This training day is part of the 7-day Mini MBA Meaningful Marketing programme and can also be followed as a standalone module. It explores how organisations create customer value through product innovation, effective portfolio management and smart distribution strategies.

You'll discover how the jobs-to-be-done framework provides the foundation for product thinking, learn how to prioritise product portfolios by deciding when to continue, pivot or discontinue initiatives, and explore how to evaluate innovation opportunities using market evidence while considering the relationship between product and business model innovation. In the second part of the day, you'll examine how physical and mental availability drive market penetration, compare direct, indirect and omnichannel distribution models, and explore key developments in the Belgian market, including bol.com, retail media, direct-to-consumer models and the emerging impact of agentic commerce. The day also introduces pricing and dynamic pricing strategies that balance customer value with commercial objectives.

Whether you join this module on its own or as part of the full Mini MBA, you'll leave with practical frameworks to make stronger product, innovation and distribution decisions that support sustainable business growth.