Practical information

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

Erik Jan Hultink

Erik Jan Hultink is full Professor of New Marketing at IDE, TU Delft. Ranked number six in the list of the World’s Top Innovation Management Scholars, he is internationally respected for his work on launch and branding strategies for new products, and a much requested lecturer and guest speaker.

Costs per Master Class

€ 950


€ 850

for members of BNO, KIVI IO, Design Management Network, HumanFactorsNL

€ 750

for IDE alumni

Lunch and drinks included, prices are free from VAT. 


"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."

IDEMC6: New Product Marketing

Building balanced portfolios and marketing products successfully

Erik Jan Hultink, Professor New Product Marketing, IDE, TU Delft
Roland van der Vorst, Professor Strategic Design for Brand Development, IDE, TU Delft

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".


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 the 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 developed a balanced and strategically aligned NPD portfolio.


Programme Day 1

09.00 - 09.30


09.30 - 11.00

Session 1: Setting the context for New Product Marketing (Erik Jan Hultink)
Introduction of lecturer and his background & experiences
Discussion of importance and risks of new product introductions
All new products are new but some products are newer than others
Minor versus major new products. Marketing challenges

11.00 - 11.30


11.30 - 13.00

Session 2: Success & Failure in Marketing New Products (Erik Jan Hultink) 
Discussion of success factors and failure scenarios in new product development
New product failures. What went wrong and who is to blame?
The role of branding in new product innovation

13.00 - 14.00


14.00 - 15.30

Session 3: The Importance of an Effective Launch Strategy
Launch strategies and launch tactics
The role of rumors and social media

15.30 - 16.00


16.00 - 17.30

Session 4: New Service Innovation and Marketing 
Interactive session on new service development
A case study
Takeaways from case

Programme Day 2

09.00 - 11.00

Session 1: Introduction to Co-creation (Martijn Pater, Fronteer Strategy)
Different forms of co-creation
Which stakeholders to involve within the innovation process

11.00 - 11.30


11.30 - 13.00

Session 2: Case on Co-creation (Martijn Pater, Fronteer Strategy) 
Key lessons learned on Co-creation
Takeaways on co-creation

13.00 - 14.00


14.00 - 15.30

Session 3: Introduction to Portfolio Management (Erik Jan Hultink) 
Case “Le Petit Chef”
Discussion and takeaways from case

15.30 - 16.00


16.00 - 17.00

Session 4 (Erik Jan Hultink) 
Wrap-up Portfolio Management
Takeaways on new product marketing

17.00 - 17.30


Practical information

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.

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.

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.

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