GRAD > MBAMKT > 692
New Product Development
All firms rely on the development of new products and services, however, the process remains poorly understood in all levels of management. The risks and rewards inherent in the development of any particular product must be scrutinized within the overall framework of a firm's strategic direction. This course examines the paradigms, processes and methods that characterize both successful and unsuccessful strategies. The course employs several in-depth case studies as well as team-based, hands-on product development projects.