The lifeblood of most market-driven organisations is the development and commercialisation of new products and services. However, most of these developments fail. The purpose of this course is to minimise the chances of failure by having a better knowledge of the development process. The course covers all issues involved in developing and bringing to market new products and services: opportunity identification, idea generation, segmentation, design, consumer measurement, perceptual mapping, forecasting, market testing, launch and post-launch monitoring, as well as project management and appraisal. The latest techniques and analysis procedures are used within a practical managerial framework.