The Marketing Specialization Backbone course focuses on the development of new market offerings, with a strong emphasis on customer analysis, strategic marketing and marketing-mix decisions. In this intensive and demanding course, you will be exposed to a blend of theoretical rigor and real life applications and decisions which extend well beyond the “usual” boundaries of Marketing.

In this course, you will learn how to identify opportunities, design innovation strategies, work with R&D and suppliers, select and refine concepts, accelerate new product development, pretest market models, launch innovative products and services. The teaching method is based on lectures, discussions, practical exercises and simulations, as well as conferences given by guest speakers. 

Learning outcomes

On completion of the Marketing Specialization Backbone course, you should be able to:

  • Lead inter-functional teams to successfully develop new market offerings
  • Identify new market opportunities
  • Select and refine potential new offering concepts
  • Discuss the market positioning of new concepts
  • Plan the pretest of new market models
  • Design a launch strategy