Marketing & Communication Management PT
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Product Development & Service Design

level of course unit


Learning outcomes of course unit

The development and design of new products and services is one of the most im-portant and risky challenges facing companies. After this course, students will be able to name the stages of product development and explain how companies gener-ate and implement ideas for new products

prerequisites and co-requisites

Module MGL und MMT

course contents

In this course, students become familiar with the principles and practices in product development, design, marketing and the introduction of new products and services. Students learn how to integrate (end) customers into this process, which concepts and tools can be used to support successful product development, which role the product life cycle plays and which marketing strategies can be applied in the individ-ual phases of the product life cycle.

recommended or required reading

•Ulrich K.T., and Eppinger S.D. (2019): Product Design and Development, Fifth Edition, NY.: McGraw-Hill
•Scholz, U., Pastors, S., Becker, J. H., Hofmann D., and van Dun, R. (2018). Praxishandbuch Nachhaltige Produktentwicklung, Wiesbaden: Springer Gabler.
•Trott, P. (2016). Innovation Management and New Product Development, Harlow: Pearson Education.

assessment methods and criteria

Seminar paper

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Integrated course, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Dr. Markus Holzweber

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)