Organizations must develop new products and services if they are to survive and prosper over time. Unfortunately, many new products and services fail. This program presents a proven and systematic way to develop new products and services that increases the chances for new business success.
Learning Objectives
Participants will:
- Consider key issues in managing the growth process.
- Examine and apply systematic methods for developing new products and services.
- Explore techniques for generating and evaluating new product and service ideas.
- Learn and employ methods for making crucial choices for the launch strategy.
- Examine the components of a new product strategy and their relationship.
- Learn and utilize approaches for developing new product strategies.
- Explore alternative launch strategies and how to determine the conditions when each should be utilized.
Teaching Methodology
A variety of teaching techniques are employed, including lecture/discussions, workshop sessions, and case discussions.
The lecture/discussions are designed to provide the participants with a framework for developing marketing strategies. During these highly interactive sessions, many current illustrations from a variety of industries, both industrial and consumer, product and service, are used to make the conceptual points vivid and memorable.
During workshop sessions, participants work in teams to apply proprietary techniques to specific marketing issues such as identifying market segments or determining competitive advantage. Participants often use these techniques to develop their own new product plans.
Case discussions engage the participants in examination of specific new product problems. They are designed to develop vigorous discussions of key marketing points. Short cases are utilized to explore specific issues; long cases are utilized to consider several issues simultaneously.
Upcoming Class Schedule
| Date | Location |
|---|---|
| There are no classes scheduled for this course. | |