Planning of new products and services 2600-DSMdz/w3zmpPNP
1. The importance of new products and services in the organization's activities (product and service definition, types of products and services, product strategy)
2. Product life cycle management (the concept of product life cycle, the role of innovation)
3. Definition and stages of planning new products (pre-design phase - fuzzy front end, product development phase - new product development, commercialization phase - commercialization)
4. Reasons for failure in introducing new products and services to the market
5. The role of design in planning products and services
6. Methods of planning new products and services (types of methods: responsive, proactive, hybrid; Kano model, lateral thinking - De Bono, blue ocean strategy - Kim, Mauborgne, Kansei engineering - Nagamachi, story mapping, roadmapping)
7. The role of open innovation in planning new products and services (definition of open innovation - Chesbrough, crowdsourcing, prosumer)
Type of course
Mode
Assessment criteria
Colloquium (3*test’s - closed questions) - 30%, active participation in classes (exercises, case studies) 20%, project (group work) - 50%
In total, during the classes, you will be able to get 100 points, the number of which will determine the final grade:
0-50 points - 2
51-60 points - mark 3
61-70 points - rating 3.5
71-80 points - 4
81-90 points - mark 4.5
91-100 points - 5
Bibliography
Basic Item:
Wirkus M., Lis A.M. (red.) (2018). Planowanie i rozwój nowych produktów. Aspekty strategiczne, techniczne i marketingowe. Warszawa: CeDeWu.
H.Mruk, I.R. Rutkowski (1994) Strategia Produktu: Państwowe Wydawnictwo Ekonomiczne
Supplementary literature:
Lafley A.G., Charan R. (2008). The Game Changer: How You Can. Drive Revenue and Profit Growth with Innovation. New York: Crown Business.
Ulrich K.T., Eppinger S.T. (2012). Product Design and Development. New York: McGraw-Hill.
Ph. Kotler, Hermawan Kartajaya, Iwan Setiawan (2021), Marketing 5.0. Technologie Next Tech, MT Biznes
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: