Who should attend
Entrepreneurs and executives with at least 8-10 years of experience who lead functional teams in such areas as marketing, branding, insights, innovation, product management, digital, strategy, and communications.
About the course
Translate cutting edge theory into effective practice for building new business opportunities in the technological era.
The digital revolution has altered every aspect of the consumer decision journey — from purchase to consumption to post-consumption interactions — creating new challenges and opportunities for marketers and entrepreneurs.
This program is designed to provide participants with a comprehensive overview of new product development from idea generation to marketing implementation. In this workshop you will focus on the how to generate ideas that provide value to consumers and the critical decisions that managers must make to successfully execute marketing strategies.
Grounded in Yale research, the program systematically explores the three critical areas that can drive new business successfully to market. Gain frameworks for finding new business opportunities, crafting brand strategies that create value for customers, and carrying out strategy in new digital markets. Throughout the program, experts will share current thinking, moderate discussion, and guide interactive sessions to ensure learning leads to action in your company.
Day One: Finding Opportunity for Innovation and New Business Ideas
- The New Consumer Decision Journey
- The Customer: A Behavioral Perspective
- Creativity and New Idea Generation Process
- Workshop: Creativity and New Idea Generation
Day Two: Crafting a Brand for Creating Value
- Innovation and New Product Development
- Crafting Brand Strategy: Segmentation, Targeting, and Positioning
- Dynamics of Brand Positioning Strategy
- Workshop: How to Position Your Business
Day Three: Going to Market
- Technology and the Consumer Experience
- Communicating Value in the Digital Era
- Creating Buzz in Social Media
- Capturing Value through Value-Based Pricing
Professor Shin’s research focuses quantitative marketing, marketing strategy, and applied economic theory. His several award-winning pieces of research advance our understanding of firms’ strategic actions in the context of social interactions and digital marketing; in particular, consumer journe...
Professor Gal Zauberman studies consumer judgment and decision making, time in decisions, financial decision making, and memory for emotions and choice. In his research, He has published articles in leading marketing and psychology journals on topics that include: factors that affect individuals'...
Videos and materials
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.