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The biggest economic challenge for organisations in the Middle East, is to innovate new products and find new markets that will make their nations less dependent on the declining oil industry. The shift towards local development of new products has already started and is poised to increase, but it will only succeed if the right new product choices are made, and if they are marketed correctly.
Already we see new initiatives across the region, with Saudi Vision 2030, NEOM Tech Business Zone and increased government investment into the local economy. Initiatives by the UAE include the space probe which should have many economic spin-offs and lead to greater innovation in the Middle East. We see the Qatar National Vision 2030 strategy designed to "transform Qatar into an advanced society capable of achieving sustainable development".
The success of these initiatives, and others, will depend on innovating new products and marketing them correctly, both in the Middle East and other markets globally. This will require a new market-focused mind-set, new skills, new processes and new ways to identify and capture market opportunities. Even executives with many years of experience in the oil industry will have to adapt. The course will be delivered in two parts:
Part 1: Select Products to Innovate and Build a Business Case
Part 2: Create a Marketing Strategy and Marketing Plan
The course will be run on the following dates in 2021:
Part One: Monday 12 July and Tuesday 13 July
Part Two: Tuesday 20 July and Wednesday 21 July
Part One: Tuesday 19 October and Wednesday 20 October
Part Two: Wednesday 27 October and Thursday 28 October
Timings: 10am (Gulf Standard Time) 6am (UK time) to 5pm (Gulf Standard Time) 1pm UK
This course is for anyone who is involved in developing new products in the Middle East. It includes senior managers who have to make decisions on which new products to invest in, product managers, product development directors, R&D and technical teams, new-product project managers, marketing and sales team members.
It is also highly valuable for entrepreneurs in the Middle East who wish to develop new products and win funding and for investors who have to assess an entrepreneur’s business-case.
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