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MARKETING ESSENTIALS

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Product Decisions

“What is a Product?” This course begins be answering this question and then moves on to explore the important concepts of product life cycle, and new product development. It also examines the importance of design and packaging.

Duration
2 - 4 hours

Audience
Managers and other professionals in any function who desire to learn or refresh their knowledge of marketing principles, techniques and skills. Especially beneficial for sales personnel, marketing and product managers and research and development staff.

Prerequisites
None

Course aim
To give the learner an understanding of the marketing manager’s role in the design stage of a product

Learning objectives
After taking this course, the student will be able to:

Identify the core, tangible and augmented layers of a product
Understand that designing in quality is a long term strategic commitment that affects repeat business and profitability
Appreciate the advantages and disadvantages of product line extension
Demonstrate an understanding of models such as the Ansoff and Boston matrices
Understand the new product development process, the diffusion of innovation and the product life cycle
Appreciate the importance of product and packaging design research

Delivery method
Online, CD

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Product Decisions
“What is a Product?” This course begins be answering this question and then moves on to explore the important concepts of product life cycle, and new product development. It also examines the importance of design and packaging.
Duration	2 - 4 hours
Audience	Managers and other professionals in any function who desire to learn or refresh their knowledge of marketing principles, techniques and skills. Especially beneficial for sales personnel, marketing and product managers and research and development staff.
Prerequisites	None
Course aim	To give the learner an understanding of the marketing manager’s role in the design stage of a product
Learning objectives	After taking this course, the student will be able to: Identify the core, tangible and augmented layers of a product Understand that designing in quality is a long term strategic commitment that affects repeat business and profitability Appreciate the advantages and disadvantages of product line extension Demonstrate an understanding of models such as the Ansoff and Boston matrices Understand the new product development process, the diffusion of innovation and the product life cycle Appreciate the importance of product and packaging design research
Delivery method	Online, CD
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