Business Administration (English)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

BBA444

Course Name:

New Product Development

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Department Elective

Course Level:

Bachelor

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

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Assoc. Prof. NAİME MELTEM ÇAKICI

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is to explain students the fundamental principles and concepts of marketing management. Upon successful completion of this class, students will have knowledge of strategic planning and developing marketing strategy, analyzing the environment and managing market information, understanding consumer and business markets, developing customer driven marketing strategy, delivering value by product development, pricing, distribution, and promotion strategies, creating competitive advantage and implementing global marketing tools.

Course Content:

Introduction to new product development; new product strategies; proactive new product development process; market definition and entry strategy; idea generation; perceptual mapping: identification of strategic benefits; customer needs and perceptual mapping: methods and procedures; strategic product positioning and customer preferences; benefit segmentation and product positioning; estimating sales potential; designing for quality; advertising and product testing; pretest market forecasting; test marketing; launching the product; managing through life cycle; organizing for innovation; customizing the new-product development process.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Define the importance of new product development
2 - Skills
Cognitive - Practical
1) • To learn the new product development process (idea creation, development, concept testing, business planning, commercialization etc.)
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) • Discuss the role of technology in new product development
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Define new product development • Explain the reasons why new product development is important • Explain the importance of process in new product development • Explain how ideas for new products can be obtained
2)	• Explain the stages of new product development • Define idea generation, idea screening and concept testing • Explain the importance of business analysis • Describe product development, test marketing and commercialization • Discuss the review of market performance	Homework: to be posted by email
3)	• Define idea generation in new product development • Explain the importance of innovativeness in generating new ideas • Identify the techniques and tools that are used in idea generation	Homework: to be posted by email
4)	• Define idea screening in new product development • Describe the criteria to evaluate the ideas • Discuss how to examine competition, existing products and their shortcomings together with the needs of the market • Explain the role of idea screening for eliminating unsound concepts prior to devoting resources to them	Homework: to be posted by email
5)	• Define concept testing in new product development • Explain how to evaluate consumer responses to a product before market introduction • Explain how concept testing can be useful in altering existing attitudes towards existing products in the market • Identify the quantitative and qualitative techniques used in concept testing	Homework: to be posted by email
6)	midterm exam
7)	• Define business analysis • Explain why business analysis is crucial in terms of predicting whether the product is likely to be profitable or not if produced • Explain the steps in business analysis: examination of the likely demand for the product, possible licensing of technologies associated with the product, cost appraisal, analysis of competition and customer feedback, identification of selling price and break-even point
8)	• Define test marketing stage in new product development • Explain how all the elements of the marketing plan are tested • Discuss the difference between initial product testing and test marketing • Explain the risks of test marketing such as high initial marketing costs, competitiors’ copying the product • Identify the tools for deciding on the selection and number of test cities as well as the sample size	Homework: to be posted by email
9)	• Define commercialization in new product development • Discuss the challenges of launching a new product • Explain the tools for deciding on the correct timing of the launch and for preventing cannibalization • Explain how to decide on the target group and location	Homework: to be posted by email
10)	• Explain how to track market performance by key performance indicators, return on marketing investment and accountable marketing tools • Explain why key performance indicators must be integrated within the business and management of the company • Discuss how companies can employ a common scale to ensure meaningful comparisons among activities and to quantify measurement error	Homework: to be posted by email
11)	• Explain the relationship between technology development and new product development • Discuss the importance of a formal technology integration process and technology portfolio management	Homework: to be posted by email
12)	• Identify the relationship between new product development and human resource management • Explain the role of organizational learning capability and describe its components such as experimentation, risk taking, interaction with the external environment, dialogue, and participative decision making • Discuss the relationship between human capital and organizational learning capability	Homework: to be posted by email
13)	• Explain the importance of considering ethics and social responsibility in business analysis stage of new product development • Discuss the examples of ethical practices carried out during new product development process • Identify the methods for taking into account ethical issues at each stage of new product development	Homework: to be posted by email
14)	• Explain the role of technology in the rise of new product development trends Discuss the short and long-lasting plan by analyzing the current issues affecting the formation of new product development ideas	Homework: to be posted by email
15)	final exam

Sources

Course Notes / Textbooks:	Serkan Kılıç (2013). Yeni Ürün Geliştirmede İnovasyon. Seçkin yayıncılık
References:	Yok

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3
Program Outcomes
1) Explain the essential body of knowledge in the area of business administration, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models
2) Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions
3) Recognize the importance of technological development, especially in information technologies, and utilize them in business administration
4) Evaluate the body of knowledge in the dynamic business world and business functional areas to asses needs, manage and lead change by using critical and innovative thinking
5) Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures
6) Fulfill their responsibility in teamwork and projects in businesses, and act as a leader
7) Communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of business administration
8) Recognize individual and multi-cultural diversity, and can emphatically interact with individuals from diverse cultural backgrounds in social and professional settings
9) Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society
10) Recognize interrelationship among business and other disciplines, and relate knowledge from diverse areas to formulate novel solutions in the area of business administration

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Explain the essential body of knowledge in the area of business administration, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models	4
2)	Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions	5
3)	Recognize the importance of technological development, especially in information technologies, and utilize them in business administration	5
4)	Evaluate the body of knowledge in the dynamic business world and business functional areas to asses needs, manage and lead change by using critical and innovative thinking	1
5)	Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures	5
6)	Fulfill their responsibility in teamwork and projects in businesses, and act as a leader	5
7)	Communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of business administration	5
8)	Recognize individual and multi-cultural diversity, and can emphatically interact with individuals from diverse cultural backgrounds in social and professional settings	2
9)	Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society	2
10)	Recognize interrelationship among business and other disciplines, and relate knowledge from diverse areas to formulate novel solutions in the area of business administration	3

Learning Activity and Teaching Methods

Field Study
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Reading
Homework
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Individual Project
Group project
Presentation
Reporting
Bilgisayar Destekli Sunum

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Homework Assignments	1	% 20
Midterms	1	% 30
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	15	45
Study Hours Out of Class	13	82
Homework Assignments	11	22
Midterms	1	14
Final	1	14
Total Workload		177