自給經濟市場之商品與服務設計

This course builds on the fundamentals of the marketing process (STP – Segmentation, Targeting, and Positioning; the 4 P's – Product, Price, Promotion, and Place/Channels) and uses the new product/service design process to consider marketing activities in subsistence marketplaces. Students will engage in a virtual immersion process to better understand and empathize with everyday life in subsistence marketplaces. This virtual immersion process will inform the NPD process, as students will identify key needs in subsistence marketplaces, and propose product specifications and designs to satisfy those key needs.

Marketing Management (MBA level)

TurnItIn.com for paper submissions. Course documents (syllabus, grading rubrics, etc.) will be available online (website TBA). Required/optional readings and cases will be available online (website TBA). Electronic journal databases and/or Google Scholar will be used for the Case Analyses.

1. Homework and Assignments: Students will work on a semester-long project, where they will propose a new product/service for a subsistence marketplace. Teams are expected to use the material covered in class as a starting point, integrate additional research (financial reports, reputable articles, etc.), and use a virtual immersion process to better understand and empathize with subsistence consumers. This informed empathy will be used to develop a new product/service designed to address an unmet basic need in a subsistence marketplace. Beyond the semester-long project, students will also be evaluated on class participation, with the expectation that students participate both with formal presentations, as well as in informal discussions in class. All students are expected to actively participate in discussions on content topics each week. Additionally, for each chapter from the text, students will submit weekly, brief, 1-page writeups based on the readings from class. 2. Exams and Quizzes: Students will be responsible for an open-note, exam where students will be expected to demonstrate literacy of the topics covered in class, as well as potential applications of those ideas. Exams will require that students: 1) describe the core conceptual background of key topics covered in class, 2) identify key strategic factors for successful new product solutions, and/or 3) relevant tactics to accomplish goals associated with the key strategic factors. 3. Evaluation and Grading Policy: Exams – 20% Class Participation (including weekly writeups) – 30% NPD Project – 50%

• New Product Design Fundamentals
• Subsistence Marketplaces
• Student Evaluations

Product Design and Development by Ulrich and Eppinger (6th Edition - 2015). McGraw-Hill.

地點

Room 428

時間

Immediately after class

聯絡方式

roland@nctu.edu.tw