Online Course: New Product Marketing: How to Commercialize Innovation

TU Delft Open & Online Education

Program Description

Online Course: New Product Marketing: How to Commercialize Innovation

TU Delft Open & Online Education

marketing Everyday money, energy, and resources disappear without a trace. They are spent on innovative products and services 99% of which never even get noticed. This course will help you to understand and master the concepts behind the successful marketing and launch of new products. You will also learn how to create a brand strategy and a strategic launch plan that will ensure the success of your future products.

Sign up for our New Product Marketing online course and discover how to stop spending valuable resources on products that no one ever sees.

The world is full of innovation.
The biggest challenge is differentiation - how to stand out from the competition. Daily, new products and services are thrust through the digital channels by those in search of a willing audience. In the ocean of competing for supply, it's easier to drown than to float to the surface. While warehouses and supermarket shelves overflow, inboxes and servers fill up and everyone has more and more choice, the question arises: What does it take for a product or service to make its mark?

This course is for all those involved in innovation who want to turn their product or service into a commercial success. It's designed for product developers, designers and innovation executives who have devoted a lot of their time to creating a new product or service and are now eager to generate demand for it.

This course will provide a step-change in your career as an innovator by teaching you how to create a market for your ideas.

Marketing and branding in new product development

This course analyzes the factors that affect success and failure in new product development (NPD) with a special focus on the role of marketing and branding. The interactive blend of theory and practice introduces participants to NPD topics including product innovation, new product failure scenarios, best practices for new product launches and provides hands-on experience on how to build a product and brand portfolio that is balanced and strategically aligned. The course uses case studies drawn from innovative products and services recently brought to market.

After taking this course you will be able to:

  • Identify and utilize the key success factors for an excellent product introduction
  • Build a brand strategy to ensure a product or service is one people want to buy
  • Write a development and launch plan for your product or service

In this course, you will have access to our five-step plan for positioning your product. During the course, you will be able to develop and work on a launch plan template for your own product or service which will be reviewed by the course team.

This course is taught by Professors Roland van der Vorst and Erik Jan Hultink from the Faculty of Industrial Design Engineering at TU Delft. Prof. van der Vorst, an authority in the field of brand strategy, is managing director of FreedomLab and part-time Professor of Strategic Design for Brand Development. This course will give participants the first chance to gain insights from his latest book Contrarian Branding.

This school offers programs in:
  • English

Last updated July 23, 2018
Duration & Price
This course is Online
Start Date
Start date
4 weeks
375 EUR