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Product Development Strategies

Учебный год
Обучение ведется на английском языке
Курс по выбору
Когда читается:
4-й курс, 1, 2 модуль


Course Syllabus


The Product Development Strategies course is aimed for students who want to develop the competencies needed for a successful career as a product manager. Even for students who do not intend to link their future profession with product management, the course will be valuable because it is multi-disciplinary and its framework, models and approaches can be used in many different areas. The course makes extensive use of interactive teaching methods. Throughout the course, students work on a large project and some additional assignments designed to build specific skills.
Learning Objectives

Learning Objectives

  • The objective of the discipline is to build skills to develop a product development strategy and create a product development roadmap
Expected Learning Outcomes

Expected Learning Outcomes

  • Names the types of strategies. Formulates the content of proactive strategies
  • Develops the product development strategy
  • Forecasts market conditions
  • Reasonably evaluates the position of the organisation in the production/distribution system
  • Recognises the steps in the NPD process
  • Develops a product development roadmap
Course Contents

Course Contents

  • Product Development Strategy Process (NPD Process)
  • A product development strategy and a business strategy
  • Proactive Product Development Strategies
  • Reactive Product Development Strategies
  • Strategy Selection
  • Product development roadmap
Assessment Elements

Assessment Elements

  • non-blocking In-class activity
  • non-blocking Test 1
  • non-blocking NPD strategy
Interim Assessment

Interim Assessment

  • 2022/2023 2nd module
    0.25 * Test 1 + 0.25 * NPD strategy + 0.25 * In-class activity


Recommended Core Bibliography

  • Christoph Loch and Stylianos Kavadias. 2007. Handbook of New Product Development Management. Taylor & Francis Group
  • David, F. R., & David, F. R. (2016). Strategic Management: A Competitive Advantage Approach, Concepts and Cases, Global Edition. [Place of publication not identified]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1422985
  • Kahn, K. B., & Product Development & Management Association. (2013). The PDMA Handbook of New Product Development (Vol. 3rd ed). Hoboken, N.J.: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=509556
  • Knight, E., Daymond, J., & Paroutis, S. (2020). Design-Led Strategy: How To Bring Design Thinking Into The Art of Strategic Management. California Management Review, 62(2), 30–52. https://doi.org/10.1177/0008125619897594
  • Kotler, P., Setiawan, I., & Kartajaya, H. (2010). Marketing 3.0 : From Products to Customers to the Human Spirit. Hoboken, N.J.: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=319520
  • Sadler, P. (2003). Strategic Management: Vol. 2nd ed. Kogan Page.

Recommended Additional Bibliography

  • Ansoff, H. I. (2019). Implanting Strategic Management. Cham, Switzerland: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1922056
  • Cooper, R. G. (2017). Winning at New Products : Creating Value Through Innovation (Vol. Fifth edition). New York: Basic Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1627508
  • Cooper, R. G., Edgett, S. J., & Kleinschmidt, E. J. (2012). Portfolio management for new products. Slovenia, Europe: Perseus Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.BD81A6AA
  • Crawford, C. M. (2012). New products management. Slovenia, Europe: Irwin. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.38FAE087
  • Griffin, A., Swan, S., Luchs, M., & Product Development & Management Association. (2015). Design Thinking : New Product Development Essentials From the PDMA. Hoboken, New Jersey: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1072252
  • Hariolf Grupp, & Shlomo Maital. (2001). Managing New Product Development and Innovation. Edward Elgar Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.elg.eebook.2284
  • Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing Strategies For Value Exploration. World Scientific Book Chapters, 127. https://doi.org/10.1142/9789813275478_0005
  • Kotler, P. (1964). Marketing Mix Decisions for New Products. Journal of Marketing Research (JMR), 1(1), 43–49. https://doi.org/10.2307/3150319
  • MacIntosh, R., & Maclean, D. (2014). Strategic Management : Strategists at Work. Palgrave Macmillan.
  • Ross Brown, & Henry Ford. (1995). Product Development. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.4E965D0A
  • Sutton, D. C. (2001). Making strategy: the journey of strategic management. International Journal of Market Research, 43(2), 242–244. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=4773211
  • Teece, D. J. (2009). Dynamic Capabilities and Strategic Management : Organizing for Innovation and Growth. New York: OUP Oxford. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=265018
  • Trott, P. (2017). Innovation Management and New Product Development (Vol. Sixth edition). Harlow, Enlgand: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419855