Course Highlights

• Delivered in our live online format enabling real-time interaction with faculty and global peers
• Learn to leverage marketing concepts and research to better influence the outcomes of new products and innovations
• Participate in a marketing simulation
• Leave with a common language that you can use to interact more effectively with the marketing and strategy professionals in your own firm
• Confers a certificate of course completion from the MIT Sloan School of Management

Why attend Marketing Innovation?

You’ve created an innovative new product or service that could revolutionize your industry, but do you know how to successfully bring it to market? Are you prepared to assess market opportunities? Will customers readily understand the value of your innovation?

Even the most brilliant innovation can fail if you don’t know how to market it. In other words, just because you build it doesn’t mean they’ll come. Marketing Innovation will help you to leverage marketing concepts and research to better influence the outcomes of new products and innovations. You will learn how to evaluate market attractiveness, think about the design and management of distribution channels, and understand pricing architectures.

This program is designed to provide executives who already have deep technical or functional experience with a thorough review of key marketing concepts as they relate to new innovations and new products. This course also covers fundamental digital techniques and the evolution of marketing as a data-driven science.

Course experience

The first day of the course provides a strategic and practical approach to understanding consumer decision making, analyzing company strengths, and assessing the competition. This strategic approach is applied to real world examples to help technical executives learn to identify the right product for the right market opportunity.

On the second day, the course turns to practical issues, including pricing architectures, building channel relationships, and marketing communications decisions. Participants will learn the pros and cons of digital marketing and explore how to leverage new digital techniques to optimize marketing outcomes.

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

Learn more about the live online experience.  

Applying to the course

We accept enrollments until the offering reaches capacity at which point, we will maintain a waitlist. Many of the courses fill up several weeks in advance, so we advise that you enroll as early as possible to secure your seat.

You can begin the application process by using the red 'Enroll Now' bar at the bottom of the screen.

Have questions?

Contact us if you would like to speak with a program director or visit our Frequently Asked Questions page for answers to common questions about our courses.