SYLLABUS

MARKETING TECHNOLOGICAL PRODUCTS AND SERVICES

EMGT 5637
FOX SCHOOL OF BUSINESS
TEMPLE UNIVERSITY – FALL 2021

Instructor: Prof. C. Anthony Di Benedetto, Ph. D.

Phone: 215-204-8147
Fax: 215-204-6237
E-Mail: tonyd@temple.edu
Office Hours: Mondays 4:30-5:30, or by appointment.
Temple Webpage: https://www.fox.temple.edu/mcm_people/dr-anthony-di-benedetto/

COURSE DESCRIPTION

This course examines the analytical, decision making, and planning concepts and tools available
to decision makers in product management, focusing particularly on technological products and
services. Specific decisions to be addressed include: product policy, policy formulation, the
selection of product market strategies, new product development and launch, adoption and
diffusion of innovation, and organizational implications.

There is ample opportunity for interaction between student and instructor. Emphasis is placed on
discussion of cases and relevant readings. Furthermore, the student is given a great deal of
flexibility in choosing his or her own particular product development interest(s) and focusing on it
during the course. Because of the heavy emphasis on interaction, regular and frequent
participation will be expected.

OBJECTIVES

 Develop a scientific approach towards high-tech product development and management.

 Understand the concepts and processes involved in high-tech product development.
 Apply quantitative techniques to conduct business analysis at various stages of the new
product development process.
 Plan appropriate and effective new product launch strategies.
 Apply new product management concepts to real world situations.

REQUIRED TEXT

Merle Crawford and Anthony Di Benedetto. New Products Management, 12th edition. Burr Ridge,
IL: Irwin-McGraw-Hill, 2021 (electronic version available for purchase or rental).

Harvard cases available in the Course Pack (information on Canvas).

Other materials available online.

GRADING SCHEME

Group Project (Part 1: New Product Concept)…………….…...…....15%

Group Project (Part 2: Development Plan)………..……….…...…....20%
Hand-In Cases (2 x 10%)………………………......………..…….….20%
Discussion Board Posts (7 total)………..…………………….…….…25%
Class Participation………………………………………………………20%

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of McGraw Hill LLC.
COURSE PACK

I have created a course area on the Harvard Business Online website where you can order the
required case materials for this course. Click on the link in Canvas to purchase and download the
cases.

If you are not already registered with Harvard Business Online, you will be required to do so. For
technical assistance, please view the Quick Tips section or contact Harvard Business School
Publishing at 1-800-810-8858 or 617-783-7700. They are open 8am-6pm Eastern Standard Time.
They can also be reached at techhelp@hbsp.harvard.edu.

ASSIGNMENTS AND EVALUATION

1. Class Participation 20%

I expect students to prepare well for each class, and also take an active role in class discussions.
The classroom is a learning laboratory, where you should test your mental models, and refine or
confirm them as you progress. Constructive and productive contributions are highly encouraged.
On the other hand, simply restating facts, presenting incomplete analysis, engaging in unfounded
criticism, and detracting from the issue at hand is discouraged.

For most classes, a short mini-case (or two) is assigned for class discussion. Use these mini-
cases as a opportunity to gain class participation points.

One performance measure for class contribution is the 'useful comments' to 'noise' ratio. The
higher this ratio, the better is the contribution. “A range” indicates a role of sustained leadership.
This student [1] shows evidence of thorough preparation prior to class and reflective thinking of
inherent tradeoffs; [2] integrates reading materials into discussions; [3] brings in ideas/information
from outside sources; [4] offers a different, unique, relevant perspective on issues; [5] asks
pertinent and revealing questions of the instructor and fellow students; and [6] builds on others’
comments to move the analysis forward. “B range” indicates good performance. This student [1]
fully answers questions when called upon; [2] participates without being called upon; and [3]
overall plays an active, constructive role in class, including challenging fellow students,
summarizing case discussions, and extracting takeaways. Lower participation grades in the “C
range” will be given for spotty attendance, occasional participation, insufficient preparation, and
responses that provide little insight beyond the assigned cases or reading materials.

