Competitive Product Development

Dates:

29 April 2009 & 18 September 2009* (a one-day course)

Price:

£365+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

"Lovely tutor style – very informative..."

Oxford University Press delegate

"Very much (I enjoyed the course). The many examples given really helped clarify points and make them relevant to your own industry."

Richmond Publishing delegate

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: 29 April 2009 & 18 September 2009*

Price: £365+VAT (a number of discounts are available).

Competitive Product Development - provisional booking form

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