Marketing Innovative Products and Services from edX

Marketing innovative products and services occurs in an ever-changing environment, and requires rapid decision making with incomplete information. These innovations are introduced at increasingly frequent intervals, and there are high mortality rates for products and services, and the businesses themselves.

Our course provides a practical, how-to guide for navigating these marketing challenges to bring innovative new products and services to market. With learning modules on product strategy, go-to-market strategies, and growth strategies, you will build your skills in understanding and applying the latest marketing strategies and tactics. We’ll explore how to develop an informed marketing plan that aligns with customer needs based on real market research.

Learn the latest strategies for customer discovery, interviews and focus groups, product design, product development, content marketing, social media marketing, and marketing campaign management. The course will provide a balance between conceptual discussions based on readings of concepts and practices, and applied, hands-on analysis with real projects.

What you'll learn

Learn the fundamentals of product strategy with attention to product vision, user journey mapping, business modeling, SMART objectives, customer profiling, customers jobs, customer pains, customer gains, competition, and differentiators.
Understand go to market strategies with an exploration of buyer journey, pricing, channel strategy, positioning, branding, and product-market fit.
Develop insights on growth strategies as we explore inbound vs outbound marketing, types of media, pull marketing, push marketing, social media marketing, social media channels and content, budgeting, timing, content calendars, customer activation, landing pages, customer retention, email campaigns, and minimum viable products (MVPs).

What's inside

Learning objectives

Learn the fundamentals of product strategy with attention to product vision, user journey mapping, business modeling, smart objectives, customer profiling, customers jobs, customer pains, customer gains, competition, and differentiators.
Understand go to market strategies with an exploration of buyer journey, pricing, channel strategy, positioning, branding, and product-market fit.

Develop insights on growth strategies as we explore inbound vs outbound marketing, types of media, pull marketing, push marketing, social media marketing, social media channels and content, budgeting, timing, content calendars, customer activation, landing pages, customer retention, email campaigns, and minimum viable products (mvps).

Learn the fundamentals of product strategy with attention to product vision, user journey mapping, business modeling, smart objectives, customer profiling, customers jobs, customer pains, customer gains, competition, and differentiators.
Understand go to market strategies with an exploration of buyer journey, pricing, channel strategy, positioning, branding, and product-market fit.
Develop insights on growth strategies as we explore inbound vs outbound marketing, types of media, pull marketing, push marketing, social media marketing, social media channels and content, budgeting, timing, content calendars, customer activation, landing pages, customer retention, email campaigns, and minimum viable products (mvps).

Syllabus

Module 1: Product Strategy

We’ll begin with introducing why it’s important to build a business case for your innovation. Key topics will include business model, value propositions, customer profiles, value maps, product-market fit, and industry analysis.

Module 2: Go To Market Strategies

Once the product strategy is established, we’ll consider go-to-market strategies. This begins with setting your marketing objectives. We’ll discuss pricing strategies, channel strategies, positioning, and messaging strategies. We’ll also introduce the minimum viable product (MVP) experience.

Module 3: Growth Strategies

In our growth strategies segment, we’ll examine marketing optimization strategies. Creating and managing your social media marketing activities and search engine optimization (SEO) are key to this step. Branding and sales will also be explored.

Module 4: Next Steps

In the final segment, we’ll discuss why new ventures fail, and how effective marketing impacts the success of a venture. We’ll discuss what is means to make the decision to Pivot, Persevere, or Pass? We’ll also discuss types of pivots, and how these influence the ongoing success of companies.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides a practical, hands-on guide to navigating the challenges of bringing innovative new products and services to market

Develops insights on growth strategies, exploring inbound vs outbound marketing, types of media, social media marketing, email campaigns, and minimum viable products (MVPs)

Taught by Lola Koiki, who is recognized for their work in marketing and innovation

Examines marketing optimization strategies, such as creating and managing social media marketing activities and search engine optimization (SEO)

Develops skills in understanding and applying the latest marketing strategies and tactics

Requires learners to have a basic understanding of marketing concepts and practices

Reviews summary

Highly informative marketing course with comprehensive coverage

Learners overwhelmingly agree that the Marketing Innovative Products and Services course is excellent, engaging, and informative. They praise the course instructors for their clear and knowledgeable presentations. The course is well-structured and covers a wide range of topics in depth. Learners appreciate the practical examples and real-world marketing strategies taught throughout the course.

