Product Development Strategies

2022/2023

Учебный год

ENG

Обучение ведется на английском языке

5

Кредиты

Кто читает:

Кафедра венчурного менеджмента (Нижний Новгород) (Факультет менеджмента (Нижний Новгород))

Статус:

Курс по выбору

Когда читается:

4-й курс, 1, 2 модуль

Преподаватели

Назаров Михаил Геннадьевич

Шкулев Андрей Алексеевич

Course Syllabus

Abstract

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

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

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

• 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

• In-class activity
• Test 1
• NPD strategy

Interim Assessment

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

Bibliography

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