NEW PRODUCT MANAGEMENT AP/ADMS 4235 A Fall 2013 COURSE INSTRUCTOR / CONTACT: Instructor: Telephone: Email: Office: Office

hours: Prof. Pilar Carbonell 416-736-2100 ext. 33819 pilarc@yorku.ca (Preferred contact method) 232 Atkinson After class and by appointment

COURSE DESCRIPTION:

New products and services are vital to the success of all companies. However, innovation is risky and a significant percentage of new products fail in the marketplace. This course is designed to answer the question: what should companies do in order to develop successful new products and services? It will provide you with a firm understanding of the principles, tools and steps you need to follow in order to bring a new product or service successfully from an idea to a product that is ready to launch. Topics covered include: critical success factors; the new product development process; idea generation; scoping; concept development and testing, the business case; project selection and portfolio management, benefits and challenges of cross-functional teams, organizational culture for product innovation, the role of customers in the development of new products; product testing and market launch, and new service development. Illustrations and examples in this course cover both products and services in a broad range of industries. This course will benefit students who are interested in pursuing careers in new product management, brand management, general marketing, product and service consulting as well as those undertaking or involved in entrepreneurial ventures or other places where you will tasked with implementing and assessing innovation. Prerequisites: 1) For students in an Honours program, 72 credits including AP/ADMS 2200 3.00, or 2) other students, a grade of C+ or better in AP/ADMS 2200 3.00. Course credit exclusions: None.
ORGANIZATION OF THE COURSE

The course involves a combination of lectures, case and video discussions, readings, in class exercises, and group project. Students will write a midterm and a final exam. Guest speakers will be brought in to share their new product expertise. Much of the learning in this course will take place in a group project. The pace of the project is very fast we condense the new product/service development process down to only 10 weeks. To be successful in the project, you need to be ready to start a group and begin working on the project in the first week of class.

COURSE OBJECTIVES

Upon completion of this course, students should be able to: 1. Recognize the key drivers of new product success at both the project and business levels. 2. Understand the stages and activities used in the process of developing and marketing new products and services. 3. Formalize an ideas generating system. 4. Develop and evaluate new product concepts. 5. Build a business case for a new product venture. 6. Explain the tools and methods to use for effective project selection and portfolio management. 7. Describe the type of organization culture most suitable for innovation. 8. Recognize the benefits and challenges of using cross-functional teams to manage innovation projects. 9. Explain the methods to use for product and service testing.
REQUIRED TEXTS

Robert G. Cooper, Winning at New Products: Creating value through innovation, 4th edition, Basic Books, 2011 A course kit with cases available at York bookstore. Additional course material (i.e., readings and videos) is posted on the course website

Optional Course Material There are many excellent sources that deal with the general issues covered in this course, as well as particular topics. Among these are: Crawford, C. Merle and Anthony Di Benedetto, New products management 10th ed. Irwin/McGraw-Hill, 2010. www.pdma.org. Product Development Management Association. The Product Development and Management Association (PDMA) is the global advocate for product development and management professionals. Their mission is to improve the effectiveness of individuals and organizations in product development and management. This is accomplished by providing resources for professional development, information, collaboration and promotion of new product development and management. You can join their LinkedIn group.
GRADE BREAKDOWN

Final grades will be based on the following assessments: Midterm exam: 25% Final exam: 20% Participation: 15% Group work: 40% Midterm and final exams The midterm and final exam will likely consist of short-answered questions. Materials for the exams include readings from the textbook, cases, videos, guest speaker presentations, and any supplementary readings assigned by the instructor.

