課程資訊
課程名稱
新產品開發與行銷
New Product Development and Marketing 
開課學期
110-1 
授課對象
管理學院  工商管理學系  
授課教師
柯冠州 
課號
MBA5036 
課程識別碼
741EU9610 
班次
 
學分
3.0 
全/半年
半年 
必/選修
選修 
上課時間
星期四2,3,4(9:10~12:10) 
上課地點
管一102 
備註
本課程以英語授課。
限管理學院學生(含輔系、雙修生) 且 限學士班三年級以上
總人數上限:30人 
 
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 course focuses on understanding knowledge in the field of new product development and innovation from a marketing perspective. It is designed to help you understand the important theories and conceptual frameworks for new product marketing, and learn tools and techniques that facilitate to prepare a logical and reliable marketing plan for new product.
This course takes an applied approach and focuses on applying conceptual learning to cases and projects. It will be taught through a combination of interactive lectures, class discussions, interactive activities and seminars, case studies, and team projects. You will work both individually and in teams. Through these exercises you will learn practical tools, improve your analytical skills, and sharpen your strategic thinking skills needed for successful new product marketing. 

課程目標
Upon completion of this course, students will be able to:
• Thoroughly understand concepts related to the marketing planning for new product and new market
• Master strategic thinking and practical tools to analyze new product and innovation management issues from the marketing perspective 
課程要求
 
預期每週課後學習時數
 
Office Hours
另約時間 
指定閱讀
 
參考書目
New Product Management. 12th. Ed., Crawford, M. and Benedetto, A.D., McGraw-Hill Education. 
評量方式
(僅供參考)
   
課程進度
週次
日期
單元主題
Week 1
9/23  Course Introduction 
Week 2
9/30  Marketing Strategy and New Product 
Week 3
10/07  Innovation Theory 
Week 4
10/14  Opportunity Identification and Selection 
Week 5
10/21  Concept Generation (1) 
Week 6
10/28  Concept Generation (2) 
Week 7
11/04  Case Study I: Babson College Case: Crowdfunding: A Tale of Two Campaigns 
Week 8
11/11  New Product Adoption and Diffusion; Innovation Marketing Simulation: Crossing the Chasm 
Week 9
11/18  Concept/Project Evaluation (I) 
Week 10
11/25  Term Project Deep-Dive Brainstorming 
Week 11
12/02  Concept/Project Evaluation (II)  
Week 12
12/09  Concept/Project Evaluation (III) 
Week 13
12/16  Case Study II: Harvard Business School Case: The Walt Disney Studios 
Week 14
12/23  Platform Business 
Week 15
12/30  Guest Speaker (TBD) 
Week 16
01/06  Team Meetings 
Week 17
01/13  Final Term-Project Presentation