Universität Wien
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040102 KU Applied Topics in Marketing: Innovation and Marketing 2 (MA) (2022W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work
ON-SITE
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 23.11. 09:45 - 14:45 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 07.12. 09:45 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 14.12. 09:45 - 16:30 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 18.01. 09:45 - 16:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 25.01. 09:45 - 16:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

Course Objectives
The learning objectives of this course are as follows:
• to understand and apply core concepts of new product development and marketing
• to apply basic principles of new product development and new product marketing
• obtain hands-on skills through working on a real-life new product development project

This course builds on the first course (part A) covers topics that are theoretically grounded in the marketing, innovation, psychology, and management literature. While the aim of the course is to provide students with a deep understanding of new product development and new product marketing process, highlighting the inherent risks and different strategies for overcoming them, the aim of the present course (part B) is to transfer theoretical concepts into practice by having students work on a real new product development project, and thus develop a new product (concept) on their own.

Assessment and permitted materials

Be prepared: Please read the assigned text and watch the video clips before each meeting.

Respect deadlines: Please submit your assignments before the deadline. Late assignments will not be accepted.

Be honest: Be honest in all your submissions. Plagiarism and cheating will be detected and penalized with failure.

Minimum requirements and assessment criteria

1. Assessment of the market opportunity
2. Quality of Idea (creativeness) and market potential
3. Quality of concept development and evaluation research
4. NPD strategy comprehensiveness
5. Thoroughness of research (use of primary and secondary research sources)
6. Communication quality, organization, and clarity; note that tight is right!
7. Team presentations of report
8. Peer evaluation report

Examination topics

Your paper should be organized in the form of the steps generally followed in new product development. Use a title page (including the title of your project, your names, professor's name, and the date), table of contents, and an executive summary (the latter should not exceed one page). Include an appendix for tables and figures and a complete list of references; side information, if perceived as relevant, can also be moved to an Appendix. The total length of your paper should not exceed 15 pages of typewritten, double spaced text (Times New Roman, Font. 11; excluding title page, table of contents, introductory section (objectives, overview, logic and structure of your paper), references, appendices, any exhibits, and other supporting materials that you might wish to include; try to keep the length of each section in balance. Note that one learning central learning is to communicate in a concise and sharp manner. You do not need long documents to make your point!

Reading list

to be announced

Association in the course directory

Last modified: Fr 16.09.2022 11:47