Francesco Cordeschi
Business Innovation Consultant
Commercial Launch Strategy
Officine Innovazione
About this Course
This course has the objective of providing the students with a basic methodology to launch a new business, product or service in the market. To do this, the course will go through some categories of the risks they run when trying to do so.
On this basis, the second part of the course will be focussed on the communication strategy and consequently on the communication campaign that is needed for the launch of a new product or service. The students will be taught basic methodologies and features of an efficient communication campaign.
Moreover, the course will focus on the importance of partneships, ecosystems and pricing strategies to attract customers to the new product or service and it will provide the students with a commonly used framework to analyse how well the product performed on the market.
Eventually, the course will provide the students with some hints and techniques of pivoting to be applied and used when the launch has not been successful and a recovery strategy is needed.
Overall, the students will acquire basic capabilities regarding how to manage the launch of a new business and how to try to arrange a recovery.
Learning Objectives and Outcomes
At the end of this course, students will be able to:
• Create a basic go-to market strategy and understand whether a go-to-market strategy is efficient for a specific company;
• Assess what kind of go-to-market strategy is more appropriate for a specific company in a specific market;
• Plan some recovery strategy, in case the former has not been successful.
Requirements
Students shall have some basic knowledge about market and customer analysis. Furthermore, it would be appropriate to have prior knowledge about MVP and business model development.
Level of teaching
The course is taught for intermediates, who have familiarity with market and customer analysis.
Course Staff