Covers all aspects of marketing innovative products and services.

"Covers a wide range of topics, core concepts explained in depth."

Provides real-world examples and case studies.

"Great presentation style with lots of opportunities to ask questions and talk about real life examples which all made for a really enjoyable and informative course."

Instructors are experts in the field and provide clear explanations.

"Our instructor Lola Koiki is extremely knowledgable on the subject matter and her deep insights and simple ways of explaining complex marketing concepts really impressed me."

"Sincere and Knowledgeable mentors to explain and answer your queries."

Lectures are easy to follow and engaging.

"The lectures are both easy to understand and full of valuable information, which is most importantly presented in a way that makes the material/topic more interesting."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing Innovative Products and Services with these activities:

Review: Crossing the Chasm

Show steps

Gain insights on the difficulties and strategies for marketing to the mainstream

View The Infinite Staircase: What the Universe Tells... on Amazon

Show steps

Read the book
Summarize the key takeaways

Review: The Innovators Dilemma

Show steps

Understand the challenges successful companies face in sustaining successful product innovation

View The Disruptive Innovation Set (2 Books) on Amazon

Show steps

Read the book
Summarize the key takeaways

Conduct SWOT analysis on two competing products/services

Show steps

Gain hands-on experience in evaluating the strengths, weaknesses, opportunities, and threats of competing products/services

Browse courses on SWOT Analysis

Show steps

Gather relevant market data
Identify strengths and weaknesses of each product/service
Analyze market opportunities and threats
Summarize findings and insights
Develop recommendations based on analysis

Five other activities

Expand to see all activities and additional details

Show all eight activities

Discuss the product launch strategies of two different companies

Show steps

Gain insights and experience through peer collaboration on real-world marketing strategies

Browse courses on Product Launch

Show steps

Form a peer group
Select two companies for analysis
Discuss the product launch strategies of each company
Compare and contrast the strategies
Draw conclusions

Create a mini-guide to promoting a product or service using social media marketing

Show steps

Develop a practical understanding of how to leverage social media for effective product/service promotion

Browse courses on Social Media Marketing

Show steps

Research best practices for social media marketing
Develop a social media marketing strategy
Create high-quality social media content
Promote your social media content
Track and analyze results

Develop a competitive analysis report on a specific industry

Show steps

Enhance analytical and research skills while gaining a deeper understanding of industry dynamics

Browse courses on Competitive Analysis

Show steps

Define the industry and scope of the analysis
Identify and research key competitors
Analyze competitive strengths and weaknesses
Assess industry trends and opportunities
Generate insights and recommendations

Develop a mock marketing campaign for a new product or service

Show steps

Apply the principles of marketing strategy and execution to a real-world scenario

Browse courses on Marketing Campaign

Show steps

Define the target audience and marketing objectives
Develop the marketing message and strategy
Choose the appropriate marketing channels
Create and execute the marketing campaign
Monitor and evaluate the results

Contribute to an open-source marketing project

Show steps

Gain hands-on experience and demonstrate proficiency through participation in open-source projects

Browse courses on Open Source

Show steps

Identify a relevant open-source marketing project
Review the project's documentation and codebase
Identify an area to contribute
Make a meaningful contribution
Submit a pull request

Career center

Learners who complete Marketing Innovative Products and Services will develop knowledge and skills that may be useful to these careers:

Product Manager

A Product Manager is responsible for the overall success of a product, from its conception and development to its launch and marketing. The knowledge and skills you'll gain in Marketing Innovative Products and Services will be highly valuable in this role. The course will teach you the fundamentals of product strategy, including product vision, user journey mapping, business modeling, and customer profiling.

