Introduction of New Products and Services

This course covers fundamental marketing principles and answers the manager’s question: “What do I need to know and do as a marketer in order to develop a successful new product?” Students will gain a firm understanding of the steps necessary to bring a new product from concept to successful launch. Illustrations and discussions will encompass many industries, in contexts that range from garage startups to Fortune 100 companies.

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Northwestern University Kellogg School of Management Academy of Inventors United States Department of Commerce  World Intellectual Property Organization