Planning of new products and services 2600-DSMdz/w3zmpPNP
Introduction to NPD
• Defining NPD as a decision-making process
• The importance of innovation and marketing in the organization's activities
• The Role of Customer Value in Product Design
NPD as an element of strategy
• Moving from an operational to a strategic approach
• NPD as a tool for building competitive advantage
• Porter's 5 Forces Model in the Context of New Products
Customer Value vs. Firm Economics
• Case studies:
Spotify (personalization and data)
Amazon Prime (subscription model)
WeWork (business model failure)
• Value creation vs value capture relationship
New product development process
• Stages: idea → validation → development → analysis → test → implementation
• Models:
Stage Gate
Agile / Lean
Waterfall
Technology Push vs. Market Pull
• The logic of technological and market innovation
• Advantages, limitations and risks of both approaches
• Integration of approaches in practice
Product and service in marketing
• Product levels (core, actual, extended, potential)
• Specificity of services (intangibility, perishability, variability, inseparability)
• Marketing mix (4P / 7P)
Segmentation, targeting , positioning (STP)
• Identification of market segments
• Building a value proposition
• Product positioning
Product Life Cycle and Diffusion of Innovation
• Product life cycle phases
• Rogers' Innovation Diffusion Model
• Product management over time
Innovation in NPD
• Types of innovation (product, process – Oslo Manual 2018)
• Radical and incremental innovations
• Innovation as a source of growth
Trends influencing product development
• Digital transformation and AI
• ESG and Sustainability
• Demographics and social change
• Global crises and uncertainty
Summary and Project
• Analysis of the NPD process in a business context
• Team project: developing a concept for a new product/service:
identification of needs
value proposition
business model
risk analysis
Type of course
Mode
Learning outcomes
Knowledge:
S1_W02 The graduate knows and understands the specificity, principles, and practices of the functioning of a small enterprise, its key functions, and its relationships with the environment in the context of new product and service development.
S1_W05 The graduate knows and understands technological, social, economic, and environmental processes and their impact on the development of new products and the functioning of a small enterprise.
S1_W06 The graduate knows and understands the principles of creating and developing entrepreneurship through the design and implementation of new products and services.
Skills:
S1_U02 The graduate is able to interpret technological, social, and market phenomena and assess their impact on the operations of a small enterprise and the NPD process.
S1_U04 The graduate is able to propose solutions to problems related to new product development under conditions of market uncertainty.
S1_U06 The graduate is able to plan and organize individual and team work in the process of developing new products and services.
S1_U07 The graduate is able to develop their competencies and independently expand their knowledge in the field of innovation and NPD.
Competences:
S1_K02 The graduate recognizes the importance of scientific and expert knowledge in solving problems related to product development and the functioning of an enterprise.
S1_K04 The graduate thinks and acts in an entrepreneurial manner, identifying and developing new market opportunities.
S1_K05 The graduate adheres to ethical standards in the design and implementation of new products and services.
Assessment criteria
Learning outcomes will be verified on an ongoing basis through individual tasks and a team project.
• Entry tickets – 50 points
• Team project (NPD analysis and recommendation) – 50 points
Minimum passing score: 51%
0–50 points – 2
51–60 points – 3
61–70 points – 3.5
71–80 points – 4
81–90 points – 4.5
91–100 points – 5
Bibliography
Basic
• Wirkus M., Lis AM (ed.) (2018) – Planning and development of new products
• Mruk H., Rutkowski IR (1994) – Product strategy
Complementary
• Lafley AG, Charan R. (2008) – The Game Changer
• Ulrich KT, Eppinger ST (2012) – Product Design and Development
• Kotler P., Kartajaya H., Setiawan I. (2021/2025) – Marketing 5.0, 6.0