MKT 3360 - Product Innovation Management

Credits: 3 Class: 3 Lab: 0
Prerequisite(s): BA 3300, MKT 3301.
Product innovations satisfy needs in creative ways and provide practical and emotional benefits to consumers and organizations. This course identifies sources of new product ideas, trade-offs in new product decisions, incorporation of other marketing mix components in new product development, and ways to manage the entire new product process. Covers the importance of marketing research in all phases of new product conceptualization, development and commercialization