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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

UNI392

Course Name:

Innovative Strategies for New Product Development

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Yes

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Dr. Öğr. Üy. ELİF TUĞBA ÇANTAY

Course Lecturer(s):

Elif Tuğba Çantay

Course Assistants:

Course Objective and Content

Course Objectives:

The objective of this class is to develop capabilities that will help you to make smart decisions about which new products to develop, and what strategies and development processes to use in the development process. The aim is to combine the development of a conceptual framework with real life examples that can help form a solid foundation for designing strategies and development processes for new products. We’ll focus on the tools and techniques that are used to identify, analyze and understand market opportunities and how we can create new product offerings to address these opportunities. During the course, you will review and analyze a series of conceptual and managerial issues in each stage of the new product development process.

Course Content:

Exploring and identifying opportunities, developing strategies, and designing processes for the creation of new products, are key responsibilities for both entrepreneurs and managers in established firms. However, developing new products entails a high risk: an overwhelming majority of products fail when they are introduced to the market. This course is about improving the chances of placing winning bets on new products.

Learning Outcomes

The students who have succeeded in this course;
1) 1. Appreciate the strategic need for continuous innovation and new product/service development in a variety of market spaces (digital, manufacturing, etc.) and sectors.
2) 2. Understand innovation and new product development processes.
3) 3. Understand and analyze market needs and opportunities
4) 4. Apply processes to generate ideas for new products and services
5) 5. Be competent with concepts and tools necessary for new product development through case examples and project work
6) 6. Appreciate the importance of design and design thinking in the product development process
7) 7. Evaluate and test new product concepts
8) 8. Develop strategies for marketing new products
9) 9. Use the new product development process by conceiving and developing your own new product or service and planning for its launch

