Executive Education Programs Program Information


Columbia Business School - USA

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  Marketing and Innovation: Igniting Creativity to Add Value

Marketing and Innovation

Those working cross functionally, especially in consumer- and marketing driven industries, must foster creativity and embrace consistent innovation to design and position products so they stay ahead of the competition and add value to their organizations.

To meet these challenges, Marketing and Innovation: Igniting Creativity to Add Value shows executives how they can drive innovation by generating creative solutions to the challenges of new product design and positioning.

Overview
In order to succeed, innovation has to be pervasive and  consistent in an organization.  This  three-day marketing program will help participants harness creativity and  innovation to add value for management and customers. Participants will learn  how to drive innovation by generating creative solutions to the challenges of  new product design and positioning.

Participants will gain tools and frameworks to tackle marketing challenges more creatively, by generating product-centered as well as market-centered insights. You will also learn the art  of persuasion to help you drive innovation through the organization. Finally,  you will learn to put an end to self-imposed road blocks that prevent you from  reaching your full creative potential.

This is a hands-on program that provides tools that managers  can take with them to the workplace to increase generation of creative  solutions to problems—solutions that are both novel as well as useful. Each  session provides a short conceptual framework followed by an introduction of  practical tools and a workshop where the tools can be applied.

Audience
Middle- to upper-level executives who are responsible for strategic innovation and new product development. This program is especially good for organizations that wish to send a cross-functional team to work on a specific challenge or project together.

Benefits
Innovation is too often a game of chance: people and companies occasionally stumble upon great ideas and opportunities, almost by accident. However, in today’s business world you cannot rely on serendipitous innovation to remain competitive. Instead, you need to be able to innovate “on demand,” wherever and whenever you need or want. This program is designed exactly to teach you how to do that.

In particular, you will learn about:
- Leveraging various outside constituencies in innovation (e.g., customers, lead users).
- Finding big opportunities and ideas
- Generating Product, Market, and Customer Insights
- Screening Ideas and Rapid Experimentation
- Building a Culture of Innovation

In addition, you will join a community of like-minded participants who will interact online and offline before, during and after the program.
      
Program Details

Upcoming Sessions
November 20-22, 2013
June 17-19, 2014
November 18-20, 2014

Location:
Columbia University Campus, New York City

Tuition:
$5,650 (2013)
$5,850 (2014)

Includes materials and some meals.


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