COURSE TITLE : NEW MARKET DEVELOPMENT

COURSE CODE : MKT106

NUMBER OF UNITS : 3

PRE – REQUISITE :

A. COURSE DESCRIPTION
New market development is the expanding potential of goods and/or services with the aim of extending scope or tapping into another
sector or uncharted market. It starts with market research in which an organization conducts a segmentation study and brief market segments that are
worth exploring. This is an opportunity to utilize a good or service to draw potential consumers.

B. PROGRAM LEARNING OUTCOMES

At the end of this course, the students should be able to:

Cognitive
1. Understand the impact of new market development to business.
2. Comprehend and have a clear understanding of product development process.

Psychomotor
1. Distinguish between different product market structures.
2. Develop knowledge in innovating products and services.
3. Analyze how to develop new services.
4. Learn digital marketing.

Affective
1. Appreciate the holistic role of new market development in a firm.
2. Formulate marketing research techniques.
C. COURSE OUTCOME

Course Outcome or Objective Summative Assessment Task Details

1. Develop a marketing-driven plan for a new product launch.  Oral presentation Students deliver oral presentations to showcase their
This includes concept development, market planning and post- knowledge and communication skills.
launch marketing management. Students will be able to
prepare strategies for each stage of the product development Students work in small groups to complete a specific
process, and they will be better prepared to react to common task or work together overtime to complete various
issues, risks and business challenges.  Collaborative Learning activities. The most productive collaborators involve
2. Analyze the most relevant consumer and competitive forces
a fair division of labor and relevant and complex
that affect new product launches. Specifically, students will
gain insight on the consumer dimensions of new product projects that cannot be completed by an individual
evaluation and adoption. This insight will include methods alone. Interdependence is required.
used to measure consumer attitudes, gauge usage behavior,
prototype product concepts and evaluate go-to market
strategies.
3. Communicate the unique value proposition of a new product
through various marketing channels. Students will also learn
how to develop or extend a compelling brand image.
4. Apply various approaches to idea generation, prototyping, and
creative development. Students will be able to compare the
merits and drawback of different approaches so that they can
choose and apply them in various product development
contexts.  Quiz, Midterm and Final
Examination

D. REFERENCE

Gamit, Analyn, “New Market Development” NEUST, 2020

Go, J. & Go C, Principles and practices in marketing in the Philippine Setting. Josiah and Carolina Go Foundation, Inc., 2017
Ansoff, H. I., Kipley, D., Lewis, A. O., Helm-Stevens, R., & Ansoff, R. Implanting strategic management.Springer. 2018
Druсker, Р. Innоvаtiоn аnd entreрreneurshiр. Rоutledge, 2014
Lovelock, C & Writz, J. Services Marketing. Eighth Edition. World Scientific Publishing Co. pp. 144-147, 2016.
O'Sullivan, A., & Sheffrin, S. M. Economics: Principles in action. Boston, Mass: Pearson/Prentice Hall, 2007
 www.standard.co.uk/news/london/asian-fast-food-chain-jollibee-to-open-first-london-branch-a3941891.html
www.nedа.gоv.рh
ww.oxfordreference.com

E. Course Outline

Time Evaluation of
Learning Content Methodologies/ Teaching and Reflection /
Learning Outcome Learning
Week Hours (Subject Matter) Strategies Resources Remarks
Outcome

1 3 CLASS ORIENTATION

1. Foundations on the subject matter Introduction of New  Self-Directed  Multimedia  Quiz,

Market Development Learning presentation Recitation, and
 Oral Presentations  Handouts Examination
2-3 6
 Online Classes  Internet
 Reflection on
Learning
 Lecture
1. Define new market development Overview of New  Self-Directed  Multimedia  Quiz,
and new product development. Market Development Learning presentation Recitation, and
2. Understand Ansoff Matrix.  Oral Presentations  Handouts Examination
3. Differentiate strategies from  Online Classes  Internet
4 3
Ansoff Matrix  Reflection on
4. Utilize Ansoff Matrix as marketing Learning
strategy  Lecture
5. Analyze the Production
Development Process
5-6 6 1. Define the Innovation in the New Innovation in the New  Self-Directed  Multimedia  Quiz,
Market Development Market Development Learning presentation Recitation, and
2. Identify the Sources of Innovative  Oral Presentations  Handouts Examination
Opportunities  Online Classes  Internet
3. Understand the Types of  Reflection on
Innovation
 4. Understand the Pros and Cons of Learning
First Mover  Lecture
1. Define Market Structure Product Market  Self-Directed  Multimedia  Quiz,
2. Know the Types of Market Structure Learning presentation Recitation, and
Competition and its characteristics  Oral Presentations  Handouts Examination
7-8 6 3. Analyze New Product  Online Classes  Internet
Development Stages and  Reflection on
Strategies Learning
 Lecture
9 MIDTERM EXAM

1. Define what Service Developing New  Self-Directed  Multimedia  Quiz,

Developments is. Services Learning presentation Recitation, and
2. Understand the new service  Oral Presentations  Handouts Examination
development process.  Online Classes  Internet
3. Evaluate how to use service  Reflection on
10-11 6
bundles effectively. Learning
4. Value the role of lead users in the  Lecture
creation of a new service.
5. Learn the differences among
different approaches in the
development of new products
1. Define marketing/market research. Marketing Research  Self-Directed  Multimedia  Quiz,
2. Understand the market research Techniques for Learning presentation Recitation, and
process. Product and Service  Oral Presentations  Handouts Examination
12-13 6 3. Categorize hierarchy of new  Online Classes  Internet
Development
service development.  Reflection on
4. Analyze key factors to achieve Learning
success in new service  Lecture
development
14-15 6 1. Define new product development. Organizational Factors  Self-Directed  Multimedia  Quiz,
2. Understand customer portfolio via and New Product Learning presentation Recitation, and
purposive sampling Development in Large  Oral Presentations  Handouts Examination
3. Understand the importance of  Online Classes  Internet
Firms
product champions.  Reflection on
4. Enumerate strategies for launching Learning
 and marketing new products and  Lecture
services.
1. Digital Marketing Digital Marketing  Self-Directed  Multimedia  Quiz,
2. Impact of Digital Marketing on Learning presentation Recitation, and
Modern Entrepreneurship  Oral Presentations  Handouts Examination
16-17 6 3. Traditional and Digital  Online Classes  Internet
MARKETING  Reflection on
4. Formulation of Business structure Learning
 Lecture
18 FINAL EXAM