Graybar Case

MKT 611: NEW PRODUCT MANAGEMENT

Fall 2012

Room 248 Gatton College Building

Instructor: D. Sudharshan, B.Tech. (EE), Ph.D., James and Diane Stuckert BS/MBA Endowed Chair and Professor, Dean (2003-2011)

Office: 225B Gatton College of Business & Economics

Phone: 859.257.7653

Fax: 859.257.8938

Email: Sudharshan@uky.edu (preferred method of contact)

Office hours: By appointment

Prior appointments: University of Illinois at Urbana-Champaign, University of Pittsburgh, Siemens, Larsen and Toubro, Ltd.

September 24 25 27

October 2 3 5 11 12 15 19 23 31

November 2 5 7 12 13 14 15 16 19 20 26 27 28 29 30

Project Connect Dates

Introduction:

At the very outset I would like to make clear that as a best practice in marketing usage the term product is used to stand for both goods and services.

Innovation and adaptation are the keys to the survival and growth of any business. In particular, innovations in new products provide the life blood for organizations. This course focuses descriptively and prescriptively on the management of new products. Success in new product development occurs when the strategic objectives of the firm and the objectives of its customers (its exchange partners) are attained. This mutual satisfaction of exchange can occur only if the firm has a purposeful and well managed internal process that includes a thorough understanding of its customers, in terms of their values, their purchasing behavior, and their usage behavior. This course approaches new offering management from a marketing viewpoint.

Task Objectives:

There are five main task objectives of the course:

1. To study and understand the state of the art knowledge on NPD processes and principles.

2. To study and understand state of the art NPD tools and techniques.

3. To study and learn from a wide variety of published NPD cases.

4. To develop a new product concept and business plan, as part of Project Connect, that is...