New Product Development and Marketing management

By the end of this course, participants will be able to:

1. Understand the complete new product development (NPD) process from concept to launch

2. Conduct effective market research and identify customer needs

3. Develop innovative product ideas aligned with market demands

4. Design and implement successful product marketing strategies

5. Evaluate product performance and optimize market success

The course is designed for professionals in marketing, communication, advertising, public relations, human resources, sales, and business development who need practical, up-to-date knowledge of marketing strategy and techniques. The course is aimed at all types of organizations such as large corporations, government agencies, small businesses and non profit entities.

• 1. Introduction to New Product Development (NPD)

  • Understanding the product life cycle and innovation importance

  • Overview of NPD models and frameworks

  2. Idea Generation and Innovation Management

  • Techniques for generating innovative product ideas

  • Screening and selecting viable product concepts

  3. Market Research and Customer Insights

  • Conducting qualitative and quantitative market research

  • Identifying target markets and customer needs

  4. Product Design and Development

  • Product design principles and prototyping

  • Testing concepts and refining product features

  5. Business Analysis and Feasibility Study

  • Cost estimation, pricing strategies, and profitability analysis

  • Risk assessment and financial viability evaluation

  6. Branding and Positioning Strategies

  • Building strong product brands

  • Positioning products in competitive markets

  7. Marketing Strategy Development

  • Creating marketing plans (4Ps/7Ps framework)

  • Digital marketing and integrated communication strategies

  8. Product Launch and Commercialization

  • Planning and executing successful product launches

  • Distribution channels and go-to-market strategies

  9. Product Performance Monitoring and Evaluation

  • Measuring product success using KPIs and analytics

  • Continuous improvement and product lifecycle management

  10. Managing Product Portfolio and Innovation Strategy

  • Portfolio management and product diversification

  • Sustaining innovation and competitive advantage