Wanamaker Educational Services

Excellence in Product Marketing - A Case Study

This case study will provide the participants the opportunity to Market a fictitious product for a fictitious company. Participants will be involved from the very beginning of the lifecycle management process by determining the best Strategy and Positioning for their brand. This strategy will then be applied to the Foundation elements of a Marketing Plan (Drug Development, Thought Leader Development and Publication Planning). Participants will learn how this foundation sets up their entire tactical plan. Branding, creative and tactical development will be determined in the context of this case.

Learning Objectives:

• To understand the "Breadth of Knowledge" required  to successfully market a brand
• To understand and appreciate the tradeoffs that must be made given timing and monetary constraints as well as objvectives of Upper Managment and Regulatory requirements
• To understand the Marketing Process
• To understand the Interdependencies of all the elements of a Marketing Plan and how they must be considered as you are developing your strategy
• To appreciate the non-linear and multidimensional nature of marketing

Other Considerations:

• This program can be delivered in 3 days or longer depending on your objectives and time constraints
• This program can be customized with your company language, definitions and process