The need for lean, rapid and profitable new product development has never been greater. Product life cycles are shorter, competition is more intense and customers are more demanding. Companies that fail to innovate face a grim future. The problem is that winning with new products is not easy. An estimated 46% of the resources that companies devote to the conception, development and launch of new products go to projects that do not succeed - they fail in the marketplace or never make it to market.

This training program is essential for marketing professionals who want to learn and apply techniques to generate new product ideas, screen ideas that could be commercialized. They will also learn the process that helps ensure the success rate of new product development. The course will be highly interactive, participative and practical, with lots of examples and case studies.