Marketing Innovation

Marketing Innovation

Item No. a056g00000URaN5AAL
Course Dates Format Duration Time Commitment Price
Nov 4–5, 2021 Live Online 2 days 8-9 hours/day $4,100

Tracks

Strategy and Innovation

Certificate Credits

2.0 EEUs

Topics

- Marketing

- Strategy & Innovation

- Business Analytics

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? 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 new digital techniques and the evolution of marketing as a data-driven science.

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 helps participants leverage marketing concepts and research to better influence the outcomes of new products and innovations. Participants learn how to evaluate market attractiveness, think about the design and management of distribution channels, and understand pricing architectures.

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 two-day 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.

You will receive a certificate of course completion at the conclusion of this course. You may also be interested in our Executive Certificates which are designed around a central themed track and consist of several courses. Learn more.

Learn more about the live online experience.  

 

Please note: Marketing Innovation replaced Strategic Marketing for Technical Executives, also led by Professor Catherine Tucker. Because of some overlap in curriculum, this program is not recommended for previous participants of Strategic Marketing for Technical Executives.

Participants of this program will learn how and when to contribute to their organization's marketing strategy. Technical executives and non-marketing managers will learn how to: 

  • Develop a strategic framework for assessing market opportunities
  • Anticipate and take advantage of surprising inconsistencies in the customer decision process
  • Leverage pricing architectures best positioned to help capture value
  • Choose the digital marketing channels best suited for their product and market
  • Communicate more effectively with the marketing team

Sample Schedule—Subject to Change

Participants best suited for this 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 who have less experience of marketing, marketing professionals may also find this session useful as a chance to discuss new marketing techniques and their application to innovation.


This program is an updated version of Strategic Marketing for the Technical Executive. Participants who attended that program in previous years should not attend Marketing Innovation as there will be content overlap.

Course Dates Format Duration Time Commitment Price
Nov 4–5, 2021 Live Online 2 days 8-9 hours/day $4,100

Tracks

Strategy and Innovation

Certificate Credits

2.0 EEUs

Topics

- Marketing

- Strategy & Innovation

- Business Analytics

Enroll Now!

$4,100