Chapter 13: Product Design and Quality Tue. Mar 14 Spring Break, March 13-18 -- No Class Thur. Mar 16 Spring Break, March 13-18 -- No Class Tue. Mar 21 Chapter 14: Team Management & Legal Business Structure Thur. Mar 23 Guest Speaker and Review Review for Exam Tue. Mar 28 Exam #2, Chapters 8-14 Exam Thur. Mar 30 Chapter 15: Product Testing Chapter 18: Test Marketing Product Idea #4 Due Tue. Apr 4 Chapter 16 & 17: Launch Planning & Branding Criteria for Brands Extension Thur. Apr 6 Guest Presentations Current Topics in NPD Tue. Apr 11 Chapter 19: Launch Management Launch Management: Pricing and Distribution Thur. Apr 13 Strategies (Retail/Wholesale) Product Diffusion Process Tue. Apr 18 Chapter 20: Public Policy Issues Thur. Apr 20 Chapter 20: Public Policy Issues Tue. Apr 25 Team Presentations Team Project Presentation Thur. Apr 27 Team Presentations Team Project Presentation Final Exam Review Tue. May 2 STUDENT STUDY DAYS - NO CLASS 17 Mon. May 8 Final Exam (3:15 pm 5:45 pm.) Exam