Consumer Centric New Product Development II: Launch Control and Market Monitoring

Key Info

Basic Information

Studypath:
Master in Business Administration
Semester:
2
Course Type:
Seminar
Language:
English
Cycle:
Summer term
Scheduling:
Entire semester
Course Units:
4.0
Credits:
5.0
Course Limit:
25
Erasmus Capacity:
5
Compulsory Attendance:
Yes

Lecturer

The following details taken from the examination regulations MSBWL/13, SMPO 6. Änderungsordnung (zum WS 2018/19) (08.02.2019) are for information purposes only and not legally binding. For legally binding information, please refer to the corresponding official examination regulations of the program Master in Business Administration.

Syllabus

This course deals with the development of consumer-centric innovation - mainly for fmcg businesses, but the taught principles can be easily transferred to other businesses as well. The course is the continuation of the course “Consumer Centric New Product Development I” taught in the fall/winter term.
It focuses on the monitoring of introduced new projects in the real marketplace and teaches how to get this monitoring accomplished in an actionable and valid way. This involves the basic understanding of a launch plan, the KPIs needed for monitoring, information about the relevant data sources etc. Furthermore, emphasis will be put on devising a feasible action plan to guarantee the projected sales figures (as devised in the plan).

Objectives

(1) Building and communicating a reliable and valid marketing plan for launching a product
(2) Getting to know the basic monitoring strategies for observing new product development success in the real market
(3) Being introduced to the basic key performance indices (KPI) of the standard monitoring tools (trade panel data, consumer panel data) - Pricing, Distribution, Promotion, Advertising, etc.
(4) Understanding how to align plan predictions for KPIs with their real in-market performance and to identify the valid reasons for current product success or failure
(5) Learning how to build an intervention strategy based on the KPI deviations and ramp up activity sets to get the sales figures back on track
(6) Deciding on the basis of empirical figures when to drop or continue a project

Prerequisites

None, although basic knowledge in marketing (e.g., "Principles of Marketing“) is recommended. Attendance of the sister course (Consumer-centric New Product Development I) is strongly recommended

Examination

Colloquium (30%, graded, 30min.), Presentation (40%, graded, 15min.), Paper (30%, graded)

Further Information

No information available in English at the moment.

Literature

No information available in English at the moment.