2. Case analysis 20%

You will prepare both Harvard cases and be ready for healthy class discussion in class. Later in
this syllabus is a set of questions which can be used to guide your preparation for each case.
You should have at least a few notes to yourself on each of these questions so that you are
prepared to discuss the case in class.

In addition, you will submit your analysis of both cases (see below). The maximum page length
allowed is 1 page with Times New Roman 12 point font size, single spaced, 1” margin all around).
Please do not include a separate cover page. Note your name and the case title on the header.
Please adhere to these formatting instructions. Please submit your case through the Canvas link
in the weekly tab. These case analyses are due by the start of class. Late submissions will be
penalized 10% per day late, to a maximum of two days late. After two days, no late submissions
will be accepted. Requests for make-ups will not be considered.

IMPORTANT: PLEASE DO NOT LOOK FOR CASE SOLUTIONS ON THE INTERNET OR RISK
GETTING A ZERO FOR THE ASSIGNMENT.

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of McGraw Hill LLC.
Please use the questions provided in the syllabus as a guide to help frame your analysis. Also,
please only consider case facts in your analysis. Study the rubric so that you know what the
priorities are while grading.

3. Group Project (Parts 1 and 2) total of 35%

Students will work in groups for the group project. (You can request to work with specific
classmates, otherwise will be assigned randomly to groups.) There are two components, one
near the halfway point and one at the end of the course, and for each component there are two
deliverables: a hand-in and a professional class presentation. Further information on the group
project is found in the instructions below under Comments on Group Project. The first part is
worth 15% and the second 20%, for a total value of 35% of the final grade. The ability to
incorporate and apply lecture and reading material is considered when grading. All term papers
are due on the last class meeting day. The late penalty for assignments (see above) also applies
for late submission of group project reports.

Early in the course (see Course Plan), a very short (1-2 paragraph) proposal is due indicating at
least the topic for the term project, and a project plan (where you will get your information, a
rough outline of your paper, how you plan to organize your work, a rough time line). The proposal
must be cleared by the instructor.

Once the proposal is cleared, you can begin work on Part 1 which is development of a new
product concept. You will present this and receive feedback from the instructor and classmates.
Then at the end of the course you will present Part 2 which is the development plan for your
product.

4. Discussion Board Posts on Canvas 25%

There are seven Discussion Board assignments. All are due at the start of class time. Since
these are designed for discussion and preparation before class, late posts to the discussion
board cannot be accepted. Non-submissions or late submissions will be marked zero. The total
score of your weekly posts will count for 25% of your final grade.

Discussion Board Post 1 (1 required post per student): Post a brief summary and discussion of a
high-tech product or service launched within the last five years which was a huge success or a
huge failure. Explain briefly why you believe this product succeeded or failed. You must include at
least one link to a relevant on-line article discussing this product or service and be prepared to
discuss in class. Deadline: submit before the first class.

Discussion Board Post 2 (2 required posts per student): Initial post: Visit the website of the
Product Development & Management Association (www.pdma.org). Follow the link to Resources,
and click on the PDMA Knowledge Hub. Here you will find several categories to browse through.
Choose either New Product Process, Strategy, or Portfolio Management. Select one article or
podcast from one of these categories that seems interesting and relevant. Post a summary of the
article/podcast and be prepared for a class discussion of its relevance to the course material.
Reply Post: Post thoughtful comments on one other student’s post (one paragraph minimum).
Deadline: Initial post two days before Week 2 class; reply post before the Week 2 class.

Discussion Board Post 3 (2 required posts per student): Initial Post: Visit the IDEO website
(www.ideo.com). What services are provided by IDEO? Go to the Work link and select one or
two case histories that illustrate how they have helped a client. How does a firm like IDEO
constantly generate innovative new ideas and concepts? Judging from the website, what seems
to keep a firm like IDEO creative? Reply Post: Post thoughtful comments on one other student’s
post (one paragraph minimum). Deadline: Initial post two days before Week 3 class; reply
post before the Week 3 class.

