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Course Description

An innovative product or service is worthless without a market that knows about it and values it. Learn how to develop a value proposition that articulates the unique competitive advantages of your innovative product, service or technology in the marketplace. In six modules, you'll learn how to create awareness, establish credibility, build brand value and sign up first and follow-on customers. You'll also learn how to create credible and effective go-to-market strategies for your innovation.

Learning Outcomes

  • Define the value proposition and unique competitive advantage of your innovation.
  • Develop a staged go-to-market strategy.
  • Use a toolkit to create a successful marketing/communications plan.
  • Align marketing and communications assets to your strategy.

Notes

Terms Offered: Fall and Spring/Summer*

*Please note that course offerings are contingent on a variety of factors and that unforeseen circumstances may require an occasional course cancellation or other change of plan.

Recommendations

3035 Foundations of Business Innovation; 3036 Designing Innovative Business Cases.

This course may be applied towards the SCS Certificate(s) in

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