Syllabus for MAR-335

New Product Development and Marketing


COURSE DESCRIPTION

Welcome to New Product Development and Marketing (MAR-335). The development of a new product, especially when that new product is part of an existing product line, is a multidimensional process. It involves branding and promotional strategies, product assessment and redesign, and other key product decisions that support corporate revenue strategies. The focus of this course is the development of new products and the launch of these products as part of an overall product portfolio.

The critical themes of this course are the new product development process and the application of theory to practical business situations.

The course offers you a variety of learning exercises and activities to enhance and reinforce your understanding of new product development and product management.

COURSE OBJECTIVES

After completing this course, you should be able to:

  1. Perform a strategic marketing analysis of competitors, customers, and the marketing environment.
  2. Analyze the attractiveness of potential product markets and define new opportunities for product development.
  3. Define strategic decision points in the new product development process.
  4. Develop marketing strategies for both new and existing products.
  5. Assess the financial implications for the marketing of both new and existing products.

COURSE MATERIALS

You will need the following textbook to do the work of the course. The required textbook is available from the College's textbook supplier, MBS Direct.

  1. Crawford, C. M., & Di Benedetto, C. A. (2011). New products management (10th ed.). McGraw Hill/Higher Education.

ISBN-13: 978-0-07-340480-6

Note: In many cases links to various Web-based resources are included as part of your individual activities. These links, which appear in the activities themselves, are provided to help you in completing your written work and in preparing your marketing plan.

COURSE STRUCTURE

New Product Development and Marketing is a three-credit online course, consisting of five (5) modules. Modules include an overview, critical themes, objectives, study materials, and activities. Module titles are listed below.

  1. Module 1: An Overview of New Product Management

  1. Module 2: Concept Generation

  1. Module 3: Evaluating the Product Concept

  1. Module 4: Developing the Product

  1. Module 5: Product Launch and Market Planning

ASSESSMENT METHODS

For your formal work in the course, you are required to participate in online discussion forums and to complete written assignments (case analyses/studies and a New Product Development Project). See below for more details.

Consult the course Calendar for assignment due dates.

Discussion Forums

In addition to an ungraded but required discussion in Module 1 titled Introductions Forum, New Product Development and Marketing features a graded online discussion in each of the five modules.

Included among the discussion forums is a "Class Lounge," which you can use throughout the semester to converse, post comments, ask questions, and share information about course-related topics and issues.

Communication among fellow students and with the mentor is a critical component of online learning. Participation in online discussions involves two distinct activities: an initial response to a posted question (discussion thread) and at least two subsequent comments on classmates' responses.

Meaningful participation is relevant to the content, adds value, and advances the discussion. Comments such as "I agree" and "ditto" are not considered value-adding participation. Therefore, when you agree or disagree with a classmate, the reading, or your mentor, state and support your agreement or disagreement. You will be evaluated on the quality and quantity of your participation. Responses and comments should be properly proofread and edited, professional, and respectful.

Written Assignments

New Product Development and Marketing requires you to submit a series written assignments to your instructor for evaluation and grading. In addition to written assignments in the form of case analyses or studies in Modules 1, 2, and 4, you must also submit a New Product Development Project consisting of four separate parts in Modules 2, 3, 4, and 5, respectively.

Take the time to familiarize yourself with the written assignments questions before you begin each module. Conversely, be sure to complete all relevant readings before answering the questions. Before you begin to write, you might find it helpful to outline your answers, listing points you wish to make and the examples that support your ideas.

Do not copy answers from the textbook. Creative thinking and your own wording are important aspects of an effective answer. When you have completed an activity, proofread your answers for correct grammar, spelling, etc., and be certain you have answered the questions completely.

Prepare your written assignments using whatever word processing program you have on your computer. Include your name at the top of the paper, as well as the course name and code and the semester and year in which you are enrolled.

GRADING AND EVALUATION

Your grade in the course will be determined as follows:

  1. Online discussions—20%
  2. Case Analysis 1.05—10%
  3. Case Analysis 2.04—10%
  4. New Product Development Project - Part 1: 2.05—10%
  5. New Product Development Project - Part 2: 3.04—10%
  6. Case Study 4.04—10%
  7. New Product Development Project - Part 3: 4.05—15%
  8. New Product Development Project - Part 4: 5.04—15%


All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:

A

=

93–100

C+

=

78–79

A–

=

90–92

C

=

73–77

B+

=

88–89

C–

=

70–72

B

=

83–87

D

=

60–69

B–

=

80–82

F

=

Below 60

To receive credit for the course, you must earn a letter grade of C or better (for an area of study course) or D or better (for a nonarea of study course), based on the weighted average of all assigned course work (e.g., exams, assignments, discussion postings, etc.).

