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The Chartered Institute of Marketing

Introduction to New Product Development

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Next dates

Apr 25
London, United Kingdom
GBP 595 ≈USD 773
GBP 595 per day
Sep 5
London, United Kingdom
GBP 595 ≈USD 773
GBP 595 per day
Dec 12
London, United Kingdom
GBP 595 ≈USD 773
GBP 595 per day

Description

Developing and launching successful new products is a key marketing value driver. Successful innovation ensures that your products stay competitive and that growth opportunities are not missed. However extensive research indicates that failure rates in this area are high. Through contemporary examples and the application of a stimulating case study you will learn how to develop and implement a proven NPD process, together with managing the other key factors that increase success rates.

Learning outcomes

  • Definitions, benefits and principles of good innovation management
  • NPD process – what’s involved?
    • Step 1: New product strategy
    • Step 2: Idea generation and screening
    • Step 3: Concept development and testing
    • Step 4: Business analysis
    • Step 5: Product development and testing
    • Step 6: Commercialisation

Success factors in NPD; differentiated superior products, customer insight, sharp, stable and early product definition, brand planning, stage-gate process, cross-functional project teams and an innovative culture supported by senior management

Assessment of organisational performance and action planning to improve NPD in delegates own organisations

Who should attend

This workshop will be especially useful for managers and executives, irrespective of function, who are or expect to become involved in the development of new products (goods and services) and the innovation process within their organisation.