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Increasing New Product/Service Success: A 5 Stage Process Effective Integration of Marketing with Product Development
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This Accelerator Group will teach you how to effectively integrate marketing into your product development process. Marketing is the alignment of customer needs and desires with the capability of the firm. As such it is an ongoing process, and one that must dovetail with the product development process to create products or services that the market actually wants to buy both at introduction and for a significant time afterwards. Most companies have some sort of defined product development process in place, but both experience and studies clearly indicate that the lack of effective marketing involvement throughout it consistently result in sub-desired product/service market performance.
Who Is This Group For?
This group is for executive management, marketing management, product development management, and product managers. No matter what your span of responsibility, you will learn bow to effectively integrate marketing into product development, but the greatest benefit will accrue to those who are in a position to implement high-level change in their organizations.
What Is This Group Going To Do/Learn?
You will learn how to effectively view, and map the current state of your marketing system. You will learn where the gaps are in your marketing knowledge as it applies to product development. You will learn what the needs of the product development process are during its well-defined stages. You will learn how to meet these needs at the appropriate time, and how to manage their integration with the product development process.
Apply to participate in this Accelerator Group.
This Group has 10 sessions over 14 weeks.
There is advance preparation prior to Session 1.
Outline
Session 1: Where are you at?
Overview of your product development process and its company context. Overview of your marketing process. What are you doing now? Who is doing it? How are the activities linked? Who is responsible? Where do the responsibilities meet?
Session 2: The big picture
Understanding what a complete product development process is. Understanding what a complete marketing process is. Viewing product development and marketing from a "perfect" view point, and contrasting it with what can improve your own processes.
Session 3: Filling in the holes
Identifying the gaps in your product development process. Determining realistic ways to fill them. Identifying the gaps in your marketing process. Determining realistic ways to plug them.
Session 4: Stage 1 - Concept Evaluation
Understanding the marketing needs at Stage 1 of a product development process. Understanding where you are ant what you need to do to fill the gap. Stage 1 is where many ideas are considered and many are filtered out.
Session 5: Stage 2 - Planning and specification
Understanding the marketing needs at Stage 2 of a product development process. Understanding where you are ant what you need to do to fill the gap. Stage 2 is where the ideas selected at the end of Stage 1 are planed and specified in detail.
Session 6: Stage 3 - Development
Understanding the marketing needs at Stage 3 of a product development process. Understanding where you are ant what you need to do to fill the gap. Stage 3 is the actual development stage, and it consists of as many sub-stages as make sense for your particular product or service.
Session 7: Stage 4 - Market Testing and Introduction
Understanding the marketing needs at Stage 4 of a product development process. Understanding where you are and what you need to do to fill the gap. Stage 4 covers the end of major development and the testing of the product in the market, final tweaks to the product as a result of market testing, a final go/no-go decision, and the introduction of the product to the market.
Session 8: Stage 5 - Support
Understanding the marketing needs at Stage 5 of a product development process. Understanding where you are ant what you need to do to fill the gap. Ongoing support and product life cycle management are critical aspects of a profitable product throughout its life.
Session 9: A better product/service development plan
Develop a plan to make your product development process complete. As a result of the previous weeks work, how do you want to revamp your product development process, what can you actually do, and what's the plan for doing it?
Session 10: A better marketing process plan
Develop a plan to make you marketing process complete. As a result of the previous weeks work, how do you want to revamp your marketing process, what can you actually do, and what's the plan for doing it?
Fee
The fee for this Accelerator Group is $900. Payment is by credit card prior to the first session.
Schedule
The next Group start is planned for early 2008. If you are interested in that Group, please click the link below to apply.
Apply to participate in this Accelerator Group.
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