MTech Product Planning & Marketing syllabus for 2 Sem 2020 scheme 20MPD23

Module-1 Product strategy and planning product 10 hours

Product strategy and planning product -

market evolution, successful product development process, characteristics of successful productdevelopment.

 

New Product Strategy:

Strategic response, reactive verses proactive strategies, marketing verses Research and Development, Comprehensive strategy

Module-2 Proactive new product development process 10 hours

Proactive new product development process -

Sequential decision process, reasons for product failure and strategies to avoid failures, cost, time, risk and expected benefit in new product development.

A d v e r t i s e m e n t
Module-3 Opportunity Identification 10 hours

Opportunity Identification -

Market definition and entry strategy, desirable characteristics of markets, market profile analysis, methods for market definition, target group selection through market segmentation, market selection, idea generation – idea sources, method of generating ideas, idea management

Module-4 Consumer measurement and Perceptual mapping 10 hours

Consumer measurement and Perceptual mapping –

Consumer measurement process, research methods, sampling, measuring instruments, attitude scaling, Consumers perceptions of new and existing products: Perceptual positioning, Perceptual maps, Analytic Methods used to produce Perceptual maps, Managerial review ofmaps.

 

Product positioning –

Preference analysis and benefits, segmentationRole of preference in product positioning, proactive product positioning, Analytic preference models and estimation methods, Benefit segmentation, managerial use of preference models.

Module-5 Forecasting sales potential 10 hours

Forecasting sales potential –

Role of purchase potential in design process, models of purchase potential, models of sales formation, managerial use of purchase models.

 

Launching the products and Strategy for Testing new products –

Planning and tracking launch of durable and industrial products, advertising testing and productqualitytesting.

 

Course outcomes:

At the end of the course the student will be able to:

1. Understand the Product strategy and planning product and new productstrategy.

2. Analysethe concept of Proactive new product developmentprocess.

3. Understand the concept of Market definition and entry strategy, desirable characteristics of markets, market profileanalysis.

4. Understand the concept of Productpositioning.

5. Analyse the concept of Launching the products and Strategy for Testing new products – Planning and tracking launch of durable and industrialproducts.

 

Question paper pattern:

The SEE question paper will be set for 100 marks and the marks scored will be proportionately reduced to 60.

  • The question paper will have ten full questions carrying equal marks.
  • Each full question is for 20marks.
  • There will be two full questions (with a maximum of four sub questions) from eachmodule.
  • Each full question will have sub question covering all the topics under amodule.
  • The students will have to answer five full questions, selecting one full question from each module.

 

Textbook/ Textbooks

(1)Glen L. Urban. .John R. Hauser, “Design and Marketing of New products” A Prentice Hall, Englewood cliffs, New Jersey, 1993

(2)William L. Moore & Edgar, “Product Planning and Management”, Reference Books

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