Jun 15, 2024  
OHIO University Undergraduate Catalog 2019-20 
    
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OHIO University Undergraduate Catalog 2019-20 [Archived Catalog]

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MKT 4650 - New Product Development

The course provides an overview of the key principles of new product development and product management over a product’s life cycle. Topics include target market identification, product value propositions, product adoption, new product development processes, product positioning, and product mix strategies. Course emphasizes practical applications and case studies.

Requisites: MKT 3790 and (2020 or 2400) and (3020 or 4440)
Credit Hours: 3
Repeat/Retake Information: May be retaken two times excluding withdrawals, but only last course taken counts.
Lecture/Lab Hours: 3.0 lecture
Grades: Eligible Grades: A-F,WP,WF,WN,FN,AU,I
Learning Outcomes:
  • Students will be able to explain the importance of innovation and why it should be a key strategic initiative in an organization
  • Students will be able to comprehend and apply the language of new product development (NPD) and product management
  • Students will be able to apply new product and service development concepts to business problems, exercises, and cases
  • Students will be able to determine why new products fail or succeed and illustrate examples of each
  • Students will be able to develop a new product development plan for a new product or service concept


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