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University Bulletin
Undergraduate Degree Programs

These course descriptions are not being updated as of August 1, 2016. Current course descriptions are maintained in LionPATH.

Marketing (MKTG)

MKTG 475 Innovation and Product Management (3) This course is an application-oriented interdisciplinary course on new product development concepts, and innovation management.

MKTG 475 Innovation and Product Management (3)

This course is designed to provide students the opportunity to examine and understand the new product development process. It takes the process from the strategy and ideation stage to the after-market product launch. The course blends the perspectives of marketing, management, and engineering into a single approach to product development. It provides students with an appreciation for the realities of industrial new product development practice. Therefore, case studies and other in-class assignments are designed in a way that students can apply the theoretical/abstract concepts to the real life phenomenon. The new product development projects are assigned to teams in real life, students have the opportunity to complete the case analyses and assignments in teams. Course aims to integrate micro level new product development issues (e.g., firm-level product strategy) to macro level issues (e.g., anti-trust regulations and legislations).

General Education: None
Diversity: None
Bachelor of Arts: None
Effective: Spring 2011
Prerequisite: MKTG 301

Note : Class size, frequency of offering, and evaluation methods will vary by location and instructor. For these details check the specific course syllabus.


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Course descriptions are stored in LionPATH, the University-wide student information system. Please visit the LionPATH Course Catalog to access current course descriptions. At that point, you will be leaving the University Bulletin website.

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