|
課程名稱 |
新產品開發與行銷
New Product Development and Marketing |
|
開課學期 |
100-1 |
|
授課對象 |
管理學院 工商管理學系 |
|
授課教師 |
黃俊堯 |
|
課號 |
MBA5036 |
|
課程識別碼 |
741 U9610 |
|
班次 |
|
|
學分 |
3 |
|
全/半年 |
半年 |
|
必/選修 |
選修 |
|
上課時間 |
星期三2,3,4(9:10~12:10) |
|
上課地點 |
管二302 |
|
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 |
|
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1001npd |
|
課程簡介影片 |
|
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
|
課程大綱
|
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
|
課程概述 |
This is a course that focuses on the new product development (NPD) issues of product management. Therefore, we will look at NPD from a customer-oriented, marketing perspective. |
|
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.
|
|
課程要求 |
1. Choose and fix your seat in classroom.
2. Form your team between 4 and 6 by September 21.
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.
|
|
預期每週課後學習時數 |
|
|
Office Hours |
|
|
指定閱讀 |
Cases and assigned reading. See the pdf version of the syllabus attached here. |
|
參考書目 |
Crawford, Merle and Anthony Di Benedetto (2008), New Products Management, 9th ed., McGraw-Hill International Edition. [CB]
Trott, Paul (2008), Innovation Management and New Product Development, 4th ed., Prentice Hall. [PT]
|
|
評量方式
(僅供參考) |
|
No. |
項目 |
百分比 |
說明 |
|
1. |
Class participation |
25% |
|
2. |
Case summary |
25% |
|
3. |
Mid-term project |
25% |
|
4. |
Term project |
25% |
|
|
|
週次 |
日期 |
單元主題 |
|
第1週 |
|
Syllabus |
|
第2週 |
|
Customer Orientation |
|
第3週 |
|
The Guessing Game |
|
第4週 |
|
Product Management |
|
第5週 |
|
Strategic Planning for New Products |
|
第6週 |
|
Innovation |
|
第10週 |
|
購買哈佛個案收據 |
|
第12週 |
|
Sales Forecasting |
|
第13週 |
|
People and Project |
|
第14週 |
|
Strategic Launch Planning |
|
第15週 |
|
Design |
|
第16週 |
|
Testing and Launch |
|
第789週 |
|
Concept Generation and Selection
(Sessions 7~9) |