MKTG-671 New Product Management (3)

This course is an introduction to the marketing practices followed in developing and introducing new products. The course covers the tools and techniques used for identifying the market potential for a new product. Emphasis is placed on product positioning methods and strategies, consumer testing procedures, the new product diffusion process, sales and market share estimation, and product portfolio decisions. Students develop an understanding of the reasons why some new products succeed while others fail. Crosslist: MKTG-471. Grading: A-F only. Prerequisite: MKTG-612 or MKTG-632.