New Product Marketing
BBUS 543 FALL 2006
(Sundar) Balakrishnan Room:
Email: firstname.lastname@example.org Phone:
purpose of the course is to explore various issues and problems that are faced
by managers making decisions in the marketing of new products and
services. The course is intended
students with the idea of a new product
marketing process such as opportunity identification, concept selection, product
design, pre-test and test marketing, launching and profit management;
(2) Demonstrate the
utility of formal models and approaches in addressing relevant problems
involving new products with a greater focus on the use of these models.
course would be very useful for those students interested in pursuing careers
in marketing, consulting and general management. This course is integrative and interdisciplinary
— it builds on the background that you have already established in
the other Business classes. The focus
here is on the development and implementation of both the tactical as well
as the strategic aspects of marketing decisions.
To this end, the New Product
Marketing course is a “laboratory” designed to provide you with an opportunity
for integrating the various marketing concepts in the formulation of a
coherent business decision. This course
should help to:
- Enrich your understanding of
various marketing concepts; and
- Sharpen your familiarity with the
problems facing Multi-Product, Multi-Market organizations.
- Gain a
better appreciation of the challenges inherent in developing and
implementing New Product marketing decisions in a complex environment.
the process for segmenting markets & to recognize differences in
Customer input in Designing New Products and Services.
the Diffusion of Innovations and Consumer Adoption Process.
sales of new technologies and likelihood of successful launch.
achieve the objectives of this course, we will employ cases and a computer
simulation as the pedagogical vehicles for learning by doing.
is an innovative course that can be a lot of fun. However, the onus is on you and your
group members to make sure that you get the most out of this unique class.
Marketing Game, (2002) by Mason,
Charlotte H. & William D. Perreault, Richard D. Irwin. (TMG!) Book with CD-ROM. THIRD Edition. McGraw-Hill.
Packet: Contains a set of Cases.
1, 2, 3 & 5 Available from
UWB Book Store.
4. Available from UWB Library’s Electronic
- Product Leadership: by Robert G. Cooper, Basic Books; ISBN: 046501433X;
5. Marketing Engineering Software: Marketing
Engineering has three components – cases, a book and the software. The required
cases are in your case packet (Volume 2).
The book is fairly advanced but useful for those who wish to study the additional
material in greater depth. The software,
however, is critical for this
course. While we will make available the
software in the Computer Lab, most students prefer to have to have their own
copy for their machines at home.
a. Marketing Engineering:
Computer-Assisted Marketing Analysis and Planning, Revised Second Edition, by: Gary L. Lilien and Arvind Rangaswamy;
Trafford Publishing ISBN: 1-4120-2252-5 (Book Not Required)
MktgEng Software: A one year license ($25) for the latest release of the MktgEng Software
is available for purchase directly from their web site:
FINAL grade for this course will be based on your performance on a number of
different criteria. In this class, you
will have some responsibility, as in the real world, for evaluating the work of the other groups. The weights for the various criteria are as
CASES (G1) 30%
+ Quiz:(G2) 33%
Participation, Memo & Exercises 17%
Project & Paper (G3) 20%
(G) => GROUP WORK:
will work in DIFFERENT groups
for the CASES and the COMPUTER SIMULATION.
your group members with care. Groups
once formed will not be changed.
It is YOUR responsibility to make sure that all group
work is equitably distributed. I
will NOT arbitrate group conflict (except in case of academic misconduct).
Please remember, group members are (partially)
responsible for grading their peers.
Please DO NOT arrive late and/or leave early during Case
Presentations. These entries and exits
are distracting for the presenting groups. If an early departure is absolutely
necessary, please clear it with me at least one class period in advance.
You are expected to behave as professionals in everything from attire to speech.
is a necessary and integral part of this course. You can expect to be constantly challenged, and, in turn, will be rewarded for
challenging others. However, all
comments should be restricted to the issues of the case or game.
If you are NOT prepared to participate in the case day's
discussion notify me PRIOR to the beginning of class to avoid any
Please read your EMAIL periodically for relevant &
Please complete the required information on your 3X5 picture
card and return it as soon as possible.
On this card your class participation points will be recorded
(from the time at which you choose to turn it in)!
The Marketing Game!
Lectures, Discussions, Exercises
Schedule (subject to change)
Overview READ: Winning is Everything
Introduction to TMG!
