Product Development and Management: Programme Outline

Date Week Module Module Outcomes Activities

August
Programme Getting Oriented • Become familiar with the learning • Programme Introduction
17,2022
Orientation platform and the components of the • Faculty Introduction
programme • Learning Platform
Overview
• Introduce Yourself
• Programme Agreement

August
Week 1 Product Development and • Develop product mindset needed to ▪ Videos 1-14
24,2022
Management: Key Concepts & bring successful products (or ▪ Required Assignment 1.2:
Principles services) to market. Assess the Cost of Being a
• Describe the importance of value Late Entrant in the
over pricing while building a Market for the Given
product. Scenario
• Describe how to manage innovation ▪ Ungraded Quiz 1.1:
to fuel product growth and strategy. Ansoff’s Framework
• Manage challenges ▪ Self-Study Discussion 1.3:
and opportunities across Overcoming Country-of-
the product life cycle (PLC). Origin Bias for a Hotel
• Explain the role of marketing Chain Scaling
and brand strategy Internationally
in managing business performance. ▪ Case Study 1.4:
Developing a Mobile App
for Parkinson’s Patients:
A Design Thinking

ISB Product Development and Management 1

 Date Week Module Module Outcomes Activities

• Develop and use the framework Approach to Product

for product development to bring Development
viable products to market. ▪ Case Study 1.5: An Airbnb
Case Study

August
Week 2 Product Development Process • Discuss the role • Videos 1-7
31,2022
of design thinking to build an • Required Assignment 2.4:
effective product portfolio. Product Development
• Explain the importance of from Idea to Launch
understanding customer needs in an • Self-Study Discussion 2.1:
efficient/effective product Challenges Faced While
development process. Developing a New
• Explain how Product
customer value dimensions • Self-Study Discussion 2.2:
positively influence the final Find a New Product
product portfolio. Opportunity in Your
• Understand the role of marketing in Industry and Define Its
the product development process, Needs
understand the concept of • Self-Study Discussion 2.3:
customer value and the crucial role Define 4Ps for a Product
it plays in developing superior of Your Choice
solutions.
• Create superior value for
customers.

ISB Product Development and Management 2

 Date Week Module Module Outcomes Activities
September
Week 3 Market Structure Analysis and • Understand markets and define • Videos 1-12
07,2022
Opportunity Identification them. • Required Assignment 3.3:
• Explain market segmenting and Build Customer Persona
targeting. of your Choice
• Describe customer or user persona. • Self-Study Discussion 3.1:
• Define and illustrate customer Market Segmentation
journey • Self-Study Discussion 3.2:
What Does a Company
Need to Consider When
Serving Multiple
Persona?

September
Week 4 Competitive Positioning • Understand the importance of • Videos 1-12
14,2022
and Its Role in Product Design product positioning strategy in new • Required Assignment 4.2:
product success. Understanding Disruptive
• Learn how to conduct a competitive Positioning
analysis to know about the products • Self-Study Discussion 4.1:
within the same category. Importance of Positioning
• Understand the different types of Strategy
position strategies and learn how to • Ungraded Quiz 4.3:
manage a crisis that can impact the Understanding Disruptive
position of your product. Positioning
• Learn in-depth about disruptive • Self-Study Assignment
positioning strategies for market 4.4: Creating a Wireframe
advantage. of a Digital Product

ISB Product Development and Management 3

 Date Week Module Module Outcomes Activities

• Learn about managing a product’s

position in the digital world.
• Learn about the challenges when
introducing radical innovations to
consumer markets.

September
Week 5 The Product Development Proces • Distinguish products, the commonly • Videos 1-9
21,2022
s; A/B and A/A Testing, MVP and considered types of new products • Required Assignment 5.3:
Growth Hacking and the factors impacting their Key Product
success and failure. Management Matrix
• Discuss the implications of the • Self-Study Discussion 5.1:
context of NPD Process
a new product development process • Case Study 5.2: Byte-
or NPD process on its applications. Sized Case Studies About
• Understand how to make decisions MVPs of Well-Known
about how fast or slow the NPD Companies When They
process should be in any given Started + Reflect on
context. Tinder

• Explain how during the NPD

process, a company uses marketing
research to obtain information from
potential consumers to improve a
product concept.
• Understand what information is
needed from potential consumers

ISB Product Development and Management 4

 Date Week Module Module Outcomes Activities

and the means to get the same, and

when you can go to market with a
minimum viable product or MVP,
given the context of your NPD
process.
• Define causality, reasons for
conducting experiments and issues
of validity in your experiments.
• Describe A/B and A/A testing and
growth hacking.

