Leading Strategic Marketing Decisions with Analytics - Letizia Affinito

Marketing of Innovations

- Leading Innovation through Strategic Marketing -

Marketing of Innovations develops the skills necessary to market innovations, including new products, services, concepts, and customer experiences. Covers how to select the right market, target that market effectively, position a product or service for maximum success, and combine analytics, frameworks, and research for maximum potential. 

A four-week online program designed to  deliver an outstanding learning experience and valuable outcomes*.

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* This program requires a marketing background.

Professor Letizia Affinito

“An innovative lecturer and speaker with over 25 years of experience in Strategic Marketing Communications Management, Letizia Affinito, partners with leaders to help them stand out and survive in the current era of disruptive technological change.”

Introducing Marketing of Innovations

There is a common misconception that innovation and marketing are two separate concepts when it comes to business. However, if you analyze it, you will see how successful game-changing technologies have used marketing to promote their product and create customer trust. Innovation is the initial idea—it’s the backbone of your entire business culture. Marketing, on the other hand, helps your business take off. Great examples include Google’s AdSense and Nike’s Nike+. Both pushed the boundaries of their industry and both were able to sell to a wide consumer base.

Purposefully designed for both novices and experienced candidates with marketing background, this program will provide participants with an exciting collaborative learning experience on the main tools to lead marketing of innovation and help them answer key questions such as:

  • How to see the essential aspects of marketing crucial to the success of innovations and breakthroughs?
  • How to identify and deal with the various types of innovations?
  • Which factors influence the process of consumer acceptance of innovations in the market?
  • What is the relationship of marketing with other activities involved in the process of developing new products?
  • Which are the models of innovation management in organizations and marketing research methods for analyzing new markets?
  • How to use Marketing to creatively communicate the benefits and features of an innovative idea?

The Marketing of Innovations Program is designed for managers that are interested in commercialization of innovations both in small entrepreneurial companies and large corporations from a number of industries such as consumer product, car, big pharma, healthcare, biomedical, food & nutrition, environment, removable energy. 

This course will help managers avoid serious marketing mistakes in commercialization of innovations and maximize marketing input at every stage of innovation process.

The online program has a max number of 20 participants to increase the level of interaction within virtual class and with Faculty.

In case of open classes, participants will be selected based on two criteria: profiles in line with a quality discussion in the virtual class, including a very good English level; “first in”, based on the date of the application form.

In case of a custom made class, the target and mix of participants will be chosen by the client based on our experience and shared criteria.

Course outcomes include:

Identify the right marketing approach and tools to successfully commercialize innovation

Identify and manage the factors influencing the process of consumer acceptance of innovations

Develop and implement an innovation adoption strategy

About the Professor

An innovative lecturer and speaker with over 25 years of experience in Strategic Marketing Communications Management, Letizia Affinito, has a Ph.D. in Management teaches Marketing Analytics at Boston College, and both online/offline marketing management topics at Saint John’s University.
Author of the books Empowering the Connected Physician in the e-patient era, Socialize Your Patient Engagement Strategy and e-patient e social media, Letizia is a true volcano, Letizia is led by an innate sense of curiosity and a great amount of sensitivity to the human implications of management. Her motto is “committed to doing good while doing well”. She lives in Rome and Boston and travels most of the year worldwide, researching trends, collecting innovative case studies, and presenting her tools and approaches to lead the disruptive technological change.
Her education includes the Teaching with Cases Online, the Case Method Teaching Seminar (Part I and II), the Executive Program in Digital Marketing at Harvard Business School, and the Young Managers Executive Program at INSEAD. 

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Course Details

Tuition fees

Euros 650.00 (+ VAT+ textbooks, cases and readings)

Duration

4 weeks, excluding orientation

Attendance

6-8 hours/week of self-paced learning entirely online*

Schedule

4 zoom meetings (2 hours/week)

*The recommended weekly time commitment for core content is 4-5 hours, taking into account the busy lifestyles of working professionals, with an additional 2-3 hours recommended for non-compulsory weekly enrichment activities, should you have the time.

