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

Anyone working on product/service development in both the fields of new technologies and more traditional industries, as well as any other person wishing to develop their capacity for innovation.

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...).