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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

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5.0 rating, based on 24 reviews

Start your review of Marketing Innovative Products and Services

  • 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
    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
    I enjoyed taking the Marketing Innovative Products and Services course. I learned the value of having and implementing a marketing plan. I gained a better understanding of how valuable marketing is to the success and failure of launching a new product. And I learned a myriad of strategies and techniques to implement to achieve my goals. I found the instructor to be knowledgeable, professional, and thorough with her presentations. I would recommend this course to others.
  • Anonymous

    Anonymous completed this course.

    This courses really helped me understand the whole structure of Branding, Product innovation and growth strategies. For a person like me who cannot afford such high value content, is really rare. Thank you Edx and University of Maryland for making such a web course. I highly recommend it to someone who wants to launch their product and has no clue who to Pivot!!!
  • 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
    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.
  • Anonymous
    I like the course contents and the practical relationship of some of the topics with real live examples. As an aspiring entrepreneur the teachings and learnings from this course will go along way in highlighting and ensuring I put in place the ingredients to enable me succeed.
  • Anonymous
    Great course, great content, great instructor!

    I completed the free version, the video classes are really good. Although I think it would be even better if it had quizes throughout the lessons.

    Anyways, thank you for making it available for free! It helped me a lot!
  • Anonymous
    its a sure way to learn Marketing Innovation, the strategies and modes of learning are perfect for those working from home, the insight and video presentations are at tune to the learnings, appreciate the quizzes because if reviews the learning gains from the course.
  • Anonymous
    Lola Koiki is an eloquent facilitator, knowledgeable on the subject matter of innovative marketing. I will refer more student of management and entrepreneurship to try this course as it will set you on the the track of a successful startup launch.
  • Anonymous
    I made the right choice of choosing this course. Our instructor is well verse of the course and able to deliver in the most easy way for me to learn the course. It was indeed an enjoyable learning opportunity. Thank you for this!
  • Anonymous
    has been an extremely helpful course to improve my business and marketing strategies. thank you so much for your time and effort in preparing this course and making it accessible.
  • Anonymous
    Really a great course which I have taken as a Food Technology Student to know about Marketing and all about that.I wish I would do more courses after this...
  • Anonymous
    I am glad I could be a part of this course. All the while, this was an easily explained course to learn about marketing products and services.
  • Afia
    Detailed course presented by a very knowledgeable professional!This has been very helpful to me and highly recommended for others.
  • Anonymous
    Very clear and informative, but sadly some picture are too small that i couldn't see. So, the information wasn't really clear in some part
  • Anonymous
    Outstanding! Professional presentation and well researched. I would have liked sources referenced and text downloads available.
  • Anonymous
    I am happy to learnt so my concepts as well all the concepts are clearly defined and can easily be understood by the students.

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