Simulation The Marketing Game! Chapters 1, 2, 3, 5 and Appendix A
Overview READ: A
New Product Strategy (C-Ch7);
Read: Power “Flops”; Melcher
“Who's afraid of a new product?” 2003 (ER)
First Round First
Year Decisions due
Case Individual CASE:
Southwest Airlines (CP)
First Round Second
10/11 Market Entry Strategies Read: Yoffie, “Judo Strategy’ & “Balance” (ER)
Brown “New products from rented brains”
10/16 New Product Process & Read:
What Separates Winners from Losers (C-Ch2)
Strategies Skim:Emshwiller “Coke's Soda Fountain
Brooke “Japanese Toilets”; (ER)
10/18 Pricing New Products Case: Cumberland Metal
Fatis “Barry Bonds Tax”;
“Generating and Screening Ideas” (ER)
DUE: TMG! Mission/Vision Statement
Value of Customer Read: Pine “Customers Forever”;
“Unprofitable Customer (ER);
ENG Software Read: Installation
*** TMG! SECOND
ROUND First Year Decisions Due ***
DUE: Draft of TMG! Strategy
10/25 Concept Evaluation TMG!
to L&R Software Read:
Introduction to Software (MES-ER)
9. 10/30 Preference Analysis EXERCISE: Conglomerate’s
Benefit Segmentation Read: Tutorial for Cluster
Read: McWilliams “Minding the Store…”;
Loveman “Diamonds in Data Mine” (ER);
TMG! SECOND ROUND Second
Year Decisions Due
10. 11/1 Presentation Case #1 CASE: Optical Distortion (A) (CP)
Read: Posner “Seeing Red” (ER)
“The Case of the Test Market Toss-up” (ER)
11. 11/6 Product
& Service Design I Exercise:
Forte Hotel Design: (MES-ER)
Maremont, “Gillette MACH3”; “New
Pringle “In Mobile Phones…” (ER)
SECOND ROUND Third Year Decisions Due
12. 11/8 Presentation CASE #2 CASE: Biopure (CP);
Wells “Have It Your
McGovern “Bringing Customers into the
DUE: TMG! Confidential Strategic Plan
11/13 Product & Service Design II Read: Balakrishnan “Evaluating Consumer Preferences.”(ER)
in DSS: … for Product Design”(ER)
Skim: Jain “Pricing patterns of Cell Phones”
TMG! SECOND ROUND Fourth
Year Decisions Due
11/15 Pre-Test Marketing Skim: “Diluting Brand Beliefs…” (ER)
Presentation Case #3 CASE: Nestle
Refrigerated Foods (CP)
Sales Forecasting Skim: Mahajan “New Product Forecasting
Estimating the Bass Model
SONY Car Navigation System (CP)
SECOND ROUND Fifth Year Decisions Due
Period to Introduce Second
16. 11/22 TMG!
Strategy Session Work on
17. 11/27 Presentation
Case #4 CASE: GOLFLOGIX (CP)
Child “Tesco Global”; (ER)
SECOND ROUND Sixth Year Decisions Due
18. 11/29 Managing
the Brand & Read: Michaels “Airbus & Boeing for Iberia
Hypercompetition Tauber “Brand Leverage Strategy:” (ER)
McManus “No sacred cows” (ER)
“Marketing Malpractice” (ER)
12/4 TMG PRESENTATIONS Read: O Reilly, “The secrets of..admired.companies”(ER)
Kim “Creating New Market Space” (ER)
TMG! SECOND ROUND Seventh Year Decisions Due (?)
L.A. Memo Due
20. 12/6 Work on Project
21. 12/11 Final Project Presentations Final Paper Due
TMG! File Attachment:
1. It is your individual responsibility to make sure
that the submitted group decision file has the current date and time stamp.
2. It must be Virus free and be of size 606 bytes.
3. Please do ensure that the submitted file has the
correct name for your group (e.g., PlanB3.TMG). Please
note that the default is a submission for group A1 (yes, that is correct!).
your decision file in the appropriate Network folder for that week on HERMES
Please email me the file as an attachment
only if unable to connect to network
(or in an emergency). Ensure that the subject
heading of the email clearly indicates the firm and decision period (eg.,
5. The decisions are due in the Hermes folder by 8:00pm of day it is due
(unless the instructor announces otherwise).
