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Presentation
Presentation
The launch of new products represents a critical milestone in an organization's strategic decision-making process, requiring market analysis, positioning definition, and the integrated operationalization of marketing strategies. This course aims to develop strategic and operational competencies in the planning and implementation of new product launches, combining theoretical foundations with practical application. As a theoretical-practical course, students are challenged to design, structure, and present a comprehensive launch plan, including market analysis, target definition, value proposition development, communication strategy, and action planning. The course holds particular relevance within the study cycle as it consolidates prior knowledge in marketing, consumer behavior, and branding, fostering an integrated, strategic, and results-oriented approach.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULHT168-9233
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Innovation and new product launch: concepts, types of innovation, creativity, and organizational models. New product development process: opportunity identification, idea generation and screening, concept development and evaluation. Development and launch management: prototyping, product testing, positioning, pricing, distribution, and communication strategies. Test marketing, commercialization, and post-launch monitoring.
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Objectives
Objectives
Theoretical-practical course focused on developing strategic and operational competencies in new product launch processes. By the end of the course, students should be able to: analyze market opportunities; apply segmentation, targeting, and positioning methodologies; design differentiated value propositions; integrate branding, communication, and distribution decisions; operationalize the stages of the launch process; and present a structured, well-founded strategic plan oriented toward measurable results.
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Teaching methodologies
Teaching methodologies
The course adopts student-centered active learning methodologies, emphasizing project-based learning and real problem-solving. It combines theoretical lectures with workshops, debates, and collaborative work. The teaching process includes the development of an applied project in partnership with a brand, allowing students to work on a real market launch case. In the current academic year, the project focuses on the launch of the Italian luxury eyewear brand Webee in the Portuguese market, promoting an immersive and market-oriented learning experience. The course articulates with the Trend Research course in the Communication Sciences program, promoting interdisciplinary collaboration and the integration of trend analysis into the development of the launch project.
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References
References
Allérès, D. (2006). Luxo: estratégias de marketing. FGV. Baynast, A. de, Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, V. (2018). Mercator XXI (25ª ed.). Dom Quixote. Keegan, W. J., & Green, M. C. (2017). Global marketing management (9th ed.). Pearson. Kotler, P., & Keller, K. L. (2012). Administração de marketing (14ª ed.). Pearson. Lipovetsky, G., & Roux, E. (2005). O império do luxo. Edições 70. Pires, A. R. (1999). Inovação e desenvolvimento de novos produtos. Sílabo. Rees-Roberts, N. (2018). Fashion film: Art and advertising in the digital age. Bloomsbury.
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Assessment
Assessment
Avaliação contínua
1. Trabalho escrito em grupo (70%) - Desenvolvimento e submissão no Moodle de um projeto de lançamento de um novo produto, com apresentações orais intermédias ao longo do semestre.
Parâmetros de avaliação: qualidade e profundidade da pesquisa de mercado; fundamentação teórica adequada; aplicação consistente dos conceitos de segmentação, posicionamento e proposta de valor; criatividade e inovação na solução apresentada; coerência e viabilidade da estratégia de lançamento; rigor analítico; qualidade da estrutura e redação; evolução demonstrada nas apresentações intermédias.2. Debates em aula (30%) - Participação ativa e fundamentada nas discussões.
Parâmetros de avaliação: capacidade crítica; articulação entre teoria e prática; pertinência e consistência das intervenções; domínio conceptual; qualidade da argumentação.Descrição
Data limite
Ponderação
Exame final: 100% da classificação final.
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Mobility
Mobility
Yes