September
Week 6 Concept Development and • Explain the importance of concept • Videos 1-14
28,2022
Testing testing process during a new • Required Assignment:
product launch. 6.3: Design a Research
• Describe the different types of Plan for Concept Testing
concept tests and how to of a New Product
conduct the most common type of • Required Assignment:
concept test. 6.4: Estimate the Market
• Describe the Long Tail Effect: How Potential for the
digital technologies are changing Following Products:
new product development. Diapers and Ice cream
• Understand potential and forecast. • Self-Study Assignment
• Estimate the market potential and 6.5: Data Moving Average
forecast sales. – Exercise

ISB Product Development and Management 5

 Date Week Module Module Outcomes Activities

• Apply metrics to evaluate model • Self-Study Assignment

forecasts and compare models. 6.6: Data Exponential
Smoothing – Exercise
• Case Study 6.2: How Ford
Failed Their Launch of
“Car of the Future” Due
to Inefficient Concept
Testing
• Additional Reading 6.1:
Concept Testing in Digital
World

October
Week 7 Understanding Consumer • Identify the most important • Videos 1-13
05,2022
Preferences attributes/features in the • Required Assignment 7.1:
product/services through Explicit Perform Kano Analysis
Response Method. • Self-Study Assignment
• Determine the prioritising features 7.2: Determine Individual
for product design to satisfy the Respondents' Likability of
customer needs by using the Kano Toothpaste Properties
Model. Through Factor Analysis

ISB Product Development and Management 6

 Date Week Module Module Outcomes Activities
October
Week 8 Product Solution Design • Understand conjoint analysis • Videos 1-11
12,2022
Predict market shares for the • Required Assignment 8.2:
new product Analyse a Conjoint
• Estimate the market share of a Analysis Report
product using market simulator • Self-Study Assignment
• Design a product by choosing 8.1: Use the Conjoint
the best attributes. Analysis App to Evaluate
Tea Survey Data

October
Week 9 Willingness to Pay and Price • Understand common pricing • Videos 1-11
19,2022
Setting approaches. • Required Assignment 9.2:
• Determine product price by Create the Van
using the Van Westendorp Price Westendorp Price
Sensitivity Meter. Sensitivity Meter
• Implement the concept of • Self-Study Discussion 9.1:
strategic pricing to maximize the Price Setting
profitability. • Self-Study Discussion 9.3:
Common Pricing
Strategies

October
Week 10 Product Positioning and • Learn to innovate beyond the • Videos 1-14
26,2022
Branding product. • Self-Study Discussion
• Balance brand positioning, 10.1: How does
pricing and distribution.

ISB Product Development and Management 7

 Date Week Module Module Outcomes Activities

• Understand how to build marketing improve brand

differentiated brands equity?
consumer (FMCG) markets
services / fin-tech
consumer durables.
• Understand the role of
marketing and brand strategy in
enhancing brand equity.

November
Week 11 Managing Distribution and • Understand how to manage • Videos 1-14
02,2022
Pricing product launches. • Self-Study Discussion
• Describe the importance of 11.1: Analysing the
managing price competition. current market scenario
• Understand how to manage of products
distributors.
• Define how to integrate pricing
and distribution strategies.

November
Week 12 Managing Product Performance • Describe how to measure value • Video 1-14
09,2022
& Metrics created by marketing activities. • Required Assignment
• Understand limitations of short- 12.4: Product-Centric vs
term efficiency metrics. Customer-Centric Brands
• Explain ROMI, EVA and NPV • Case Study 12.1:
• Manage B2B customer and Dissection of
distribution relationships.

ISB Product Development and Management 8

Date Week Module Module Outcomes Activities

• Learn how to measure and Monday.com's Successful

manage growth and resilience AARRR Funnel
via platforms. • Self-Study Assignment
• Understand the value of product 12.2: Find Return on
and customer centric brand Marketing Investment for
platforms. a Given Case
• Develop business models by • Self-Study Assignment
integrating value creation and 12.3: Use E*Trade as an
appropriation processes. Example to Estimate CLV
for YONO

ISB Product Development and Management 9