Practical Product Marketing

Course details

This course provides students with the necessary practical skills to create an effective marketing campaign for products and/or services offered by start-up companies. Students will learn how to bring products to market more efficiently and effectively using lean marketing methods and how to strategically prioritize product features. In addition, this module will equip students with an invaluable skillset to successfully position their company products in competitive markets and advance towards capturing larger market shares through the development of various distribution channels.

Program Benefits

Upon successful completion of the course, Students will be able to:

• Apply lean marketing principles to conduct effective marketing campaigns for both start-ups and larger companies
• Have a workable framework and set of tools to effectively engage and influence a target market
• Create market differentiation through strategic positioning and segmentation
• Apply the principles of sales channel development in a start-up context

Target Audience

This course is targeted to:

• Marketing professionals with an intrapreneurial mindset and those working in high-tech sectors
• Entrepreneurs eager to obtain practical knowledge and tools to grow their business
• People with great ideas and the necessary drive to turn them into profitable realities

Course Modules

The module covers the following topics:

• Build buyers' community: building buyer persona, deliver thought leadership, mantra - create a short and engaging statement behind the business, positioning - find a niche marketing proposition to the business, pitching - create value proposition for the company offertings, branding - create plan to evangelize and communicate the business proposition, rainmaking - find the right audience for the business proposition.
• Generate marketing leads: Initiate marketing dialogue with target customers via various marketing channels, plan distribution of products/services, and execute go-to-market strategy.
• Convert marketing leads: Selling of the product or service, manage sales prospect priorities, create sales process for product/service.
• Marketing analytics and metrics: Track marketing analytics, set metrics and KPI's for marketing analytics, plan actions to improve marketing efficiency, create a marketing analytics process which will improve success rate of marketing.

Delivery Schedule

The course is delivered through flipped classroom methodology whereby students have access to e-learning materials through a Learning Management System to revise key concepts and methodologies before attending the workshop sessions.

The instructional design of the face-to-face sessions includes interactive workshops, case study exercises, group presentations, and guided discussions.

Online collaborative learning takes the form of guided Q&As and discussions moderated by the trainer and/or a tutor.

Delivery Method

Students will be trained by industry professionals with minimum 5 years of domain experience. The background of trainers ensures that they add value to the course by sharing expert industry insights. Trainers also have teaching experience and have been trained to conduct engaging sessions.

This course is delivered by Lithan Hall Academy, Singapore, through a flipped classroom methodology comprising the following:

• Online learning whereby students review concepts and engage in peer to peer moderated discussions and
• Active and highly interactive workshop sessions in which students work on applying the learned concepts and methodologies to real-life case studies under the guidance of an expert trainer. The process is enhanced by constant peer-to-peer collaborative learning.

By the end of the course, students have not only acquired practical skills ready to be deployed in their job roles, but also a network of like-minded entrepreneurial professionals.

Entry Requirements

• Students must have minimum a diploma qualification and minimum 5 years of working experience.
• Students must have a good command of the English language equivalent to IELTS 6.
• Students with an undergraduate qualification taught in English meet the language requirements of the course./

Certificates Issued

Upon successful completion of the assessment exercise students will be awarded the following Statement of Attainment (SOA) by WDA:

• IT-MC-402S-1 Assess marketing opportunities within international and/or perse markets
• IT-BD-402S-1 Establish and track the organisation's market

Graduation Requirement

Students will be graded "Competent" (C) or "Not Yet Competent" (NYC). Candidates graded "Competent" (C) will be awarded with a Statement of Attainment (SOA).