New product marketing

Marketing environment, consumer behavior, segmentation, targeting, and positioning, product, price, promotion, place.

This course aims to teach students the foundations of new product marketing. Upon course completion, students should be able to:

• Describe the role of marketing in firm performance;
• Distinguish market oriented from product oriented organizations;
• Conduct an environmental scan to gather information on the forces in the micro and macro environment of an organization;
• Describe the phases in the purchase decision process of individuals and organizations;
• Apply market segmentation, product positioning, and targeting to a specific marketing situation;
• Apply the product life cycle to a specific marketing situation;
• Apply the Boston Consultancy Group matrix to a specific marketing situation;
• Describe the differences between a product, brand, and service;
• Describe three different methods to determine a new product’s market price, including the pros and cons of each method;
• Design an integrated marketing communication strategy for a specific marketing situation;
• Design a distribution strategy for a specific marketing situation;
• Write, present, and critically discuss a marketing plan, which requires the skills:

o Literature search and referral;o Clear and convincing presentation;o Being able to engage in a normative argument with an audience about the pros and cons of the presented material.

Je moet voldoen aan de volgende eisen

• Ingeschreven voor een andere opleiding dan
• HBO-TOP Applied Physics, Schakelprogramma

• Cases
• Fahy, John and Jobber, David (2015). Foundations of marketing, fifth edition. Maidenhead: Mc-Graw-Hill Education. (ISBN 9781526849007)
• Lecture slides