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This course focuses on segmentation, value, positioning, and launch strategy. You will apply segmentation, targeting, and positioning to identify marketing opportunities and analyze cases including Starbucks, Azul Airlines, early pregnancy tests, SCiO, and Bugaboo. You will examine sources of customer value, including functional, economic, brand, and psychological value, and learn the ACCORD framework for building brand equity. The course also introduces new product strategy templates, including ideation, subtraction, task unification, division, multiplication, and attribute dependency templates. Through exercises, reflections, knowledge checks, case study questions, and practice defending a new-product growth strategy, you will assess product launch, positioning decisions, product ideas, prototypes, and product extensions.
