Indian Institute of Management Rohtak

Course Outline

Course Title : New Product Design

Credits : 1
Type : Elective
Session Duration : 75 minutes
Term : V
Year : 2022
Faculty : Dr. Anurag Tiwari
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Introduction

Successful global companies such as Toyota Motor Corp., Apple Inc., etc. have deployed New Product design
(PD) as a competitive tool to strengthen their position in their respective industries. The new product design as a
paradigm has evolved significantly over decades. The process through which new products are designed,
developed and launched is a critical determinant of competitiveness in product centric industries. In view of
importance of the designing new product, this course deals with the central operational challenges in the effective
design and development of new products by providing students a structured understanding entire product
designing process starting from customer needs mapping to final product commercialization. This course also
explores the nuances and various approaches to innovation particularly in the context of commercial products.

Course Objectives

To introduce notion of PDI and related ecosystem both at commercial and innovation planes. AT the end of the
course student will be able to understand fallowing points:

1. Students will be able to understand and internalize the processes and ecosystems related to product design
within both commercial firms and innovative firms such as IDEO.
2. Students will be able to visualize and understand specific decision points associated with different stages
of PD process from business, society, and customer viewpoint in context of uncertainties as well.
3. Students will be able to view the PD from multiple perspectives viz. tool, techniques and paradigms
therefore taking a view from strategic, tactical, and operational dimensions.
4. Student will be able to understand and replicate structured approach for open innovation, external
innovation, and innovative products and services particularly for not yet commercialized yet high potential
future products.

Learning Outcomes:
1. This course provides hands-on and real world experience in the development of innovative and realistic
customer-driven engineered products.
2. Design concepts and techniques are introduced, and the student's design ability is developed in a design
project or feasibility study chosen to emphasize ingenuity
3. Apply creative process techniques in synthesizing information, problem-solving and critical thinking.
4. Designing of environmentally sustainable product

1
Pedagogy
The pedagogy would be a mix of Lecture, Discussion, Group exercises in class, Case Analysis, Assignments,
Quizzes and Project Work.

Evaluation Scheme
Quizzes 20%
Project Work & Presentation 20%
Class Participation and case presentation 20%
End Term Exam 40%

Copying and unfair means are strongly discouraged. If anyone is found guilty of using
Unfair means, the punishment may range from zero marks in the relevant component to F grade in the course.

Brief Outline
Module 1: The product development process and related ecosystem
Module 2: Product Development in Modern era and customer need
Module 3: Need for design concept selection
Module 4: Product Design
Module 5: Patent and Intellectual Property
Module 6: Green Product Design

References
1. Text Book
Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, Anita Goyal, 7th Edition, Tata
McGraw Hill Education Private Limited.

Reference Book:
The Fundamentals of Product Design, Richard Morris, Academia

Special Instructions
Please read and prepare well in advance for case presentation & discussion in the class. Case for each session is
indicated in the Session Plan. The sessions will be of 75 minutes duration. R indicates additional readings. C
indicates cases.

Session Plan
Topic Session Topic and Sub-topics Reference (Book Case / Exercise /
No. No. chapter / Page Assignment
numbers from the
book/Additional
readings)
1 1 Introduction to New Product Design Chapter 1, C1
2 2 Generic Product Development Process Chapter 2, R1
3 3 Product designing in modern era R2, C2
4 4 Customer Requirement Analysis Chapter 3 C3
Chapter 5

2
 5 5 Need for design concept Generation for Chapter 7 C4
New Product design
6 6 Concept Selection for New Product Chapter 8 C5
design
7 7 Concept Testing for New Product design Chapter 9 C6
8 8  Product architecture and industrial Chapter 10 C7
design
 Modularity and scalability
9 9 Industrial Design Chapter 11 C8
10 10 Environmentally sustainable design Chapter 12 C9
11 11 Prototyping Chapter 14 C10
12 12 a) Product platforming R3, C11
b) Product platform variables
13 13 a) Economies of platforming Chapter 18 C12
b) Quantitative methods for product
platform planning
14 14 a) Patents and Intellectual Property Chapter 16 C12
15 15 a) Usability and recyclability C13
b) Green design
c) Guidelines for green design
16 16 Design of Services Chapter 17 C14
17 17 Partnerships for new product/technology C15
18 18 Industrial Guest Lecture
19 19-20 Project Presentation

Reading and Cases:

Sl. No. Reading/ Reading / Case Title Session No.

Case No.
1 R1 How IDEO Designers Persuade Companies to 2
Accept Change: HBR Article
2 R2 Developing products on internet time, HBR 3
Article
3 R3 Planning for product platforms ,SLOAN 12
Management Review
4 C1 IDEO product development :HBS Case 1
5 C2 Developing Products on Internet Time: A 3
Process Design Exercise HBS

6 C3 Product Design Experience of Symphony(A) 4

IIM Ahmedabad
7 C4 TI Cycle: New Product Strategy, IIM 5
Ahmedabad
8 C5 Household Products (India)Limited (D) 6
9 C6 An Entrepreneurship, New Product 7
Development Journey, HBS Case

3
 10 C7 Product Development at Dell Computer Corp. 8
HBS Case

11 C8 Motorola New Product: RAZR, Book Case 9

Chapter 11
12 C9 Environmental Technology Fund Partners and 10
E-Leather, HBS

13 C10 IDEO HBS 11

14 C11 Research In Motion: The Mobile OS Platform 12
War HBS

15 C12 Mobike China: competing through the giant’s 13

ecosystem, Emerald Case
16 C13 Intellectual Property Intermediaries 14

17 C14 Cedar Environmental: Innovation vs. 15

Corruption in Lebanon? HBS

18 C15 Beacon Group of Hong Kong: Finding Light in 16

the Shadow Education Industry

19 C16 Bella Helthcare India, HBS 17

Note: ‘R’ and ‘C’ in the second column stand for ‘Reading’ and ‘Case’ respectively.

Faculty Meeting Hour: Thursday 10:30 AM to 11:30AM