Andrew Razeghi
Andrew J. Razeghi

MARKETING
Adjunct Lecturer of Marketing

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Andrew Razeghi teaches coursework on innovation. He is a best-selling author, adviser to Fortune 500 companies, and a leading expert on corporate creativity and innovation. His consulting work spans industries from consumer packaged goods to healthcare, technology to financial services, and entertainment to professional sports. A few of his clients include GE, Intel, PepsiCo, and The New York Times. Razeghi has also served as Vice Chairman of the Wright Centers of Innovation at the National Academy of Sciences in Washington, DC and is a frequent speaker at conferences and events. He is also active in the Chicagoland entrepreneurial community. He is a Limited Partner in Excelerate Labs, the Midwest’s leading new venture incubator and is an angel investor in a number of companies including Nutrabella, Paradise4Paws, Giveforward.com, Tap.Me, Inc., NowSpots, and Groovebug. Razeghi’s work has appeared in a number of media outlets including BusinessWeek, China Daily, CNN, Investors Business Daily, and Forbes. His most-recent book, THE RIDDLE: Where Ideas Come From and How to Have Better Ones (Jossey-Bass/Wiley) was chosen by FAST COMPANY magazine as one of its “Smart Books”. You can follow him on Twitter @andrewrazeghi or by phone (773) 230-7851.
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Full-Time / Part-Time MBA
Launching New Products and Services (MKTG-465-0)

This course counts toward the following majors: Entrepreneurship & Innovation, Marketing, Marketing Management

Innovating new products and services (and new product and service features) is among the most complex challenges faced by managers. How can one generate potentially breakthrough new product and service concepts? Given an infinite world of possibilities, how does one decide which products and feature concepts to pursue? How does one get customer feedback for products and features that do not yet exist? What marketing strategy & tactics should one employ to convince customers to purchase products they might not yet know they want? How does one reconcile the introduction of new products with an existing product portfolio? The goal of this course is to introduce students to marketing principles and concepts that they can use to tackle these questions and to develop their own approach to innovating new products and services.