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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 48 reviews

Start your review of Marketing Innovative Products and Services

  • 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
    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
    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
    Its was good course and i learned more business plans and strategys from it. In future if i have plan to start a business this ideas will be more effective for me to implement. And the teacher how taught the module was good and the slide was good , simple and impressive, which was easy to understand.
  • Anonymous
    marketing innovative products and services has been a wonderful course for me at the right time. i got all the answers i ever wanted to know. i am so happy that i have chosen the right one. i encourage others to learn this course.
  • Anonymous
    It would be enough to submit here that the course had more than enough insights and learnings even for a hard-boiled (32 years) marketing professional; both practitioner, and Consultant/Teacher; like me.

    Keep up the good work.
  • Anonymous
    A joy for anyone interested in pursuing a marketing course. Very helpful for even those not in the marketing field as knowing how to market yourself or your product is beneficial no matter what field you are. Amazing content!
  • Anonymous
    easily understood each and everything explained in this course. Really loved it.

    While I highly recommend this course who are looking for marketing as a specialization, I personally found this course useful.

  • Anonymous
    At its best

    I really enjoyed this course content and the way of teaching

    Real life examples helped to know things clearly

    I hope this course give lots of confidence in my carrier

    Thank you

  • Anonymous
    It is a very good course explained very well by the lecturer with great examples. It is good for both undergraduates as well as the entrepreneurs who are willing to enter into the market with a marketing plan.
  • Deepak Chaturvedi
    This the best way to learning and increase your new innovation toward educations. Very helpful for me to know about new strategy towards marketing. If you want learn something please go through this.
  • Anonymous
    I really enjoyed the Marketing Innovative Products and Services course.

    It was a great experience to about the basics of Marketing.

    I would recommend this course to others.
  • Profile image for Anjum Fida Hasan
    Anjum Fida Hasan
    I have been greatly benefited from the Marketing Innovative Products and Services course provided by University System of Maryland via edX. Thanks to all involved.
  • 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
    Excellent view of the marketing basics, great if you are a non marketer or if you want to refresh some of the stuff that may be a little unfocus.
  • Anonymous
    Good contents, great examples of business. It was a great educational experience of interest knowledges for entrepreneurs and businessman.
  • Anonymous
    This was an awesome experience. Such a nice fundamental course for marketing. It described a lot of new things to me, I didn't knew before.
  • Anonymous
    very great i really appreciate thank you so much. i was learned many things and i am ready to apply what i have learned into reality.
  • Anonymous
    A very complete course. It is great for people that wanted to expand his knowledge with modern concepts and good tactics.
  • Anonymous
    The presenter was very clear and concise and broke the subject matter down in a logical and easy to understand way.

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