Strategic Product Planning

Objectives of the course

This module provides an insight into the processes of strategic corporate management and planning, especially concerning the planning of products. The focus of the event is in the areas of “innovation”, “marketing”, and “market-oriented planning of new products”. During the course, the students learn relevant concepts and methods and their applications. The students can apply the concepts and methods taught. This enables them to analyze products and companies in relation to their market situation and to derive strategies with which products and companies could be positioned on the market.

Content

• Core aspects of innovation (concept, necessity, success factors)
• Innovation process
• Core aspects of marketing
• Marketing tools
• Market-oriented planning of new products
• Planning processes
• Business analysis
• Market and competition analysis
• Product planning