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

Acquire the innovation marketing approach.

Adapt the marketing tools that allow you to generate new ideas.

Know how to define new business areas.

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.