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Aesthetics in New Product Development

Module Details
Audience: VP level and manager/director level
Duration: 2 – 4 hours
Location: Miami Herbert Business School, University of Miami


This module discusses the increasing importance of aesthetics across a broad array of consumer and business products and platforms. The importance of aesthetics cannot be overstated and has been identified not just in consumer durable goods where we are used to seeing it, but in B-to-B markets, industrial markets, and particularly so in service industries. This module will look at businesses that flourish by offering goods and services that offer aesthetic pleasure from the visual (e.g. Apple) to the fully-integrated experiential (e.g. Disney). This module will discuss what aesthetics can do for the manager as well as what aesthetics does for the consumer.

Case studies will focus on businesses thriving by offering a high level of aesthetics in both the luxury consumer space as well as other areas such as the business-to-business sector, the service sector, and beyond.


Claudia Townsend

Claudia Townsend is an associate professor of marketing at the Miami Herbert Business School. She performs research on consumer behavior and decision-making. Specifically, she examines how people make choices with a focus on how the visual presentation of information influences judgment and choice. She has published in leading marketing journals including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing. Dr. Townsend is on the Editorial Review Board of the Journal of Consumer Research as well as the Journal of Business Research. Dr. Townsend also has industry experience in market research and economic consulting. Dr. Townsend received her PhD at UCLA’s Anderson School of Management and B.A. from Brown University graduating magna cum laude with honors.
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