Product Planning and Development D, 7.5 Credits

Contents

This course highlights the fact that new products have always been of interest to both academics and practitioners. Also, developments in several markets worldwide indicate that product life cycles are getting shorter. Consequently, firms have recognized the strategic importance of new products, time to market, and the role of teams in accelerating the new product development process. The complexity of developing new products and services makes it important to have analytical models that integrate the stages of the development process. This course, therefore, looks into the various stages of the development process starting from perceptual mapping, concept generation, selection of attributes using conjoint analysis, and segmentation and product positioning to the “final” launch stage.

Through this course the students will learn about product planning from a strategic perspective. To enhance students’ understanding of factors affecting the implementation of strategic plans this course highlights methods for the management of product planning in companies. Furthermore, the course includes assignments on how to develop new products and services that fit current and future demands in the market. The students will, therefore, gain knowledge of how to set up and manage the product development process, and how to avoid common pitfalls.

Expected learning outcomes

After completing this course, the student should be able to:

• outline and analyse the strategic elements of product development
• develop a product innovation charter
• apply idea generation techniques, and
• generate and test a viable product concept
• assess the challenges and opportunities associated with the launch of new products.

Required Knowledge

University: Courses in Business Administration (75 ECTS) At Basic level (A-level) and Intermediate level (B-level) a minimum of 60 ECTS in Management, Marketing, Accounting and Finance courses. At the C-level (Bachelor), a minimum 15 ECTS. Language: Proficiency in English equivalent to Swedish upper secondary course English B (IELTS (Academic) with a minimum overall score of 6.5 and no individual score below 5.5. TOEFL PBT (Paper-based Test) with a minimum score of 575 and a minimum TWE score of 4.5). TOEFL iBT (Internet-based Test) with a minimum score of 90 and a minimum score of 20 on the Writing Section).

Form of instruction

Principal methods of instruction are lectures, seminars, and case discussions. The design of the course allows students to attend lectures, and discuss cases in groups with four to five participants. When appropriate, guest speakers will be invited to describe practical dimensions of product development processes.

The students will practice decision-making, and identification of solutions to challenges in the product development process when working with the case assignments. The students are expected to read the assigned material and participate actively in case and seminar discussions.

Examination modes

ThThe examination of this course will be based upon the student’s active participation in seminars, a written comprehensive individual exam and successful completion of group coursework as assigned.
The examination, therefore, consists of:

• An individual written comprehensive exam.
• Written project reports (in groups) presented at compulsory seminars.
• Attendance at seminars is compulsory

A passing grade is required for each part of the course.

The following grading system will be used:

• Pass with distinction (Väl godkänd, Vg, 75% or more),
• Pass (Godkänd, G, 50% or more)
• Fail (Underkänd, U, less than 50%).

In order to pass the course, the student must complete all parts of the examination i.e. reach 50% of the points of each part. To receive the grade pass with distinction, the student must reach at least 75% of the total points on the course.

In case of failure on seminar participation or individual and group assignments, compensating assignments must be completed in accordance with instructions given, no later than two weeks after the completion of the course.

Students who fail to present a photo ID at the occasion of a written examination cannot have their results registered.

Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within a month. Beyond that, additional examination opportunities normally arise every academic year, one week prior to the start of the autumn term.

When a student has failed an examination on two occasions, he or she has a right to have another grading teacher. A written request for an alternative examiner should be handed to the director of studies no later than two weeks before the next examination opportunity.

Rules and regulations concerning the production of academic texts and correct referencing will be applicable to all written assignments.(see instructions in the Thesis manual. Thesis writing in Business Administration.) Urkund records may be used for control.

Lectures are normally not obligatory. However attendance is expected because the lectures are designed to facilitate students towards achieving course specific learning objectives. In addition lectures often provide insightful explanations of, and can supplement and provide contrast to, the course litterateur and other relevant course materials.

Student who has passed an examination can not redo the examination to get a higher grading.

Grades on the course are awarded when students have passed all examinations and compulsory course elements.

Academic credit transfer
Academic credit transfers are according to the University credit transfer regulations.

Other regulations

This is a course at the D-level in a MSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business and Economics.