Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


The course will familiarize you with the new product development challenges that product and service marketers face in complex (global) environments. You will obtain an understanding of the core approaches and concepts for developing user-centric innovations that allow firms to succeed in such fast-paced, fiercely competitive markets. Through contact sessions, readings, and assignments you will gain knowledge of and will learn to apply the key managerial practices related to managing a company s new product development in a market­-oriented way.

Credits: 6

Schedule: 01.03.2022 - 14.04.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Tua Björklund

Contact information for the course (applies in this implementation):

Floris van der Marel (

prof. Tua Björklund (

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    We will cover the most important areas of market-­oriented management of new product development. We will discuss the product development process and the concepts, analytical frameworks, and managerial practices used in agile innovation development.

  • applies in this implementation

    The course is structured around the design thinking process

    • understanding: examining value perceptions and needs of key customers, users and stakeholders
    • reframing: identifying value creation opportunities and market constraints
    • ideating: utilizing a variety of methods to explore potential new offerings
    • experiment: testing assumptions and learning through prototyping

    Throughout this process, we will examine managerial implications, learn from case examples, and apply key methods in case projects. Groups will work on a circular economy case in which they will develop new value, applying methods and insights on the case throughout the course.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Compulsory individual and course assignments.

    Autumn 2020:

    Group Assignment (40%)
    Individual Assignments (5%)
    Learning Diary (45%)
    In-session participation (10%)
    Mandatory attendance Nov 5, 17, Dec 1

    Assessment methods:

    Individual Pre-Ass. 1
    Learning Diary
    Group work

  • applies in this implementation

    In the Winter/Spring 2022 execution: 

    • Group assignment: final presentation (10%) and report (30%)
    • Five individual assignments (50%)
    • In-session and group work participation (10%)


    • 90 or more = 5 
    • 80-89 = 4 
    • 70-79 = 3 
    • 60-69 = 2 
    • 51-59 = 1 
    • below 50 = 0 / Fail

  • valid for whole curriculum period:

    • contact teaching
    • independent work
    • individual and group assignments

    Autumn 2020:

    Individual Pre-Ass. 1
    Learning Diary
    Group work


Study Material
  • valid for whole curriculum period:

    A collection of articles and book chapters assigned by the lecturer

  • applies in this implementation

    All materials are shared via MyCourses.

Substitutes for Courses
SDG: Sustainable Development Goals

    3 Good Health and Well-being

    9 Industry, Innovation and Infrastructure

    12 Responsible Production and Consumption

    17 Partnerships for the Goals


Further Information
  • valid for whole curriculum period:

    The number of students admitted to the course is restricted to 50. Priority is given to (1) Aalto BSc Marketing students, (2) Aalto BIZ exchange students, (3) open university students, (4) JOO-students, (5) BIZ students

    Attendance at the last two sessions is mandatory. Students not attending will automatically fail the course.

    Teaching Period:

    II 2020 21 (autumn)
    2021-2022 Spring IV

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.

Details on the schedule
  • applies in this implementation

    Weekly class times on Tuesdays and Thursdays 10 - 12 are reserved for lectures and workshops, in addition to which there are weekly individual and group tasks on the case. Five individual tasks and the final group project presentation and report will be graded.

    On most weeks, Thursdays will be online sessions emphasising covering new content and Tuesdays will be hybrid sessions emphasizing reflecting on activities and synthesizing insights together with all course participants (either on Zoom or on campus at the Design Factory Stage, Betonimiehenkuja 5C). However, the first introduction session on Tuesday March 1st will be online, and the final group presentations on Thursday April 14th will be on campus. Note that there are no classes March 28th - Aprl 1st, rather, this time is reserved for the groups to prototype and test their ideas.