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Presentation
Presentation
The Curricular Unit New Product Launch provides students with the knowledge and skills required to conceive, plan, and implement strategies for launching new products, services, or special collections across different sectors of the creative industries. Through a project-based learning approach, students develop solutions to real-world challenges proposed by partner organisations, integrating market research, innovation, branding, communication, product development, and strategic planning. The curricular unit emphasises the practical application of knowledge, fostering collaboration between academia and professional practice while encouraging creativity, critical thinking, and the ability to address complex challenges.
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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
1. Innovation and New Product Development: concepts, innovation processes, opportunity identification and value proposition development. 2. Market Research and Analysis: consumer behaviour, trend analysis, competitive analysis and research methods applied to new product development. 3. Branding and Positioning: brand identity, value proposition and differentiation strategies. 4. Product Development: design of products, services or special collections and user-centred experience creation. 5. Go-to-Market Strategies: launch planning, distribution channels, communication and brand activation. 6. Integrated Communication: storytelling, communication planning and implementation. 7. Project Management: project planning, scheduling, performance indicators and presentation of projects developed in real-world contexts.
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Objectives
Objectives
By the end of the curricular unit, students should be able to: Understand the principles and methodologies involved in the development and launch of new products, services, or special collections. Analyse market opportunities and support strategic decision-making through research and consumer trend analysis. Design integrated launch strategies combining innovation, branding, communication, and marketing. Apply product development methodologies to real-world challenges proposed by partner organisations. Develop creative and sustainable solutions aligned with organisational objectives and competitive market contexts. Work collaboratively in multidisciplinary teams, managing project development in real-world settings. Present and justify strategic proposals using well-founded arguments and professional communication skills.
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Teaching methodologies
Teaching methodologies
The curricular unit adopts active teaching and learning methodologies centred on real-world challenges proposed by partner organisations. Teaching approaches include Project-Based Learning (PBL), Design Thinking, collaborative learning, case studies, workshops, co-creation sessions, prototyping, and project pitches presented to academic staff and external partners. Students develop projects in authentic contexts, integrating research, experimentation, critical reflection, and the practical application of knowledge. Digital tools and Generative Artificial Intelligence are also used to support research, ideation, project development, and communication, promoting their critical, ethical, and responsible use.
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References
References
Aaker, D. A. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing. Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. Wiley. Ries, E. (2011). The Lean Startup: How today's entrepreneurs use continuous innovation to create radically successful businesses. Crown Business. Verganti, R. (2009). Design-driven innovation: Changing the rules of competition by radically innovating what things mean. Harvard Business Press.
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Assessment
Assessment
Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
Exemplo:
Descrição
Data limite
Ponderação
Projeto de grupo - Plano Estratégico de Lançamento de um Novo Produto, Serviço ou Coleção Especial
última semana de aulas
50%
Apresentação oral (Pitch) perante docentes e/ou parceiros externos
data a combinar com os alunos
25%
Participação nas apresentações intermédias, desenvolvimento do projeto e atividades realizadas em aula
Avaliação contínua ao longo do semestre
25%
Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...
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Mobility
Mobility
Yes
