New Product Marketing Basics (2 of 2), Plain & Simple

SPECIAL NOTE

This is the 2nd in a series of 2 courses on New Product Marketing Basics. This course was completely rewritten (Jan 2023)

WHY IS THIS COURSE IMPORTANT?

For many of us, the brainstorming, development and testing of our new products and services are exciting times. Equally as important is a firm understanding of the market and customer for which these innovations are intended. Without this our products/services will surely fail. This course will provide a solid foundation upon which we can build our successful market strategy. It introduces a variety of tools for be successful.

WHAT WILL YOU LEARN IN THIS COURSE?

In THIS course you will learn:

Market Forecasting Models

• Using Trendlines

• ATAR Model

• Bass Models

• The Hypecycle

• Crossing the Chasm

• Using CRM tools for Forecasting

• Professional Forecasting Models

• Forecasting Lessons Learned

Tools for Choosing the Right Strategy

• Voting Technique

• Consensus Technique

• Affinity Diagram

• Ease of Implementation Grid

• Market Attractiveness Grid

• BCG Grid

The 1st (of 2) course in this series focused on the fundamental marketing building blocks of SWOT, Value, Mission and Vision. It also discussed market sizing.

WHO IS THE IDEAL STUDENT FOR THIS COURSE?

You will learn a lot from this course if you are

• On the development team and want a basic understanding about how to understand the market and how you will position your product in that market

• Are new to marketing and want a pragmatic, practical description of all the important steps in building and executing a marketing strategy

• Are experienced in marketing but need a better understanding of those aspects of marketing related to the development and marketing of new products and services

• Considering marketing as a career choice

WHAT IS YOUR TEACHING STYLE?

My teaching style is a very pragmatic one. I assume you know nothing about this topic and start with the foundation and build from there. Some of these concepts could be challenging, so I sprinkle in as many examples as I can, both non healthcare and healthcare, to assure full understanding of the topic. This is why I have appended “Plain and Simple” to all my courses.

WHY ARE YOU QUALIFIED TO TEACH THIS COURSE?

I spent 35 + years in the design and launch of medical imaging products and services. My career evolved from leading engineering teams, to becoming VP Marketing and then to president of a Healthcare IT firm. It is also based on 15 years of university teaching experience.

Who this course is for:

• Those who are in the process of creating new product ideas.
• Engineers who want to get a broader view of the value of new products and services
• Marketing folks who drive new product management
• The eternally curious.