New Product Marketing (1ZEUA0)

Study guide Edition Q2 2015/2016

General information
Course code: 1ZEUA0
Course name: New Product Marketing
Number of credits: 5 ECTS
Lectures on Monday from 8.45hrs to 10.30hrs in Paviljoen B1
Lectures on Thursday from 13.45 to 15.30 hrs in Paviljoen B1
Scheduling: Semester A, Quartile 2
Target students: All Bachelor College students (USE course in New Product
Development and Marketing line)
Prerequisite courses: none
Compulsory/Recommended follow-up courses:
Courses in New Product Development and Marketing USE line: Marketing Research
and Design Methods (1ZSUA0) and Innovating by design (1ZAUA0) or Marketing in
action (1ZEUA0).
Courses in Innovation Management master: Marketing & Innovation (1ZM11),
Strategic Sourcing & Supply Management (1ZM35), Service Engineering and
Marketing (1ZM55), Selling New Products (1ZM60), Entrepreneurial Marketing
(1ZM120).

Staff
Responsible lecturer: Co-lecturer:
dr. J.P.M. Wouters dr. N. Raassens
Connector 0.07 Connector 0.10
Telephone: 2687 Telephone: 5549
Email: j.p.m.wouters@tue.nl Email: N.Raassens@tue.nl

Secretarial office:
Innovation, Technology Entrepreneurship & Marketing
Connector 0.20
Telephone: 2170
Email: item.ieis@tue.nl

Introduction
Firms constantly think about new products and services. Whenever a new phone, laptop, or
copier is launched, companies start to think about, or even develop, the next version. Which
processes precede the introduction of such new products? And more important: How can a
firm increase the likelihood of product success? The course new product marketing provides
the answer; it teaches students the foundations of marketing with a focus on new products.
Marketing is often regarded as selling products. However, this course introduces a more
contemporary, broader view, in which identifying customer needs takes center stage.
Marketing can accordingly be defined as the activity of and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.

In this course, multiple perspectives on marketing will be discussed. For instance, we study
how customer needs arise and change over time; this represents a consumer perspective.
From an engineering perspective, we discuss how marketing can be used to identify unique
and dynamic customer needs and translate these needs into a successful new product
design. Taking a value chain approach, we shed light on how suppliers and strategic partners
should be contracted in order to realize the construction of the new product and its
distribution to customers. Finally, taking a societal perspective allows to identify the interests
of different stakeholders in designing, manufacturing, and distributing a new product.

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This course provides students with an overview of the most important theories, models, and
concepts in new product marketing. It uses a mix of lectures, group assignments, and
interactive cases to apply theory to real-life business situations.

Learning goals
This course aims to teach students the foundations of new product marketing. Upon course
completion, students should:
Know and be able to describe the core paradigm of new product development and its
underlying concepts and theories;
Know and be able to describe the core paradigm of the marketing planning cycle and
its underlying concepts and theories;
Be able to investigate and assess the theoretical and practical relevance of
underlying theories and concepts;
Be able to apply market research theory to gather information on the forces in the
micro and macro environment of an organization;
Be able to describe and assess the role of marketing in firm performance in different
case situations.

Educational format
Lectures, consisting of
o Lecture
o Interactive case study
Team assignments
Self-study
Multiple choice exam
The course is structured as follows. Each lecture consists of 2 x 45 minutes. In these
meetings, the course material is taught in an interactive mode. Hence, both lecturer and
students actively contribute. Lectures are organized as follows:
In the first hour of the meeting, the lecturer presents a new topic. The lecture material
is always based on a chapter from the Fahy & Jobber (2015) book. However, the
lecturer may also decide to discuss material that cannot be found in the book!
In the second hour of the meeting, students discuss a case study on the new topic.
This enables a direct practical application of newly learned theory. The answers to the
case study are discussed plenary. Because case discussion takes just 45 minutes, it
is strongly advised to read the relevant case before a meeting!
If necessary, the lecturer may decide to adapt the course schedule. This will always
be announced well in advance.

