Without clearly determining those elements of the positioning strategy, establishing a winning brand and associated long-term market leadership is impossible. This course is organized around the premise that the development of a creative and effective positioning strategy can and must be approached in the same process-oriented manner as other functions within a company, such as engineering and manufacturing. Industry examples are frequently used to illustrate course concepts. Special attention is given to the differences between positioning revolutionary and evolutionary products. Participants have the opportunity to work together in teams to apply the principles, models, and methodologies presented in class to actual market situations and, in many cases, to their own products.
Enrollment is limited.
She has extensive experience in business positioning and marketing strategy development, competitive analysis, and managing complex programs and business relationships. Inc. Most recently, she served as managing director, global marketing, with PricewaterhouseCoopers' Technology Industry Group. She consults with large and small companies, venture start-ups, and established companies to develop business and marketing strategies and supporting programs for new technologies, products, and services. All of her work is based on tried and proven processes and methodologies. As division marketing manager for IBM and Intel, she has introduced more than 30 new software, telecommunications, or microcomputer-related products.