Introduction to Market Sizing & Segmentation, Plain & Simple
What you'll learn
- How to define your organization's value, mission and vision
- How to evaluate your differentiation from competitors
- How to size & segment the market
- How marketing is a key success ingredient of all new product introductions
- There are no course requirements or prerequisites. This course in a foundation course.
This is the 1st in a series of 2 courses on New Product Marketing Basics. This course was completely rewritten (Jan 2023)
WHY IS THIS COURSE IMPORTANT?
For many of us, the brainstorming, development and testing of our new products and services are exciting times. Equally as important is a firm understanding of the market and customer for which these innovations are intended. Without this our products/services will surely fail. This course will provide a solid foundation upon which we can build our successful market strategy. It introduces a variety of tools for be successful.
WHAT WILL YOU LEARN IN THIS COURSE?
In THIS course you will learn:
Value, SWOT, Mission and Vision
What is Marketing?
The 4 "P's of Marketing
The Value Disciplines
Customer Lifetime Value
The SWOT Diagram
Connecting Mission, Vision & Strategy
Finding market from Free Reports
Finding market data from annual reports
A simple tool to keep everything straight
The 2nd (of 2) course in this series will focus on market forecasting models and choosing the right strategy.
WHO IS THE IDEAL STUDENT FOR THIS COURSE?
You will learn a lot from this course if you are
On the development team and want a basic understanding about how to understand the market and how you will position your product in that market
Are new to marketing and want a pragmatic, practical description of all the important steps in building and executing a marketing strategy
Are experienced in marketing but need a better understanding of those aspects of marketing related to the development and marketing of new products and services
Considering marketing as a career choice
WHAT IS YOUR TEACHING STYLE?
My teaching style is a very pragmatic one. I assume you know nothing about this topic and start with the foundation and build from there. Some of these concepts could be challenging, so I sprinkle in as many examples as I can, both non healthcare and healthcare, to assure full understanding of the topic. This is why I have appended "Plain and Simple" to all my courses.
WHY ARE YOU QUALIFIED TO TEACH THIS COURSE?
I spent 35 + years in the design and launch of medical imaging products and services. My career evolved from leading engineering teams, to becoming VP Marketing and then to president of a Healthcare IT firm. It is also based on 15 years of university teaching experience.
Who this course is for:
- Those who are in the process of creating new product ideas.
- Engineers who want to get a broader view of how to position their new products and services in the market
- Marketing folks who drive new product management
- The eternally curious
Tom Giordano is a 28 year veteran of Philips Healthcare. He retired in 2005 as Vice President of Marketing, where he was responsible for 240 marketing professionals and several billion dollars in product. Through his career, Tom held a wide variety of positions of increasing responsibility at Philips, starting in engineering, progressing to product management, then marketing management and finally senior level business leadership. In 2004, he was awarded the prestigious Presidential Award from Philips for forming a new entrepreneurial business unit that tripled sales in 18 months. Tom played a key role as a course developer and instructor in the management development and executive training efforts with the Philips High Potential Development Center.
Following his retirement from Philips, Tom joined the adjunct faculty of the graduate business schools of the University of New Haven in Connecticut and the University of Washington in Seattle. He currently holds a positiion as "Executive in Residence" at the University of New Haven and continues to teach there with exceptionally high student reviews.
In 2009, while teaching at UW and UNH, he became President of Sectra Healthcare North America for 2 years to lead a very successful turnaround effort.
Tom built a very successful internship program between Philips and the University of Washington and served as a mentor there for 15 years. He also served as a mentor in the University of Washington mentor program and was featured in the book "Mentoring Moments" by Susan Canfield.
Tom serves as chairman of the Patient Advisory Council of Saint Vincent's Hospital in Bridgeport, CT
Tom holds executive coaching certifications with both Lore International and Tilt 360. He holds a BS in Electrical Engineering from Drexel University in Philadelphia and a MS degree in Engineering from the University of Florida.