Exam material
Fahy, John and Jobber, David (2015). Foundations of marketing, fifth edition.
Maidenhead: Mc-Graw-Hill Education. ISBN-13 9780077167950
Lecture slides
Cases
o Microsoft misses the boat: The success of the Apple iPad
o Arabic Blackberry: Adapting to the language of the market
o Segmentation and tailor-made service
o Refresh your world! Pepsis position on the cola market
o IKEA
o Renault: How a sausage, a sushi roll, a crispbread and a baguette have affected
car sales in Europe
o Computron Inc., 1994

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Grading
The grading consists of two components:
A final individual multiple choice exam (60%) covering all course materials.
Group assignment (40%) consisting of three sub assignments. Each member of a
team will in principle get the same grade on the team assignments. However, if two or
more members of a team are dissatisfied with the contribution of another team
member (the so-called free rider), they may petition for a reduction in the grade
awarded to that member. Before they do so, however, team members should apprise
the delinquent member of his/her poor contribution and give the member the
opportunity to shape up. Approach the lecturer only as a last resort. The reduction in
the grade of the delinquent member will be proportional to the number of members
expressing dissatisfaction and the degree of dissatisfaction with the team member.
In line with university regulations (i.e., OER), the weighted final grade has to be at
least 5.5 AND the grade of the final multiple choice exam has to be at least 5.0 to
successfully complete this course. Should either of the two conditions not be met,
students have to take the multiple choice re-exam, for which the assignment grades
will remain valid.
In line with university regulations (i.e., OER), the group assignment grades cannot be
transferred to the next academic year. In other words, they are only valid in the
academic year in which the group assignments and the intermediate exam are
completed.
(Sub)assignments are not entitled to second attempts.

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Program1

week 46 (09/11) Introduction (JW)

08.45 - 09.30: Introduction to New Product Development and
Marketing, Discussing administrative details of
1ZEUA0

09.45 - 10.30: Lecture on the nature of marketing

Relevant material: Chapter 1 (Fahy & Jobber, 2015)

week 46 (12/11) Environment Scan (JW)

Before class: Read case study Microsoft misses the boat: The
success of the Apple iPad

13.45 - 14.30: Lecture on environment scan

14.45 - 15.30: Case study on environment scan
Kick-off assignment 1 and 2

Relevant material: Chapter 2 (Fahy & Jobber, 2015)

week 47 (16/11) Consumer behavior (JW)

Before class:
Read case study Arabic Blackberry: Adapting to the language of
the market

08.45 - 09.30: Lecture on consumer behavior

09.45 - 10.30: Case study on consumer behavior

Relevant material: Chapter 3 (Fahy & Jobber, 2015)

week 47 (19/11) Segmentation, targeting, and positioning (JW)

Before class:
Read case study Segmentation and tailor-made service

13.45 - 14.30: Lecture on segmentation, targeting, and positioning

14.45 - 15.30: Case study on segmentation, targeting, and
Positioning

Relevant material: Chapter 5 (Fahy & Jobber, 2015)

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JW = lecture by dr. Joost Wouters, NR = lecture by dr. Nomie Raassens

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week 48 (23/11) Market research and customer insights (JW)
Before class:
Case study: yet to be determined

08.45 - 09.30: Lecture on market research and customer insights

09.45 - 10.30: Case study: to be decided
Kick-off assignment 3

Relevant material: Chapter 4 (Fahy & Jobber, 2015)

week 48 (26/11) No Lecture

week 49 (30/11) The P of Product (NR)

Before class:
Read case study Refresh your world! Pepsis position on the
cola market

08.45 - 09.30: Lecture on the P of Product

09.45 - 10.30: Case study on the P of Product

Relevant material: Chapter 6 and 7 (Fahy & Jobber, 2015)

week 49 (03/12) The P of Place (NR)

Before class:
Read case study IKEA

13.45 - 14.30: Lecture on the P of Place

14.45 - 15.30: Case study on the P of Place

Relevant material: Chapter 9 (Fahy & Jobber, 2015)

week 50 (7/12) The P of Promotion (NR)

Before class:
Read case study Renault: How a sausage, a sushi roll, a
crispbread and a baguette have affected car sales in Europe

08.45 - 09.30: Lecture on the P of Promotion

09.45 - 10.30: Case study on the P of Promotion

Relevant material: Chapter 10, 11, and 12 (Fahy & Jobber, 2015)

week 50 (10/12) The P of Price (JW)

Before class:
Read case study Computron Inc., 1994

13.45 - 14.30: Lecture on the P of Price

14.45 - 15.30: Case study on the P of Price

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 Relevant material: Chapter 8 (Fahy & Jobber, 2015)

week 51/53 No class because of Christmas break

week 2 (11/01) Exam training (JW)

