Recommended Reading. ➢ Mercator – J.Lendrevie, D.Lindon, P.Dionísio, V.
Rodrigues- Dom Quixote, 1996. ➢ Strategor – rev. J. Jordão – Dom Quixote 1993
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Course unit title: PRODUCT INNOVATION AND DEVELOPMENT Course unit code: 2-1-15
Type of course unit: compulsory Level of course unit: first cycle Year of study: 2st Semester: 1st Number of ECTS credits allocated: 3 ECTS Name of lecturer: Rogério Canhoto Objectives Building on the knowledge acquired in the Introduction to Marketing discipline, this subject will develop a top to bottom pragmatic construction of product development and positioning from the systemic perspective practiced by the company. On completion of this discipline, students will have learnt the theoretic methodological bases for the various steps of this process and will also have the opportunity to try out their applicability to the work that will be progressively developed during the course.
Learning outcomes of the course unit Recognize the different stages of development of new products. Understand and become proficient in the different exploratory research techniques on consumer behaviour. Acquire a series of techniques and methodologies essential to defining the positioning of a product. Understand the creative process and conceptual development within the scope of new product development. Acquire a set of techniques in market awareness and assessment, segmentation and definition of target group. Understand the importance of new product development strategies within the scope of diversifying business areas. Control and understand the different repositioning alternatives for products, in the light of the product life-cycle theory.
Mode of delivery: face-to-face Prerequisites and co-requisites: none Recommended optional programme components: none Course contents
ISCEM
I. II. III. IV.
Description of the Development and Positioning of a Product Product Development Product Positioning Acknowledgement of the Company’s Internal Competence and Market Opportunity V. Product Re-Positioning VI. Introduction to the Marketing Plan Recommended Reading ¾ Mercator – J.Lendrevie, D.Lindon, P.Dionísio, V.Rodrigues- Dom Quixote, 1996 ¾ Strategor – rev. J. Jordão – Dom Quixote 1993 ¾ The PDMA of New Product Development- Kenneth B. Kahn,Editor ¾ Marketing management - Philip Kotler ; Bernard Dubois - Publi-Union, 1989 ¾ Princípios de marketing - Philip Kotler ; Gary Armstrong. - Prentice-Hall, 1998 ¾ Marketing research : methodological foundations - Gilbert A. Churchill, Jr. - The Dryden Press, 1999 ¾ Marketing research - David A. Aaker ; V. Kumar, George S. Day - John Wiley & Sons, 1998. ¾ Positioning- Al Ries, Jack Trout
Planned learning activities and teaching methods: Theoretical‐practical lessons
Assessment methods and criteria • •
There is no register for presences in classroom; Each discipline will have the following assessment: ¾ 1 Test in the classroom (20% weighted) ¾ 1 or more group or individual work (30% weighted) ¾ Participation /attendance ( 10% weighted) ¾ 1 Assessment at end of Semester to be fixed in Calendar (40% weighted) Should the student have a grade inferior to 8 (7.5) in the Assessment, he will immediately be given an EXAM.
ISCEM
Language of instruction: portuguese
