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 go-to-market strategies.

You'll discover how the jobs-to-be-done framework helps uncover customer needs and informs product development, while learning how to prioritise innovation opportunities using market evidence. The session also examines the connection between product innovation and broader business model innovation. In the second part of the day, you'll explore how distribution and pricing decisions influence market growth, with a focus on physical and mental availability, omnichannel strategies, and developments in the Belgian market, including retail media, direct-to-consumer models, bol.com and the emerging impact of agentic commerce. You'll also gain practical insights into 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.