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
• Develop and use the framework
for product development to bring
viable products to market.
August
Week 2 Product Development Process • Discuss the role
31,2022
of design thinking to build an
effective product portfolio.
• Explain the importance of
understanding customer needs in an
efficient/effective product
development process.
• Explain how
customer value dimensions
positively influence the final
product portfolio.
• Understand the role of marketing in
the product development process,
understand the concept of
customer value and the crucial role
it plays in developing superior
solutions.
• Create superior value for
customers.
ISB Product Development and Management 2
Activities
Approach to Product
Development
▪ Case Study 1.5: An Airbnb
Case Study
• Videos 1-7
• Required Assignment 2.4:
Product Development
from Idea to Launch
• Self-Study Discussion 2.1:
Challenges Faced While
Developing a New
Product
• Self-Study Discussion 2.2:
Find a New Product
Opportunity in Your
Industry and Define Its
Needs
• Self-Study Discussion 2.3:
Define 4Ps for a Product
of Your Choice
 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
14,2022
and Its Role in Product Design product positioning strategy in new
product success.
• Learn how to conduct a competitive
analysis to know about the products
within the same category.
• Understand the different types of
position strategies and learn how to
manage a crisis that can impact the
position of your product.
• Learn in-depth about disruptive
positioning strategies for market
advantage.
• Videos 1-12
• Required Assignment 4.2:
Understanding Disruptive
Positioning
• Self-Study Discussion 4.1:
Importance of Positioning
Strategy
• Ungraded Quiz 4.3:
Understanding Disruptive
Positioning
• Self-Study Assignment
4.4: Creating a Wireframe
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
28,2022
Testing testing process during a new
product launch.
• Describe the different types of
concept tests and how to
conduct the most common type of
concept test.
• Describe the Long Tail Effect: How
digital technologies are changing
new product development.
• Understand potential and forecast.
• Estimate the market potential and
forecast sales.
• Videos 1-14
• Required Assignment:
6.3: Design a Research
Plan for Concept Testing
of a New Product
• Required Assignment:
6.4: Estimate the Market
Potential for the
Following Products:
Diapers and Ice cream
• Self-Study Assignment
6.5: Data Moving Average
– 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
05,2022
Preferences attributes/features in the
product/services through Explicit
Response Method.
• Determine the prioritising features
for product design to satisfy the
customer needs by using the Kano
Model.
• Videos 1-13
• Required Assignment 7.1:
Perform Kano Analysis
• Self-Study Assignment
7.2: Determine Individual
Respondents' Likability of
Toothpaste Properties
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
09,2022
& Metrics created by marketing activities.
• Understand limitations of short-
term efficiency metrics.
• Explain ROMI, EVA and NPV
• Manage B2B customer and
distribution relationships.
• Video 1-14
• Required Assignment
12.4: Product-Centric vs
Customer-Centric Brands
• Case Study 12.1:
Dissection of

ISB Product Development and Management 8

Date Week Module Module Outcomes
• Learn how to measure and
manage growth and resilience
via platforms.
• Understand the value of product
and customer centric brand
platforms.
• Develop business models by
integrating value creation and
appropriation processes.
ISB Product Development and Management 9
Activities
Monday.com's Successful
AARRR Funnel
• Self-Study Assignment
12.2: Find Return on
Marketing Investment for
a Given Case
• Self-Study Assignment
12.3: Use E*Trade as an
Example to Estimate CLV
for YONO