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BBE 4504W/5504 Bio-based Products Development
and Management (3 credits)
| Catalog Description: |
Concepts of new product development and product management
and their application to bio-based products.
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| Prerequisites: |
upper division BBE major or instructors consent
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| Class/Laboratory Schedule: |
Lecture/Case Development
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| Location: |
TBA
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| Instructors: |
Tim
Smith
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| Text: |
I plan to adopt a MGH custom text (some combination
of Lehmann/Winer and Crawford/DiBendetto)
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| Grading: |
Student Performance Assessment:
Case Analysis; Exams; Term-Project; Class Participation
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Topics
- Introduction of product management – a multifunctional
organization
- Defining the category, competitive set, and competitor analysis
- Customer analysis – Identification and Segmentation
- The product development process
- Creativity and Design
- Analytical Attribute Approaches – Perceptual Mapping
and Gap analyses
- Trade-off and other quantitative techniques (conjoint,
MDS, etc.)
- Concept/Project Evaluation
- Risk/payoff matrixes
- A-T-A-R (awareness, trial, availability, repeat) model
- Sales forecasting and financial analysis
- Prototyping, testing, and launch of new bio-based products
- Development team management
- Voice of the Customer
- Design for manufacturability (DFM)
- Managing the product marketing mix
- Developing product strategy
- Pricing decisions
- Promotion decisions and the role of the sales force
- Channel structure
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