Note: this is a course description from a previous semester. The Spring 2014 description will be updated as soon as it is available.
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: Tuesdays 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