COURSE DESCRIPTION:
COURSE
NUMBER: EWMBA267-11
COURSE
TITLE: Design
and Marketing New Products
INSTRUCTOR: Bill Pearce wdpearce at berkeley
dot edu
OFFICE HOURS:
By appointment
CLASS WEB PAGE LOCATION: bCourses
MEETING DAY(S)/TIME: Saturdays
9:00-12:00pm
PREREQUISITE(S): EWMBA206
CLASS FORMAT: Mix
of case discussions, lectures, and group/individual projects.
REQUIRED READINGS: Cases,
Course Reader.
BASIS FOR FINAL GRADE: The
final grade will be based on:
1.
Five Critical Business Solution memos: 30%
2.
Class participation: 20%
3.
Individual Project: 10%
4.
Group Project: 40%
ABSTRACT OF COURSE'S CONTENT AND
OBJECTIVES:
This
course is designed for students interested in careers in Innovation in either
B2B or B2C verticals.
Introduction: Theory
+ Experience = Career Advantage
Peter Drucker once said, “The
business enterprise has two and only these two basic functions: marketing and
innovation.” The development of new products and services is perhaps the most
significant activity within a firm. It also one of the most risky - many years
and millions of dollars are spent developing products that on average fail far
more often than they succeed. The best companies, on the other hand, manage to
bring out successful new products or services year after year. This course
examines the strategies, processes and methods used by these companies, and the
cutting-edge tools and techniques used for new-product development. Readings
and guest speakers from both product and services will be used to develop
understanding and mastery.
To address these dynamics the course will
be a semester-long immersion in the roles and responsibilities
of an innovation manager. You will learn to identify, diagnose
and enact solutions to innovation problems. At the end of the course, you
will be able to:
1.
Identify new market space opportunities;
2.
Evaluate qualitative and quantitative
research and turn into actionable decisions;
3.
Learn how to develop concept briefs that
provide a basis to evaluate new product ideas;
4.
Master how to work effectively with
outside stakeholders to create effective and efficient innovation ideas,
marketing materials and investment levels.
5.
Evaluate ideas with pre-market forecasting
6.
Develop long-range business plans to meet
both strategic and financial objectives of a new product launch.
Class Participation / Attendance: You
are responsible for the material in each case or project. Given the
meeting schedule each class is a full week of activity. Missing class
without an excuse will negatively impact your grade. 20% of your
grade will occur in class, between comments and in-class exercises.
I will both cold and warm call students.
I believe firmly in E.B. White’s posit, “Effective communication is clear
and concise.” Quality is rewarded; quantity without substance admonished.
Students should structure comments for a senior manager audience.
Be prepared to convince your classmates of the merits of your proposals.
If you believe in your position defend it.
Team Project (Final):
I
will assign groups of students an “Innovation Team” and a business project.
Team selection will be totally random, akin to the business world.
Each group will be scored based on the insightfulness and creativity.
EWMBA 267 is a BILD course; the project will be based on real world
companies and issues. It will also require to you work outside of
class as a team on your assigned company.
Critical Business Solutions: Each
student will be required to submit five one-page CBS memos. Memos will
be graded on a 1-6 scale. If you receive a four or five no further action
is required; anything below a four will be given back for correction or
clarification in-class for resubmission and regarding. Memos are due by
11:59p Thursday before class.
Required Texts: Readings
available on Study.net
and provided as texts. Read and analyze readings prior to class for
which they are assigned. For each case think out, and be prepared to defend, a
plan of action for how you would proceed. Chapters and concepts
covered in the assigned texts will be integral in the final projects
Please download and read the class
learning objectives (Excel file) for a week-by-week layout of the Learning
Objectives.
I look forward to a spirited exchange in
the classroom that will be educational for both of us.
Bill Pearce
BIOGRAPHICAL SKETCH: Bill Pearce is a Lecturer at the
Haas School of Business. Before joining UC Berkeley in 2011 he received his MBA
from Cornell University. Bill is a veteran marketing practitioner having held
senior marketing positions at P&G and Campbell Soup. Additionally, Bill
served as CMO for Taco Bell and Del Monte Foods. Bill is the Executive Chairman
at Rich Relevance and on the Board of Directors at Ooma
and SpendGo. He is an Advisory Board member of
Virtual Fan Network and several other firms in the Digital marketing sector.