New Product and Innovation Management

Course Code
ES 425
3 hours
  • Winter 20
  • Winter 21
New Product and Innovation Management --- This course is designed to focus on the new product development process which is key to the success of any organization. The course will expose students to (a) creative techniques for idea generation, (b) fine-tuning these ideas to develop products and services that meet specific consumer needs, and (c) testing the feasibility of these ideas. The course uses lectures, cases, and outside speakers. Moreover, the course includes a project wherein student teams need to use the creativity techniques covered in this class to come up with new product ideas and perform a concept test to evaluate their feasibility. The course will be useful to students interested in product/brand management, management consulting, and entrepreneurship.

ES/MKT 425 was offered as ES/MKT 325 prior to the Winter 2015 term.

Taught By
S Sriram
  • Associate Dean for Part-Time MBA Programs
  • Professor of Marketing
  • Michael R. and Mary Kay Hallman Faculty Fellow
Sriram’s research interests are in the areas of brand and product portfolio management, monetizing content, and healthcare. Substantively, his...