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of McGraw Hill LLC.
Discussion Board Post 4 (1 required post per group): Post a summary of your product concept
(Group Project Part 1) This summary should include your product concept statement and a brief
description of work done so far, and should not exceed 2 paragraphs. Deadline: submit before
the Week 4 class.

Discussion Board Post 5 (2 required posts per student): Select two product concepts posted in
the prior week by other groups, and provide constructive feedback and suggestions for
improvement. “Nice job!” will not be an acceptable post; please provide some substantive
feedback. Note: do not give feedback your own group! You must pick at least two groups other
than yours. This is meant to be feedback to your classmates so that they can identify ways to
continue to improve their product concept. Deadline: submit both posts before the Week 5
class.

Discussion Board Post 6 (2 required posts per student): Initial Post: Visit the Interbrand website
(www.interbrand.com): Follow the link to Best Brands, then find the most recent available list of
Best Global Brands. Brands are ranked in terms of brand value (brand equity as assessed by
Interbrand), and each brand is clickable to reveal more information about the brand, including
brand value growth history. Select one brand (high-value, recently growing or declining in brand
value, or just a brand of interest to you) and write about how it has achieved its high brand value
and what it should do to preserve or even grow brand value in the future. Reply Post: Post
thoughtful comments on one other student’s post (one paragraph minimum). Deadline: Initial
post two days before Week 6 class; reply post before the Week 6 class.

Discussion Board Post 7 (2 required posts per student): Initial Post: Visit the website of the
Product Development & Management Association (www.pdma.org). Follow the link to Resources,
click on the PDMA Knowledge Hub, and choose the Life Cycle Management category. Select
one article or podcast from this category that illustrates the importance of effective life cycle
management in new product development. Prepare a summary of the article/podcast and be
prepared to discuss its relevance to the material covered in this course. Reply Post: Post
thoughtful comments on one other student’s post (one paragraph minimum). Deadline: Initial
post two days before Week 7 class; reply post before the Week 7 class.

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of McGraw Hill LLC.
 EMGT 5637
MARKETING TECHNOLOGICAL PRODUCTS AND SERVICES
COURSE SCHEDULE – FALL 2021

Week 1 Strategic Elements of Product Development Readings: Chapters 1- 3

Oct. 18 Watch Assigned Videos
Discussion Post 1: Recent New Product
Launch (one post per student)
Week 2 Idea Generation and Concept Development Readings: Chapters 4-6
Oct. 25 Watch Assigned Videos
Discussion Post 2: Comments on
pdma.org article (initial plus reply post)
Assignment 1: Submit brief proposal of
product concept for approval by instructor
Week 3 Concept Testing Readings: Chapters 7-9
Nov. 1 Watch Assigned Videos
Mini-Case: Oculus Rift (Ch. 2)
Mini-Case: Google Glass (Ch. 4)
Discussion Post 3: Comments on
ideo.com (initial plus reply post)
Assignment 2: Fitbit Case
Week 4 Product Protocol and Design Readings: Chapters 10-11
Nov. 8 Watch Assigned Videos
Mini-Case: Amazon (Ch. 7)
Mini-Case: Tesla (A) (Ch. 8)
Discussion Post 3: New Product Concept
(one post per group)
Assignment 3: New Product Concept
(Group Presentation)
Week 5 Product Development Team Management Readings: Chapters 12-13
Nov. 15 and Product Use Testing Watch Assigned Videos
Mini-Case: Gillette (Ch. 17)
Mini-Case: IDEA Awards (Ch. 11)
Discussion Post 4: Comment on New
Product Concepts (two posts per student)
Week of Nov. 22 – Thanksgiving Break
Week 6 Launch Planning and Implementation Readings: Chapter 14-16
Nov. 29 Watch Assigned Videos
Mini-Case: Chipotle (Ch. 16)
Mini-Case: Tesla (B) (Ch. 14)
Discussion Post 5: Comments on
Interbrand.com (initial plus reply post)
Assignment 4: Forus Health Case
Week 7 Launch Management and Public Policy Readings: Chapter 17-18
Dec. 6 Issues Watch Assigned Videos
Mini-Case: Clorox Green Works (Ch. 18)
Mini-Case: CSR at Starbucks (Ch. 18)
Discussion Post 7: Comments on PDMA
Article (initial plus reply post)
Group Presentation: Development Plan

