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

Participant Ratings


| 4.7


| 4.3


| 4.6


| 4.8

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:

  • Engineering
  • 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
  • Corning
  • InterDigital Communications
  • Raytheon
  • Novartis
  • FedEx
  • Philadelphia Museum of Art
  • Ernst & Young
  • Kraft Foods
  • Dell
  • Whirlpool
  • HP
  • Medtronic
  • Stonyfield
  • Texas Children's Hospital



07:45 AM - 08:30 AMRegistration and Continental Breakfast
08:30 AM - 12:30 PMExtracting Value from Customers & Delivering Value to Customers
12:30 PM - 01:30 PMLuncheon
01:30 PM - 05:00 PMExplaining Value to Customers Marketing Simulation: Matching Products to Customers
05:00 PM - 06:00 PMReception
08:00 AM - 08:30 AMContinental Breakfast
08:30 AM - 12:00 PMThe Customer Decision Process, Marketing Strategy, Part 1, Aqualisa Quartz Case
12:00 PM - 01:00 PMLuncheon
01:00 PM - 03:30 PMExecuting on a Strategy, Marketing Strategy, Part 2, Barco Projection Systems Case
03:30 PM - 04:00 PMAdjournment

  • Title: Title: "Understanding the Customer Decision Process: Why Good Products Fail with Professor Duncan

    Description: MIT Sloan Professor Duncan Simester discusses the customer evaluation process of products and services, as well the role of branding in the consumer decision process, and how customers make trade-offs. This event illustrates how customers search for information, how they make inferences about products/services and companies, and ultimately how these factors impact their purchasing decision.


    Duncan is a very good motivator and his command over the subject is impeccable. Course content is very relevant and provides practical insight into Strategic Marketing. There were many aha moments. I thouroughly enjoyed the learning experience.

    Fantastic course. Can't recommend it enough.

    The program was very useful for me. I learn how you understand the market and product pricing.

    Excellent program.

    Magnificent opportunity to inside innovation, network and continue learning up-to-date innovation strategy ... Congratulations!