Description
Innovation is the driving force of a sustainable company. Marketing plays a driving role: generating new ideas, detecting opportunities, selecting and validating value-bearing innovations, defining the launch strategy, etc. This training in innovation marketing aims to structure a complex approach to maximize its chances of success.
Who is this training for ?
For whom ?Marketing manager, product manager. Collaborator involved in the search for marketing innovation (R&D, salespeople, industrial project managers, etc.).
Prerequisites
Training objectives
Training program
- Before the face-to-face
- A self-diagnosis.
- Challenges
- The different typologies of innovation.
- Innovation seen by innovators.
- The challenges of innovation: why innovate? The marketing approach of innovation.
- Encourage the generation of new ideas
- Challenging paradigms: from product to customer experience.
- Identifying discontinuities in the environment.
- Marketing monitoring and analysis tools.
- Take inspiration from consumer or customer insights.
- Observe the customer journey.
- Discover simple ideation and cross-fertilization.
- Seize growth and business opportunities Evaluation of innovations and strategic choice: validation criteria.
- From the analysis of the activity portfolio to the choice of new business areas.
- Define the development plan: opportunity mapping.
- After face-to-face, implementation in a work situation
- A reinforcement program to help you implement your training.
