The New Product Development Program is a 6 Credit Program beginning the first week of June and ending the second week of July for a total of 6 weeks. It consists of the following classes:
•    BUS 358: Marketing Research
•    BUS 369: New Product Development

Objectives of the Program
Our goal is to help students learn how to use state-of-the-art management and research techniques to identify markets, develop new product ideas, measure customer benefits, design profitable new products, implement market tests, and then track the success of the new products through the introductory stage of its life cycle. Our focus is marketing; thus, we will concentrate on market measurement and the use of that information to develop the target market and the marketing mix for the new offering.  The course will be relevant to students who expect to work directly in brand or product management, marketing research, as well as those whose interests are in general management and consulting. 
What to Expect
This course incorporates a final term project to include a written report and an oral presentation based on a hands-on course long project.  You will be a member of a project team whose size will be determined primarily by the total number of students in the class.  The team is to assume the following situation:  You represent a marketing consulting firm that has been asked to submit a detailed study to a potential client.  Each team will select a product/service of their choosing and research that corporation to become familiar with the company and the environmental forces that shape the company, its product/service, and its industry.  Based upon the findings, each team should uncover a new product opportunity that they believe, via conducting marketing research, could reveal significant results for their corporation.  The project will provide an opportunity for the student to apply the concepts learned in both classes.  Applying the concepts learned in class will be a rewarding, worthwhile experience that will allow the student to gain valuable insight into the role of marketing research and how it works with new product development in the real world.  The student will develop and refine a number of skills during the course of the semester which can only occur as a result of a hands-on project.

Teaching Model
The New Product Development program launched the summer of 2008 is a unique learning experience designed for undergraduate business students. The program’s uniqueness is derived from the collaborative learning environment in which two traditionally individual courses in Marketing Research and New Product Development will be taught collectively, to emphasize their mutual relationship in the business community. 
The typical classroom will be converted into a “learning laboratory” designed to allow students to integrate the various marketing concepts in the formulation of a coherent business decision making process with regard to creating new products.  To better prepare them for the work force, the faculty will bridge the gap between theory and practice by utilizing the following:
•    Guest speakers from the business community
•    Field trips to Long Island companies
•    Case analyses to develop critical thinking and decision making skills
•    Student teams to develop their leadership skills and their ability to recognize, assess, and manage the skills of others and utilize them effectively
•    A total integration of research techniques and the new product development process

Program Schedule
Tuesday & Thursday
9:30am--3:30pm
One Hour for Lunch

Prerequisites
BUS 348 Principles of Marketing

How to Register
E-Mail Professor Abbruscato:  cabbruscato@notes.cc.sunysb.edu
Please put “Register for New Product Development Program” in subject heading

For more information, please contact:

Professor Bob Ettl
314 Harriman Hall
State University of New York at Stony Brook
rettl@notes.cc.sunysb.edu

Professor Camille Abbruscato
301 Harriman Hall
State University of New York at Stony Brook
cabbruscato@notes.cc.sunysb.edu