Course Flow Plan

Week	Subject	Related Preparation
1)	In this opening session, students learn the basics of identifying and selecting market opportunities. The focus is on recognizing unmet needs and spotting gaps within various industries. This foundational knowledge helps students understand the importance of choosing the right opportunities when creating new products, which will support their work throughout the course.	Chapters 1, 2, and 3 of New Products Management cover essential concepts and methods for identifying opportunities. Supplementary handouts and discussion notes offer real-world examples to illustrate the process of opportunity identification.
2)	Continuing with opportunity identification, this week delves deeper into analyzing potential market spaces. Students refine their skills in evaluating market needs and understanding customer pain points, which sets a solid groundwork for concept generation.	The materials for this week again include Chapters 1, 2, and 3, further supported by in-class discussions and interactive exercises. These resources reinforce students' abilities to assess and prioritize market opportunities effectively.
3)	This session introduces methods for generating product concepts based on identified opportunities. Students explore brainstorming, ideation strategies, and frameworks for creating innovative ideas that meet market needs. Creativity and structured thinking are emphasized to produce viable, promising product concepts.	Chapters 4, 5, 6, and 7 guide the concept generation process, with additional case studies that provide practical applications. Students analyze successful product concepts and gain insights from real-world examples.
4)	In this continuation of concept generation, students expand on ideation methods and work to refine their initial product ideas. Emphasis is placed on aligning ideas with market needs and business objectives, ensuring that concepts are not only creative but also practical and feasible.	Chapters 4, 5, 6, and 7 remain the focus, with more case studies and group activities that allow students to test and improve their concepts in a collaborative environment.
5)	This week introduces the evaluation phase, where students learn to assess their product concepts for viability, market appeal, and strategic fit. Techniques such as SWOT analysis and cost-benefit analysis are covered, helping students make informed decisions about which concepts to pursue further.	Chapters 8 through 12 provide frameworks for evaluating concepts. Case studies supplement the theoretical knowledge, allowing students to apply evaluation techniques in real-world scenarios.
6)	Building on the previous week’s evaluation techniques, students focus on more in-depth assessments of their product ideas. This session emphasizes the importance of risk analysis and aligning concepts with organizational goals to select the most promising product ideas.	Chapters 8 through 12 continue to be relevant, with interactive discussions that encourage students to critique and refine each other’s concepts for improvement.
7)	Bu hafta, uygulamalı bir vaka çalışmasıyla konsept değerlendirme aşaması sona eriyor. Öğrenciler öğrendikleri araçları kullanarak gerçek dünyadaki bir ürün konseptini değerlendiriyor ve bu sayede becerilerini pratik bir ortamda uygulayabiliyor ve başarılı (veya başarısız) bir vakayı analiz ederek içgörüler elde edebiliyorlar.	Kitabın 8 ila 12. bölümleri ve konuyla ilgili bir vaka çalışması, temel materyalleri oluşturur ve öğrencilere değerlendirme becerilerini pekiştirmeleri için uygulamalı bir fırsat sunar.
8)	Students present their projects, showcasing the product concepts they’ve developed through opportunity identification, concept generation, and evaluation. This presentation is an essential part of the course, allowing students to receive feedback and refine their ideas based on peer and instructor input.	Presentations are supported by individual research and data. Peer feedback and instructor critiques help reinforce students’ understanding and application of the product development process.
9)	This session continues the project presentations, allowing more students to present and receive feedback on their work. Each student highlights the journey from opportunity identification to concept refinement, demonstrating their grasp of the product development process.	Project-specific research and supporting data are essential, as each student demonstrates their understanding of the concepts covered in the course so far.
10)	Moving into the development phase, students learn how to bring their product concepts closer to reality. Topics include prototyping, testing, and using iterative feedback to improve the product, with an emphasis on balancing creativity with practical design considerations.	Chapters 13 through 15 cover the technical and logistical aspects of development. Practical exercises and case studies showcase the development process, helping students see real-world examples of successful (and unsuccessful) products.
11)	This session deepens the focus on development, guiding students through the complexities of preparing a product for market. Topics like user testing, design adjustments, and production planning are covered, stressing the importance of adaptability and precision during the development phase.	Chapters 13 through 15 and additional case studies are used, along with class discussions to reinforce the importance of a robust development process.
12)	This week’s focus is on strategies for launching a new product successfully. Students learn about timing, positioning, and marketing tactics to ensure maximum visibility and adoption. Planning for potential risks and preparing for post-launch adjustments are also covered.	Chapters 16 through 20 guide students through the launch process, from pre-launch to post-launch activities. Case studies provide examples of both successful and challenging product launches, offering practical insights for students.
13)	This final session on launch strategies continues the focus on positioning and market entry strategies, preparing students for the realities of introducing a new product. Emphasis is placed on monitoring launch performance and adapting strategies based on initial market feedback.	Chapters 16 through 20 remain central, with additional case studies illustrating the launch process. Students engage in discussions and exercises to prepare them for the launch phase of their own projects.
14)	In the final week, students present their group projects, demonstrating the entire product development process they’ve applied. Each team shares their approach from opportunity identification to launch, showcasing their ability to work collaboratively and apply theoretical knowledge to practical projects.	The presentations are supported by all course materials, including textbook chapters, case studies, and individual project insights. This culminating presentation allows students to show their understanding of the product development process as a whole.

Sources

Course Notes / Textbooks:

New Products Management,12th ed., by Merle Crawford and Anthony Di Benedetto, McGraw-Hill

References:

Ders Notları, Vaka Analizleri
Lecturer's handouts, Case studies

JOURNAL ARTICLES:

• Piller, F.T. and Walcher, D.(2006). Toolkits for Idea Competitions: a Novel Method to Integrate Users in New Product Development, R&D Management, 36(3), pp. 307-318.

• Ogawa, S. and Piller, F. T. (2006). Reducing the Risks of New Product Development; MIT Sloan Management Review.

• Von Hippel, E. and Katz, R. (2002). Shifting innovation to users via toolkits. Management Science, 48(7), pp. 821-833.

