Restriction(s): MBA degree students only. Successful launch of new products is critical to the survival of businesses in today’s competitive landscape and understanding the strategies pertaining to new product development (NPD) becomes critical. Though NPD spans several departments, the goal of this course is to attune students to the marketing aspects of NPD such as identifying customer needs using quantitative and qualitative methods, measuring customer benefits, and assessing various product launch strategies. At the end of this course, students will develop skills in the areas of the new product development process and maintaining a customer-focus during the process.