Master Marketing Strategy for Successful Product Launches
What you'll learn
- Apply the core principles of marketing strategy development for new product launches.
- Utilize practical tools such as Affinity Diagrams, Ease of Implementation Grids, and Innovation Value Grids to guide strategic decision-making.
- Evaluate and select appropriate marketing tactics based on your chosen strategy and target audience.
- Analyze internal and external factors impacting your product using SWOT analysis.
- There are no course requirements or prerequisites. This course in a foundation course.
Building a business plan for a new product? Make sure the marketing is rock-solid! This course empowers you with essential marketing knowledge and practical tools to make smart choices. Learn from real-world examples and craft a plan that drives success. Start smart, launch smart!
This Course (#3: Build Your Strategy) includes the following topics:
Value, SWOT, Mission & Vision
What is Marketing?
The 4Ps of Marketing
The Value Disciplines
Healthcare Examples of Lifetime Value
Connecting Mission, Vision, & Strategy
Choosing the right Strategy
Attribute Spider Maps
Ease of Implementation Grid
Market Attractiveness Grid
The Innovation/Value Grid
WHO IS THE IDEAL STUDENT FOR THIS COURSE?
You will learn a lot from this course if you are:
An Early-career or mid-career engineer, looking to expand their skillset and contribute beyond technical development.
A Product Manager, looking to hone their marketing strategy skills and collaborate effectively with engineers.
an Entrepreneur, seeking a comprehensive framework for designing and launching innovative products.
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.
WHY ARE YOU QUALIFIED TO TEACH THIS COURSE?
I spent 35 years in the designing and launching 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 teaching in several University MBA Programs.
Who this course is for:
- Early-career or mid-career engineers: Looking to expand their skillset and contribute beyond technical development.
- Product managers: Looking to hone their marketing strategy skills and collaborate effectively with engineers.
- Entrepreneurs and startup founders: Seeking a comprehensive framework for designing and launching innovative products.
- Interest in learning the business side of product development: Curious about how marketing and market analysis work.
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.