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of McGraw Hill LLC.
CASE QUESTIONS

FITBIT

1 What are the characteristics of the wearable device market?

2 What competitive advantages does Fitbit possess?

3 What advantages do the competitors named in the case have in the wearable device market?
What other brands (not mentioned) have similar advantages that could give them the potential to
enter the market?

4 Comparing the positioning strategies adopted by each competitor, which one do you think will
be the most effective? Is there room for more than one player in the market?

FORUS HEALTH

1 What does 3nethra offer to the doctor, hospital management, and the community?

2 Where is 3nethra on the adoption cycle? Does it command critical mass of appeal/share in the
early adopter market?

3 Comment on the marketing/selling strategy adopted by Chandrashekar in 2012/13.

4 Is the next year’s target sale of 300 3nethras feasible?

5 Formulate a marketing strategy for 3nethra. What are the positioning options available?

6 Discuss the risk of 3nethra falling into the “chasm” as the adoption rolls on. How can this be
averted?

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of McGraw Hill LLC.
COMMENTS ON GROUP PROJECT

The group project will consist of the development and planning for the introduction of a new
technology product or service. The product should not already be on the market, nor should it be
a minor modification of what’s already on the market.

The new product will be presented to the class in two parts. The first, a new product concept (a
drawing or visual of some type, if it is a physical product) and concept statement, as well as work
to date, will be presented in Week 4 (see syllabus for exact date). This should specifically consist
of:

 How you came up with the various idea(s) through opportunity assessment, idea
generation, brainstorming.
 How you initially evaluated the idea and came to the conclusion that you should continue
its development- based on some specific criteria.
 How you quantitatively evaluated the product concept(s) using market research (talk to a
minimum of seven people within the “target audience” to evaluate) with presentation of
the results.
 Show a drawing of the concept and concept statement together using PowerPoint slides,
or if you prefer, boards or poster.

This first presentation should be limited to 10 minutes per group. You can use 2-3 people within
the group to present.

The second part is a development plan, a final product prototype in actual physical form (non-
functional or functional) and introductory marketing plan will be presented in Week 7 (see
syllabus for exact date). This presentation should consist of:

 A review of the product concept.

 A statement of what still needs to be done to develop this product.
 A product prototype and steps used to get to that. You may have needed more research
to evaluate alternative prototypes.
 A simple business analysis of the new product.
 An introductory launch and marketing plan that will include test marketing and
introductory marketing elements.

The presentation should be limited to 20 minutes. All group members must participate.

More details will follow. Please do not hesitate to send me ideas, thoughts, or questions during
this process.

Groups should be 4-5 people. Names of these people need to be submitted by end of the
Week 2 class.

There will be an overall group grade, however, consideration of a reduction in an

individual grade will be given if group members indicate a lack of participation of an
individual in a group. A peer review is available to provide feedback to the instructor on
the quality of group participation.

Be creative. Where will this idea come from? Look at your own environment, products or services
you use now- what frustrates you, what do you wish could exist. Look for a benefit that is not
being fulfilled that might possibly be fulfilled by an advancement in technology. Talk to friends,
your family, your relatives, anyone to get ideas, problems, unmet needs. Brainstorm with your
group.

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of McGraw Hill LLC.