Innovation constitutes the core competence for firms. At the same time, the ultimate success of a new offering, whether a product or service, is fraught with uncertainties. For example, 30,000 new consumer products are launched every year and 95% of them fail. Thus, innovation and marketing of new products, services, and processes is one of the most critical challenges and daunting tasks faced by any firm. This course covers different stages of the new product development and marketing process, from opportunity identification to launch, and making strategic decisions on various activities essential to managing new products.
Course description for study year 2023-2024. Please note that changes may occur.
There must be an early dialogue between the course coordinator, the student representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.