NEW PRODUCT DEVELOPMENT & CHANNEL MANAGEMENT (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to: identify the opportunity based on the analysis of market and industry using marketing conceptual framework; embed design thinking process  to generate innovative product breakthroughs and interpret the research results to make product launch decisions; design innovative product prototype concepts and channel strategy as a source of sustainable competitive advantage; integrate the latest digital marketing approaches in products and channel development.

Topics:

For a company, it is not sufficient to rely on having good products and services only. For successful performance, they require efficient channels to be reached and accessible by the customers. With the proliferation of ICT, marketers have additional powerful channels to distribute their products. Product and channel management are one of the essential part of the Marketing Mix strategy to drive the company performance. This course is designed to introduce the foundation of new product development and channel management as well as integrating them into the whole of strategic new product launching. The course is designed to equip the students with both theory comprehension and hands-on experience in preparing the mock new product launching.