BUU44702 New Product Development

(5 ECTS)

Lecturer:   

Prof Paul Coughlan

Email: coughlnp@tcd.ie

Office Hours: To be advised at the start of term 

Available to Exchange students

Module Description

Reducing the product development interval and production cost while increasing product functionality and environmental sensitivity are critical concerns of managers in many manufacturing firms. The module is designed for students who wish to develop their understanding of the complex management issues associated with the development of new products.  

Learning And Teaching Approach

The module is organised in four parts:

• The imperative for and scope of new product development
• Thinking strategically about new product development
• Managing product development as a process
• Evaluating and improving the new product development process

Together, these parts contribute a strategic perspective on managing new product development in a variety of settings.

The module is based on a combination of case studies, readings and team project work.  The cases challenge students to analyse product development issues in differing industries and countries and to discuss these issues in class. The team project challenges the students to engage with the issues in practice.

Learning Outcomes

Having successfully completed this module, students should be able to:

• To identify and to understand the contributors to shorter development lead times and flows of marketable, manufacturable and environmentally sensitive new products with integrity
• To identify and to understand the choices in leading, structuring and running the development process, and integrating differing functional capabilities during the development process
• To explore, develop and communicate specific and actionable recommendations for managers to improve a product development process including: a description of the proposed action; time scale for introduction; resources required; knock-on effects anticipated in other areas; measures of performance attributable to the action; expected outcomes
• To work effectively as an individual in a team focused on evaluating the practice and performance of a product development process

Relation to Degree

As an area of managerial responsibility, the new product development process requires the integration of differing functional perspectives – strategy, marketing, design, engineering, operations, accounting, HRM – in order to translate new ideas into manufacturable, marketable and environmentally sensitive products.  This module is at the intersection of these perspectives and, together with other parts of the curriculum, extends the conceptual and managerial scope of the degree.

Workload

Textbooks And Required Resources

Required Readings

The module is based on a combination of case studies and readings. All case studies are available online from the module blackboard site.  Readings are available mainly online from the Library E-Journals collection (designated L) and, occasionally, online from the module blackboard site (designated B). 

The following abbreviations are made throughout this Module Programme:

BH #: Business Horizons, Year #

CIM #: Creativity & Innovation Management, Volume #

CMR #: California Management Review, Volume # 

# IPDMC: International Product Development Management Conference #

JPIM #: Journal of Product Innovation Management, Volume #

JoM #: Journal of Marketing, Year #

LRP #: Long Range Planning, Volume #

R&DM #: R&D Management, Volume #

SMR #: Sloan Management Review, Year #

Student Preparation for the Module

It is expected that case studies and readings noted as “pre-reading” are prepared ahead of class. Readings noted as “post-reading” may be discussed in class and read after class.

Assessment

The module is assessed by a team project, and a written semester-end examination.  

Project: Working in teams, students prepare a report on the practice of product development in a firm of their choice. The report should reflect the issues and concepts which will have been addressed in the module.  The tutorials are used to discuss the project process and performance. The project accounts for 60% of the overall grade

1 x two-hour end of semester examination accounting for 40% of the overall grade. The closed-book examination comprises a case study and a number of questions. Confirmation of examination venue and other details will be provided during the semester.

Key submission dates and assessment details are as follows:

Biographical Note

Dr. Paul Coughlan is Professor in Operations Management at Trinity Business School, Trinity College Dublin. His research interests include collaborative improvement of manufacturing, product development and energy recovery practices; action learning; and action research.