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Innovating Products: Invent, Justify and Market

Develop Market-Focused Innovation Skills to Launch Successful Products

Innovating Products: Invent, Justify and Market

Course Schedule

Classroom

Online

No online dates are currently available.

Training Introduction

Most new products fail because innovators focus primarily on technical development while overlooking the market realities that determine commercial success. To achieve sustainable results, technical innovation must be guided by a market-centric approach, ensuring that new ideas meet customer needs and deliver business value.

This Coventry Academy Successful Technical Innovation Training Course equips participants with the knowledge and tools to develop innovations that are both technically sound and commercially viable. The course emphasizes evaluating ideas against market potential, building credible business cases, and designing strategies that drive adoption and long-term success. Participants will learn to balance creativity with strategic planning, ensuring their innovations succeed in competitive markets.

Through a combination of practical exercises, case studies, and real-world examples, participants will develop skills to identify promising product opportunities, justify investments, and design effective go-to-market plans. By the end of the course, attendees will be able to manage the entire innovation process, from conception to launch, with a focus on achieving measurable commercial outcomes.

Key focus areas of this course include:

  • Adopting a market-oriented mindset for successful innovation
  • Selecting product ideas with strong commercial potential
  • Evaluating market, customer, and competitor impacts
  • Constructing credible business cases for new products
  • Developing practical go-to-market strategies and marketing plans
  • Managing the product portfolio to maximize innovation success

What are the goals?

This training course helps participants bridge the gap between technical innovation and market success. Delegates learn how to evaluate ideas, build compelling business cases, and execute marketing strategies that support product adoption and growth.

By the end of this Coventry Academy training course, participants will be able to:

  • Apply a market-focused approach to new product development
  • Identify and select products with the highest commercial potential
  • Ask critical questions throughout the product development process to improve outcomes
  • Construct and present credible business cases that win stakeholder support
  • Create actionable go-to-market strategies for new products
  • Design and implement comprehensive marketing plans that drive product success

Who is this Training Course for?

This Coventry Academy training course is ideal for professionals involved in creating, managing, or evaluating new products. It is suitable for teams and individuals responsible for innovation, product development, and commercialization.

This training course is suitable to a wide range of professionals but will greatly benefit:

  • New product development teams and R&D engineers
  • Project managers and product managers responsible for product success
  • Product development directors and senior managers evaluating business cases
  • Marketing directors, managers, and teams involved in launching new products
  • Entrepreneurs seeking funding for innovative ideas
  • Decision-makers responsible for approving or financing new product initiatives

How will this Training Course be Presented?

This training course combines interactive workshops, case studies, and practical exercises to ensure participants gain hands-on experience in innovation management. Delegates engage in structured activities that guide them through market evaluation, business case construction, and marketing planning.

The course emphasizes real-world application, allowing participants to practice assessing market opportunities, preparing go-to-market strategies, and creating marketing plans. Through group exercises, discussion, and feedback, attendees leave with practical skills and actionable tools to improve the success rate of their innovations while ensuring alignment with organizational objectives.

The Course Content

Day 1: How to Make Technical Innovation Succeed Commercially in the Market

  • Making technical invention work commercially
  • Why a market-focused approach to innovation is essential
  • What you should know about the market and why
  • Market impact
  • Customer impact
  • Competitor impact

Day 2: How to Make Technical Innovation Succeed Commercially in the Market

  • Market stakeholder impact
  • Estimating the size of the potential market for a new product
  • Discovering what must be achieved for a new product to succeed in the market
  • Prioritizing market key success factors
  • Assessing the organization's capability to succeed in the market
  • Impact of a new product on the product portfolio

Day 3: How to Build a Credible Business Case for a New Product

  • Understanding the stage-gate product development process
  • Using a 'Dragons Den' approach in the stage-gate process
  • How to construct a credible business case
  • What a business case should contain and why
  • How to present a business case

Day 4: How to Create a 'Go to Market' Strategy and Plan for a New Product

  • Strategy and how it works in a market
  • Setting market objectives for a new product
  • Defining the 'go to market' strategy for a new product
  • Specifying target groups and positioning the new product
  • Constructing an integrated marketing mix for a new product
  • Defining the new product, its value proposition and its role in the portfolio

Day 5: New Product Marketing Plan – Continued

  • Determining the pricing strategy for the product
  • Specifying the marketing communications tools and messages to promote and sell the product
  • Managing distributors to win preference for the new product
  • Applying the marketing solutions mix
  • Scheduling the plan and applying resources
  • Specifying the budget and financial outcomes
  • Contingency planning

Frequently Asked Questions

Quick answers to common questions about this training course.

