Dr. Naveen Donthu
CBA 1339 (35 Broad Street)
phone: 404 651 1043; fax: 404 651 4198
e-mail: ndonthu@gsu.edu
URL: http://www.gsu.edu/~mktnnd
Description:
The objective of this course is to familiarize students with applications of relatively recent new product planning techniques. The course will emphasize use of market research data and marketing models for new product development and management. The main topics to be covered in this class are: product design, test marketing, product positioning, market segmentation, market share estimation, product packaging, advertising testing and promotion, brand equity, and global product planning. The course will primarily consist of lectures, discussions, video presentations, cases, group projects, and computer applications organized around topical areas. Because of the emphasis on discussion and interaction, attendance on a regular basis will be expected.
Prerequisites:
*At least one course in each of the following areas:
Statistics
Marketing
Marketing Research (optional)
*Some experience with DOS based personal computers
Book:
List of articles will be provided in class. No required book.
Student Evaluation:
1. Class Participation and Assignments 10%
2. Exams (2) 50%
3. Group Presentation 10%
4. Final Project (group) 30%
Class Outline:
Day Topic
1. Introduction
2. Conjoint Analysis, read articles by Green and Wind
3. Multidimensional Scaling, read article by Donthu and Rust (MDS)
4. New Product Idea Generation/Concept Evaluation, read article by Crawford
5. Pre Test Marketing and Test Marketing, read article by Urban et. al. And Burke
6. Exam I
7. Market Segmentation, read article by Winter [New Coke group pre.]
8. Case Analysis I - Wylers [CNN group pre.] [Sports mkt. group pre.]
9. Product Positioning and Market Share Estimation, read article by Rust and Donthu (cable TV) [infomercials group pre.]
10. Advertising Testing, Packaging, Brand Name Selection & Brand Equity read article by Keller ["Political" group pre.]
11. Case Analysis II - SEB [e-commerce group pre.] [Direct mkt. group pre.]
12. Global Product Planning, read articles from Business Week (2) [Moscow McDonalds group pre.]
13. Final Project Presentations (4)
14. Final Project Presentations (4)
15. Exam II