Strategic Marketing for the Technical Executive

Duration: A Two-Day Program for Senior Management
Location: Cambridge, Massachusetts     
Cost: $2,900 (excluding accommodations)

Dates: Jun 13-14, 2013 | Nov 14-15, 2013   

Marketing Is More Than Advertising and Sales
As a non-marketing manager, your understanding of marketing concepts and the role marketing plays in your organization is critical to the success of both technical and product development projects.

Yet, many non-marketing managers do not have a working knowledge of marketing principles or the marketing strategies and tactics that are necessary to make good technical decisions.

The MIT Sloan School of Management is ideally placed to teach these skills to professionals like you. Much of the teaching and research of our award-winning Marketing Group focuses on issues that are relevant to the challenges facing non-marketing professionals. We offer a unique opportunity to understand the science of marketing and to make a more informed contribution to the role that marketing plays in the success of your organization.

Our two-day program, Strategic Marketing for the Technical Executive, provides a new perspective on the relationship between marketing and technology. It is drawn from our popular and highly-rated MBA course on strategic marketing and shows how you can leverage marketing concepts and research to better influence the outcomes of product development and project management.

Led by Professor Duncan Simester, the head of the MIT Sloan Marketing Group, you will take part in a series of interactive lectures, case examples and hands-on, small-team exercises that will help you to understand:
- how to anticipate and take advantage of surprising inconsistencies in the customer decision process
- how to evaluate market attractiveness and select target markets
- how to manage the tradeoff between risk and information in the product development process
- the keys to concept testing
- a structure for thinking about the design and management of distribution channels
- why pricing decisions are complex and how they get made
- how to manage an advertising campaign

Who Should Attend
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, development and distribution. This includes senior engineering, R&D, product development, project management, IT and manufacturing managers.