About this course
In the course, an NPD framework is used, highlighting customers' roles at different stages of the process. A blended learning approach (video lectures, oral lectures, videos, and cases) is used. Content-wise, the focus is on a set of carefully selected articles with one or two relevant articles per topic. Cases help students practice the different topics of marketing and innovation selected.
Learning outcomes
The aims of the course are:
Make students aware that customers are the arbiters of value and should be involved or represented in the new product development process. The type of involvement is contingent on the type of new product, i.e. incremental vs. radical innovation.
Learning objectives
After the course, the student is able to:
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- apply the market orientation and marketing excellence concepts and argue their relationships with marketing and innovation.
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- use the means-end chain to model customer value.
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- analyze barriers to adopting innovation and understand network products as a contingency.
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- apply the Abell concept to conceptualize the market and its dynamics.
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- perform a conjoint analysis and forecast customer demand.
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- perform a customer lifetime value analysis.
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identify and explain basic market launch decisions for radical and incremental new products.
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Prior knowledge
You must meet one of the following collections of requirements
- Collection 1
- Completed Final examination Bsc program
- Collection 2
- Completed Pre-Master
Resources
- Set of articles [to be downloaded]; set of cases to be purchased by the student from the case clearing house
Additional information
- More infoCoursepage on website of Eindhoven University of Technology
- Contact a coordinator
- CreditsECTS 5
- Levelmaster
Offering(s)
Start date
3 February 2025
- Ends6 April 2025
- Term *Block GS3
- LocationEindhoven
- Instruction languageEnglish
Enrolment starts in 68 days