NBA 6170 - Emerging Technology Markets

Spring. 1.5 credits.

Graduate standing.

B. LaPerle.

An overview of how successful companies combine a deep understanding of unmet customer needs with a key emerging and enabling technology to create significant new market and shareholder value. A proactive and repeatable 10-step Market Development Planning process will be described with special emphasis on tools and techniques that link industry and competitor technology trends with unmet customer needs. This course will give prospective brand managers, product managers, business and engineering managers the conceptual and operating tools to proactively identify, and successfully bring from the R&D lab to the marketplace, new differentiated value propositions.