Marketing Innovative Products and Services

Marketing innovative products and services occurs in an ever-changing environment, and requires rapid decision making with incomplete information. These innovations are introduced at increasingly frequent intervals, and there are high mortality rates for products and services, and the businesses themselves. Our course provides a practical, how-to guide for navigating these marketing challenges to bring innovative new products and services to market. With learning modules on product strategy, go-to-market strategies, and growth strategies, you will build your skills in understanding and applying the latest marketing strategies and tactics. We’ll explore how to develop an informed marketing plan that aligns with customer needs based on real market research. Learn the latest strategies for customer discovery, interviews and focus groups, product design, product development, content marketing, social media marketing, and marketing campaign management. The course will provide a balance between conceptual discussions based on readings of concepts and practices, and applied, hands-on analysis with real projects. 3b

• Learn the fundamentals of product strategy with attention to product vision, user journey mapping, business modeling, SMART objectives, customer profiling, customers jobs, customer pains, customer gains, competition, and differentiators.
• Understand go to market strategies with an exploration of buyer journey, pricing, channel strategy, positioning, branding, and product-market fit.
• Develop insights on growth strategies as we explore inbound vs outbound marketing, types of media, pull marketing, push marketing, social media marketing, social media channels and content, budgeting, timing, content calendars, customer activation, landing pages, customer retention, email campaigns, and minimum viable products (MVPs).

• None required. “Identifying Entrepreneurial Opportunities” and “Creating Innovative Business Models” recommended.