Course Detail

Lab in Developing New Products and Services (37201)

Course Description by Faculty

  • Middlebrooks, Arthur
  • Content
    The primary purpose of this course is to provide students with an in-depth understanding of state-of-the-art practices in new product/service innovation, with an emphasis on the early up-front stages of the innovation process using Design Thinking methods. Topics covered include: design thinking, stage-gate and agile innovation processes, opportunity identification, qualitative and quantitative agile design research methods, customer insights, idea generation and screening, new product concept prototyping, concept testing and optimization, new product forecasting, new product branding, and business cases. A series of group projects enables students to apply these tools on an actual client “lab” project.

    This course covers tech, consumer, and business-to-business products and services (with an emphasis on tech and consumer products/services), including examples from mobile apps, e-commerce, food and beverage, household consumer products, mobile devices, telecom, consumer durables, software, medical products, and financial services.

    • Group projects are real-world innovation projects from leading company sponsors across a range of industries. Student teams work closely with their clients, under the guidance of a faculty coach, to uncover unmet customer needs, generate ideas, develop new product/service concept prototypes, test those concepts quantitatively with a representative group of target consumers using a professional market research firm, and make recommendations to their clients. Expect to spend ~10 hours/week outside of class.

    Winter 2024 Timeline
    • A webinar will be held noon-1pm on Tuesday October 24 to give details about the class and application process.
    • Applications are due by midnight on Wednesday October 25
    • Acceptances are announced on Tuesday October 31.
  • Prerequisites
    Business 37000: strict (can be taken concurrently). No non-Booth students, including Dougan Scholars. Application and acceptance into course required. Course cannot be dropped once enrolled. Cannot be taken if 37200 “New Products and Services” or 37810 "New Product Development" has already been completed.
    • No non-Booth Students

    • Strict Prerequisite

    • Application-based course

  • Materials
    This course includes a text, case studies, and readings from practitioners and academics. Each student team will need access to ChatGPT-4, either through Bing A.I. or a monthly subscription with Open AI. I make every effort to invite one or more practicing product developers as guest lecturers. Students use online platforms from several leading agile market research vendors. This course emphasizes the practical application of new product innovation theory.
  • Grades
    100% of grades are based on three group projects that take a new product from opportunity identification through concept development and testing, and final recommendations. Group work is extensive in this course, and peer evaluations impact grades for each group assignment. Students should expect to meet with their groups multiple times each week and speak with their client and faculty coach every week. Class attendance is mandatory. Students must apply for the course. Once accepted into the course, it cannot be dropped. Any drops result in major complications with clients.

    Cannot be taken pass/fail. No auditors. Provisional grades are given subject to timely completion of assignments.
    • Mandatory attendance week 1

    • Allow Provisional Grades (For joint degree and non-Booth students only)

    • No auditors

    • No pass/fail grades

  • Syllabus
  • Winter 2024Section: 37201-01TH 1:30PM-4:30PMHarper Center219 - Meeting RoomIn-Person Only
  • Winter 2024Section: 37201-81W 6:00PM-9:00PMGleacher Center600ABIn-Person Only
Description and/or course criteria last updated: November 10 2023