MARKET-ORIENTED DESIGN

Ingegneria Gestionale MARKET-ORIENTED DESIGN

0622600021
DIPARTIMENTO DI INGEGNERIA INDUSTRIALE
EQF7
MANAGEMENT ENGINEERING
2022/2023

OBBLIGATORIO
YEAR OF COURSE 1
YEAR OF DIDACTIC SYSTEM 2018
FULL ACADEMIC YEAR
CFUHOURSACTIVITY
1MARKETING E SVILUPPO PRODOTTO (MODULO ING-IND/15)
660LESSONS
2MARKETING E SVILUPPO PRODOTTO (MODULO ING-IND/35)
660LESSONS
Objectives
KNOWLEDGE AND UNDERSTANDING
PROVIDING METHODOLOGICAL KNOWLEDGE AS TO PLANNING NEW PRODUCT DEVELOPMENT AFTER A MARKET-DRIVEN PERSPECTIVE, BY ALSO STIMULATING CREATIVITY AND ENTREPRENEURSHIP CULTURE IN THE STUDENTS. THE COURSE IS MULTIDISCIPLINARY, IN ORDER TO STIMULATE STUDENTS TO APPROACH TO THE SAME PROBLEM AFTER DIFFERENT PERSPECTIVES.
APPLYING KNOWLEDGE AND UNDERSTANDING
THE STUDENT WILL BE ABLE TO PLAN, DESIGN, IMPLEMENT AND MANAGE THE DEVELOPMENT OD NEW PRODUCTS AND PROCESSES. THE CONTEXTUAL DESIGN AFTER A MARKET AND A TECHNICAL PERSPECTIVE WILL MAKE THE STUDENT APPROACH REAL BUSINESS CONTEXTS.
MAKING JUDGMENTS
STUDENTS IN GROUPS HAVE TO DESIGN A NEW PRODUCT BY THEIR OWN, THUS DEVELOPING THEIR CAPABILITY OF MAKING AUTONOMOUS DECISIONS
COMMUNICATION SKILLS
TECHNICAL LANGUAGE ON THE CONTENTS OF THE COURSE WILL BE DEVELOPED. FURTHERMORE, TIME MANAGEMENT WILL BE DEVELOPED SINCE STUDENTS ARE ASKED TO PRESENT THEIR PROJECTS IN 3 MINUTES TO AN EXTERNAL EXPERTS JURY OF ENTREPRENEURS AND MANAGERS.
LEARNING SKILLS
THE STUDENT WILL ACQUIRE KNOWLEDGE FOR APPROACHING TO THE WORK IN COMPETITIVE CONTEXTS WHERE NEW PRODUCT DEVELOPMENT IS AN ISSUE. TEAM WORKING IS ALSO DEVELOPED.
Prerequisites
NO PREREQUISITES ARE REQUIRED
Contents
MARKETING (42 HOURS)
- MARKETING CONCEPT AND MARKETING MANAGEMENT PROCESS
- CONSUMERS’ DECISIONS
- SEGMENTATION
- MARKET RESEARCH AND STATISTICAL ANALYSIS
- MISSION AND VISION
- PRODUCT/MARKET STRATEGIES
- SWOT ANALYSIS
- PRODUCT
- PRICE
- PLACE
- PROMOTION
- NON CONVENTIONAL MARKETING
PRODUCT DEVELOPMENT (42 HOURS)
- NEW PRODUCT DEVELOPMENT PROCESS
- TECHNOLOGY-PUSH PORDUCTS
- PLATFORM BASED PRODUCTS
- PROCESS-INTENSIVE PRODUCTS
- CUSTOMIZED PRODUCTS
- ORGANIZATION FOR NEW PRODUCT DEVELOPMENT
- PLANNING NEW PRODUCT DEVELOPMENT
- PRE-DESIGN PLANNING
- CUSTOMER NEEDS IDENTIFICATION
- FUNCTIONAL REQUIREMENTS
- CONCEPT GENERATION
- CONCEPT SELECTION
LAB (36 HOURS)
STUDENTS, IN GROUPS OF 5, WILL APPLY THE THEORETICAL KNOWLEDGE TO DEVELOP A NEW PRODUCT WHICH WILL SATISFY AN UNSATISFIED NEED OF THE MARKET.
Teaching Methods
120 HOURS IN TOTAL OF WHICH 42 ARE DEVOTED TO LESSONS OF NEW PRODUCT DEVELOPMENT, 42 ARE DEVOTED TO LESSONS IN MARKETING AND 36 ARE DEVOTED TO THE PROJECT WORK.
Verification of learning
A WRITTEN EXAM WILL INCLUDE TWO SHORT THEORETICAL QUESTIONS, ONE FOR NEW PRODUCT DEVELOPMENT AND ONE FOR MARKETING. FURTHERMORE, THE DEVELOPED PROJECT HAS TO BE PRESENTED BY THE GROUP TO BOTH THE TWO TEACHERS (20 MINUTES) AND AN EXPERTS JURY OF ENTREPRENEURS AND MANAGERS (3 MINUTES).
Texts
ULRICH E EPPINGER, PROGETTAZIONE E SVILUPPO PRODOTTO, MCGRAWHILL
PETER, DONNELLY E PRATESI, MARKETING, MCGRAWHILL
READING MATERIAL ON ELEARNING.DIMEC.UNISA.IT
More Information
ITALIAN LANGUAGE TAUGHT SUBJECT
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