BU.460.730.XX New Product Development Instructor Name Page 1 of 7

BU.460.730.XX –New Product Development–Instructor Name– Page 1 of 7

New Product Development

2 Credits
BU.460.730.XX (include section number)
[NOTE: Each section must have a separate syllabus.]
[DayTime / ex: Monday, 6pm-9pm]
[StartEnd Date / ex: 3/24/15-5/12/15]
[Semester / ex: Fall 2016]
[Location / ex: Washington, DC]

BU.460.730.XX –New Product Development–Instructor Name– Page 1 of 7

Instructor

[Full Name]

Contact Information

[Phone Number, (###) ###-####]

[Email Address]

Office Hours

[Day(s)/Times]

Teaching Assistant

XXX / [Email Address]

Required Texts Learning Materials

There is no required textbook for this class.

Cases

[C1] Innovation at the Lego Group (A) (Robertson and Crawford)*

[C2] Innovation at the Lego Group (B) (Robertson and Crawford)*

[C3] Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights (Grayson, Waikar and Smith)*

[C4] TBD: Case on outsourcing ideas.

[C5] Dropbox (video)

[C6] Iphone Applications: Viable Business or Time-Consuming Hobby? (Goldgehn)*

[C7] Research In Motion: The Mobile OS Platform War (MacCormack, Dunn and Kemerer)*

Articles

[A1] The Customer-Centered Innovation Map(Bettencourt and Ulwick)*

[A2] The New Product Process: The Stage-Gate Game Plan (Cooper)*

[A3] Ins and Outs of sizing a Market in No Time (Hickie)***

[A4] New Product Commercialization: Common Mistakes (Rangan and Bartus)*

[A5] Is Tesla Disruptive? (Digitopoly blog - Gans)

[A6] Discovering “Unk-Unks”(Mullins)*

[A7] Analyzing Consumer Perceptions (Dolan)*

[A8] Three Cheers for SnapChat. Matt Yglesias.

[A9] Now for some Jaw-Droppingly (Digitopoly blog - Gans)

[A10] Connect and Develop:Inside Procter & Gamble’s New Model for Innovation (Huston and Sakkab)*

[A11] Why the lean Startup changes everything (Blank)*

[A12] Evangelizing for the lean Startup (Video)

[A13] What Entrepreneurs Get Wrong (Onyemah, Pesquera and Ali)*

[A14] TBD: Digital innovation reading 1

[A15] The A/B test: Inside the technology that’s changing the rules of business (Wired-Christian)

*Available with the course packet (purchase at XXX).

**Available through the web (click on hyperlink).

***Available through the Blackboard site.

Emailing Policy and Blackboard Discussion Board

In order to streamline communication between the instructor and students, all non-personal communication will be held through Blackboard’sdiscussion board. This will allow all students to benefit from the questions/doubts any individual student may have. You can access this on the “Discussion Board” tab of Blackboard, and post a question/doubt under the “Contents” or “Administrative issues” forums.

Course Description

The course focuses on the process whereby innovators solve consumer problems by innovating new products or services. Identification of the needs and wants of consumers are therefore the starting point and the axis around which contentsrevolve. With a marked focus on innovation on entrepreneurial contexts, students are introduced to the techniques and insights required to navigate the processes of ideation, idea management, product development and commercialization. They are presented with industry examples for the application of these methods and concepts and required to apply them into a new product/service development group project.

Prerequisite(s)

None

Course Learning Objectives

By the end of this course, students will be able to:

Understand the role of and apply marketing analysis to inform decision makingat each step of the innovation process.
Understand central strategic considerations faced by innovative firms.
Understand how the interaction with users, collaborators, experts and firms can be used to identify viable opportunities.
Master techniques aimed to remove risk from the NPD process.
Understand the main differences of innovation in entrepreneurial and corporative contexts and their implications for the NPI process.
Familiarize with nuances of the innovative process in select industries.

To view the complete list of CareyBusiness School’s general learning goals and objectives, visit the Teaching & Learning@Carey website.

Attendance Policy

Please refer to attendance policy under Assignments.

Assignments

IMPORTANT: All assignments must be submitted viaBlackboard. Other forms of submissions will notbe accepted. All late submissions will receive the minimum grade.

Individual Assignments

Weekly Attendance and Participation (weeks 1-7)

There are four components to the attendance and participation grade:

Attendance: Students are expected to attend all classes. There will be no excused absences except under extenuating circumstances such as a death in the family or the birth of a child. Please schedule all meetings, interviews and/or travel plans keeping class time in mind.

Punctuality: Students are expected to arrive to class on early or on time. Tardiness will reflect negatively on your grade.

Preparation and Level of Engagement: Students are expected to have read the cases and required readings before attending class and are expected to take a proactive stance with respect to class contributions. While the instructor may sometimes use cold calling, students should not expect this to be sufficient for opportunities to make substantive contributions. Discussions are to be directed to the class rather than the instructor.

