SHEM108 Innovation Management and New Product Development (optional)


More than ever before, new products and services have become an absolute necessity for every company. Developing and launching new products and services successfully can result in growth and provide – in many cases - a competitive advantage which will lead the company ahead of its competition. Given that a significant number of new products will fail – many of them will not even reach into the market – understanding in depth and being able to apply the theoretical framework of developing products and services, becomes a critical competence for all marketer or managers. The module studies the theory and the practice of developing and launching new products and services. Particular emphasis will be given on planning of a new product/service from idea generation to the launching. Fundamental concepts will be analysed and real-life cases will be discussed thoroughly in an attempt to link research findings and theories with application. Students will be exposed in the strategic approaches of developing products, the identification of the various opportunities, the concept generation alternatives, as well as in testing, development, launching and all other aspects of introducing new products to the market place. However, this module provides the managerial approach to acquaint students with the necessary steps and processes involved in product development which can be applied to products and services as well as to consumer and industrial products

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Business, Management, Technology and Innovation (jointly with York University) (in English)


Asst. prof. Rositsa Nakova, PhD

Course Description:


Students who complete this course:

1) will know:

Understand and apply the process of new product development and management.

Appreciate the role of multiple functions in the process of developing new products (i.e. research, design, marketing, production, finance).

2) will be able to:

Enhanced you teamwork skills & coordinate interdisciplinary tasks towards a common aim.
Students are required to have the following knowledge and/or skills:


Students who complete this course:

Full-time Programmes

Types of Courses:

Language of teaching:


  1. Introduction to Innovation and New Product Development • Overview: syllabus, coursework and unit requirements • Foundation Product Concepts • Product Classification; Product Mix Decisions • The Process of New Product Development
  2. The New Product Process • An Overview of the 5 phases of NPD • The Concept Life Cycle • Techniques for Speeding Time to Market
  3. Opportunity Identification and Selection: Strategic Planning for New Products • New Product Strategy Inputs • Product Platform Planning • Opportunity Identification • The Product Innovation Charter (PIC)
  4. Concept Generation • Preparation and Alternatives • Encouraging Creativity • The Concept / The Concept Statement
  5. B. Problem – Based Ideation: Finding and Solving Customers’ Problems • Concept Generation • Solving the Problem
  6. Developing Services • Service Design • The Service Blueprint
  7. Analytical Attribute Approaches: Introduction to Perceptual Mapping • Understanding why Customers Buy a Product • Gap Analysis B. Analytical Attribute Approaches: Trade – off Analysis • Trade – off Analysis • Dimensional Analysis • Check Lists
  8. The Concept Evaluation System • The Evaluation System for the Basic New Product Process • The A-T-A-R Model
  9. • Purposes of the Full Screen • The Screening Procedure
  10. Sales Forecasting and Financial Analysis Forecasting Sales Using the A-T-A-R Mode
  11. Product Protocol • Purposes of the Protocol • Protocol’s Specific Content • Protocol and the Voice of the Customer (VOC)
  12. Product Use Testing Development • Design • The Development Team Management
  13. Service Design and Development (I) • Service Excellence • Measuring Service Quality
  14. Workshop Application Unit Overview • Closing Remarks • Assignment Requirements • Assignment Discussion


Cooper R. & Edgett S. (2009). Lean, Rapid and Profitable New Product Development. BookSurge.

Ulrich K. & Eppinger S. (2015). Product Design and Development. 6th revised edition, Mc-Graw-Hill, Inc.

Wilson A., Zeithaml, V. & Bitner, M., Gremler, D., (2014). Services Marketing. Integrating Customer Focus across the Firm. Boston –London, McGraw Hill.

Journal of Product Innovation Management International Journal of Innovation Management Journal of Product and Brand Management California Management Review Harvard Business Review Journal of Marketing Journal of Services Marketing