• Füller, J., Bartl, M., Ernst, H. and Mühlbacher, H. (2006). Community based innovation: How to integrate members of virtual communities into new product development. Electronic Commerce Research, 6(1), pp. 57-73.

• Thomke, S. and von Hippel, E. (2002). Customers as Innovators: A New Way to Create Value. Harvard Business Review, 80(4), pp. 74-81.

• Brown, T. (2008). Design Thinking. Harvard Business Review, pp. 84-92.

• Thomke, S. and Fujimoto, T. (2000). The Effect of “Front-Loading” Problem-Solving on Product Development Performance. The Journal of Product Innovation Management, 17(2), pp. 128-142

• Norman, D. A.(2006). Words Matter. Talk About People: Not Customers, Not Consumers, Not Users. Interactions, pp. 49-63.

• Suarez, F. and Lanzolla G. (2005). The Half-Truth of First-Mover Advantage. Harvard Business Review.

• Cooper, R. and Slagmulder, R. (1999). Develop Profitable New Products with Target Costing. MIT Sloan Management Review.

• Alizon, F. and Shooter, S. B. and Simpson, T. W. (2007). Improving an existing product family based on commonality/diversity, modularity, and cost. Design Studies, 28(4), pp. 387-409.

• Simpson, T. W. (2004). Product platform design and customization: Status and promise. Artificial Intelligence for Engineering Design, Analysis and Manufacturing, 18, pp. 3-20.

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6	7	8	9
Program Outcomes
1) Possesses the necessary knowledge and skills to fulfill nursing roles and functions.
2) Fulfills the health care needs of individuals, families, and society by utilizing professional roles through a holistic and evidence-based approach, in accordance with the nursing process, ethical principles, patient safety, and quality standards.
3) Uses care and informatics technologies in nursing practice, research, education, and management.
4) Establishes effective communication and collaboration with individuals, families, society, colleagues, other healthcare team members, and organizations for the development and delivery of healthcare services.
5) Accesses international nursing literature through the use of a foreign language.
6) Adheres to the relevant legislation in professional nursing practices.
7) Applies lifelong learning, problem-solving, and critical thinking skills in personal and professional life.
8) Determines protection and nursing care priorities in situations that impact public health on a large scale, such as natural disasters and pandemics, and demonstrates responsiveness in crisis management.
9) Contributes to the development, implementation, evaluation, and continuous improvement of health policies and organizational quality systems.
10) Takes an active role in research, projects, and activities with a sense of social responsibility.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Possesses the necessary knowledge and skills to fulfill nursing roles and functions.
2)	Fulfills the health care needs of individuals, families, and society by utilizing professional roles through a holistic and evidence-based approach, in accordance with the nursing process, ethical principles, patient safety, and quality standards.
3)	Uses care and informatics technologies in nursing practice, research, education, and management.
4)	Establishes effective communication and collaboration with individuals, families, society, colleagues, other healthcare team members, and organizations for the development and delivery of healthcare services.
5)	Accesses international nursing literature through the use of a foreign language.
6)	Adheres to the relevant legislation in professional nursing practices.
7)	Applies lifelong learning, problem-solving, and critical thinking skills in personal and professional life.
8)	Determines protection and nursing care priorities in situations that impact public health on a large scale, such as natural disasters and pandemics, and demonstrates responsiveness in crisis management.
9)	Contributes to the development, implementation, evaluation, and continuous improvement of health policies and organizational quality systems.
10)	Takes an active role in research, projects, and activities with a sense of social responsibility.

Assessment & Grading

Değerlendirme Yöntemleri ve Kriterleri	Number of Activities	Level of Contribution
Project	2	% 60
Final	1	% 40
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Workload
Course Hours	14	28
Study Hours Out of Class	14	42
Presentations / Seminar	3	6
Project	4	20
Final	3	21
Total Workload		117