Full course description
This course prepares students to identify new products, services or markets to maximize consumer and company value and to develop their launch plan.
- Taught by Diane Badame, hHD, MBS.
- Learn to apply analytical approaches to finding and solving customers’ problems through innovation.
- Develop a go-to-market product strategy, including a sales forecast and financial analysis.
- Prepare mock-up packaging, and create a product implementation diagram and a contingency plan.
New Product Development
Innovate and Improve
Innovation is critical to the long-term sustainability of any business venture as new offerings bring the greatest opportunity for increased revenue and profitability through greater service to customers. This Certificate prepares students to identify new products, services or markets to maximize consumer and company value and to develop their launch plan. Students will learn to apply analytical approaches to finding and solving customers’ problems through innovation, develop a go-to-market product strategy, including a sales forecast and financial analysis, prepare mock-up packaging, and create a product implementation diagram and a contingency plan.
This Certificate has three Units so you can easily fit the learning into your personal schedule.
Opportunity Selection and Concept Generation
This Unit sets the stage for creating marketing messages and strategies that reflect an understanding of customers’ purchasing cycles. Students will learn strategies for proactively and purposefully managing the steps customers unconsciously go through when making purchasing decisions. The significance of multiple product attributes – especially those that are “deal breakers” for customers – is also examined. The intent of this unit is to equip students with stronger skills for creating the right message, at the right time, for the right customer.
When students successfully complete this Unit, they will have the ability to:
- Manage the five steps of the purchasing process to strengthen their connection and credibility with targeted customers.
- Create marketing messages addressing those product attributes that are most critical to the sale of a product.
- Select and implement proactive strategies shown to increase customer satisfaction and loyalty.
- Differentiate marketing strategies across the four major business segments.
Concept/Project Evaluation and Development
Unit 2 shows students how to increase the quality and use of marketing data gathered during research through the exploration of specific research and data-gathering tools. Reflecting the axiom, “better data….better results,” this Unit emphasizes the significance of implementing research and gathering the right data prior to creating a marketing plan.
When students successfully complete this unit, they will have the ability to:
- Use specific research and data-gathering tools.
- Implement an organized strategy for determining and communicating with a target market population.
- Systemically create, implement and use the results of marketing research plans.
- Explore critical functions of marketing professionals in the development of new products.
Development, Commercialization and Certification Summary
This Unit provides current, theoretical and practical information in regard to the following distinct but critical areas: the relationship between local economic conditions and international marketing, developing customers’ trust, the impact of reference groups, and the overwhelming significance of unique messaging.
When students successfully complete this Unit, they will have the ability to:
- Create international marketing plans that demonstrate sensitivity to the country’s local economic conditions, culture, norms, likes and dislikes.
- Build customers’ trust through branding, first impressions, managing social media, and communication of a product’s “personality.”
- Use knowledge of reference groups to customize marketing strategies and increase sales.
- Teach others the significance of using innovative and unconventional marketing strategies in order for messaging to stand out in the mass of information sent to customers.
Who should enroll: Individuals interested in strengthening an established product (or service) development process, as well as individuals initiating a product (or service) development process. These include professionals in:
- Business Ownership
- Business Leadership
- Product Management
- Marketing Management
- General Management.
Diane Badame, PhD, MBS
Dr. Diane Badame is the Academic Director of University of Southern California’s MBA Program and a Professor of Clinical Marketing. Prior to joining USC, Professor Badame held senior management positions with major packaged-goods and financial services companies. Professor Badame is also a frequently sought out consultant for services related to strengthening marketing strategies, new product development and increasing customer satisfaction.
University of Southern CaliforniaMarshall School of Business
*2nd Private University in US | 10th Worldwide*
Based in the bustling center of glamorous Los Angeles, the University of Southern California (USC) has been ranked among the Top 10 Dream Colleges in America and is the oldest private research institution in the state, serving 43,000 students—a quarter from around the globe. The university is also Los Angeles’ largest private-sector employer and a $5 billion annual contributor to the region’s economy.
Ranked among the top 50 universities in the world by the Shanghai Jiao Tong University’s Academic Ranking of World Universities and 23rd in America by the 2016 U.S. News & World Report, USC is one of the globe’s most impactful institutions, shaping the future of multiple industries. A hub for innovation, pioneering research and extraordinary talent, USC counts among its faculty and alumni Nobel Laureates, Rhodes Scholars, MacArthur Fellows, Fulbright Fellows, and winners of the Turing Award, Academy Awards and Emmy Awards as well as recipients of National Medals of Arts, Humanities, Science and Technology and Innovation. Over the years, USC’s student athletes have also won 287 Olympic medals, more than any other university in America, and uniquely, its marching band has earned two platinum records.Through its world-class education, groundbreaking research, and 375,000 global alumni from film moguls such as Clint Eastwood and George Lucas to the first man on the moon, Neil Armstrong, USC is contributing to international excellence and investing in the most powerful human bedrock – its students and scholars – to continue shaping the world of tomorrow.
|How is the Short Course Certificate designed?||Each Certificate Course is specialized content from a top university and contains three Units. Each Unit has an end of Unit quiz which must be passed prior to moving forward. At the end of all three Units, you must pass a Certificate Final Exam in order to earn the Short Course Certificate.|
|How is the Short Course Certificate Unit graded?||The IHC Units are pass/fail in nature and the student must achieve at least 80% to pass. Students will need to pass the End of Certificate Exam to complete and receive the Certificate.|
|How many times can I take an end of Unit quiz in the Short Course Certificate?||The Unit quiz may be taken an unlimited number of times.|
|How many times can I take the Short Course end of Certificate exam?||Students have two attempts to pass the end of Certificate final exam. Students who do not achieve the required minimum score of 80% by the second attempt will not pass the Course and will not receive a Certificate.|
|How long do I have to complete the Short Course Certificate Unit?||You will have 90 days to finish the Short Course Certificate.|
|What if I signed up for the wrong Certificate? (What is the refund policy?)||Your satisfaction is our goal. If for any reason you are not satisfied, you will have 3 days from purchase by which to request a refund for the Short Course Certificate. However, please note that if you have accessed more than one lesson/module/topic's worth of content, no refund will be given. For assistance, please email email@example.com.
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