Strategic Marketing for the Technical Executive

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This 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 tradeoff 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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All reviews are submitted by program attendees and are not edited by MIT Sloan Executive Education. Read more about our ratings and reviews.
  • Arun S: Prof Duncan Simester provided many examples of how much psychology goes into retail pricing and influences the mind of the buyer. Similarly, relative channel ownership was insightful. The inventory volume exercise of optimal Timbuktu bags to stock was especially insightful. In fact,our team trio came closest to the school answer and we each received a Timbuku gift card. My Timbuktu yoga bag is a big motivator for me to head to the gym. I have put the principles I learned to good use in my work of capturing large, complex federal IT contract opportunities.

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  • John S: This program is a great way to get up to speed on marketing concepts in the technical arena. It involved thorough analysis of the product development process, market testing, and offer design. The hands on portions were quite helpful in solidifying an understanding of the content.

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  • David M: This program offered outstanding insight into contemporary marketing strategy. It provided solid information related to consumer behavior, value chain dynamics and applied case analyses.

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  • Michael K: As a technical leader of new product development, this course provided a great amount of insight into marketing principles such as channel selection and pricing strategies. Having a PhD in chemistry, and being a leader of a technical team developing new products, these topics were not ones which I had any prior exposure. However, the course was taught in a way that these concepts and others were instantly relevant and I felt I gained a great deal of insight into the "other side" of the business.

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  • Carlo R: Talking marketing-style to non marketing people is an art, it means being able to translate marketing concepts to non marketing people leveraging everyones experience, without loosing any audience in the process. It was amazing to understand how many ways of saying the same things can be used when approaching to different management positions in a company.

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  • David S: The best educational experience one can attend. The quality of the instructors and the learning material is second to none.

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  • Mauro C: After this program, I finally had the impression that I had learned something new about marketing. And I mean _real_ marketing, as in building long-term strategies for a business, not just communication and PR stuff or short-term promotions and incentive campaigns. Strongly recommended.

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  • Peter N: This program has helped me look at marketing from a different perspective from what I formally thought . The faculty is oustanding. I highly recommend this program to any one wishing to take his/her organization to the higher level. This program has given me a solid foundation in strategic marketing.

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  • Kelechi O: The marketing program was right and excellent for one without much marketing background like myself. After the course I understood marketing essential for my business. Specialised to make executives understnd the marketing for his business.

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  • John C: This program effectively used interesting case studies throughout the two days to highlight the key learning concepts. I would have enjoyed this even more as a 4-5 day program.

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4.7
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