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MODULE D, SHANGHAI: NEW PRODUCT DEVELOPMENT
Mon, 23 May 2016, 12:30 – Thu, 9 Jun 2016, 11:30 CST
Professor: Jehiel (Jay) Zif
Course ID: 9301
An important part of the marketing mix is how the Product (or service) is designed and whether or not it fits the intended market. According to academic research, however, only 8% of pioneers of new products become and stay a leader New Product Development is about iterations of existing products and diversification into blue oceans – creating brand new markets. This course covers the process of opportunity identification, idea generation, screening, concept development, mapping customer perceptions, segmentation, product positioning, forecasting market demand, market entry strategies, product design, advertising and product testing. The different components of the course are integrated and provide a systematic framework for new product development and marketing.
*Terms and Conditions
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