ISM 205: Management of Technology I: Management, Development and Commercialization (MDC) of Technology and Products

Instructor:  Subhas Desa                                                                                                
Office: Engineering 2, Room # 369                                                                                                               
Phone: 831-459-1641                                                                                                         

Lecture Times: Tuesday/Thursday, 4PM-5: 45 PM

Location: Engineering 2, Room 194

Office Hours: Tuesday, 1-3 PM, and by appointment

About the course:

MOT-1 is the first in a sequence of courses in the management of technology. This course will provide students with a systematic methodology and the corresponding set of methods and analytical tools to address the management, development and commercialization (MDC) of technology and products in an integrated manner, which enables the cost-effective and rapid development of profitable and high quality technologies and products.  Topics covered will include engineering/product design and development, strategic analysis of the business landscape, integrated cross-functional development strategy, and finance. These topics will be addressed within the context of high technologies such as software, information systems, semiconductors, storage and networks, nanotechnology, and biotechnology.

Objectives of the course:

·        To understand the functional areas and phases involved in the end-to-end design, development, and delivery of technology and products from strategy and customer needs through conceptual design, prototyping, and manufacturing to marketing.

·        To develop and apply an integrated framework for the management, development, and commercialization (MDC) of technology.

·        To develop and apply methods and tools that enhance the effectiveness of technology development and commercialization. These tools will be both qualitative and quantitative in nature.

·        To gain experience with MDC of high tech through comprehensive case studies and the term project.


·        Homework:                             25%

·        Project:                                    25%

·        Midterm Exam (October 28):  25%

·        Final Exam:                             25%


Project Plan: (dates indicate when progress reports are due)

·        Form project teams and choose technology domain by 9/30

·        Formulate Project Proposal: due 10/7

·        Phase 1 (Technology Strategy; Market Analysis; Technology Platform): due 10/21

·        Phase 2 (Technology/Product Design and Development): due 11/04

·        Phase 3: (Manufacturing, Costing, and Economics; Integration/Closure): due 11/18

·        Final Report: due 11/30

Instructions outlining the requirements for each phase of the project will be provided.

General comments:

·        No single textbook covers the diverse set of topics and tools that constitute this course (see table on Page 3). It is therefore critical that you attend the lectures and take good notes.

·        A list of reference texts is provided below. Also, the table on Page 3 listing the course topics indicates a text reference for each topic. In-class handouts will be provided when appropriate.

·        The course will cover both qualitative and quantitative methods and tools that are useful in the development and commercialization of technology.

·        This course is very interactive. We will be actively discussing case studies and homework in class. Therefore, attendance is mandatory. Please contact me ahead of time if you have to miss a lecture for some important reason.

·        Keep a project notebook, which will be used when grading your term project.

·        Your constructive feedback on an ongoing basis (the “things” you like, your concerns, suggestions for changes and improvements, etc.) will help improve the course in this and following years.

·        If you have any problems related to the course, please see me immediately so that we can quickly resolve the issue.

Reading List:

(The acronyms preceding each reference are used in the last column of the table of course topics on the next page.)

The first book listed below is required for the course.

MNPPD: Clark, K. B., and Wheelwright, S. C., Managing New Product and Process Development, Text and Cases, The Free Press, 1993.

PDD: Ulrich, K. T., and Eppinger, S.D., Product Design and Development, McGraw-Hill, 1995.

Golub, A. L., Decision Analysis, An Integrated Approach, John Wiley & Sons, 1997

PSHTC: McGrath, M. E., Product Strategy for High Technology Companies, McGraw-Hill, 2001.

SBL: Ghemawhat, P., Strategy and the Business Landscape, Text and Cases, Addison Wesley, 1999.

QERD:  Phadke, M. S., Quality Engineering using Robust Design, Prentice-Hall 1989.

QTD: Fox, J., Quality through Design, McGraw-Hill, 1993.

SMTI: Burgelman R. E., et. al., Strategic Management of Technology and Innovation, third edition, McGraw-Hill, 2001.

Course Topics (topics might vary slightlydepending on specialization of the students)




Case Study (Company or   Tech Domain)


Introduction: Objectives of MDC of Tech/Products


Northern  Electronics


The need for an integrated MDC Strategy

General Problem Solving Methodology



MDC Framework

Integrated DMC Framework

Dayton Electric


M1: Creating Functional Maps to align technology marketing, and business

Business-Technology-Marketing Mapping

Apple, Sun


M2: Market/Competitive Analysis of Technology

Porter’s Five Forces Framework

Intel, Microsoft


M3: Establishing Customer Needs and Technical Specifications

Quality Function Deployment (QFD)

Specialized Bicycle Components


M4: Aggregate Project Planning

Probabilistic Decision Analysis

Enterprise Software


M5: Structuring the Development Funnel

Development funnel models



M6: Cross Functional Integration (optional)

Activity Matrix



D1: Conceptual Design

Function Analysis



D2: Product Planning: Technology Platforms and Architectures

Modular Design

Intel, Apple


D3: Development Project Planning (optional)

Design Structure Matrix, GANT and PERT charts

Applied Materials


D4: Prototyping, Detailed Design, Design Review

Concurrent Engineering (CE), Virtual Integrated Prototyping (VIP)

SONY, GMR thin- film fabrication


C1: Quality/Robustness

Statistical Design of Experiments (DOE), Taguchi methods

Semiconductor processing, Computer systems


C2: Manufacturing

Design for Manufacturing (DFM), Failure Modes and Effects Analysis (FMEA)

Intel, Boeing


C3: Economics of Product Development

Net Present Value (NPV) Analysis



C4: Product Marketing Planning (optional)

Product Release Roadmap



MDC Integration/Closure


Information Technology (IT)