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課程名稱 |
新產品開發與行銷
New Product Development and Marketing |
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開課學期 |
101-1 |
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授課對象 |
管理學院 工商管理學系 |
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授課教師 |
黃俊堯 |
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課號 |
MBA5036 |
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課程識別碼 |
741 U9610 |
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班次 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期二2,3,4(9:10~12:10) |
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上課地點 |
管二303 |
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備註 |
本課程中文授課,使用英文教科書。
限本系所學生(含輔系、雙修生)
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1011NPD |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
To grow today’s business, new product development (NPD) and marketing is an important dimension. Recognizing that NPD is interdisciplinary in nature, the course will blend the perspectives of marketing, decision science, organization behavior, and manufacturing into an integrated approach to new product development and management, with special emphasis on market orientation. |
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課程目標 |
1. Understand the role and importance of NPD in an organization.
2. Learn the fundamental concepts, tools and methodologies in NPD.
3. Acquire knowledge about the interdisciplinary issues involved in the NPD process.
4. Appreciate the importance of market orientation in NPD projects.
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課程要求 |
1. Choose and fix your seat in classroom.
2. Form your team between 4 and 6 by September 18.
3. Participate actively, both in the class and in the team.
4. Complete the case assignments and readings before coming to the class.
5. The six HBS cases are at your own cost. To respect copyright, you’ll have to pay for the cases if you’d like to take this course. The TA will give you the details.
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
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參考書目 |
Crawford, Merle and Anthony Di Benedetto (2008), New Products Management, 9th ed., McGraw-Hill International Edition.
Trott, Paul (2008), Innovation Management and New Product Development, 4th ed., Prentice Hall.
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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第1週 |
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Introduction to NPD |
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第2週 |
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Customer Needs and Customer Orientation |
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第3週 |
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Marketing and the Guessing Game |
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第4週 |
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Product Management & NPD Process |
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第5週 |
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Strategic Product Planning and Innovation |
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第6週 |
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Concept Generation I |
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第7週 |
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Concept Generation II |
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第8週 |
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Concept Selection and Testing |
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第9週 |
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Project Presentation I |
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第10週 |
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Sales Forecasting |
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第11週 |
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Product Architecture & Development Team Management |
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第12週 |
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Product Architecture & Development Team Management |
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第13週 |
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Project Presentation II |
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第14週 |
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Strategic Launch Planning |
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第15週 |
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Design, NPD and Marketing |
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第16週 |
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Market Testing and Launch |
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第17週 |
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Project Presentation III |
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