Dec 12, 2024  
2012-2013 Graduate Bulletin 
    
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2012-2013 Graduate Bulletin [ARCHIVED BULLETIN]

MKT 668 - Product Innovation and Development


3 credit(s)
Examines the conceptual framework for the initiation, guidance, and control of new product development for consumer and industrial markets. The course covers innovation models, product management, market analysis, product positioning, test marketing, launch marketing strategies, and venture corporate architecture. Cases with an international motif—either American firms in Pacific Rim and Eurocentric markets or offshore transnational companies seeking to penetrate the epicentral U.S. market—provide ample vistas for the application of the theory and method of one-off product innovation, as well as multigenerational product platform genesis.
Prerequisite(s): MBA 618 .


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