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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 |
109-1 |
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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 |
柯冠州 |
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課號 |
MBA5036 |
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課程識別碼 |
741EU9610 |
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班次 |
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學分 |
3.0 |
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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 |
星期四2,3,4(9:10~12:10) |
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上課地點 |
管一102 |
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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 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1091MBA5036_2020 |
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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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為確保您我的權利,請尊重智慧財產權及不得非法影印
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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.
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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
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課程要求 |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
Please check the syllabus. |
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參考書目 |
New Product Management. 12th. Ed., Crawford, M. and Benedetto, A.D., McGraw-Hill Education. |
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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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Week 1 |
9/17 |
Course Introduction |
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Week 2 |
9/24 |
Marketing Strategy and New Product |
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Week 3 |
10/01 |
No Class |
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Week 4 |
10/08 |
Innovation Theory
https://www.youtube.com/watch?v=yUAtIQDllo8&t=1s |
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Week 5 |
10/15 |
Opportunity Identification and Selection |
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Week 6 |
10/22 |
Concept Generation |
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Week 7 |
10/29 |
Case Study I: Babson College Case: Crowdfunding: A Tale of Two Campaigns |
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Week 8 |
11/05 |
New Product Adoption and Diffusion;
Innovation Marketing Simulation: Crossing the Chasm.
https://www.thestar.com.my/tech/tech-news/2017/07/18/how-the-bay-area-took-over-the-self-driving-car-business
https://research.ark-invest.com/self-driving-cars-white-paper
https://hbsp.harvard.edu/import/759091 |
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Week 9 |
11/12 |
Concept/Project Evaluation(I) |
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Week 10 |
11/19 |
Term Project Deep-Dive Brainstorming |
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Week 11 |
11/26 |
Concept/Project Evaluation (II)
http://reliawiki.org/index.php/Taguchi_Orthogonal_Arrays |
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Week 12 |
12/03 |
Platform Business
https://reurl.cc/VXx1DY
https://reurl.cc/d53WG8
https://reurl.cc/R1VXXg
https://reurl.cc/j5EG1M
https://reurl.cc/A8rORY
https://reurl.cc/zzaNMQ |
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Week 13 |
12/10 |
Team Meetings |
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Week 14 |
12/17 |
Guest Speaker
https://reurl.cc/WLnZEL
https://reurl.cc/KjGnjg
https://reurl.cc/VX9v3n
https://reurl.cc/Z7m5Q6 |
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Week 15 |
12/24 |
Case Study II
Harvard Business School Case: The Walt Disney Studios |
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Week 16 |
12/31 |
Final Term-Project Presentation |
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