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Marketing and Innovation
To be truly effective, innovation has to be pervasive and consistent in an organization. Marketing and Innovation will help participants learn how to drive innovation by generating creative solutions to the challenges of new product design and positioning.
Participants will gain a complete toolkit to take with them in order to tackle marketing challenges more creatively, by generating product-centered as well as market-centered insights. You will also learn the art of persuasion to help you find support for innovation through the organization. Finally, you will learn to put an end to self-imposed roadblocks that prevent you from reaching your full creative potential.
This is a hands-on, three-day program that will help you generate creative solutions to problems – solutions that are both novel as well as useful. Each session provides a short conceptual framework followed by an introduction of practical tools and a workshop where the tools can be applied.
In addition, Jacob Goldenberg, co-author of "Inside the Box," teaches techniques in the program that he and his co-author, Drew Boyd, derived from research – techniques that form the basis for Systematic Inventive Thinking, or SIT, now used by hundreds of corporations throughout the world, including industry leaders such as Johnson & Johnson, GE, Procter & Gamble, SAP, and Philips.
"On-the spot-exercises forced us to apply the new principles immediately and really learn the tools and techniques."
– Julie Mackinnon, AARP
Innovation is too often a game of chance: people and companies occasionally stumble upon great ideas and opportunities, almost by accident. However, in today’s business world you cannot rely on serendipitous innovation to remain competitive. Instead, you need to be able to innovate “on demand,” wherever and whenever you need or want. This program is designed exactly to teach you how to do that.
In particular, you will learn about:
• Leveraging various outside constituencies in innovation (e.g., customers, lead users).
• Finding big opportunities and ideas
• Generating Product, Market, and Customer Insights
• Screening Ideas and Rapid Experimentation
• Building a Culture of Innovation
In addition, you will join a community of like-minded participants who will interact online and offline before, during and after the program.
Upon completion of this program, you will earn three days towards a Certificate in Business Excellence. Learn more.
Throughout the Marketing and Innovation program, participants will apply their learnings to a real-world project.
All sessions during the program will take place in a workshop format. Faculty will provide an overview of the topic as well as the most recent research in the area and set up an environment for discussion using a case, an exercise or a simulation. Throughout the program, participants will also work on developing new ideas in their chosen category using different techniques and tools as well as screening these ideas by running them through different filters. Participants will leave with new ideas and tools they can use immediately upon their return to the workplace.
Sample Session Titles:
Introduction: Imperative for Innovation
• Why should organizations innovate?
• What are the strategic alternatives?
• What are sources of innovative ideas?
• What value do we deliver to our customers and how can we better understand consumer needs?
• What are the limitations of traditional approaches to understanding customers?
• How do we understand the competition, our core competencies and the best way to position our products?
Open Innovation and the Consumer
• How can we involve consumers in the front end of the innovation process and which consumers should be involved and how?
• What type of information should we expect from consumers and how do we extract this information?
• What type of incentives may be used to motivate consumers?
Close-World Innovation in New Products and Services
• What are the different creative techniques?
• What are creativity and innovation templates?
• How can I apply them to idea generation for new products and services and product positioning?
• How can the frameworks of Blue Ocean Strategy and Disruptive Technologies be leveraged to identifying innovation opportunities?
Idea Screening and Experimentation
• What criteria should we use to screen and evaluate innovation ideas?
• When should experts vs. consumers be involved in idea evaluation?
• What experiments may be run to validate promising ideas?
Building a Culture of Innovation and Selling your Ideas
• How do individuals/managers make decisions and what are the specific decision-traps they fall into?
• What is risk and why are customers and managers risk averse?
• How can I harness the psychology of decision-making to make better decisions and to identify value added products and services?
• How can I influence others in the organization to support my ideas?
• What are the different strategic options for organizing for innovation?
• How can I reward/create the appropriate incentives for innovation?
Middle- to upper-level executives who are responsible for strategic innovation and new product development. This program is especially good for organizations that wish to send a cross-functional team to work on a specific challenge or project together.
Gita V. Johar