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University System of Maryland

Marketing Innovative Products and Services

University System of Maryland and University of Maryland, College Park via edX


Marketing innovative products and services occurs in an ever-changing environment, and requires rapid decision making with incomplete information. These innovations are introduced at increasingly frequent intervals, and there are high mortality rates for products and services, and the businesses themselves.

Our course provides a practical, how-to guide for navigating these marketing challenges to bring innovative new products and services to market. With learning modules on product strategy, go-to-market strategies, and growth strategies, you will build your skills in understanding and applying the latest marketing strategies and tactics. We’ll explore how to develop an informed marketing plan that aligns with customer needs based on real market research.

Learn the latest strategies for customer discovery, interviews and focus groups, product design, product development, content marketing, social media marketing, and marketing campaign management. The course will provide a balance between conceptual discussions based on readings of concepts and practices, and applied, hands-on analysis with real projects.


Module 1: Product Strategy

We’ll begin with introducing why it’s important to build a business case for your innovation. Key topics will include business model, value propositions, customer profiles, value maps, product-market fit, and industry analysis.

Module 2: Go To Market Strategies

Once the product strategy is established, we’ll consider go-to-market strategies. This begins with setting your marketing objectives. We’ll discuss pricing strategies, channel strategies, positioning, and messaging strategies. We’ll also introduce the minimum viable product (MVP) experience.

Module 3: Growth Strategies

In our growth strategies segment, we’ll examine marketing optimization strategies. Creating and managing your social media marketing activities and search engine optimization (SEO) are key to this step. Branding and sales will also be explored.

Module 4: Next Steps

In the final segment, we’ll discuss why new ventures fail, and how effective marketing impacts the success of a venture. We’ll discuss what is means to make the decision to Pivot, Persevere, or Pass? We’ll also discuss types of pivots, and how these influence the ongoing success of companies.

Taught by

Lola Koiki


5.0 rating, based on 59 Class Central reviews

Start your review of Marketing Innovative Products and Services

  • Profile image for Kate Durr
    Kate Durr
    Really helpful course with excellent usable structures and frameworks. Unlike traditional academic courses that are much longer I feel it really gives you the key language and concepts that you need to work in more technical and innovative environments. I am doing another CIM course in innovation - and actually I think this gets down to most of the key ideas to make the academic course more useful.
  • Anonymous
    Our instructor Lola Koiki is extremely knowledgable on the subject matter and her deep insights and simple ways of explaining complex marketing concepts really impressed me. Her tone of voice is extremely easy to grasp and follow along for both native and non native speakers of English. I am exteremely grateful towards Edx platform and University of Maryland system to have brought such insightful course for the larger audience around the world, to learn, explore and expand their horizons from the comfort zone of your home computer at your own pace. Thoroughly enjoyed the course and highly recommended to anyone pursuing to expand their knowledge on marketing.
  • Anonymous
    Very informative exhaustive course for start-ups in really looking into how to market innovative products and services with various real time examples.
  • Anonymous
    The content covered in the modules was appropriate and very well presented. I liked the examples and samples shown during this course, that helps to relate.
  • Anonymous
    This course is really informative and helpful for your future. This will give a wide range of idea about market, market strategies and customers.
  • Anonymous
    The teacher and the content are really engaging. Unlike traditional courses, they've put less pressure on execution and more on fundamentals. Depending on your knowledge, you might feel like it's a bit slow but you can toggle through the content to skip the simpler bits.
  • Profile image for Alex Drobson
    Alex Drobson
    A great course from University of Maryland, my second at this University.
    Being in Marketing for over 10 years, I still found something new and useful.

    Highly recommend for entrepreneurs and young people who think marketing and startups might be their career path.
  • Valdenir
    excellent course with clear and practical teaching. I learned step by step how to start a startupwith short videos the material is well explained.
    we can commit to looking for a product or service that solves our potential customer's problem.
  • Anonymous


  • Anonymous
    I'm a college student who aspires to market several innovative products and services at the highest efficiency in the future. This course helped me to start my journey in this field the right way by equipping me with all the tools needed for me to achieve my business goals. This course is a must for all the people out there who want to bring your new product or service to the market and effectively market it to your intended customers. This course is very informative. I particularly liked how the lecturer taught the subjects. She made it crisp and clear to understand. I was fully satisfied with my experience during this course.
  • Anonymous
    This course provided a great introduction to marketing innovative products.

    It was well presented, had clear infographics and used great examples to illustrate the concepts being taught.

  • Anonymous
    Definitely, well-structured and informative course. Great professor. It is really worth taking this marketing program from EdX - in collaboration with the University of Maryland.
  • Anonymous
    I´m an Industrial Designer and I felt very confortable with the lessons, Its a condensed yet complete course... kinda covers all the bases, I recommend it a lot.
  • Anonymous
    Concepts well explained, covers a wide range of topics, core concepts explained in depth.

    Sincere and Knowledgeable mentors to explain and answer your queries.

    Quizzes and assignments for hands-on practice.

    Friendly and helpful admin staff.

    Of course, you can get a lot(if not all) of information through the free online contents or other sources but if you are like me,

    who needs a structured way of learning and a channel to discuss or ask questions then I would recommend joining this course.
  • Anonymous
    It has been one of the most concrete and useful courses I have taken. Very clear and easy to implement.
  • Anonymous
    Very Interesting course. Thank you so much .Thank you for a great course. Great presentation style with lots of opportunities to ask questions and talk about real life examples which all made for a really enjoyable and informative course." "This has more than met my expectations." "A wonderfully practical course - both personally and professionally.
  • Anonymous
    It was a great course. It helped me gain a lot of information on marketing strategies and how to use them properly. The course instructor has explained the course in a nice and easy way with a lot of examples. The examples made the topics to be understood more easily. I would recommend this course to people who want to learn about marketing strategies.
  • Anonymous
    Very enjoyable and professional course. Highly recommended for anyone looking for solid and up-to-date marketing knowledge. Every area of the marketing presented in the course stands up to current framerate, whereas the internet became a place of both advertising and customer pursuit. The speaker has a very encouraging presence and voice as well
  • Anonymous
    I had some knowledge in the area of marketing. The course instructor have in depth insights into marketing strategies and basics of assists connected to digital marketing. I want to learn them in detail by going through the videos again, make my own notes, visit websites and learn in detail.

    Thank you for the wonderful course delivery.
  • Anonymous
    This course is a fact and effective way to learn about marketing and also how to apply different strategies, concepts, charts, etc. to your own venture.

    It consists of short yet very interesting and complete videos, which is a fast way to learn in your own time and get a lot of information processed in an easy format.

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