Class participation Fifty percent of your class participation grade will be based on valuable contribution to the class discussion. Participation will not be graded by counting each contribution a student makes each class. Participation will be graded by examining the quality of contributions in each class. Class discussions will be held on a weekly basis and students are expected to participate actively. These discussions will revolve around the material assigned to each week, which will usually consist of textbook chapters plus some articles, cases and/or videos. The prevailing expectation is that students have read/watched the assigned material and are prepared to actively participate in the discussion. Cold calling will be used to even out and encourage widespread class participation. The remaining 50% of your participation grade will be based on the completion of a series of questions connected to the material assigned for each lecture. These questions will be posted on the course Moodle site. Each assignment will be graded using a 0-3 point scale. Grade for this component will be calculated based on the students four (4) highest grades. Answers to the Moodle questions will be submitted by 12:00 pm (midnight) of the day before class. A 350-word limit will be in effect for these answers. Group work A project worth 40% of your grade will be completed by students working in groups of 5-6 people. The purpose of the project is to develop a business case for a new product. Names of the group members are to be confirmed by week 2. Students are not allowed to switch groups after the group formation. A detailed set of guidelines for the project and a discussion of the grading criteria are posted on the Moodle site and will be discussed in class. Optional assignment There is an optional assignment. This assignment will be used to decide borderline course grades and can be hand it in any time up to the last day of class. You are limited to a maximum of four (4) pages, excluding title page and bibliography. For this assignment you are required to select a new product or service that was launched in the last two years. The new product/service could be one that was successful or one that was launched but failed in the marketplace. Your report should include an analysis of the development and marketing of this product as traced in the business press, news magazines, etc. You are also expected to assess the reasons for the product success or failure and speculate, in the case of a failure, on how the outcome might have been improved had steps in the new product development process been different. These are just general guidelines; do not hesitate to contact me with any questions or concerns you have about this assignment.
COURSE POLICIES

Attendance: It is strongly recommended that students attend all classes in order to ensure successful achievement of the intended learning outcomes. Attendance to guest speakers and project presentations is mandatory. Lack of attendance to the aforementioned meetings will reduce your participation grade by as much as 20%. There will be random attendance taken. Punctuality: Please arrive in a timely manner. If you show up late consistently your participation mark will suffer accordingly.

Using Integrity in Case Analysis: Gaining information from past students or others who have experience with the cases we will be using, online or in person, is a violation of school policies. Any attempt to use case information or reports from earlier courses (or providing information to later ones) will be considered as academic misconduct and will be dealt with accordingly. Viewing of midterm exam: Midterm exams are not returned to students; however, students will have the opportunity to look at their exams after they have been corrected and graded. Day and time for midterm exam viewing will be announced in class and via Moodle. Requests to re-grade should be accompanied by a written argument (i.e., claim, + evidence) about why you think the grade is unfair. Requests must be submitted within one week of the exam viewing date. Missing midterm exam: Reasons other than duly authenticated illness and bereavement are not admissible justification for failure to appear for examinations or missing assignment deadlines. You must advise the instructor in advance (if possible) if unable to appear for an examination. Students missing the midterm exam will be required to write a make-up exam. For the final exam, please consult policy on deferred standing. Deferred standing: Deferred standing may be granted to students who are unable to write their final examination at the scheduled time or to submit their outstanding course work on the last day of classes. In order to apply for deferred standing, students must register at http://apps.eso.yorku.ca/apps/adms/deferredexams.nsf. Followed by handing in a completed DSA form and supporting documentation directly to the main office of the School of Administrative Studies (282 Atkinson) and add your ticket number to the DSA form. The DSA and supporting documentation must be submitted no later than five (5) business days from the date of the exam. These requests will be considered on their merit and decisions will be made available by logging into the following link http://apps.eso.yorku.ca/apps/adms/deferredexams.nsf. No individualized communication will be sent by the School to the students (no letter or e-mails). Students with approved DSA will be able to write their deferred examination during the School's deferred examination period. No further extensions of deferred exams shall be granted. The format and covered content of the deferred examination may be different from that of the originally scheduled examination. The deferred exam may be closed book, cumulative and comprehensive and may include all subjects/topics of the textbook whether they have been covered in class or not. Any request for deferred standing on medical grounds must include an Attending Physician's Statement form; a Doctors Note will not be accepted. DSA Form: http://www.registrar.yorku.ca/pdf/deferred_standing_agreement.pdf Attending Physician's Statement form: http://www.yorku.ca/laps/council/students/documents/APS.pdf Cellphones and Smartphones. Use of cellphones and smartphones is not permitted during class time. Please keep cell phones off the desk/table and turned off or in silent/vibrate mode. Laptops: Students laptops are a classroom privilege and their use should be restricted to activities directly supporting the current learning objectives. Any violation during classroom time of this direction (such as text messaging, web surfing, email, etc.) will result in students being asked to refrain from using laptops in future classes. This misuse is distracting to the instructor, class, and guests or let alone, the students sitting in the immediate area. All laptops turned off and out of sight for guests and student group presentations.
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