Product/Service Innovation Marketing training : discover your ability to innovate through a comprehensive method integrating "Design Thinking" (S-CM0019)

Having knowledge of the marketing approach is preferable.

• Apply the "design thinking" method through hackathon-style group work on a product/service innovation project (choice of sector or product/service).
• Put in practice your knowledge and skills into practice in a sector of activity or a problem.
• Recognize and use innovation techniques from a practical perspective on a product/service case.
• Learn to work in a team.

• Fundamentals of innovation and strategic approach; why is the innovation approach so important?
• The link between innovation and strategy: anchoring the innovation and ideation approach in a strategic framework.
• Exploration within a strategic framework and in connection with the macro-environment and markets.
• Use of market research insight collection tools to build your knowledge to define the innovation concept.
• What is an innovation concept and how to define it well?
• What is the Value Proposition of your project with its Value elements?
• Use of the "design thinking" method and collective intelligence during the ideation, testing, and definition phases of the innovation project on a product/service.
• How to build your functional benchmarking of direct competitors to improve your value proposition.
• Awareness of consumer behavior techniques (behaviorism, nudge, cognitive biases...) to understand the psychology of your targets.
• Construction of a qualitative study to conduct qualitative interviews to test and learn from your Personas and your innovation concept.
• Brainstorming mode research of use cases, User Stories, "Jobs to Be Done", to build the complete project Backlog.
• Implementation of all elements of positioning and differentiation strategies with 4 essential questions to address:
  • value promise;
  • positioning;
  • market potential;
  • competitive field.
• Definition of the fundamentals of strategic elements (objectives, strategic axis, targets, positioning, promise, business model...).