Technology Marketing

Course Code
TechM

Caltech's Technology Marketing executive education program empowers teams to differentiate products and enhance B2B/B2G marketing strategies. Through customized cross-functional learning, simulations, process development, and team alignment activities, your team will gain strategic skills and vision for competitive excellence. Join us for practical, productive workshops designed to optimize your organization's success. Explore approaches to launching new products and expanding in mature markets. Acquire actionable tools to address strategic business issues, including customer insights, segmentation, differentiation, positioning, value propositions, pricing, and storytelling.

  • Learners Any Level
  • Time Client definable
  • Duration Client definable
  • Program Type Executive Programs
  • Certificate Type Certificate Available
  • Format Any Format/Location
  • CEU/PDU Available
  • Fees Group Rate

Caltech's Technology Marketing executive education program empowers teams to differentiate products and enhance B2B/B2G marketing strategies. Through customized cross-functional learning, simulations, process development, and team alignment activities, your team will gain strategic skills and vision for competitive excellence. Join us for practical, productive workshops designed to optimize your organization's success. Explore approaches to launching new products and expanding in mature markets. Acquire actionable tools to address strategic business issues, including customer insights, segmentation, differentiation, positioning, value propositions, pricing, and storytelling.

Technology Marketing

Program Experience

The Technology Marketing Program is a customizable executive education experience designed to empower leaders and market-makers within science-and technology-based organizations. This program offers a configurable framework for strategically marketing technical products and services in B2B and B2G markets. The program is facilitated by the authors of the influential book series, "The Accidental Marketer," which focuses on equipping engineers and technologists with the necessary skills and case studies for market-facing roles.

The program is tailored to the needs of each participating company, addressing their specific goals and challenges. With a range of courses and workshops to choose from, participants gain valuable insights and tools to drive their organization's success.

This multi-course program combines live and online sessions, interactive workshops, and group exercises for maximum learning impact.

Benefits

The customizable Technology Marketing Program empowers market-facing engineers and professionals with the tools and insights to compete in B2B/B2G arenas effectively. 

Through this program your teams will:

  • Discover new ways to differentiate your product and increase the appeal of your marketing strategy through our structured approach

  • Guide cross-functional teams through preparation, development, and execution of the plan, ensuring proper implementation

  • Create simulations and cultivate intense planning sessions to help teams react quickly to new trends and competitive challenges

  • Develop a repeatable process for creating and implementing marketing strategies using our proprietary tools

  • Workshop with multi-disciplinary teams to improve engagement, develop a framework for success, and create a "common language" for all

  • Equip your team with the tools to improve flexibility and responsiveness as landscape and competitive changes arise

  • Develop the skills and vision of your team members to create and implement effective plans using our proprietary tools

  • Provide individual attention to maximize team members' contributions and demonstrate how their discipline enhances the team as a whole

  • Hone and improve skills while solving challenges currently facing your organization through our teaching centered around your real work

Topics

After completing the Strategic Marketing for Technologies Framework workshop and four core courses, further tailor your organization's program by selecting informative marketing operations courses, marketing leadership topics, or advanced topic workshops.

 

Overarching Framework

  • Strategic Technology Marketing Framework (16 hours)

Core Courses

  • Creating the Customer Journey (16 hours)
  • Product Life Cycle Management (8 hours)
  • Needs-Based Segmentation (16 hours)
  • Scenario Planning and Simulations (16 hours)

Marketing Operations (MOps)

  • Marketing Automation, Systems, and Data (16 hours)
  • Finance and ROI for Marketing Professionals (16 hours)
  • Project Management for Marketing (24 hours)

Leadership Courses

  • Behavioral Leadership in B2B Sales & Marketing (16 hours)
  • Building and Sustaining High-Performance Teams (16 hours)
  • Influence & Negotiation: Managing Without Authority (24 hours)

Advanced Topics

  • Strategic Pricing for Technology (16 hours)

  • Developing Innovation (16 hours)

  • Launching New Products and Services (16 hours)

  • Digital Strategy (16 hours)

  • Branding and Re-Branding (16 hours)

  • Critical Issues in Global Marketing (8 hours)

  • Integrating Marketing in the Business Enterprise/System Design (8 hours)

  • Agile Marketing (16 hours)

  • Creating Compelling Value Propositions (16 hours)

Who Should Attend

This executive education program is tailored for professionals in a business-to-business or business-to-government setting, specifically those involved in technology commercialization. Whether you are an engineer, marketer, manager, entrepreneur, scientist, or researcher, this program offers valuable insights and skills for market-oriented growth. It also benefits senior business and marketing leaders, general managers, product line teams, engineering proposal managers, technologists, designers, commercialization and sales specialists. The program is ideal for driving successful Innovation in infrastructure machinery, aerospace manufacturing, medical devices and life sciences equipment, energy/power generation, semiconductors and electronics, and digital platforms.