New Product Development (MKTG 324)

Faculty

Michaela Draganska, Associate Professor of Marketing
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Course Last offered:

Fall 2010

Course Overview:

This course deals with the challenge of bringing to market elegant and efficient solutions to strong customer needs. This challenge is fundamental in customer-centric innovation, and is relevant whether you work for a startup or a large company, whether you sell products or services, and whether your customers are individual consumers or companies. We focus primarily on state of the art frameworks, concepts and tools that have been recently validated by innovative companies. We structure our learning around the following basic steps of the innovation process: 1. Opportunity identification 2. Idea generation 3. Design 4. Testing 5. Launch

Integrated Design for Marketability and
Manufacturing I & II (I309/I310)

Faculty

J. Michael Harrison, Professor of Business Administration
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Course last offered

Fall 1997

Course overview

This team-taught, two-quarter course listed jointly in the Graduate School of Business and the School of Engineering requires teams of business and engineering students to conduct market surveys, design a product that will serve the market, manufacture their product in the mechanical engineering lab, and compete with other teams for simulated market sales and profitability. The instructors specify on the first day of class the product market in which all teams compete. Students must enroll for both quarters.

Design & Launch of New Products (M342)

Faculty

Professor Peter Wright

Course last offered

Spring 1997

Course overview

This course develops an integrated view of the process of designing and launching new products and is recommended for students with a strong interest in working on new product development projects. The course focuses on the fuzzy front end of product design, on the link between product design and product launch activities, and on organizational issues related to managing creativity, controlling innovation projects, and learning how to grow and sustain a competence for new product development.

Stanford University, Graduate School of Business