The unique course, Managing Product Development for Valueâ„¢ is an integrated system of lecture and case based teamwork (case work based on fictitious digital printing company) that will help you learn how to manage new product development to maximize value. This course is designed primarily for research and product development professionals who are trying to increase the value that their firms derive from new product development efforts. You will learn an integrated approach to product development that focuses the entire process around the identification and creation of customer value. Case study and team based exercises address corporate new product development environments and entrepreneurial opportunities as well as process and product improvements.

The course develops your fundamental skills for the entire chain of steps required for successful innovation. This full process focus will improve your ability to identify new product or service opportunities that will have the largest payoffs for your organization. The three questions on which the course focuses are:

• How Will You Create Value?
• How Will You Deliver That Value?
• How Will You Capture That Value?
Helping to make the lessons most relevant to the challenges you face day to day, the course integrates the lecture with a participative teamwork based on a new product development simulation centered on the new product development challenges faced by a fictitious company in the digital printing industry. This case based learning method deepens your understanding of the techniques by providing an opportunity to use the techniques right away. Consolidating your learning in this manner also improves your ability to quickly begin applying the lessons when you return to your organization.