Developing and launching successful new products is a key marketing value driver. Successful innovation ensures that your products stay competitive and that growth opportunities are not missed. However extensive research indicates that failure rates in this area are high. Through contemporary examples and the application of a stimulating case study you will learn how to develop and implement a proven NPD process, together with managing the other key factors that increase success rates.

Who should attend?

This workshop will be especially useful for managers and executives, irrespective of function, who are or expect to become involved in the development of new products (goods and services) and the innovation process within their organisation.

Learning outcomes

Learn the definitions, benefits and principles of good innovation management.

NPD process – what’s involved?

  • Step 1: New product strategy
  • Step 2: Idea generation and screening
  • Step 3: Concept development and testing
  • Step 4: Business analysis
  • Step 5: Product development and testing
  • Step 6: Commercialisation

Success factors in NPD; differentiated superior products, customer insight, sharp, stable and early product definition, brand planning, stage-gate process, cross-functional project teams and an innovative culture supported by senior management

Assessment of organisational performance and action planning to improve NPD in delegates own organisations.

Course Dates

Start Date End Date Location
23 Jan 2019 23 Jan 2019 London
25 Apr 2019 25 Apr 2019 London

Course Director

Debbie Clewes

Debbie Clewes has run, for over 20 years, workshops on Strategic Planning, Brand Management and NPD and longer tailored in-company programmes working with many organisations including Rolls Royce, McCains, BHF, American Express and John Lewis. Debbie has written articles and revision texts on strategic marketing and is often asked to consult and speak on the subject.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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