Managing New Product Commercialization

Catalog description

This course emphasizes the marketing and product strategy activities required to create, develop, and launch successful new products. Topics covered include identifying the market opportunity for new products, defining the product strategy, understanding customer requirements, developing and updating the product business plan, marketing's role in the product development process, developing the marketing plan for launching new products, and managing the product life cycle. Best practices in activities required for successful new product commercialization are reviewed.