Etiquette:Cell phones should be turned off and put away. Laptops and tablets can be used to follow slides, complete in-class assignments or quizzes and take notes only.Emailing or web-surfing in class will reflect negatively on your level of engagement.

Questionnaires (weeks 1-7)

There will be a weekly questionnaire asking you to provide short answers about the week’s readings and case. You will answer no more than 2 questions per reading/case. Note:

Answers will be limited to 5 lines per question (Times New Roman 12pt, 1.5 line spacing, 1.5-inch margin all around).
School authorities will be notified if copy, plagiarism or signs of deceitful behavior is spotted.

Opportunity sizing assignment (week 2)

This assignment asks you to apply the techniques described by reading A2 to size the market opportunity of a business idea. The business idea will be announced at the end of the first class. Submissions are limited to one page (Times New Roman 12pt, 1.5 line spacing, 1.5-inch margin all around).

Group Assignments

Group formation:

3-5 students per group on the basis of industry/business idea interest.
Groups will be formed during the second half of week 1’s class.
If you don’t have a group, notify the TA and a group will be found for you.
Your group may be requested to add additional members.

New Product or Service Idea(week 4)

Identify a problem faced by consumers for which there are no satisfactory solutions available. Brainstorm potential solutions in the form of new products or services, selecting the best fitting one. (Make sure that your solution is not just a feature for an existing product/service.) For details on the requirements and expectations see the rubric.

IMPORTANT NOTE: For educational purposes I discourage the pursue new product ideas that rely on high technological sophistication, since these place the emphasis of what your company’s R&D can accomplish as opposed to how insightful of a marketer you are. I strongly recommend focusing your efforts on identifying novel problems for which simple solutions (in the form of a new product or service) can provide great benefit. Here is an example of such type of product. Remember that your product idea does not need to be “all things to all people” (i.e., does not need to create great value for everyone), but only create meaningful value for some people.

The new product or service idea will be evaluated by a 5 minutes in-class presentation. You should not prepare more than 5 slides (excluding appendix). In your presentation you should address:

The problem being solved or value to be created.
The nature of available solutions or alternatives.
The characteristics of your solution. How does it create a gain/alleviate a pain for consumers?
The size of the market opportunity and the approach you used to measure it.

Final Project and Presentation (week 8)

The goal of this assignment is to put to practice the concepts and methods learned in class. The project will be presented in front of the entire class. The length of the presentation will vary depending on the size of the class (approx.15-20 min). The group’s grade will depend on both the quality of the material as well as that of the presentation. In addition to the presentation slides, student teams are required to submit an executive slide deck with all supporting material and references. This deck will be longer and more detailed than the presentation deck such that a person who was not present at the presentation would be able to fully understand the analysis. The maximum number of slides for the class presentation is 10 (not including appendix) and that for the executive deck, 25. The analysis should include improved materials from the new product/service idea and possibly reflect pivots (i.e., updates to the business idea). In addition, it cover the following aspects

Positioning statement
Competitive analysis
Opportunity size and short term penetration estimates
Results from usability tests
Channel and monetization strategy

Evaluation and Grading

Item / Learning Objectives / Weight
Individual grades
Attendance and participation / 1-6 / 20%
Questionnaires / 1-6 / 20%
Opportunity sizing exercise / 1 / 10%
Group grades
New Product or Service Idea / 3,6 / 20%
Final Project Presentation / 1-6 / 30%
Total / 100%

Grading

The grade of A is reserved for those who demonstrate extraordinarily excellent performance. The grade of A- is awarded only for excellent performance. The grade for good performance in this course is a B+/B. The grades of D+, D, and D- are not awarded at the graduate level.
Please refer to the Carey Business School’s Student Handbook for grade appeal information.

IMPORTANT: A significant component of the final grade is determined by group work. It is therefore important that you encourage all of your group peers to contribute intellectually and practically. While peer evaluations will play a role in the final grade (as explained below), these are not perfect. It is therefore important that you foster an environment that discourages free riding and promotes positive spillovers from joint work.

Tentative Course Calendar

Notes:

The instructor reserves the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar.

Submit via Turnitin on Blackboard. Pay attention to the deadlines for each assignment (* denotes assignment due before class start, ** denotes assignment due midnight the day before class). Late assignments will receive a null score.

