AU kursuskatalog arkiv

GM MUPD Market understanding & Product development ( efterår 2011 - 5 ECTS )

Rammer for udbud

• Uddannelsessprog: engelsk
• Niveau: BSc in Engineering (GMM)
• Semester/kvarter: 1st semester
• Timer per uge: 4, approx.
• Deltagerbegrænsning: -
• Undervisningssted: Herning
• Hovedområde: Det Samfundsvidenskabelige Fakultet
• Udbud ID: 33141

Formål

The student will be able to:

•  Account for acquired knowledge within the domain of the course.
  
  
  
•  Show knowledge about the most important concepts, terminologies and paradigms within the curriculum of marketing and product development.
  
  
  
•  Show good understanding of single models, and intentions and
        use of general theories.
  
  
  
•  Show good understanding for the product development process
        and its stakeholders.
  
  
  
•  Show understanding for, and use of different idea generating
        techniques.
  
  
  
•  Make analysis of marketing and product development issues seen
        in relation to a practical problem.
  
  
•  Make a convincing presentation of the generated concepts and
        products.
  
  

Background for the course

The purpose of the course is to give the student an
understanding of key models and theories within marketing and product
development.

Already in the beginning of the study the
student will have an insight in the value creating process.

The course will be built on a practical
related task, where the student will get the possibility to use the learned
theory.

Indhold

Basically for all marketing thinking is
that all activities in a company must be based on customer needs. All in the
companies must strive at satisfying special target customer's needs. This is
done by making most possible value for the customer. This is the way for the
companies to achieve best possible long termed profit.

The customer's needs must be transformed into relevant concepts, which at the same time have to match relevant resources and capabilities of the company. At this point Marketing and Product development becomes the link between the customer (the market) and the company who are procuring the new products and concepts.

Some of the central themes within the course:

• General market understanding


• Market- and customer analysis


• Product management


• Identifying customer needs


• Product specifications


• Concept generation and drawing


• Selection of concepts


• Producing
  presentation material
• Economic considerations
  
• Concept presentation

Faglige forudsætninger

-

Underviser

-

Undervisnings- og arbejdsform

Classroom  teaching

Discussion of relevant issues

Cases/exercises/practical tasks

Litteratur

See the booklist on BlackBoard

Bedømmelse