New Product Design & Development (BA 265A)

Faculty

Richard Blackburn, Associate Professor of Management
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Barry Bayus, Professor of Marketing
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Course overview

By emphasizing the front end of the development process, New Product Development will address the following questions: How can the inspiration for new products be managed? How are new products developed? How can the voice-of-the-customer be heard and then translated into customer requirements, product specifications, and product prototypes? How can product design be used to enhance the customer value proposition? We emphasize that an understanding and appreciation of the interaction between marketing, design, and engineering is necessary to develop successful new products. Key concepts will be learned via team and individual assignments, as well as case studies. Several in-class interactive exercises will also be used to vividly demonstrate these concepts.

University of North Carolina, Kenan-Flagler Business School