Not required.

Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG20: Creativity or ability to generate new ideas Specific skills: *CE8: Analysis, evaluation and decision making on product and brand (development strategies, launch and positioning, product life-cycle management, brand value, and know the legal framework that rules products and brands management) Learning objectives: ¿ Understand the basic analytical economics skills for new product planning tools. ¿ Learn how new products are developed and the factors that influence success and failure at each stage of development.

Micro-foundations of investment decisions in R & D: Optimal investment and profits. Funding of R & D and the relationship between innovation and entrepreneurship. The intellectual property rights: the role of patents. The process of marketing to develop new products Marketing strategies to market new products The diffusion process

The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.