Module 1: Basics
Week 1 / Lecture / Getting the job done
Activities / Syllabus overview, group formation
Prepare / C1, A1, A2
Submit / Questionnaire*
Week 2 / Lecture / Competition and disruption
Activities / Strategic Innovation Simulation
Prepare / C2, A3, A4, A5
Submit / Opportunity sizing exercise* and questionnaire*
Module 2: Ideas
Week 3 / Lecture / Generating and protecting ideas
Activities / Brainstorming
Prepare / C3, A6, A7, A8, A9
Submit / Questionnaire*
Week 4 / Lecture / Buying and selling ideas
Activities / 5 minutes presentation by groups
Prepare / C4, A10
Submit / Presentation slides** and questionnaire*
Module 3: Innovation in Entrepreneurial Contexts
Week 5 / Lecture / Removing risk from innovation-based new ventures
Activities / Testing usability
Prepare / C5, A11, A12
Submit / Questionnaire*
Week 6 / Lecture / Monetization
Activities / Guest speaker
Prepare / C6, A13
Submit / Questionnaire*
Module 4: Digital Innovation
Week 7 / Lecture / Platforms, multi-sided markets, online experimentation
Activities / NA
Prepare / C7, A14, A15
Submit / Questionnaire*
Week 8 / Lecture / NA
Activities / 10-15 minutes final group presentations
Prepare / NA
Submit / Presentation slides** and executive deck**

Rubrics

Attendance & Participation

Four aspects will be considered, attendance (30%), punctuality (20%), preparation and level of engagement (35%) and etiquette (15%). Each will be graded on a 1-3 scale, with 1 for “needs significant improvement,” 2 for “proficient,” and 3 for “exemplary.”

2. Questionnaires

Each of these will be graded on as Pass (1) or Fail (0). In order to pass, you must submit the write-up on time, answer all questions appropriately, based on the readings and class content and adhere to the format. The instructor will provide the questions one week in advance. You can miss one of these assignments and still get full grade.

3. Opportunity Sizing Exercise

This assignment will be graded on the 1-3 scale describe above. Failure to submit on time will be awarded a 0.

4. New Product or Service Idea

Presented work will be evaluated according to the following criteria (each criterion will be graded on the 1-3 scale described above):

Insight (30%). How clever is your diagnosis of the consumer problem? Is the problem easy to grasp? Is it a meaningful problem?
Quality of solution (20%). How simple is the solution? Does it effectively does it address the problem? At this point you don’t need a perfect solution, but just an idea of something that seems reasonable and possible.
Credibility (30%). Is the problem meaningful? Is the solution possible? Does the solution require great R&D sophistication? (Here is an example of a product that required great R&D sophistication. Stay away from these.) Is the estimate of the market opportunity reasonable?
Quality of delivery (20%). Was the presentation smooth and ideas clearly stated? Was the delivery natural, did presenters appear hesitant or lacking in preparation? Are the slides easy to follow, do they support the message being communicated? (Remember you have 5 minutes only. Presentations that are too long will be penalized. You should rehearse.)

4. Final Project

The entire team will score the same points on Content, Organization and Supporting Material. Peer Evaluation and Delivery/Ability to Answer Questions will be graded on an individual level. All of these dimensions will be graded on the 1-3 scale described above. Failure to complete the peer evaluation for your team members will result in a score of 0 in that category regardless of others’ evaluations of you.

Content (30%). Were all relevant topics covered? Was the material well thought out with in-depth analysis?
Organization (15%). Did the organization of the talk contribute to a clear and effective presentation?
Supporting material (10%). Did the supporting material contribute to the presentation? Was it clear and effective?
Delivery and ability to answer questions (15%). Were answers on point, clear and concise?
Peer evaluations (15%). Computed as the average of the scores provided by the members in your group when asked the question: “In a 1-3 scale, how much did (your name) contribute to the overall outcome of your group work?” Peer evaluations will be confidential.

Carey Business School

Policies and General Information

Blackboard Site

A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at Support for Blackboard is available at 1-866-669-6138.

Course Evaluation

As a research and learning community, the Carey Business School is committed to continuous improvement. The faculty strongly encourages students to provide complete and honest feedback for this course. Please take this activity seriously; we depend on your feedback to help us improve. Information on how to complete the evaluation will be provided toward the end of the course.

Disability Services

Johns Hopkins University and the Carey Business School are committed to making all academic programs, support services, and facilities accessible. To determine eligibility for accommodations, please contact the Disability Services Office at time of admission and allow at least four weeks prior to the beginning of the first class meeting. Students should contact Priscilla Mint in the Disability Services Office by phone at 410-234-9243, by fax at 443-529-1552, or by email.

Honor Code/Code of Conduct

All students are expected to view the Carey Business School Honor Code/Code of Conduct tutorial and submit their pledge online.Students who fail to complete and submit the pledge will have a registrar’s hold on their account. Please contact the student services office via email if you have any questions.

Students are not allowed to use any electronic devices during in-class tests. Calculators will be provided if the instructor requires them for test taking. Students must seek permission from the instructor to leave the classroom during an in-class test. Test scripts must not be removed from the classroom during the test.

Other Important Academic Policies and Services

Students are strongly encouraged to consult the Carey Business School’s Student Handbook and Academic Catalog and Student Resources for information regarding the following items:

Statement of Diversity and Inclusion
Student Success Center
Inclement Weather Policy

Unless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and expected to be used by class participants only.The recording and rebroadcasting of such material, by any means, is forbidden. Violations are subject to sanctions under the Honor Code.