09.15 - 10.30: Test questions
10.45 - 11.30: Qs and As

Relevant material: Chapter 1 to 12 (Fahy & Jobber, 2015)

week 5 (25/1) 25 January 13.30 to 15.30 hrs Multiple choice exam

week 16 (11/4) 11 April 18.00 to 20.00 hrs Multiple choice exam retake

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Group composition and enrollment
The group assignments will be conducted in groups of 5. Every assignment is conducted in
the same group composition. Make sure to register for a group on OASE no later than
Wednesday 11th of November 12.00 hours. After this deadline no group registrations
will be accepted and, consequently you will not be able to finish the course.
Incomplete groups will be merged, or randomly completed to obtain groups of 5. Please note
that emails with group formations will be discarded.

If you experience technical difficulties in registering please contact the course coordinator
asap but before Wednesday 11 November 15.00 hours.

Handing in the group assignments

Please submit your group assignments to OASE in the dedicated submit files.

Guidelines:
Label your assignment write-up by using the title Group X - assignment Y.docx,
where X is your group number and Y is the number of the assignment.
Note that late submissions and/or no or wrong labeling is equivalent to not handing in
and results in 0 grade for the assignment.
Assignments should be made in English.
References and appendices do not count in allotted amount of pages. Your solution
must be fully understandable by reading the main text. In other words: do not use the
appendix as a storage place for crucial information.
Exceeding the page limit can lead to your assignment being marked as insufficient.
Please make a cover page for each group assignment, which reports
o Your group number
o The names and ID numbers of your groups members
o The number of words you used in this assignment (use word count in
Microsoft Word)
While making your group assignments, you will be able to find a lot of information on
the Internet. Please use this information, but as reference material only. In other
words, if you provide an argument or a claim, please acknowledge the source through
which you have found this information. Just put the name of the author(s) or website
and the year of publication in brackets, e.g. (Schepers and Wetzels, 2007). Then,
make an alphabetically ordered reference list in the back of your assignment report
further guiding the reader to the original source, e.g.:
Schepers, J.J.L., and Wetzels, M.G.M. (2007). A MetaAnalysis of the
Technology Acceptance Model: Investigating Subjective Norm and Moderation
Effects, Information & Management, 44(1), pp. 90-103.
Please note that if you literally copy text without referencing the source, you commit
plagiarism. Special software will be used to check group assignments for signs of
plagiarism. If plagiarism is suspected this will be brought before the exam board.

Grading dimensions:
The lecturer will assess the following dimensions:
Technical writing
o General formatting (Use of headings, Numbering, Logical structure, Use of
references)
o Language (Absence of spelling and grammar mistakes, Academic formulation
of sentences)
o Suggestion: appoint an editor in your group who is responsible for merging
individual group member contributions into a consistent lay-out
Quality of argumentation

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 o Solid reasoning, rather than just logical thinking
o Structure of the argument: are there five sequential sentences that repeat an
argument in different words, or are multiple reasonings following each other in
a logical fashion (the latter is preferred!)
o Application of the theory learned in the book and lectures
Scope and richness of your work
o Use of external data sources (extent to which effort was put in doing literature
reviews, conducting interviews, surveys, experiments, etc. (more is better!))
o Explicit use of (course) theory and linking it with the context of your
assignments
o The extent to which you have met the assignment objectives
Using theory; explicit link with course material
o Level of conceptualisation and,
o transfer to concrete issues

Group Assignments

GROUP ASSIGNMENT 1: The designer

Topic: Design a multiple choice exam for this course
Kick-off: 2nd lecture on the 12th of November
Submit: Before 17/12, 08.45hrs
Weight: 10%

An effective way of learning is to design an exam (number and type of questions, distribution
over the course content, level of difficulty, etc.). In this group assignment, you are asked to
design a multiple choice exam for the course. The exam must consist of 3 mc questions from
each chapter of the book, resulting in 36 questions.
Per chapter, one question should be designed to test knowledge, one should be designed to
test application, and one should be designed to test insight. Make sure to include the correct
answer as well as a reference to the relevant section in the book or in the slides. Examples
and formats for the write-up will be presented in class.

On OASE five word files are posted. They contain mc questions designed by students from
previous editions. You can use these questions as examples and/or inspiration, or even
improve and expand on these questions. Obviously, you cannot just copy-paste them into
your work. This will be considered plagiarism. Note that these mc questions have not been
edited in any way. It is the raw material.

