Active learning ideas
The product development process is the journey from a 'lightbulb moment' to a product on a shelf. Students follow the stages of idea generation, screening, concept development, business analysis, product development, test marketing, and commercialization. This topic emphasizes the high risk of failure and the importance of innovation in the Canadian marketplace.
Activity 01
Groups generate ten 'wild' product ideas for the school community. They then use a set of 'screening criteria' (e.g., feasibility, cost, demand) to narrow them down to one viable concept, presenting their 'surviving' idea to the class.
How do companies generate new product ideas?
Activity 02
Set up stations with different materials (cardboard, digital wireframe tools, clay). Groups rotate to create a 'low-fidelity' prototype of their product, focusing on form and function rather than aesthetics.
What is the purpose of test marketing?
Activity 03
Students choose a city in Canada to 'test market' a new poutine-flavored snack. They must justify their choice of city based on demographics and explain what data they hope to collect before a national launch.
Why do many new products fail?
A few notes on teaching this unit
Watch Out for These Misconceptions
A great idea is all you need for a successful product.
Students often underestimate the 'business analysis' and 'test marketing' phases. Using a 'failure analysis' activity where they look at why famous products failed helps them see that execution and market fit are just as important as the initial idea.
Innovation means inventing something brand new.
Many students think they need to be Elon Musk. By looking at 'incremental innovation' (like adding a better lid to a coffee cup), students learn that small improvements to existing products are a major part of the marketing curriculum.
Methods used in this brief
Brand Identity and Equity
An analysis of how brands are built, the value of brand equity, and the elements of a strong brand identity including logos and slogans.
8 methodologies
Packaging and Labelling
Students examine the functional and promotional roles of packaging, as well as the legal requirements for labelling in Canada.
8 methodologies