Executive Education

New Product Innovation, Development, and Implementation Strategies

Learn how to create or modify your new product development process and position your firm for a strategic competitive advantage. This program provides comprehensive coverage of major topics in developing and implementing a market-driven approach to innovation.

This program provides you with the frameworks, tools, and perspectives that will help you more effectively develop and market new products. Incorporating cutting-edge thinking and best practices in new product development, this program will help you create or improve your organization's process and position your firm to gain a strategic competitive advantage.

During this program, you will:     

  • Explore how to use the latest techniques to design new product/service offerings that deliver customer value and better meet customers' needs/wants.
  • Learn how to develop a new product development process based on market-driven best practices and frameworks.
  • Engage in a collaborative learning environment and build your network of experienced business professionals. 

LOCATION
Chicago Booth, Gleacher Center, Chicago IL

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Sanjay K. Dhar

James H. Lorie Professor of Marketing

Sanjay Dhar has been a Chicago faculty member since 1992. Many sources have recognized Professor Dhar for his excellence in teaching.

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Arthur Middlebrooks

Clinical Professor of Marketing; Executive Director, Kilts Center for Marketing

Art Middlebrooks specializes in helping service companies grow profitably through new product and service development, branding, and effective marketing strategies. He has worked with companies from a broad range of industries including energy, telecommunications, information technology services, e-commerce, software, financial services and professional services.

Both instructors were exceptional. I'm returning to the office with a new energy and tools that I can implement immediately.

- Denise Patterson, Product Manager, The Sherwin-Williams Company


Great week. I have a long list of take backs with associations to current projects in my business/team.

- Mary Warner, VP – Product Management, Master Brand Cabinets


Sanjay and Art have developed a comprehensive approach to NPD which blends with real world practices. The tools and framework I’ve learned will have an immediate impact on my organization and our NPD strategy moving forward.

- Joseph Reisinger, VP of Product Development, Broadwind Energy

This program is appropriate for mid- to upper-level managers in any area involved in the development and management of new products. This may include functional areas such as new product development, marketing, R&D, business development, design, engineering, operations, sales, strategy, and finance, as well as members of cross-functional new product development teams.

Program Outline

New Product Development and Strategic Marketing

  • Strategic analysis of company, customer and competitor
  • Product, price, distribution and promotion strategy

Developing a New Products System

  • Barriers to effective new product development
  • 7P New Product Development System

Develop an Innovation Strategy

  • New product strategy
  • Goals, innovation, and product portfolio management

New Product Development Best Practices

  • Results from a "first-of-the-kind" benchmarking study on marketing research practices to build voice of the customer
  • Characteristics of "The Best" versus "The Rest" innovators across all industries on new product/service performance

Identifying "Breakthrough" Customer Needs

  • Resource based approach
  • Market based approach
  • Identifying competitors

Product Development Using Consumer-based Methods

  • Relating consumer/customer needs to design features
  • Predicting market share changes
  • Making key design decisions

Implementing the New Product Development Process Using a Customer-Driven Approach

  • Clustering development activities into phases
  • Management decisions at a decision point: go/kill decisions, prioritization of projects, resource allocation
  • Types of models to use at different phases of the new product development process

Sales Formation Models to Predict Sales Build-up Over Time

  • Types of models for different products and services
  • Steps to logically forecast sales
  • Test sensitivity of forecast

Developing a New Product Marketing Launch Plan

  • Launch decision framework
  • Use of diagnostics
  • Determining which segments to target and why

Upcoming Courses

Date Fee  
September 19 - 23, 2016 $9,985 Register Now »
April 17 - 21, 2017 $10,500 Register Now »
September 18 - 22, 2017 $10,500 Register Now »

Fee does not include accommodations.
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