Synopsis

Creative ideas are sources of competitive advantage in your marketing and product development effort. This programme aims to help participants recognize the importance of creativity and to empower them with the abilities to generate creative ideas related to marketing and product development.

This programme will also showcase some creative ideas that had been applied by worldwide marketing and product development professionals.

The seminar is ideal for business executives who need to get ideas and inspirations for marketing and product development.

Program objectives

By the end of this program, participants will be able to:

• understand how creativity add tremendous value to marketing and product development
• generate creative ideas and apply them immediately in workplace
• master tools and techniques to manage ideas more effectively
• tap into worldwide real-life cases of how creative ideas being implemented in marketing and product development

Course outline

1. Overview
   1.1. Why creativity matters in marketing and product development
   1.2. Value of unorthodox approaches
   


2. Basic paradigms
   2.1. Shifting left-brain and right-brain thinking
   2.2. Reframing your marketing activities
   2.3. Understanding three layers of products
   2.4. Mapping your ideas to the product life cycle
   


3. Creative ideas management process
   3.1. Defining issues
   3.2. Divergent stage
   3.3. Categorizing
   3.4. Convergent stage
   


4. Ideas generation model
   4.1. Addition (+)
   4.2. Subtraction (-)
   4.3. Multiplication (x)
   4.4. Division (/)
   4.5. Applying this model to create ideas for your marketing and product development activities
   


5. Ideas tools relevant to marketing and product development
   5.1. Association method
   5.2. FCB grid
   5.3. Product-market grid
   


6. Worldwide cases: creative ideas in marketing


7. Worldwide cases: creative ideas in product development