About this course

Course code TP631
Duration 1 Day

Developing and launching successful new products is a key marketing value driver. Successful innovation ensures that your products stay competitive and that growth opportunities are not missed. However extensive research indicates that failure rates in this area are high. Developing and implementing a proven NPD process increases success rates, together with managing the other key factors that drive results.

Benefits to you and your company
This course will help executives appreciate the benefits and principles of good innovation management. The NPD process presented is applied by many market-leading organisations so application of this in your organisation should significantly improve your success rates and financial results. Delegates will leave equipped with a strategic NPD process and an understanding of the key activities that drive innovation success.

Who should attend?
Managers and executives, irrespective of function, who are or expect to become involved in the development of new products and the innovation process within their organisation.

Delegates will learn how to

  • Apply a logical, easy to understand, step-by-step process to launch successful new products - both goods and services.
  • Learn and apply techniques to generate new product ideas.
  • Use techniques to screen new product ideas.
  • Develop a clear positioning concept and brand strategy statement for a selected new product idea.
  • Understand the major factors contributing to success and failure in new product development and assess your company's current performance.
  • Develop an action plan for improving NPD in your own business.


  • Definitions, benefits and principles of good innovation management.
  • NPD process - what's involved?
  • Step 1: New product strategy.
  • Step 2: Idea generation and screening.
  • Step 3: Concept development and testing.
  • Step 4: Business analysis.
  • Step 5: Product development and testing.
  • Step 6: Commercialisation.
  • Success factors in NPD; differentiated superior products, customer insight, sharp, stable and early product definition, brand planning, stage-gate process, cross-functional project teams and an innovative culture supported by senior management.
  • Assessment of organisational performance and action planning to improve NPD in delegates' own organisations.

1 Day


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0345 074 7998 or email us at info@qa.com to discuss how we can help.

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