See salaries and explore the career path for Product Manager

Marketing Manager

A Marketing Manager is responsible for planning, developing, and executing marketing campaigns for products or services. The skills you'll learn in Marketing Innovative Products and Services will make you well-qualified to take on this role. The course will teach you how to develop an informed marketing plan that aligns with customer needs based on real market research. You'll also learn the latest strategies for customer discovery, interviews and focus groups, product design, product development, content marketing, social media marketing, and marketing campaign management.

See salaries and explore the career path for Marketing Manager

Social Media Manager

A Social Media Manager is responsible for developing and executing social media strategies for businesses. The knowledge and skills you'll gain from Marketing Innovative Products and Services will be highly relevant to this role. The course will teach you the latest strategies for social media marketing, including how to create engaging content, build a following, and measure the success of your campaigns.

See salaries and explore the career path for Social Media Manager

Marketing Consultant

A Marketing Consultant provides advice and guidance to businesses on marketing strategies and tactics. The Marketing Innovative Products and Services course will provide you with the knowledge and skills you need to be successful in this role. The course will teach you how to understand and apply the latest marketing strategies and tactics. You'll also learn how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Marketing Consultant

Content Marketing Manager

A Content Marketing Manager is responsible for planning, creating, and distributing content to attract and engage customers. With the skills you will develop in Marketing Innovative Products and Services, you will be well-qualified for this role. The course will teach you how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Content Marketing Manager

Brand Manager

A Brand Manager is responsible for building, maintaining, and managing a brand's reputation and image. With the skills you will learn in Marketing Innovative Products and Services, you will be able to develop effective marketing strategies to promote innovative new products and services, with a focus on product strategy, go-to-market strategies, and growth strategies. This will make you a highly sought-after candidate for this role.

See salaries and explore the career path for Brand Manager

Growth Marketing Manager

A Growth Marketing Manager is responsible for developing and implementing strategies to increase customer acquisition and retention. The knowledge and skills you'll gain in Marketing Innovative Products and Services will prepare you for this role. The course will teach you how to understand and apply the latest marketing strategies and tactics. You'll also learn how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Growth Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns for businesses. The knowledge and skills you'll gain in Marketing Innovative Products and Services will help you succeed in this role. The course will teach you how to understand and apply the latest marketing strategies and tactics. You'll also learn how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Digital Marketing Manager

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting data to help businesses make informed marketing decisions. The skills you'll learn in Marketing Innovative Products and Services will provide you with a strong foundation for this role. The course will teach you how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Marketing Analyst

Sales Manager

A Sales Manager is responsible for leading and managing a team of sales representatives, as well as developing and implementing sales strategies. With the skills you will develop in Marketing Innovative Products and Services, you will be well-prepared for this role. The course will teach you how to understand and apply the latest marketing strategies and tactics. You'll also learn how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Sales Manager

Advertising Manager

An Advertising Manager is responsible for planning and executing advertising campaigns for businesses. The Marketing Innovative Products and Services course will provide you with the knowledge and skills you need to be successful in this role. The course will teach you how to understand and apply the latest marketing strategies and tactics.

See salaries and explore the career path for Advertising Manager

Market Research Analyst

A Market Research Analyst is responsible for conducting market research to help businesses understand their customers and make informed decisions. The Marketing Innovative Products and Services course may be useful for this role, as it will teach you how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Market Research Analyst

Product Development Manager

A Product Development Manager is responsible for overseeing the development of new products or services. The Marketing Innovative Products and Services course may be useful for this role, as it will teach you how to understand and apply the latest marketing strategies and tactics. The course will also teach you how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Product Development Manager

Public relations manager

A Public Relations Manager is responsible for managing the public image of a business or organization. The Marketing Innovative Products and Services course may be useful for this role, as it will teach you how to understand and apply the latest marketing strategies and tactics. The course will also teach you how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Public relations manager

Business Analyst

A Business Analyst is responsible for analyzing business processes and identifying opportunities for improvement. The Marketing Innovative Products and Services course may be useful for this role, as it will teach you how to develop an informed marketing plan that aligns with customer needs based on real market research.

See salaries and explore the career path for Business Analyst