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IDEMC6: New Product Marketing

Wednesday 18 09.00 until 19 October 2017 17.30

Building balanced portfolios and marketing products successfully

Erik Jan Hultink, Professor New Product Marketing, IDE, TU Delft
Roland van der Vorst, Professor Strategic Design for Brand Development, IDE, TU Delft

New product development is an important but risky business activity. Recent research has shown that the majority of all new products launched fail in the marketplace. While a superb marketing strategy may not "save" a bad product, a poor launch strategy will surely kill a great product".


This Master Class addresses the success and failure factors in new product development (NPD) with a special focus on the role of marketing. The interactive blend of theory and practice introduces participants to NPD topics including product innovation, new product failure scenarios, best practices for launching new products, and provides hands-on experience on how to build a product and brand portfolio that is balanced and strategically aligned. The Master Class uses case studies drawn from recent innovative product introductions.

Learning objectives

During the Master Class, you will:


Participant: "Interesting to learn, share and discuss with soul mates from similar companies."

Participant: "I could pick up topics that I have missed during my studies at IDE, but now need in my career."


Programme Day 1

09.00 - 09.30 Registration

09.30 - 11.00 Session 1: Setting the context for New Product Marketing (Erik Jan Hultink)

11.00 - 11.30 Break

11.30 - 13.00 Session 2: Success & Failure in Marketing New Products (Erik Jan Hultink) 

13.00 - 14.00 Lunch

14.00 - 15.30 Session 3: The Importance of an Effective Launch Strategy

15.30 - 16.00 Break

16.00 - 17.30 Session 4: New Service Innovation and Marketing 

Programme Day 2

09.00 - 11.00 Session 1: Introduction to Co-creation (Martijn Pater, Fronteer Strategy)

11.00 - 11.30 Break

11.30 - 13.00 Session 2: Case on Co-creation (Martijn Pater, Fronteer Strategy) 

13.00 - 14.00 Lunch

14.00 - 15.30 Session 3: Introduction to Portfolio Management (Erik Jan Hultink) 

15.30 - 16.00 Break

16.00 - 17.00 Session 4 (Erik Jan Hultink) 

17.00 - 17.30 Wrap-up 

Practical information

Books and materials 
At the end of the course, you will also receive literature on the relevant topic (book and/or reader). Handouts of the IDE Master Class will be provided with space for personal notes. All materials provided are included in the course fee.

How to prepare? 
One week before the course, you will receive a homework assignment to get prepared for the master class. Furthermore it can be useful if you think of a case from your design practice to bring to the course.

After the course
Two months after the course a preset consultation timeslot will be offered to all participants to share experiences and consult the Master.

Erik Jan Hultink is full Professor of New Marketing at IDE, TU Delft. Ranked number six in the list of the World’s Top Innovation Management Scholars, he is internationally respected for his work on launch and branding strategies for new products, and a much requested lecturer and guest speaker.

More information