Managing New Products and Services for Strategic Competitive Advantage

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Marketing & Sales > Managing New Products and Services

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

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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.

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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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