Management and Leadership
Strategic Marketing for the Technical Executive
Dates: Apr 03-04, 2014| Jun 12-13, 2014| Nov 13-14, 2014
Certificate Track: Management and Leadership
This program is designed to provide executives who already have deep technical or functional experience with a thorough review of the key concepts in marketing and strategy. 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.
Join the MySloanExecEd Community Group for this program to network with past, present, and future participants.
Non-marketing managers will learn to look at marketing problems through the lens of an analytical framework that will help them better understand:
- How and when to contribute to the organization's marketing strategy
- How to collect customer data to support the product development process
- How to communicate more effectively with the marketing team
The insights gained in this program will enable participants to:
- Anticipate and take advantage of surprising inconsistencies in the customer decision process
- Evaluate market attractiveness and select target markets
- Manage the tradeoff between risk and information in the product development process
- Understand the keys to concept testing
- Form a structure for thinking about the design and management of distribution channels
- See why pricing decisions are complex and how they get made
- Manage an advertising campaign
This program has been developed for general and technical executives and key members of their staff who are responsible for project management of new product design, and development and distribution, including senior managers in:
- Research and Development
- Product Development
- Project Management
- Information Technology
- Manufacturing Managers
Titles of past participants include:
- Business Development Director
- Chief Executive Officer
- Executive Vice President, Finance
- Chief Technology Officer
- Research and Development Manager
- Director of Engineering
- Chief Operations Officer
- Director of Product Development
- Director of Product Management
- Head of Strategy and Administration
- General Manager
While the program is designed for technical executives, participants need not come from technology firms. Some organizations of past particpants include:
- Fidelity Investments
- InterDigital Communications
- Philadelphia Museum of Art
- Ernst & Young
- Kraft Foods
- Texas Children's Hospital
|DAY One SAMPLE|
|07:45 AM - 08:30 AM||Registration and Continental Breakfast|
|08:30 AM - 12:30 PM||Extracting Value from Customers & Delivering Value to Customers|
|12:30 PM - 01:30 PM||Luncheon|
|01:30 PM - 05:00 PM||Explaining Value to Customers Marketing Simulation: Matching Products to Customers|
|05:00 PM - 06:00 PM||Reception|
|DAY Two SAMPLE|
|08:00 AM - 08:30 AM||Continental Breakfast|
|08:30 AM - 12:00 PM||The Customer Decision Process, Marketing Strategy, Part 1, Aqualisa Quartz Case|
|12:00 PM - 01:00 PM||Luncheon|
|01:00 PM - 03:30 PM||Executing on a Strategy, Marketing Strategy, Part 2, Barco Projection Systems Case|
|03:30 PM - 04:00 PM||Adjournment|
Description: Participant Discussion: Eric Clarke on Strategic Marketing for the Technical Executive. Learn more about the program at http://executive.mit.edu/mkt
Description: Participant Discussion: Hakem Isa on Strategic Marketing for the Technical Executive.
Description: Participant Discussion: Joann Assawamatiyanont on Strategic Marketing for the Technical Executive. Learn more about the program http://executive.mit.edu/mkt
Description: Participant Discussion: Richard Bielen on Strategic Marketing for the Technical Executive. Learn more about the program at http://executive.mit.edu/mkt
The program was very useful for me. I learn how you understand the market and product pricing.
Magnificent opportunity to inside innovation, network and continue learning up-to-date innovation strategy ... Congratulations!
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.
The strategic marketing class was excellent. The content was useful and relevant to help develop products for my company. The examples were easy to comprehend while going into depth into the marketing function. During the class the instructors had asked which order would make sense for future classes. The order we had was tactical/pricing first and strategy second. I think having strategy first may work better, but it is a close call. The reason being is that some of the concepts we went thru in the tactical session would bring out more meaningful insights. This was the first time I had taken a marketing course and it was very positive.