II. DOCUMENTS/ REPORTS:
Only those who signed the document will receive a
grade on that piece of assignment work (you can assign a proxy to sign for you).
All Reports turned in to me must be typed and signed by all members of the group. It should be carefully edited.
All reports that are submitted to the instructor must
of be of the highest professional quality.
Handwritten work and diagrams are not acceptable. Text, Graphs, etc. must be laser printed and
prepared using standard word-processing packages and spreadsheets.
Points will be allocated for the quality of writing. We
have a writing specialist to help you.
Any work turned in must indicate (on the Title page) at a minimum the group number; names of the participating individuals, and their signatures.
III. Honor Code
Students are expected
to abide by the Honor Code of the University of Washington.
In this course, that additionally entails that you are NOT
allowed to consult any work done
on the Harvard cases by others (including from other students or Internet
sources). Unless you have specific
permission from the instructor, any violation of this will invite the most
RESPONSIBILITY FOR CASE ASSIGNMENTS:
TEAM RESPONSIBILITY FOR CASE ASSIGNMENTS:
ANALYSIS TEAMS [E-LS]
Internal Management BOARD
CASE Consultant Team DIRECTORS STAKEHOLDERS
1-ODI X1 X2 X3 [Y1,
2-Brita Y1 Y2 Y3 [X1, X2]
3-Nestle X3 X1 X2 [Y3]
4-GolfLogix Y3 Y1 Y2 [X3]
About the Instructor
Balakrishnan obtained his Ph.D. in Marketing from The Wharton School of the University of Pennsylvania. He also has an undergraduate degree in
Engineering from I.I.T., a Masters’ in Industrial Engineering from the University of Texas
and another Masters’ degree in Marketing from The Wharton School.
He is one of the
members of the founding faculty of the Business Administration Program of the University of Washington, Bothell, and where he now is
a full Professor. He has served in numerous administrative roles including
being the Acting Director of the Business Program for a period of two years
from 1998 to 2000, which included all responsibilities associated with the
position of managing and running a business school involving both Strategic and
day-to-day operational activities. He
was previously on the Marketing faculty in the College of Business
at The Ohio State University. He was
most recently a visiting faculty member at the Graduate School of Business of
The University of Chicago.
substantive areas of Prof. Balakrishnan’s research are directed toward studying
New Product Marketing & Strategy; Buyer-Seller Negotiations, Relationship
Marketing, and Retail Locational Decisions.
Sundar’s research interests from a methodological standpoint are in
working with Artificial Intelligence methodologies such as Neural Networks and
Genetic Algorithms and developing his own DSS
software for addressing business problems. He is the developer of NEGOTIAT,
a negotiation training simulator, and the co-developer of GENESYS and PRODLINE
software for product line designs.
research papers have appeared in Management
Journal of Consumer Research, Decision Support Systems, Journal of Direct Marketing, IEEE Transactions on Man, Systems and
Cybernetics, and the European
Journal of Operational Research among others. He has presented his research at numerous
conferences nationally and internationally.
He also serves as a reviewer for many of the leading journals such as
the Journal of Consumer Research,
the Journal of Marketing and
the Journal of Marketing Research and is a member of the editorial boards of Psychology and Marketing and the Journal of Product &
Brand Management. He is a member of the American Marketing
Association, INFORMS, and International Association of Conflict
is listed among the Top 300 most prolific management scholars in a 1997
INFORMS survey based on publications over a ten year period. He has been listed in MARQUIS' Who's Who
in the MidWest, 23rd, 24th editions; Who's Who in the West, 26th
edition; and in the Who's Who in America, 2004, 2005, and (the
forthcoming) 2007 editions.
Balakrishnan has taught a number of different courses including Advanced
Marketing Strategy, Marketing Management, Marketing Research, Business
Marketing, Project & Operations Management.
He has developed new and innovative courses including Marketing
Management Laboratory and Artificial Intelligence and Marketing Decision
has taught courses and students at all levels ranging from Undergraduates to
Graduates. He has also taught in various
Executive Education programs and company seminars in the United States, Europe, India,
and Japan. He has received outstanding teaching
evaluations from students at all levels. His recognitions for teaching
excellence include being recognized as the Business Instructor of the Year by
the Undergraduate Business students; voted the Best Professor by the MBA
students; and has been a four time nominee or finalist for the University's
Distinguished Teaching Award.