STRATEGIES FOR SUCCESS

First Steps to Success

To succeed in this course, take the following first steps:

  1. Read carefully the entire Syllabus, making sure that all aspects of the course are clear to you and that you have all the materials required for the course.

  1. Take the time to read the entire Online Student Handbook. The Handbook answers many questions about how to proceed through the course, how to schedule exams, and how to get the most from your educational experience at Thomas Edison State College.

  1. Familiarize yourself with the learning management systems environment—how to navigate it and what the various course areas contain. If you know what to expect as you navigate the course, you can better pace yourself and complete the work on time.

  1. If you are not familiar with Web-based learning be sure to review the processes for posting responses online and submitting activities before class begins.

Study Tips

Consider the following study tips for success:

  1. To stay on track throughout the course, begin each week by consulting the course Calendar. The Calendar provides an overview of the course and indicates due dates for submitting activities, posting discussions, and scheduling and taking examinations.

  1. Check Announcements regularly for new course information.

ACADEMIC INTEGRITY

Students at Thomas Edison State College are expected to exhibit the highest level of academic citizenship. In particular, students are expected to read and follow all policies, procedures, and program information guidelines contained in publications; pursue their learning goals with honesty and integrity; demonstrate that they are progressing satisfactorily and in a timely fashion by meeting course deadlines and following outlined procedures; observe a code of mutual respect in dealing with mentors, staff, and other students; behave in a manner consistent with the standards and codes of the profession in which they are practicing; keep official records updated regarding changes in name, address, telephone number, or e-mail address; and meet financial obligations in a timely manner. Students not practicing good academic citizenship may be subject to disciplinary action including suspension, dismissal, or financial holds on records.

Academic Dishonesty

Thomas Edison State College expects all of its students to approach their education with academic integrity—the pursuit of scholarly activity free from fraud and deception. All mentors and administrative staff members at the College insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty takes the following forms:

  1. Cheating
  2. Plagiarizing (including copying and pasting from the Internet without using quotation marks and without acknowledging sources)
  3. Fabricating information or citations
  4. Facilitating acts of dishonesty by others
  5. Unauthorized access to examinations or the use of unauthorized materials during exam administration
  6. Submitting the work of another person or work previously used without informing the mentor
  7. Tampering with the academic work of other students

Academic dishonesty will result in disciplinary action and possible dismissal from the College. Students who submit papers that are found to be plagiarized will receive an F on the plagiarized activity, may receive a grade of F for the course, and may face dismissal from the College.

A student who is charged with academic dishonesty will be given oral or written notice of the charge. If a mentor or College official believes the infraction is serious enough to warrant referral of the case to the academic dean, or if the mentor awards a final grade of F in the course because of the infraction, the student and the mentor will be afforded formal due process.

If a student is found cheating or using unauthorized materials on an examination, he or she will automatically receive a grade of F on that examination. Students who believe they have been falsely accused of academic dishonesty should seek redress through informal discussions with the mentor, through the office of the dean, or through an executive officer of Thomas Edison State College.

Plagiarism

Using someone else's work as your own is plagiarism. Although it may seem like simple dishonesty, plagiarism is against the law. Thomas Edison State College takes a strong stance against plagiarism, and students found to be plagiarizing will be severely penalized. If you copy phrases, sentences, paragraphs, or whole documents word-for-word—or if you paraphrase by changing a word here and there—without identifying the author, then you are plagiarizing. Please keep in mind that this type of identification applies to Internet sources as well as to print-based sources. Copying and pasting from the Internet, without using quotation marks and without acknowledging sources, constitutes plagiarism. (For information about how to cite Internet sources, see Online Student Handbook > Academic Standards > "Citing Sources.")

Accidentally copying the words and ideas of another writer does not excuse the charge of plagiarism. It is easy to jot down notes and ideas from many sources and then write your own paper without knowing which words are your own and which are someone else's. It is more difficult to keep track of each and every source. However, the conscientious writer who wishes to avoid plagiarizing never fails to keep careful track of sources.

Always be aware that if you write without acknowledging the sources of your ideas, you run the risk of being charged with plagiarism.

Clearly, plagiarism, no matter the degree of intent to deceive, defeats the purpose of education. If you plagiarize deliberately, you are not educating yourself, and you are wasting your time on courses meant to improve your skills. If you plagiarize through carelessness, you are deceiving yourself.

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