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. Developing and implementing a proven NPD process increases success rates, together with managing the other key factors that drive results.

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

• 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 Days Location
05 Sep 2019 1 London
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07 Nov 2019 1 London
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12 Dec 2019 1 London
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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.


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