Competitive Product Development

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Competitive Product Development


Dates:

13 October 2008 (a one-day course)

 

Price:

£349+VAT (a number of discounts are available)

 

Venue:

The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels)


Book course online or phone +44 (0)20 8874 2718 for availability



As every area of publishing becomes more competitive, it’s crucial to be able to develop new products which really are better and different.


This lively, interactive course will cover a range of ways of looking freshly at the market, customers and company strengths and will introduce strategies for innovation, segmentation and competitive marketing.


Using activities and group work, you will learn a range of techniques to create successful new products and to communicate their value to customers.

Programme

  • Thinking about your customers
    • The advantages of segmentation
    • Relevant bases for segmenting your market
    • Identifying high-value segments
  • Thinking about your competitors
    • Market mapping
    • Marketing warfare
  • Inventing a winning product
    • Identifying the benefits that matter
    • Playing to your strengths
    • Differential advantage analysis
    • Generating new ways to compete
  • Articulating what’s better and different
    • The customer value proposition
    • Focusing on the key benefit delivered
    • Identifying the reasons to believe
    • Clarifying why it’s better than the alternatives

 

Who will benefit from this course?
Publishers, Product Development Managers, Business Development Professionals


Your tutor
Kay Symons is a publishing consultant with 30 years' experience with some of the foremost educational publishers in the UK. She worked at Harcourt for 20 years, initially as humanities publishing director and eventually becoming MD of Heinemann Secondary and Vocational during a period of huge success from 1997-2004. She was then seconded to take an international executive MBA programme at Henley Management College. After that, she fulfilled a number of roles working on strategic projects, as Marketing Director and as Harcourt's first Customer Focus Director.


Note that most of our open courses can also be run as in company events.


Send details of this course to a colleague.


Dates: 13 October 2008

Price: £349+VAT (a number of discounts are available).

Venue: The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels).

Make a provisional booking on Competitive Product Development

349
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Shortly afterwards, we will send you a registration form with which you can confirm your booking.

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Course details
Course title:
Competitive Product Development
Course price:
£349 +VAT
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Discounts
Select one of the following if you're entitled to one of our range of discounts. To check your eligibility, visit our Discounts and Funding page.
Other information
Anything else you'd like to tell us. If you've been issued with a voucher from the Publishing Training Centre and you'd like to use it with this booking, or you'd like to book more than three people on this course, let us know here. Alternatively, you can email us directly at bookings@bookhouse.co.uk.

Is this the first booking you've made with the Publishing Training Centre? If so, we'd be grateful if you could tell us where you learned about our courses.
13 October 2008