Project Focuses on Product Introduction, Marketing

Pictured left to right, are: Students Jevoane Prince and Nicholas Cooper, Client Don Tocco, Student Lee Johnson, Associate Professor and Project Advisor Michael Tuttle


Northwood University Florida’s Build the Business project recently provided several students the opportunity to formulate strategies designed to bring a product to market.

“The purpose of the project was to encourage teams of three interdisciplinary students to formulate a creative plan to market a unique book created by the client,” said Associate Professor Michael Tuttle who advised the assignment, in which teams were guided through three levels of competition to select the best comprehensive plan. 

The endeavor, made possible through Northwood’s Alden B. Dow Center for Creativity and Enterprise introduced students to Don Tocco of D. L. Tocco and Associates, Inc.  and author of Art of the Journey, a compilation of artistic works painting, photography sculpture and poetry.

“This competition is unparalleled.  It is uniquely aimed at the connection between innovation and its commercial potential.  It proves that Northwood University students can be challenged and successfully demonstrate an understanding of the commercialization process involved in developing a feasible plan for innovative products, ideas and inventions,” said Georgia Abbott Director of Northwood’s Alden B. Dow Center for Creativity and Enterprise. “This competition has provided NU with an opportunity to learn.  We will be implementing these kinds of commercialization projects into our new Marketing & Management of Innovation degree which we look forward to launching in the 2014 academic year,” she added.

“Teams were encouraged by ever increasing financial rewards and the possibility of a paid summer internship, so this was a very realistic round of challenges that pitted Northwood students against a real world opportunity.  It is the type of challenge the winning team met eagerly and will benefit from, both this summer and on into their careers,” added Tuttle of the group whose plan focused on selling the book in wholesale volume as a gift to automotive and real estate consumers. 




Northwood University is committed to the most personal attention to prepare students for success in their careers and in their communities; it promotes critical thinking skills, personal effectiveness, and the importance of ethics, individual freedom and responsibility.

Private, nonprofit, and accredited, Northwood University specializes in managerial and entrepreneurial education at two full-service, residential campuses located in southern Florida and mid-Michigan. Adult Degree Programs are available in seven states with many course delivery options including online. The DeVos Graduate School offers accelerated, evening and weekend programming in Michigan, Texas and Florida. The Alden B. Dow Center for Creativity and Enterprise provides system-wide expertise in family enterprise, entrepreneurship, creativity and innovation, and new business development. International education is offered through study abroad and in Program Centers in China (Changchun and Wuxi), Malaysia and Sri Lanka.