New Product Marketing: How to Commercialize Innovation
offered by TU Delft

Public University
397 acre campus
Estd. 1842

New Product Marketing: How to Commercialize Innovation
at
TU Delft
Overview

Develop and work on a launch plan template for your own product or service which will be reviewed by the course team

Duration	4 weeks
Total fee	₹56,863
Mode of learning	Online
Course Level	UG Certificate

New Product Marketing: How to Commercialize Innovation
at
TU Delft
Highlights

Earn a certificate of completion from Delft University of Technology
24/7 access to course material

New Product Marketing: How to Commercialize Innovation
at
TU Delft
Course details

Skills you will learn

Marketing Brand management Brand Strategy Branding

Who should do this course?

For product developers, designers and innovation executives

What are the course deliverables?

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

More about this course

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
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
By the end of this course, you will know better why a (or your) products fail or succeed after it's launch and how to eliminate the frustration of product failure

New Product Marketing: How to Commercialize Innovation
at
TU Delft
Curriculum

Week 0 - introduction

How many innovation actually get seen?

Can standing out be learned?

Why do products fail and what is abundance? If there are too many products, how do you stand out?

Examples of most successful introductions in fast-moving consumer goods

Week 1 - Why do you fail?

Why products fail

Success factors of new product marketing

Summarize literature on success & failure of new products

Why do so many products disappear?

Assignment on product failures and successes

Week 2 - Abundance

Abundance within the markets and how positioning plays a part in this

How can positioning help you to get noticed?

Why do you fade out?

What to do to stand out?

Interview with 2 external companies

Assignment on abundance

Week 3 - Brand strategy

Brand strategy

What is brand strategy and how do you manage it?

How to translate your product into a brand model?

Interview with 2 external companies

Assignment: Develop your own brand strategy & position yourself regarding your launch plan

Week 4 - Launch plan and wrap-up

Launch plans

Instructors will wrap up the course and point out all the learnings

How do you create a launch plan based on your brand strategy

Wrap up the course what were all the learnings

New Product Marketing: How to Commercialize Innovation
at
TU Delft
Faculty details

Roland van der Vorst

Roland van der Vorst is a Professor of Strategic Design for Brand Development at the Faculty of Industrial Design Engineering, Delft University of Technology, The Netherlands. His professional life is dominated by two activities: trying to understand things and to put things in motion.

Erik-Jan Hultink

Erik Jan Hultink is a Professor of New Product Marketing at the Faculty of Industrial Design Engineering, Delft University of Technology, The Netherlands. His research focuses on launch and branding strategies for new products. He has published on these topics in such journals as the Journal of the Academy in Marketing Science, and the Journal of Product Innovation Management.