COURSE NUMBER: EWMBA267-1
COURSE TITLE: Design and Marketing New
Products
INSTRUCTOR: Bill Pearce william_pearce@haas.berkeley.edu
OFFICE HOURS: TBD
CLASS WEB PAGE
LOCATION: http://bspace.berkeley.edu
MEETING
DAY(S)/TIME: Mondays
6:00-9:30pm
PREREQUISITE(S): EWMBA206
CLASS
FORMAT: Mix of
case discussions, lectures, guest speakers, and group/individual projects.
REQUIRED
READINGS: Cases,
Course Reader.
BASIS FOR FINAL
GRADE: The final
grade will be based on:
1.
Five case 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
write concept briefs that provide a basis to evaluate new product ideas;
4.
Master how to
work effectively with outside agencies 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.
Case Memos: Each student will be required to submit five
one page case memos. Memos will be graded on a 1-6 scale. If you
receive a five no further action is required; anything below a five will be
given back for correction or clarification in-class for resubmission and
regarding. Memos are due by 6:00 the day 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 on the Board of Directors at Ooma, Rich Relevance and SpendGo.
He is an Advisory Board member of Technorati Media, Virtual Fan Network and
several other firms in the Digital marketing sector.