Marketing Innovation

This event is over.

 

 Learning Objective

In-Class Activity

8:30-10:00am Module 1:  Opportunity Identification

 

 

Role of Innovation and The Innovation Process
  • Course introduction and objectives.

Class overview, introductions and questions. 

Opportunity Identification
  • Understand how to evaluate attractiveness of markets. 
  • Identify and translate consumer insights into product improvement or development. 
  • Discover how companies can create uncontested markets that offer new value to customers.

Case:  Cirque du Soleil

Demand Domains
  • Understand the differences between wants and needs; features, advantages and benefits. 
  • Understand demand domains and its impact on innovation development.

Case:  Montague Corporation: Unfolding the Future in Cycling

10:15-12:00pm Module 2:  Idea Generation

 

 

Brand Strategy and Frameworks in New Product Design
  • Understand how your existing brand can be a platform for innovation. 
  • Understand the Brand Essence model and impact on innovation development.

Case: Dove: Evolution of a Brand

Ideation and Team Building
  • How to build and sustain an innovation culture. 
  • Discuss structured vs. free-form techniques.

Case:  Digital Chocolate

Lunch 12:00-1:00pm

 

 

1:00-3:00pm Module 3:  Design

 

 

The Design Process
  • Turning ideas into compelling benefits your product will provide to consumers and customers. 
  • Learn how to balance rational v. emotional brand traits.

Case:  Samsung Electronics: Innovation and Design Strategy

Conjoint Analysis and Consumer Insights:  How to design breakthrough ideas
  • Learn how to write clear concepts that accurately reflect a proposed products performance in an attempt to estimate potential.

Case:  Portland Trail Blazers

3:15-4:00pm Module 4:  Testing

 

 

Concept Testing and Pre-market forecasting
  • Understand how ideas are screened and qualified before significant investments in time or money.

Case:  TruEarth Healthy Foods: Market Research for a New Product Introduction

4:00-5:00pm Module 5: Commercialization

 

 

Challenges in marketing new products
  • Examine why innovative products more often than not struggle for awareness, trial and repeat. 

Case:  Fiat-Chrysler Alliance: Launching the Cinquecento in North America

Instructors