Overview

The NEXUS agenda is committed to innovation in the logistics sector through the development and subsequent commercialization of innovative products never before developed by any company in the sector. In this scenario, the advanced course on New Product Marketing plays a crucial role, providing participants with the strategic tools and market insights necessary to successfully introduce innovative solutions to the industry.

By bridging the gap between innovation and market adoption, this course equips professionals with the knowledge to navigate commercialization processes, ensuring that novel products reach their full market potential.

Key topics include market analysis, competitive positioning, pricing strategies, and go-to-market planning, all tailored to the unique challenges of logistics innovation. With a strong emphasis on real-world applications, participants will learn how to effectively communicate value propositions, secure stakeholder buy-in, and leverage emerging trends to drive sustainable business growth.

The advanced course on New Product Marketing is a fundamental pillar in the NEXUS agenda, empowering professionals to transform pioneering ideas into commercially viable solutions, thus reinforcing the sector’s capacity for sustained innovation and long-term competitive advantage. Moreover, it is designed to be flexible and accessible, allowing adults at different stages of their careers to participate without compromising their professional and personal commitments, operating remotely.

Learning Outcomes

• Understand the fundamental principles of new product marketing.
• Develop skills to identify market opportunities.
• Evaluate the impact of consumer and technological trends on new product development.
• Develop and apply strategies for launching new products in the market. O5: Develop evaluation and control strategies.

Content

Introduction to New Product Marketing

• Definition and Importance
• Product Life Cycle
• Innovation and Product Development

Identifying Market Opportunities

• Market Research and Trend Analysis
• Segmentation and Positioning
• Competitor Analysis

Trends and Sustainability in Product Marketing

• Impact of Technology and Digitalization
• Sustainability and Social Responsibility
• Customization and Personalization

Product Launch Strategies

• Launch Planning
• Integrated Marketing Communication
• Pricing and Distribution Strategies

Evaluation and Control Strategies

• Contingency Planning
• Monitoring Strategies