Absolutely. Coventry Academy provides customised in-house training solutions for organisations seeking a tailored learning experience. The Innovating Products: Invent, Justify and Market training course can be adapted to reflect your organisation's objectives, industry requirements, operational challenges, and strategic priorities. Delivered exclusively for your team, customised training enables organisations to maximise relevance, encourage collaboration, and achieve targeted development outcomes. Our team will be pleased to discuss your requirements and develop a solution that aligns with your goals.

Absolutely! If you’re attending one of our courses at an international venue, we can help
with hotel reservations and entry visas. Just reach out to our Customer Service team:

  • Phone: +971 4 420 8304
  • Fax: +971 4 420 8304
  • Email: info@coventryacademy.com

No prior experience is required to attend the Innovating Products: Invent, Justify and Market training course. The course is designed to accommodate participants from diverse professional backgrounds and varying levels of experience. While some familiarity with the subject matter may help participants gain additional value from certain discussions and activities, the course content is structured to ensure that both newcomers and experienced professionals can fully engage with the learning experience and benefit from the training.

Our dedicated support team is available to assist you with any questions regarding the Innovating Products: Invent, Justify and Market training course, including course content, scheduling, registration, corporate bookings, and customised training solutions. We are committed to providing prompt and professional assistance throughout your learning journey.

📞 Phone: +971 58 840 7925

📧 Email: info@coventryacademy.com

🌐 Website: coventryacademy.com

Registering for a course is super easy! Here’s how you can do it:

  • Online: Pick your course, hit the "REGISTER" button, fill out the form, and
    submit it.
  • Email: Drop us a line with your details at info@coventryacademy.com.
  • Phone: Give us a call at +971 4 420 8304 to book your spot.
  • Fax: Fill in the booking form (you’ll find it in our brochures, flyers, or catalogue)
    and fax it to [+971 4 420 8304](tel:+97144208304).

The Innovating Products: Invent, Justify and Market training course is designed to be practical, engaging, and highly interactive. Participants benefit from a dynamic learning environment that combines expert-led presentations, facilitated discussions, case studies, practical exercises, and collaborative learning activities. The focus is on developing knowledge that can be applied immediately within the workplace, ensuring participants gain both valuable insights and practical skills that support improved professional performance.

Your course fees cover:

  • For classroom courses: printed materials, lunch, and refreshments.
  • For online courses: all materials sent to you by email.
  • A certificate of completion or attendance.

You’ll need to make payment before the course starts. Here are your options:

  • Bank draft
  • Cash
  • Credit card
  • Wire transfer

Heads up: If we don’t receive payment before the course begins, we may have to deny
admission.

We delivers training courses in carefully selected professional venues that provide a comfortable and productive learning environment. Classroom-based courses are typically hosted in premium international venues with modern facilities and dedicated training spaces designed to support effective learning. Participants also benefit from a professional setting that encourages networking, collaboration, and knowledge sharing with peers from diverse industries and backgrounds.

The Innovating Products: Invent, Justify and Market training course is designed for professionals seeking to strengthen their knowledge, enhance their capabilities, and achieve greater impact within their organisations. It is suitable for managers, supervisors, team leaders, technical specialists, consultants, and professionals at all career stages who wish to expand their expertise and stay current with industry developments. Whether you are looking to advance your career, improve workplace performance, or prepare for new responsibilities, this course provides valuable knowledge and practical insights to support your professional growth.

Our courses are led by top-notch international instructors. They’re not just academically qualified—they’ve also got years of real-world experience. They bring practical insights and deep knowledge to every session, making your learning experience truly valuable!

Yes. Participants who successfully complete the Innovating Products: Invent, Justify and Market training course will receive a Coventry Academy Certificate of Completion, recognising their commitment to professional development and continuous learning. This certificate serves as formal evidence of participation and achievement and can support career progression, professional credibility, and ongoing development objectives. Where applicable, details regarding professional development credits or accreditation will be provided within the course information.

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