Certificate in Business Development and Innovation
Developing business in new markets delivers the greatest return on investment of any business development strategy. The key to business development is to have the right mindset, skillset and toolset. The professional development programs included in the Certificate in Business Development and Innovation address all three. By attending them you will build and refine capabilities to grow your business.
The five eight-hour programs comprising the Kent State Certificate in Business Development and Innovation include:
- Actionable Insights from Market Data
- Value Proposition and Positioning
- Value-based Pricing
- The Critical Front-end of the Innovation Process and New Offering Generation
These one-day programs can be taken as single topic events to develop one competency or you can complete all five to receive the Kent State Certificate in Business Development and Innovation.
Who should attend?Individuals and teams responsible for any element of market, new product or business development and its leadership: product managers and those responsible for developing new products, services or markets. The programs are ideal for team participation.
Facilitator: Pam Roach
The design, management and implementation of your innovation process should be based upon the needs and wants of your key markets. This multifunctional team approach increases your likelihood of success and accelerates the time to commercialization. The output of this market-driven approach is a business-attractive project ready for final product development and commercial launch preparation.
You will learn how to:
- Frame your innovation idea into its elements
- Use secondary market data to justify the value of each concept
- Prioritize concepts to plan your next steps
Pre-work: Become familiar with your organization's commercialization process. Come prepared with elevator speech on markets in which your organization plans to grow and how you think you will get there. (Nothing proprietary is expected. However, you will have the opportunity to discuss it with the instructor in private.)
- Tuesday, May 6, 2014; 8:30 a.m.-4:30 p.m., Twinsburg - $395
Facilitator: Pam Roach
Many organizations are challenged by segmentation and do not do it well. Segmentation enables you to prioritize your resources on the customers who value what you offer. This program teaches you how to go beyond demographics and sales history approach to segmentation. You will learn how to use other factors like behavior (past and future) as well as the value for your offering to establish actionable segmentation schema.
Prework: Be prepared to share how your organization does segmentation today.
- Tuesday, April 29, 2014; 8:30 a.m.-4:30 p.m., Twinsburg - $395
Facilitator: Ron Sullivan
To successfully price a new offering or optimize your pricing for existing offerings, you need to both understand and measure value created into an ‘easy to understand and communicate’ offering; and then capture a fair share of the value through value pricing. You’ll learn to operationalize the value pricing concept, by internalizing the 3C’s (Create value – Communicate value – Capture value) into the thinking and behavior of the entire marketing and selling organization. There are two parts to the program, the first describing what value pricing is and its interaction with the 3C’s. The second part is how to actually measure value created and translate it into value pricing proposals and actions.
Prework: Bring an outline of how pricing is generated in your organization today.
- Tuesday, March 18, 2014; 8:30 a.m.-4:30p.m., Twinsburg - $395
Facilitator: Pam Roach
Strong and profitable value propositions create the link between customer value and customer behavior. The most successful organizations have clear and concise statements of ‘what’s in it for me’ from the customer’s perspective. In this program you will learn how to make your existing value propositions more compelling and differentiated or build a differentiated value proposition for a new offering. Positioning is the process of establishing and maintaining a perception of an offering in the minds of target segment members. You will explore positioning and repositioning alternatives for your offering whether it currently exists or it is about to be commercialized.
Prework: Bring your current value proposition and insights about your target customer.
- Tues., April 8, 2014; 8:30 a.m.-4:30 p.m., Twinsburg - $395