About the Seminar

Marketing of Innovative Products and Services is part of a series of three seminars offered under the scope of the Digital Transformation Program. The seminar can be taken separately or as a part of the whole DT program.

Technology continues to transform business: whether it is artificial intelligence, blockchain, cloud computing, or augmented reality, executives and managers must understand the both the potential as well as the risks these technologies pose. In addition, innovations in business strategies—from platform-based business models to data-driven innovations—also pose disruption across a wide swath of the business landscape. This course explores how high-tech companies develop and implement marketing strategies, and how companies in any industry can leverage innovative thinking to transform themselves.

Why

Should I attend?

• If you are curious about how traditional marketing strategies are modified and adapted by technology-oriented businesses
• If you avidly follow emerging technologies and are curious about why some succeed and others fail
• If you are worried about potential disruption in your industry that technological innovations and disruptive business models bring
• If you lead product development, develop technology roadmaps, or work with marketing personnel, agencies, or vendors
• If you are interested in a fresh perspective on cutting-edge marketing

Who

should attend?

• Marketing managers across the organization (product marketing; channel managers; advertising/digital marketing; etc.)
• Managers looking to bring new technological tools into their organizations and face barriers in doing so
• Companies looking to develop and commercialize breakthrough/radical technologies
• Managers in tech companies who desire formal training in strategic marketing
• Consultants who serve technology-oriented clients
• Managers who are frustrated with unsuccessful marketing strategies in their companies

Topics

The seminar covers the following topics

This course delivers a unique focus on marketing strategies and organizational decision making for high-technology products and innovations, including:

• Strategic marketing planning and organizational culture in technology-oriented companies:  What they do differently and how they do it
• Non-traditional market research methods for understanding customers/customer journey (empathic design; lead users; data-driven innovation; etc.)
• Alternative business models (including platform-based businesses, network effect, the role of the innovation ecosystem in business strategy, etc.)
• Understanding market opportunity analysis:  product/market fit, crossing the chasm, crafting compelling value propositions
• Product management in high-tech companies:  R&D/Marketing interaction; understanding the feature set customers desire; building a product road-map; product launch strategies
• Branding and communication strategies for high-tech companies
• Monitoring and evaluating marketing success

When

Start date: May 14, 2019 at 9:00 AM

End date: May 15, 2019 at 5:00 PM

Price

1.250 € + VAT
Early Bird: 1.125 € + VAT for applications before April 16, 2019