Testimonials

“We had the opportunity to attend a course on “Marketing Analytics” specifically designed for our Fundraising department. The team enjoyed it a lot, as Letizia was able to transform a challenging subject in something easy to understand and interesting to discuss. We benefited a lot both from the theoretical interactive lectures and the business-related discussions the course has triggered. Letizia selected and prepared very relevant case studies and guided us through engaging discussions showing her expertise in mastering the subject and the dynamics of teaching an online course."
Chiara Aluffi-PentiniMarketing & Fundraising Director, Italian Committe for Unicef non-profit
“Very insightful and full of powerful content. I really found Letizia’s “action orientation” a very useful approach for turning ideas into a concrete follow up to drive change in healthcare.”
Flavia BinettiExc. Director BU Primary Care & Women’s Health, MSD Italy
“The mediocre teacher tells. The good teacher explains. The superior teacher demonstrates. Letizia touches our hearts inspiring us ”
Davide BottalicoDigital Healthcare & Innovation Director – Takeda Italy
“I attended Letizia’s marketing analytics course and found her lectures to be insightful, engaging, and relevant. She shared practical strategies and provided a variety of tools, tips, techniques, templates, that were very useful for me in my everyday work as a marketer.”
Maggie TereszkowskiSenior Director – Digital Marketing & Analytics, Hotellytics
“Letizia’s lectures are a memorable experience. I loved her case studies learning approach since it involves the audience and stimulates analysis and retention of the advanced marketing concepts in an easy and natural way. Her lectures both inspired me to think strategically as well as gave me practical hints relevant for my everyday work as a business analyst.”
Irena PetkovicBusiness analyst, WFP – Rome
“Letizia has been a Keynote Speaker at several of our Digital Pharma events globally. She’s helped our audience of pharmaceutical marketers better understand the challenges in patient-centered digital strategy, how to empower HCP’s to promote and measure patient behavioral change, how to leverage Social Media and work with ePatients, etc. with those topics being merely a sliver of the knowledge she brings to the table. She regularly receives high grades from our audience and is a true Thought Leader in the Healthcare and Pharmaceutical Marketing space. She has been an asset to our events and I look forward to working together on many more!”
Jayson MercadoManaging Director, Digital, ExL Events, a division of Questex
“Thanks for a very good presentation at the Digital Pharma EU! You pinpointed a number of observations relevant for me in my everyday work as a leader. Very insightful and full of powerful content. Some amazing “a-ha” moments for me.”
Tal AtarotCEO, nimbio.ai
“We were delighted to have Prof Letizia Affinito present a webinar on ‘Creating a positive impact on patients and physicians actions through Social Media patient engagement strategies’ for our Fellowship participants. We received excellent feedback from our attendees who found the webinar to be beneficial to their current roles and particularly enjoyed the examples of good media sources for engaging patient in the communication process. The recording of Prof Affinito’s webinar has gone on to become one of our key lectures in the Patient Centred Care Track in our Fellowship Programme.”
International Society of Quality in Health Care
“Letizia supported us with fresh insights and inspiration on a very important benchmarking project which required out-of-the-box thinking as well as pragmatism and actionable solutions. She perfectly customized her speech to our needs and was very engaging during the delivery and facilitation process. This mix of being strategic and tangible at the same time, was very refreshing for me and the team and resulted in a clear roadmap. A very successful cooperation has started since this project.”
Andrea QuadriniGeneral Manager Southern Europe, Hill’s Pet Nutrition
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Program Structure

To discuss customized dates and programs please send an mail to onlineteaching@letiziaaffinito.com

June 2021

Length:
4 weeks
Program Dates:
06/14 -07/04
Cost:
Euros 650 (+ VAT)
Application Deadline:
June 6

SOLD OUT!

Course Outline

The Marketing of Innovation online program will have a four-week format, and will be extensively based on case discussions and class exercise as teaching method. It integrates rich, interactive media such as videos, collaborative annotations and discussion boards, and other e-learning activities as well as traditional didactic components such as written study guides (program notes).
Early bird participants will be engaged in the case studies selection survey. This will offer an opportunity to include cases which better fit with the class mix specific industries and/or personal learning objectives.
We will use the 60/40 formula, i.e. 60% of case discussion and class exercise, 40% of interactive lecturing. Case discussion is active learning compared to the passive learning of lecturing used by most of the European Universities.

Participants must thoughtfully complete all 4 modules by stated deadlines and collaborate with assigned groups for 4 synchronous meetings.

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Frequently Asked Questions

Do I have to log in at a set time?

How does the learning process work?

At this point, you probably have a few questions, and we’ve got answers.

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Enrollment Eligibility

Enrollment Eligibility
Our easy online application is free, and no special documentation is required. All applicants must be at least 18 years of age, proficient in English, and committed to learning and engaging with fellow participants throughout the program. We confirm enrollment eligibility within one week of your application.

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Apply for enrollment today!

