This is a course from IILM Institute for Higher Education, delivered by Prof.Smitha Girija andis developed under the guidance of Prof. Jagdish Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, Atlanta GAThis course will make participants leverage marketing concepts to influence the outcomes of new products and innovations and will help students understand the basics of innovation, types of innovation, diffusion of innovation and barriers to Innovation. They will also learn about how to evaluate market attractiveness, think about the design and management of distribution channels and understand pricing architectures to market innovation and innovative products. This strategic approach is applied to real world examples to help technical executives learn to identify the right product for the right market opportunity.Learning ObjectivesDevelop a strategic framework for assessing market opportunitiesAnticipate and take advantage of the customer decision process with consumer insightLeverage innovation and design thinking to capture value for customersChoose marketing channels best suited for their product and marketCommunicate more effectively with the marketing teamLink between Innovation, marketing and meaning of customer value
