Marketing Innovation


This strategic marketing program helps participants leverage marketing concepts and research to better influence the outcomes of product development and project management. Participants learn how to evaluate market attractiveness; manage the trade-off between risk and information in the product development process; think about the design and management of distribution channels; and understand complex pricing decisions.

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Marketing Innovation
Certificate Track: Management and Leadership
Location: Cambridge, Massachusetts
Tuition: $3,300 (excluding accommodations)
Program Days (for certificate credit): 2

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This program is designed to provide executives who already have deep technical or functional experience with a thorough review of the key concepts in strategic marketing management. The course begins by asking: what markets should you be in? This includes what markets should you enter, and just as importantly, when should you exit. The course then turns to tactical issues, describing how to optimize product, pricing, advertising and channel decisions. In the channel management module, we describe how to work with channel partners and balance the twin demands of creating value together while bargaining over who captures this value. The course describes the role of customer data and illustrates the most effective (and easily implemented) approaches for getting value from this data.

After completing the course, participants will have learned a common language, which they can use to interact more effectively with the marketing and strategy professionals in their own firms..

Participants in the course include senior engineering, R&D, product development, project management, IT, finance, and manufacturing professionals, representing a wide range of consumer and business-to-business industries. While the program is designed for technical executives, these executives need not come from technology firms.