Lesson Plan

• Describe the role of product development within the marketing mix.
• Explain how product development drives market growth and competitive advantage.
• Identify and outline the seven stages of the product development process.
• Compare product development with product improvement, assessing risk and cost implications.
• Apply the product development framework to a real‑world business case.

• Projector and screen
• Whiteboard and markers
• Printed handout of the product‑development flowchart
• Case‑study worksheets
• Sticky notes for idea‑generation activity
• Laptop with internet access for research

Imagine a well‑known brand that never launches new products – what would happen to its market share? You already understand the marketing mix and the product life cycle, so today we’ll explore how product development keeps firms competitive. By the end of the lesson you will be able to map the development process and explain why it matters.

1. Do‑now (5'): Students write recent product launches on sticky notes and share quickly.
2. Mini‑lecture (10'): Explain why product development is vital, linking to market growth, competitive advantage and the PLC.
3. Guided walkthrough (15'): Present the seven‑stage product development process with a flowchart; pause for questions after each stage.
4. Group case‑study activity (15'): Teams analyse a company’s product, complete a worksheet identifying the current stage and key decisions.
5. Comparison discussion (10'): Contrast product development vs. product improvement using a risk‑cost table.
6. Check for understanding (5'): Exit ticket – write one benefit of product development and one potential pitfall.

We reviewed the strategic importance of product development and the structured seven‑stage process. Complete the exit ticket and, for homework, research a recent product launch and map its development stages using the framework discussed.