Class Launching New Products

Constituting the launch of new products an important milestone in the main strategic decisions of an organization, this discipline aims to provide a high level of strategic competence in terms of launching new products, as well as the operational implementation of the steps inherent to the launch of new products. products. Theoretical and practical curricular unit, where students actively participate in the elaboration of New Product Launch works.

Programmatic content:

1 - Innovation and launch of new products
1.1. Types of innovation
1.2. Criativity and innovation
1.3. Forms of organization for launching new products

2 - New product creation process
2.1. Opportunity identification
2.2. Selection of ideas
2.3. Concept creation
2.4. Concept evaluation

3 - Management of the new product development process
3.1. Product development
3.2. Product testing
3.3. Launch
3.4. Market test
3.5. Commercialization

The innovation of this U.C. It takes place in the practical part in which students develop a product launch, applying the knowledge transmitted in different UC's of the BA.

Mercator 25 anos - o marketing na era digital. (18ª ed). Lisboa. Dom Quixote.

Kotler, P. Keller, K. (2012). Administração de Marketing. 14ª ed. São Paulo. Pearson Prentice Hall.

Moraes-Sarmento, E.; Abranja, N.; Carvalho, R. Vitorino (2022). Plano de marketing e marketing digital na hotelaria e turismo. Lisboa. Lidel. 

Bibliografia principal online

B-ON - Biblioteca do conhecimento online.

RCAAP - Repositórios Científicos de Acesso Aberto de Portugal.