MKTG 6638 New Product Planning, Strategy, and Development 3.0 Credits
Developing successful new products is a high-stakes task that requires organizations to integrate strategic insight, consumer and industry insights, and innovative thinking. This course provides an in-depth exploration of the new product development process as a driver of sustainable competitive advantage and long-term business growth. A central focus of the course is the application of human-centered design principles to create new products that solve meaningful customer problems. Students will also examine how to align product innovation with organizational strategy. Through multiple assignments and a hands-on project, the course bridges theory and practice, preparing students to apply what they learn in real time and lead cross-functional innovation initiatives in dynamic business environments.
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 6601 [Min Grade: C] or MKTG 601 [Min Grade: C]