Certificate in Marketing and Innovation
Gain the knowledge necessary to create long-term successful products and services.
Accelerated business development is a key goal for companies recognizing that new business drives long-term success. The key to growth lies in having the right mindset, skillset and toolset. The workshops below will help you build and refine these capabilities to deliver business growth.
The six eight-hour programs comprising the Kent State Certificate in Marketing and Innovation include:
- The Innovation Process and New Offering Generation
- Segmentation
- Marketing Analytics – Actionable Insights from Market Data
- Value-based Pricing
- Value Proposition and Positioning
- How to be a Wise Consumer of Marketing Research
These one-day programs can be taken as single topic events to develop one competency or you can complete all six to receive the Kent State Certificate in Marketing and Innovation.
Who should attend?
Individuals who have responsibility for any element of the marketing function, managers, supervisors, team leaders with process or departmental responsibilities, marketing and sales professionals, human resource, IT professionals interested in providing new and improved services to their internal customers, senior managers responsible for strategic planning and competitive initiatives.
Facilitator Pam Roach on the Certificate of Marketing and Innovation
Is your growth stunted? Have you started to think of your business as a commodity? Then you need to do things differently. You need to innovate. Wikipedia says Innovation is the development of new customer value through solutions that meet new needs, unarticulated needs or old customer and market needs in new ways.
Upon completion of the Kent State University Certificate in Marketing and Innovation, participants will understand how to uncover genuine customer value. They will be given tools and techniques that can be applied to their current marketing responsibilities enabling analysis of customer value attributes - from the customer's perspective. Since value is measured by profitable revenue, identifying which customers will pay for what value is key to success. With this certificate, participants will understand how to identify those customers and that value to increase the speed, success and reliability of profitable new product launches.
The Innovation Process and New Offering Generation
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.)
Times available:
- Tuesday, March 11, 2014; 8:30 a.m.-4:30 p.m., Twinsburg - $395
Segmentation
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.
Times available:
- Tuesday, March 18, 2014; 8:30 a.m.-4:30 p.m., Twinsburg - $395
Marketing Analytics - Actionable Insights from Market Data
Facilitator: Ron Sullivan
Obtain and utilize market data to revitalize your value proposition; reposition your products, strengthen your marketing channel and achieve optimum price to grow your current business. You can make market-driven business decisions and do ‘what if’ scenario analysis using the Excel-based analysis tool shared in the program. You will learn how data can be used to develop the business case for commercializing new offerings, as well as improving your marketing of existing ones.
Times available:
- Tuesday, April 8, 2014, 8:30 a.m.-4:30 p.m, Twinsburg - $395
Value-based Pricing
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.
Times available:
Value Proposition and Positioning
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.
Times available:
- Tues., May 6, 2014; 8:30 a.m.-4:30 p.m., Twinsburg - $395
How To Be a Wise Consumer of Market Research
Facilitator: Ron Sullivan
There are numerous firms who provide a wide array of often confusing options. Have you ever spent a lot of money on research only to find that you still have important unanswered questions? In this program you will learn how to:
- Set the right research objectives
- Identify high-quality providers
- Ask the right questions
- Use the proper methodology
Ensure that the data and insights address the business-critical questions for which you need answers
Prework: Bring opportunities for market research within your company to which you can apply the concepts in the program.
Times available:
Facebook
Twitter
Google+
LinkedIn
Flickr
YouTube
More Ways to Connect