Marketing Innovative Products and Services

Course 3 of 4:Professional Certificate in Innovation and Entrepreneurship 4 Weeks 2 - 3 Hours per week
3829

Please select the start dates for your courses below.

Scheduled Start:

About this course

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).

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.

Meet your instructor

Lola Koiki

Lola Koiki is a senior product manager at Capital One with responsibility for leading the development, launch, and commercialization of Emerging Payments, which encompasses U.S. Real-Time Payments, Payment Infrastructure Modernization, and Payments Innovation. She is currently leading Capital One’s effort to join the first new payments clearing system in the United States in over 40 years, while developing an enterprise-wide consistent strategy for faster payment capabilities across the company. In addition to her work at Capital One, she is a partner at PoyntFour, a Product Management and Delivery Consultancy based in the DC area, with a focus on pre-seed to series startups and mid-size government agencies looking to build high efficiency teams. She is also a Lecturer with the University of Maryland’s Maryland Technology Enterprise Institute. In her time at University of Maryland, she has taught over 500 undergraduate students, many of which have gone on to launch new ventures or work in start-ups. She is a graduate of Carnegie Mellon University, with a Masters in Information Systems Management. She holds a BS in Marketing and Supply Chain Management from the University of Maryland. She currently lives in Washington DC and volunteers with organizations in the area, such as The Neighborhood Well, a non-profit focused on helping the unstably housed in the DC Area, and Acts1038, a non-profit focused on education and career development for immigrants to the United States.

Learner testimonials

“The instruction and startup coaching that I received when a student at the University of Maryland were invaluable to the launch and growth of Squarespace. The skills taught in this course are a fantastic introduction to many of the fundamentals one needs when starting a business.”

Anthony Casalena, Founder and CEO of Squarespace

“The instruction and startup coaching that I received when a student at the University of Maryland were invaluable to the launch and growth of Squarespace. The skills taught in this course are a fantastic introduction to many of the fundamentals one needs when starting a business.”

Anthony Casalena, Founder and CEO of Squarespace
3829

Duration

4 Weeks

Experience Level

Introductory

Learning Partner

University of Maryland System

Program Type

Professional Certificate