Executive Education

Kellogg School of Management

Marketing & Sales  >  Managing New Products and Services

Managing New Products and Services for Strategic Competitive Advantage

Related Programs
  Pricing Strategies & Tactics
  Business Marketing Strategy
  Consumer Marketing Strategy
 

Upcoming Sessions
Evanston Campus
  October 19-22, 2008
$ 5,500
Miami Campus
  February 15-18, 2009
$ 5,800
  August 23-26, 2009
$ 5,800
 
Key Benefits
During this course, you will:
Identify approaches for establishing an innovation mind-set in your organization
Create a new product/service development process
Develop strategies for marketing new products/services
Analyze the role of product and process design in mass customization
Generate a strategy for integrating research and development, design, manufacturing, and marketing
Explore best practices from other industries
 

"This program provided me with a clear perspective on product development and brand impact. I will return to my company with a new perspective and product strategy."

Department Manager, Pre-Owned Marketing, Mercedes-Benz U.S.A.

Co-Academic Director Dipak Jain
© Nathan Mandell
Co-Academic Director; Dean of the Kellogg School of Management Dipak C. Jain
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Watch Video: Professor Kuczmarski

Turn your new products and services into profits. Organizations must be able to fuse business strategy with new product design and development to gain a competitive edge in the marketplace. In this comprehensive program, you will identify new product and service strategies that foster innovation.

From the voice of the customer to design, manufacturing, delivery, and launch, you will learn how to integrate all aspects of the development process.

This program covers techniques for creating an innovation mind-set, market entry and positioning strategies, segmentation tools and techniques, mass customization, product design and development, building cross-functional teams, and rewarding and motivating team performance.

View the faculty

Program Content

Creating an Innovation Mind-Set

Conducting a Strategic Audit of New Products

New Product Marketing Strategies

Strategic Segmentation and Positioning

Building Cross-Functional Teams

Rewarding Performance and Motivating Teams


Format
Senior members of the Kellogg School faculty teach this course. Discussions, case studies, and exercises facilitate involvement. In the evenings, you will meet in faculty-assisted study groups to prepare exercises and projects for class discussion.

Who Should Attend
Find out who should attend Managing New Products and Services, and what past participants have said about the course.

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