IDEMC6: New Product Marketing

Building balanced portfolios and marketing products successfully

New product development is an important but risky business activity. Recent research has shown that the majority of all new products launched fail in the marketplace. While a superb marketing strategy may not "save" a bad product, a poor launch strategy will surely kill a great product.

18 and 19 October 2017
Group size
10-16 participants
Industrial Design Engineering, TU Delft
9 October 2017


This Master Class addresses the success and failure factors in new product development (NPD) with a special focus on the role of marketing. The interactive blend of theory and practice introduces participants to NPD topics including product innovation, new product failure scenarios, best practices for launching new products, and provides hands-on experience on how to build a product and brand portfolio that is balanced and strategically aligned. The Master Class uses case studies drawn from recent innovative product introductions.

Learning Objectives

During this master class you will:

  • understand why some new products succeed while others fail;
  • benchmark your own NPD process with best practices from other firms;
  • critically reflect on marketing aspects like brand extensions, co-branding, pre-announcements, how to deal with new product rumours and many other;
  • understand how to use social media to market new products successfully.


  • Market acceptance of individual new products.
  • Holistic perspective on a company's complete innovation portfolio.
  • Decision processes used to develop a balanced and strategically aligned NPD portfolio.



"Very interesting to learn, share and discuss with soul mates from similar companies."


"I could pick up topics that I have missed during my studies at IDE, but now need in my career."

Practical Information

How to prepare?
One week before the course, you will receive a homework assignment to get prepared for the master class. Furthermore, it can be useful if you think of a case from your design practice to bring to the course.

Books and materials
At the end of the course, you will also receive literature on the relevant topic (book and/or reader). Handouts of the IDE Master Class will be provided with space for personal notes. All materials provided are included in the course fee.

After the course
Two months after the course a preset consultation timeslot will be offered to all participants to share experiences and consult the Master.

Costs Master Class

€ 950standard
€ 850for members of BNO, KIVI IO, Design Management Network, HumanFactorsNL
€ 750for IDE alumni
Lunch and drinks are included, prices are free from VAT