Product/Service Innovation Marketing training : discover your ability to innovate through a comprehensive method integrating

Durée

16,00 heure(s)

2 days

Langue(s) de prestation

Prochaine session

Qui organise cette formation ?

Le Luxembourg Lifelong Learning Centre (LLLC), le centre de formation continue de la Chambre des salariés, dispose d'une large gamme de formations continues qui s’adressent à tout un chacun. Son offre de formation a pour objet de doter les apprenants pour autant que possible du savoir-faire approprié pour maîtriser un environnement de travail, des processus et des technologies, voire des aptitudes sociales, en constante évolution, et ce pour sécuriser au maximum leurs parcours professionnels. Le LLLC propose une panoplie importante de formations: des cours du soir; des séminaires, qui peuvent être adaptés sur mesure selon les besoins des entreprises; des formations universitaires; des formations spécialisées; des formations pour seniors; des certifications professionnelles.

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À qui s'adresse la formation?

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.

Prérequis

Having knowledge of the marketing approach is preferable.

Objectifs

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.

Contenu

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...).