Creativity and Entrepreneurship in New Product Development from the Silicon Valley’s Perspectives

This course is designed to explore two critical business topics related to product management strategy in marketing:

- the design and development of new ideas for product/service
innovations
- the management of new and existing products and services for sustainable business.

First, topics in new product development include idea generation and screening, design, planning, and prototyping, and new product roll-out, as well as the development of marketing strategies and
implementation plans for new products and services.

Second, management of new and existing products involves in
integration of new products into the product line, management of the marketing mix, quality of service, and customer development
strategies. Throughout this project-based course, the importance of creativity, innovation and entrepreneurship will be emphasised as the sources of initiating and managing new products and innovation.

Course leader

Subin Im, a George Lester Nations Professor at Gary W. Rollins College of Business, The University of Tennessee at Chattanooga.

Target group

M.Sc. students

Course aim

Learning outcomes:

- To understand important elements of marketing strategy that is related to product management.
- To develop an in-depth understanding of new product/service
development and management.
- To understand and utilise a process-oriented framework and de-sign thinking for making new product/service development decisions.
- To enhance business communication skills through preparation and presentation of new concepts for products and services via prototyping as well as its marketing plan.

Credits info

3 EC
ECTS

Fee info

EUR 595: The LUT Summer School fee is composed of tuition and accommodation fees.

For partner university students or students of a visiting lecturer's university
Tuition fee: 1 week EUR 595, 2 weeks EUR 695, 3 weeks EUR 795.
Accommodation: 1 week EUR 220, 2 weeks EUR 290, 3 weeks EUR 370

For non-partner university students
Tuition fee: 1 week EUR 695; 2 weeks EUR 795, 3 weeks EUR 895.
Accommodation: 1 week EUR 220, 2 weeks EUR 290, 3 weeks EUR 370

Tuition fee includes attending the courses, 1 lunch/day and social