COURSE NUMBER: EWMBA267-1

COURSE TITLE: Design and Marketing New Products

Spring 2013

INSTRUCTOR: Bill Pearce william_pearce@haas.berkeley.edu 


OFFICE HOURS:  TBD

CLASS WEB PAGE LOCATION: http://bspace.berkeley.edu

MEETING DAY(S)/TIME: Monday 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: 20%

2. Class participation: 20%

3. Individual Project: 20%

4. Group Project: 40%

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 a 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.

Individual Project: Best Practice Assignment. Prepare four 1-page analyses explaining what makes your assigned company either excel or deficient in each of the following areas: (a) identifying market opportunities/understanding customer needs, (b) translating customer needs into outstanding product/service, or (c) launch and market successfully and (d) long-term refreshing of the proposition to keep it vibrant and growing. Assignments will be worth 5% each and will be due concurrent with the topic covered during the semester.

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.  That team will be responsible to present to a Board of Directors, chosen from 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 four one page case memos.  One page maximum (I will not read a second page or addendum's);  8.5”x11” paper, 10 point Arial font with minimum ¼” border on all four sides.  Memos will be graded on a 1-5 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.  If they are late you will receive a lower grade at my discretion based on how late.  6:01pm is late just like in the workplace.

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.

W. D. Pearce