In case of open classes, considering the teaching method and required interactivity, the enrollment is subject to an application process to guarantee a homogenous class with a manageable number of participants (max 20).

The online program has a limited number of participants to increase the level of interaction within class and with Faculty. Participants will be selected based on two criteria:

  1. profiles in line with a quality discussion in class, including a very good English level;
  2. “first in”, based on the date of the application form.

The process is fast and simple. After max five days, you will be contacted by e-mail for confirmation with the instructions for on-line payment or via money transfer.

Apply now

Upcoming Programs in 2022

To discuss customized dates and programs please send an mail to onlineteaching@letiziaaffinito.com

Marketing Analytics

 

February 2022 

Length:
4 weeks 

Program Dates:
02/14-03/13 

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
January 14

Learn more

Data Analytics in Healthcare

 

March 2022 

Length:
4 weeks 

Program Dates:

03/07 – 04/03

Cost:

Euros 650,00 (+ VAT) 

Application Deadline:
February 7

Learn more

Physician and Patient Empowerment in the new digital era

April 2022 

Length:
4 weeks 

Program Dates:
04/04 – 05/01

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
March 4

Learn more

Sustainability Marketing

May 2022 

Length:
4 weeks 

Program Dates:
05/09-06/05

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
April 9

Learn more

Marketing of Innovation

June 2022 

Length:
4 weeks 

Program Dates:
06/13 – 07/10

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
May 13

Learn more

Our Online Advantage

Professor Affinito can offer a unique value proposition based on the following four elements:

  • Unique blend of managerial and online teaching experience
  • Cutting edge online learning
  • International peer collaboration and networking
  • Real-world, case-based learning

Immerse yourself in real challenges faced by business leaders across a variety of industries. Each class puts you in the shoes of executives from Amazon, Netflix, and Unilever. You’ll wrestle with the same issues they faced, while problem-solving and interacting with fellow learners from around the world.
Each program is designed to provide higher education which is for everybody affordable, customized, relevant. This is by far more effective than certificates, especially for its target audience, young managers and executives looking for programs capable to meet some of the needs which are being further evidenced and accelerated by the current crisis:

  • Massive need for reskilling: organizations will need to provide better support to employees whose jobs are being disrupted by new technologies.
  • Competency-based education: as the concept of the knowledge economy increasingly motivates employers are forced to innovate and offer learning opportunities to their employees to constantly upskill while automation eliminates routine jobs.
  • Cutting edge online learning experience: organizations and managers will need quality online programs led by great design, relevant content, and intuitive learning platforms developed to make the learning experience simpler and more connected.

In summary, our experiential online programs are an incredibly useful tool for organizations and individuals to supplement topics learned during undergrad or graduate university programs or fill specific educational gaps at work.

Frequently Asked Questions

Participants must participate in four synchronous meetings, and fully complete all coursework in a thoughtful as well as timely manner by completing each week’s assignment by the due date, and proactively contributing to asynchronous case discussions. Additional details will be communicated at the start of the program. Participants will either be evaluated as complete or not complete. No grades are assigned.

Participants will have access to videos, readings, and Professor’s notes in every prior module as the program progresses. 60 days after the final deadline, participants will no longer have access to the course materials and to the course platform.

At the start of the program a number of small teams will be organized to participate in more personal discussions around specific topics/cases throughout the course. Group projects could be included for corporate programs.

Our online programs don’t provide a certificate. Instead, you get energy points with tangible progressive learning as each program is designed to provide higher education which is for everybody affordable, customized, relevant.  This is by far more effective than certificates, especially for its target audience, young managers and executives looking for programs capable to meet some of the needs which are being further evidenced and accelerated by the current crisis: 

  • Massive need for reskilling: organizations will need to provide better support to employees whose jobs are being disrupted by new technologies. 
  • Competency-based education: as the concept of the knowledge economy increasingly motivates employers are forced to innovate and offer learning opportunities to their employees to constantly upskill while automation eliminates routine jobs. 
  • Cutting edge online learning experience: organizations and managers will need quality online programs led by great design, relevant content, and intuitive learning platforms developed to make the learning experience simpler and more connected.  

In summary, our experiential online programs are an incredibly useful tool for organizations and individuals to supplement topics learned during undergrad or graduate university programs or fill specific educational gaps at work.  

Our program does not provide transcripts, diplomas or Statements of accomplishments. One solution is students can take a screenshot of all the lessons they have completed, keep a journal and develop an electronic portfolio documenting the work they have done on Professor Affinito Programs. 

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