Sales & Marketing

Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch – Dubai, 23–27 Aug 2027

Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch runs in Dubai from Monday 23 August to Friday 27 August 2027 (1 Week). The fee is 19,500 SAR per participant. The same programme is also scheduled in 7 other cities.

Dates: Monday 23 Aug – Friday 27 Aug 2027
Length: 1 Week
Fee per participant: 19,500 SAR
Format: In person, Dubai
Venue: Five-star CBD venue
Status: Open for registration
Week: 34 of 2027
Reference: 888_21011

This session

23–27 Aug 2027

This Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch session in Dubai runs from Monday 23 August to Friday 27 August 2027 (week 34, Q3 2027). It is the 2nd of 2 dates in Dubai in 2027, at a fee of 19,500 SAR, the same for each of them. Registration is open for this date. It is held in person at Five-star CBD venue.

When else does it run in Dubai?

18 – 22 January 2027 19,500 SAR
23 – 27 August 2027 This date 19,500 SAR

How do I book this date?

Reference for this date: 888_21011. Quote it when you contact us.

Before you book, read our cancellation policy.

Let’s talk about your next step.

Questions about this date

When does Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch in Dubai start and finish?

It starts on Monday 23 August and finishes on Friday 27 August 2027: 1 Week.

How much does Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch in Dubai cost?

The fee for this date is 19,500 SAR per participant. Please read our cancellation policy before you book.

Is this date held in person or online?

It is held in person in Dubai, at Five-star CBD venue.

Where else does Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch run?

It is also scheduled in 7 other cities: Amsterdam, Barcelona, Dammam, Jeddah, London, Paris and Riyadh.

What does this programme cover?

Lateral marketing answers a problem many mature brands share: each new flavour, size or segment variant wins less than the last, shelves crowd, prices erode and launches cannibalise the core. Vertical marketing keeps slicing the same market, while lateral marketing displaces the need, the target, the moment or the product itself to open a new category. This Core Concept course trains marketing, brand, product and sales managers to generate displacements, connect them into saleable offers, name and test them, and prepare the sales force to sell them. Participants build a Lateral Marketing Concept and Launch Plan for a case brand.

The programme outline covers:

Introduction
Course Objectives
Target Audience
Course Outline
Day 1: Vertical Marketing Limits and the Case for Lateral Thinking
Day 2: The Lateral Marketing Process: Focus, Displacement and Connection
Day 3: New Categories, Brand Architecture, Naming and Concept Tests
Day 4: Launch Risk, Idea Pipeline and Sales Force Readiness
Day 5: Case Brand Lateral Concept and Launch Plan
Skills You Will Gain
Why Attend This Course
Conclusion