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Course Description

As your products move through different product life cycles, you need to tailor your marketing messaging and your strategy. Why does it matter whether your product is the first of its kind in the category or if it's reached the stage of being a "cash cow”?

In this course, you will assess whether it is always better to be the first one to introduce a new product or idea to the market. Using examples of popular consumer products, you will examine how products diffuse into a market to help you plan your strategy for introducing new products. You will apply insights about consumer behavior – tied to the three key drivers – to support your predictions of how consumers might adopt your new product.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

Faculty Author

Manoj Thomas

Benefits to the Learner

  • Examine the risks of pioneering
  • Identify how products move through a market
  • Use Google Trends to do portfolio and competitor analysis
  • Consider how social contagions impact the adoption of a product in which you are interested

Target Audience

  • Marketers
  • Brand managers
  • Product managers
  • Engineers and software developers
  • Tech leaders
  • Project managers
  • UX and web design professionals
  • Entrepreneurs

Applies Towards the Following Certificates

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Cornell’s Johnson Graduate School of Management
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