Nov 23, 2024  
2024-2025 Graduate Catalog 
    
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2024-2025 Graduate Catalog
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MKTG 6222 - New Product Development

Credits: 2

Provides students with a better understanding of the new product development process, highlighting the inherent risks and different strategies for overcoming them as more than 40 percent of the new products that are launched each year eventually fail in the marketplace. The course emphasizes understanding the interplay between creativity and analytical marketing research throughout the development process, focusing special attention on issues related to the “fuzzy front end.” It examines the process of designing and testing new products by using a combination of lectures, cases, and a project. Prerequisite: MKTG 6201 .


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