Área: Marketing

Modalidad: Cursos de Verano

Ponente: Allen E. Smith

Lugar: C/ Arturo Soria, 161 - Madrid.  Lunes,  20 de junio de 2005.

Introducción

Curso impartido íntegramente en Inglés.

Objetivos

The objectives of the course are that of:

1) presenting perspectives on the development of innovative products and services.
2) improving marketing manager’s proficiency in managing marketing’s role in developing and designing innovations.

Metodología

Teaching methodologies include:
Lectures, Discussions, In-class projects and exercises, Real-world examples.

 Programa

1.      Understanding products and services:
A product consists of multiple tangible and perceptual factors, such as standards, specifications, design, design form, functions, performance, reflectiveness, style, conformance, craftsmanship, and the like. Although services lack
form, they have several dimensions that must receive a great deal of attention.

2. Marketing, strategic planning, competitive strategy and innovation:
Innovation should be linked to a firm’s core competencies, strategic vision and values, and opportunities to grow. In this section of the course, we explore the role of marketing in product and service innovation, mission statements and corporate values, core competencies and growth strategies, the nature of strategic planning.

3. Environmental scanning and forecasting:
Innovation ought to be linked to opportunities emerging within impending environments.
We define environmental turbulence and examine ways to portray future environments, using the basic methods and contributions of various quantitative and qualitative forecasting tools.

4. The role of the marketing plan in directing new product/service innovation:
Marketing plans are presented in terms of their contents and purpose. Guidelines for developing marketing plans in the special context of innovation are presented. Market planning-the process leading up to the selection of a target market-is presented as a key component of the marketing plan.

5. Higher-order design goals:
Marketing’s major goal concerns customer satisfaction. Before detailed specifications
and standards can be imposed on the design of an innovative product or service, designers, engineers and marketers have to take stock of branding, customer-based brand equity, quality, and value in determining the broader
parameters imposed on innovation. Ethical considerations are woven into the discussion.

6. Factors and practices underlying successful innovation:
Much research has attempted to uncover the underpinnings of successful innovation. Factors that separate winners and losers in the marketing of innovative products and services are identified.

7. New product and services development processes:
Various new product and services development processes are contrasted.
Emphasis is placed on understanding processes and developing the ability to tailor a development process to the needs and constraints of the firm as well as to the nature of the innovation.

8. Research and development protocols:
Successful innovation is a product of process. Permeating each stage of the process is the research and development protocol. It specifies the tests, research methods, and nature of the evaluations and decisions made at each stage
of the process.

Condiciones, calendario y horarios

Lugar: C/ Arturo Soria, 161 - Madrid.

Días: Del lunes, 20 de junio de 2005 al jueves, 30 de junio de 2005.

Horario: Monday to thurday from 6pm to 10 pm - De Lunes a Jueves de 18 a 22 horas

Total Horas: 32 horas lectivas.

Precios:

ESIC Business and Marketing School

www.esic.es