MBAX-6360 (3) New Product Development

Provides a better understanding of the new-product development process, highlighting the inherent risks and strategies for overcoming them. Using a combination of lectures, cases, and a project, this course examines the process of designing, testing, and launching new products. Emphasizes the interplay between creativity and analytical marketing research throughout the development process. Also covers branding issues, such as brand extensions and their impact on brand equity. Requisites: Requires prereq course of MBAC 6090 (min grade D-). Restricted to Master of Business Admin (MBAD), MBA with Dual Degree (DMBA), Joint Juris Doctor/MBA (JMBA), Professional MBA Prog (PMBA), Supply Chain Mgmt (SCMN) or Busn Analytics (BUAN) majors only.