presents American Management Association Seminars
Planning And Developing New Products
Seminar No: 04259 -XNBB
CEU Credits: 2.4
Length: 4 days
Position yourself for a competitive advantage.
Here’s where you’ll learn methods to get maximum mileage from market research...techniques to increase profitability...and strategies for innovative product development.
Attendees:
Professionals with six months to five years of new product experience, including product managers...marketing vice presidents, directors and managers...managers of new product development and product planning...corporate planning executives...R&D director and managers...and specialists in new product design. Attendees should have two years of marketing experience.
How You Will Benefit:
- Understand the eight critical keys to new product success
- Define the objectives and strategies for your new product program
- Analyze new products from a financial perspective
- Bring innovative new products to market quickly
- Effectively handle product testing and launch issues
- Use market research to identify profitable new markets
- Successfully direct, manage and control your new product team
What You Will Cover
- How to generate ideas for new products
- Determining if new products are in line with overall corporate strategy and with your current portfolio
- Conducting small-scale experiments to eliminate unprofitable ideas
- Techniques of market testing
- Developing a market-driven business plan
- Surveying your competition
- The team approach to managing new products: gaining everyone’s cooperation...successful program management techniques
- Managing the product life cycle: launching the new product...evaluating market performance results
Extended/Detailed Seminar Outline
Learning Objectives
- Identify New Markets
- Write a Market-driven Business Plan for Your New Product Program
- Generate New Product Ideas That Fit Your Business Strategy
- Effectively Handle Product Testing and Launch Issues
- Understand the Role of Each Step in the New Product Development and New Market Entry Processes-and Be Able to Integrate Them
Introduction-The New Product/Service Development Process
- Understand the Structure of the New Product/Service Development Process
- Know the Primary Reasons for New Product and Service Failure
- Understand the Concept of Increasing Costs, and Its Implications for the New Product/Service Development Process
- Know Who Should Be Making the Decisions at Each Step of the New Product/Service Development Process
- Understand the Relationship between Revenues and the Level of Product/Service Innovation
- Understand the Key Differences between Developing Business-to-Business and Consumer Products/Services
- Understand the Key Differences between Developing Products and Services
- Know the Learning Objectives and Major Themes of This Training Program
Defining Your Charter
- Understand What a Charter Is, and the Role It Plays in the Product/Service Development Process
- Develop a Charter for Your Business Unit
Idea Generation
- Understand the Key Idea-Generation Techniques in Use Today
- Use These Idea-Generation Techniques to generate Potential New product/Service and New Market Ideas That Fit Your Business Strategy
Post-Ideations Screens
- Develop Your Own Post-Ideation Screens
- Use These Post-Ideation Screens to filter Potential New Product/Service and New Market Ideas
Market Research
- Understand the Principal Market-Research Techniques in Use in New Product/Service Development and New Market Entry
- Use These Market-Research Techniques during the New Product/Service Development and New Market-Entry Process
Interim Screens
- Understand Why We Use an Interim Screen
- Understand the Ten Critical Factors behind New Product/Service Success
- Know the Items We Need before Interim Screening
- Develop Your Own Interim Screens
Business Analysis for New Products, Services, and Markets
- Analyze New Product/Service and New Market Opportunities from a Financial Perspective
- Understand How to Use Capital Budgeting as the Business Analysis Tool for New Products/Services and New Market Opportunities
- Know How to Obtain the Information You Need to develop a New Product/Service or New Market Capital Budget
- Forecast New Product/Service and New Market Sales
- Choose between Optimizing Time, Quality, and Cost
Developing Highly Innovative Products, Services, and/or Entering Highly Innovative New Markets
- Understand Why We Need a Different process for Developing Highly Innovative products/Services, and Entering Highly Innovative New Markets
- Know How to develop Highly Innovative Products/Services and Enter Highly Innovative New Markets
Development
- Know the Reasons Why Products/Services Can Be Late to Market
- Develop Your New Products/Services Faster
Testing
- Understand Why We Test Products/Services during Development
- Know How to Test Business-to-Business and Consumer New Products/Services
- Know If We Should Test a New Product/Service, and When Not To
Product/Service Launch
- Launch New Products/Services
New Market Entry
- Use the Tools We Have Covered So Far in This Seminar to Enter New Markets
After the Launch
- Manage the Period Immediately after Launch
- Know When to Modify Your Products/Services after Launch
- Understand the Psychographic Groups That Come into Play at Different Stages of the Product/Service Life Cycle, and How They Affect Your Products/Services after Launch
- Understand How to Extend the Life of a Failing New Product/Service
- Know How to Phase Out or Drop a Failing New Product/Service
Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to
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For information about bringing a course to your site please call 1-919-847-0331 or email the registry at
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** Online Registration & Fee Information ** Please use form below to register only. To request information that is not included above please send an email to
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AMA's main conference centers
Seminars scheduled for the cities below are held at the locations listed below. For location information for other cities in which AMA seminars are held please call or email for information.
New York
AMA executive Conference Center
1601 Broadway New York, NY 10019
American Management Association (Located in the same building as the Crowne Plaza Hotel) 1601 Broadway On Broadway and 48th Street near Times Square. Entrance is on 48th Street.
Chicago
AMA executive Conference Center (adjacent to the Marroitt O'Hare)
8655 west higgins rd
Chicago, IL 60631
San Francisco
AMA executive Conference Center is located in San Francisco Marriott Hotel
55 Fourth Street 2nd Level
San Francisco, CA 94103
Atlanta
AMA Executive Conference Center
Address: 1170 Peachtree Street Ne Cnr Peachtree & 14th (3rd Flr)
City, State, Zip: Atlanta, GA 30309
Washington, DC
Arlington, Virginia
2345 Crystal Drive, Suite 200
Arlington, VA 22202
If you are not paying via credit card, you will receive an invoice with payment instructions.
Cancellation Policy:
If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at
. If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.
AMA grants courtesy transfers to people who cannot attend their scheduled sessions. You can use a courtesy transfer for any seminar of equal or lesser length than the original seminar. You must use your courtesy transfer within one year of the date of your originally scheduled seminar.
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You can also register by emailing your registration information to us at
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