The final mc exam will consist of 40 mc questions, ten of which will be picked from your work.
All assignment 1 write-ups will therefore be posted on OASE.

Assessment criteria:
Compliance to requirements: format, technical writing, number and type of questions
Quality and originality of questions
On each of the two assessment criteria you will be assessed with: high, medium, or
low
o High/high = 10/10 (points)
o Low/low = 0/10
o Medium/medium = 5/10
o High/low = 5/10

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 o High/medium = 7/10
o Low/medium = 2/10
GROUP ASSIGNMENT 2: The archeologist
Topic: Write a team essay on the origins of a specific theory or model from the book
Kick-off: 2nd lecture on the 12th of November
Submit: Before 23/11, 08.45hrs.
Weight: 15 %

In this assignment, you must trace back the origins of the theories, concepts, or models
described in the book. The specific topic will be assigned by the course coordinator. The
following issues should be addressed:
What are its origins, who is its originator, in what scientific field can its origins be
traced (e.g., economics, biology, physics, philosophy)?
How has it evolved since it was originally postulated (in and out of academic focus,
types of journals/articles it was used in, adaptations/extensions, spawning new
research fields etc.)?
What is its current role, function in marketing? What is it used for?
Give a critique of the theory/model/concept (benefits and challenges, application
domain, empirical evidence, etc.).

Format requirements:
Components (in order of appearance): title page, contents list with numbering of
chapters/paragraphs, main text, reference list, appendices
Size of main text: maximum of 2500 words. Please indicate exact number of words
on title page.
Use New Times Roman 12 points, all margins 2 cm.
Use at least 4 academic articles in your work. These articles must be from the list of
journals as represented in the excel file journal list on OASE.

GROUP ASSIGNMENT 3: The researcher

Topic: Conduct a (small-scale) research project for a given new product
Kick-off: 5th lecture on the 23rd of November
Submit: Before 27/12, 12.00hrs
Weight: 15 %

In this third group assignment, you move into the innovation process and investigate the
potential success of a new product success will be defined as the intention to buy. You will
examine this by means of a survey research. More specifically, you have to follow the next
steps:

1. Choose one of the 39 futuristic kitchen products from the list presented on
http://www.buzzfeed.com/mallorymcinnis/kitchen-of-the-future#.pwaOVmAoYy.
2. Shortly describe the product and translate the managerial problem (i.e. will the
product become a success) into an academically relevant problem statement.
3. Based on existing literature describe a theoretical framework that can explain and
define intention to buy.
4. Draw a conceptual model which contains one dependent variable and three
independent variables that fit the chosen theoretical framework. Explain why you
choose these specific independent variables.
5. Operationalize the variables of the conceptual framework. Sometimes you need more
items/questions to measure your variable in an adequate way (tip: if available, use
existing scales, e.g., marketing scales handbook by Bruner).

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 6. Develop a questionnaire including your scales and any other, relevant question you
would like to ask your respondents. Make sure that your questionnaire can be used in
a real-life setting, so be complete.
7. Describe your population (by taking into account the product under study) and explain
the sampling technique, i.e. how to collect elements from the defined population.
Examples of sampling techniques include convenience and purposive sampling.
8. Collect data by sending your questionnaire to at least 50 respondents. Keep in mind
that if you need 50 completed questionnaires, you have to send your questionnaire to
more elements of the population.
9. Analyze your data by using regression analysis and interpret your results.
10. Provide managerial implications.

Format requirements:
Components (in order of appearance): title page, contents list with numbering of
chapters/paragraphs, main text, reference list, appendices (including your complete
questionnaire and output tables).
Size of main text: maximum of 2500 words. Please indicate exact number of words
on title page.
Use New Times Roman 12 points, all margins 2 cm.

Feedback on assignment grades

Students will receive the grades on the assignments and subsequently in class some general
observations regarding the graded assignment will be shared. If teams require feedback on
their specific work/grade they are invited to make an appointment with the assessor.

Teams that score an insufficient grade for an assignment or work that otherwise requires
explanation will be invited for feedback by the assessor. These invitations are compulsory.
Failing to show will result in zero grade for the assignment.

Teams with dysfunctional members are required to report this to the course coordinator in an
early stage.

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