COURSE NUMBER: EWMBA267-11

COURSE TITLE: Product Management

UNITS OF CREDIT: 2 units

INSTRUCTOR:    Lin

E-MAIL ADDRESS: Lynn.Lin@LynnLinConsulting.com

CLASS WEB PAGE LOCATION:

MEETING DAY(S)/TIME: Sunday 1/23, 2/6, 2/13, 2/20, 2/27 9am-4pm

PREREQUISITE(S): EWMBA Core

CLASS FORMAT:

REQUIRED READINGS:

BASIS FOR FINAL GRADE:  

- New Product Project:  50% (Team presentation:  25% & Detail prospectus (ppt):  25%)
-  Final Exam:  30%
- Class Participation:  20%

ABSTRACT OF COURSE’S CONTENT AND OBJECTIVES: 
This course will attempt to present and explain the practical, common procedures of New Product Management processes practiced by most multinational companies.  It will include the development process of a new product (from ideation to commercialization) and its subsequent marketing plan and strategy.  Mostly, it will draw from Prof. Lin’s 39+ years of researching, analyzing and consulting marketers on new product/service developments and launchings.  It would also emphasize the secrets of launching a new product successfully and understand the potential reasons of a new product’s failure.

The learning’s of developing and launching new products or services will be highlighted in the lectures.  This is a course that consists of only a few theory but mostly empirical experiences and “marketing truths”.  It will not follow a textbook or collection of Harvard cases but from our actual past work in handling tens of thousands of new products/services in 60+ countries during the past 39 years.

BIOGRAPHICAL SKETCH: 
Dr. Lin is currently President of his own consulting company after retiring as Vice Chairman of ACNielsen BASES in January 2002.  Previously, Lynn was President of BASES International and Chairman/CEO of Burke International Research, Inc. of New York.  He was also President of Burke Analytical and Consulting Services, a division of Burke Marketing Services, Inc. during the late 1970’s and 80’s.

Dr. Lin is the developer of the BASES New Product Sales Forecasting system and co-founder of the BASES Company; BASES is the most frequently used new product sales forecasting (STM) model, currently with 65% market share worldwide.

Lynn's academic qualifications include the B.S. and M.S. degrees in agricultural economics from National Chung-Hsing University in Taiwan, an M.S. in statistics (mathematics) from Kansas State University, and a Ph.D. in statistics from the University of Minnesota.  He has published more than 50 technical papers in the areas of statistics, economics, advertising research and new product research in the U.S. and abroad.  He appears frequently as a speaker/lecturer at top business schools [Wharton (UPENN), Columbia University, Johnson (Cornell), Haas (Cal-Berkeley), Fisher (Ohio State University), Carlson (University of Minnesota), BiMBA (Peking University), Antai (Shanghai Jiao Tong University)] and Beijing Film Academy in addition to academic and business conferences in the U.S., Europe, Asia and South America.  Taught a “New Product Management” course at Berkeley-Columbia Executive MBA program (started in May, 2006).  This is a joint EMBA program between University of California-Berkeley’s Haas School of Business and Columbia University’s Graduate School of Business.  He taught a similar New Product Development and Marketing course to two Inner Mongolia Universities’ EMBA classes (University of Inner Mongolia and Inner Mongolia University of Technology).