Module content

This module covers the management of new products development. Program strategy, opportunity creation, concept development, product testing, demand estimation, and evaluation are stressed. Lectures and case studies illustrate effective innovation practices, including topics such as: product policy, product development process and new product strategy, idea generation (using design thinking and other modern approaches), prescreening and concept testing (tests using depth interviews, focus groups, and survey research techniques), use testing and screening, market testing and market analysis, use of controlled distribution tests (such as IRI) and test marketing.

Module title

New Products Management

Module status






Number of hours:

60 [(L+E+S) = 40 + 0 + 20 ]

L= lectures; S= seminars; E= exercises;


Module tag



Crawford, C. M. and Di Benedetto, C. A. (2014): New Products Management. 11 edition.
McGraw-Hill Education.

Supplementary literature

Aaker, D. A. (1996): Building Strong Brands, The Free Press, New York.
Kahn, K. B. (2012): The PDMA Handbook of New Product Development. 3 edition. Wiley.
Cooper, R. G. (2001): Winning at New Products: Accelerating the Process from Idea to Launch.
Third Edition. Basic Books.