Checking date: 22/03/2023

Course: 2023/2024

New product development
Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
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 OUTCOMES The student distinguishes between the different instruments for managing new products. The student applies the essential methods in the design and commercialization of new products for the design of marketing strategies in the company
Skills and learning outcomes
Description of contents: programme
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
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 147 147 100 AF6 203 0 0 AF7 175 0 0 TOTAL SUBJECT 525 105 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Crawford, C. M. and C. A. Di Benedetto . New Products Management 10th ed.. Boston: McGraw-Hill.. 2011
  • Paul Trott. Innovation Management and New Product Development, 6th Edition. Pearson. 2017

The course syllabus may change due academic events or other reasons.