Class Launching New Products

Constituting the launch of new products as an important milestone in the main strategic decisions of an organization, this course aims to provide a high level of strategic competence in the launch of new products, as well as the operational implementation of the steps inherent to their launch. It is a theoretical-practical curricular unit, in which students actively participate in the development of New Product Launch projects.

Not applicable

1 - Innovation and launch of new products 1.1. Types of innovation 1.2. Criativity and innovation 1.3. Forms of organization for launching new products   2 - New product creation process 2.1. Opportunity identification 2.2. Selection of ideas 2.3. Concept creation 2.4. Concept evaluation   3 - Management of the new product development process 3.1. Product development 3.2. Product testing 3.3. Launch 3.4. Market test and Market test 3.5. Commercialization  

This theoretical-practical course unit primarily focuses on the active participation of students in the design and development of projects related to new product launches. To achieve this, teaching methods will combine lectures, aimed at presenting strategic and practical concepts related to the course content, with dynamic activities such as seminars, group discussions, case study analyses, and interactive workshops.

Baynast, A. de, Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, V. (2018). Mercator: 25 anos (25ª ed.). Lisboa, Portugal: Dom Quixote. Kotler, P., & Keller, K. L. (2012). Administração de marketing (14ª ed.). São Paulo, Brasil: Pearson Prentice Hall. Pires, A. R. (1999). Inovação e desenvolvimento de novos produtos: Técnicas e métodos de apoio à concepção. Lisboa, Portugal: Sílabo.