Universität Wien

040102 KU Applied Topics in Marketing: Innovation und Marketing 2 (MA) (2022W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Prüfungsimmanente Lehrveranstaltung
VOR-ORT
Moodle

An/Abmeldung

Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").

Details

max. 50 Teilnehmer*innen
Sprache: Englisch

Lehrende

Termine (iCal) - nächster Termin ist mit N markiert

  • Mittwoch 23.11. 09:45 - 14:45 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Mittwoch 07.12. 09:45 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Mittwoch 14.12. 09:45 - 16:30 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Mittwoch 18.01. 09:45 - 16:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Mittwoch 25.01. 09:45 - 16:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

Course Objectives
The learning objectives of this course are as follows:
• to understand and apply core concepts of new product development and marketing
• to apply basic principles of new product development and new product marketing
• obtain hands-on skills through working on a real-life new product development project

This course builds on the first course (part A) covers topics that are theoretically grounded in the marketing, innovation, psychology, and management literature. While the aim of the course is to provide students with a deep understanding of new product development and new product marketing process, highlighting the inherent risks and different strategies for overcoming them, the aim of the present course (part B) is to transfer theoretical concepts into practice by having students work on a real new product development project, and thus develop a new product (concept) on their own.

Art der Leistungskontrolle und erlaubte Hilfsmittel

Be prepared: Please read the assigned text and watch the video clips before each meeting.

Respect deadlines: Please submit your assignments before the deadline. Late assignments will not be accepted.

Be honest: Be honest in all your submissions. Plagiarism and cheating will be detected and penalized with failure.

Mindestanforderungen und Beurteilungsmaßstab

1. Assessment of the market opportunity
2. Quality of Idea (creativeness) and market potential
3. Quality of concept development and evaluation research
4. NPD strategy comprehensiveness
5. Thoroughness of research (use of primary and secondary research sources)
6. Communication quality, organization, and clarity; note that tight is right!
7. Team presentations of report
8. Peer evaluation report

Prüfungsstoff

Your paper should be organized in the form of the steps generally followed in new product development. Use a title page (including the title of your project, your names, professor's name, and the date), table of contents, and an executive summary (the latter should not exceed one page). Include an appendix for tables and figures and a complete list of references; side information, if perceived as relevant, can also be moved to an Appendix. The total length of your paper should not exceed 15 pages of typewritten, double spaced text (Times New Roman, Font. 11; excluding title page, table of contents, introductory section (objectives, overview, logic and structure of your paper), references, appendices, any exhibits, and other supporting materials that you might wish to include; try to keep the length of each section in balance. Note that one learning central learning is to communicate in a concise and sharp manner. You do not need long documents to make your point!

Literatur

to be announced

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Fr 16.09.2022 11:47