In the 21st century, innovation and technology have become the central driving force for the superior organisational performance and the global economy. As the competition gets intensified both in domestic and the international markets, innovation appears to be the most effective way for a firm to gain and maintain competitive advantage or even its very existence. Therefore, understanding how to best market an innovation, and in particular a technology-based product, is vital for a firm's enduring success.
Please note that these programme used to be named Successful High-Tech Marketing, and some materials may refer to it as such.
This programme deals with the key marketing strategies and processes that enable the successful diffusion and adoption of a new product, or innovation. More specifically, the topics covered in the programme include:
Basic principles of marketing management
Uniqueness in marketing innovation and technology based products
Diffusion of innovation and international growth of new products
Managing network effects and the "penguin effect"
Segmentation of adopters of technology
Positioning strategies for technology-based products
Standardisation strategies in technology markets
Product strategies in technology industries and versioning
Communication and promotion strategies for innovation
Understand the basic principles of marketing innovation and technologies
Develop skills in analysing consumers and competitors in technology markets
Learn about the uniqueness in technology markets and its marketing implication
Understand the intricate nature of product strategies for technology companies
Participants earn a certificate on completing the programme. This programme counts as one course for those completing the Cambridge Executive Education General Management Certificate of Achievement.
Who should attend
This programme is targeted at those who manage innovation and technology-based products, such as marketing managers, product managers and sales managers for technology companies of any size. It is also suitable for any entrepreneurs and executives wishing to broaden their strategic horizon in the context of innovation and technology marketing.
Faculty & speakers
University Senior Lecturer in Marketing BSc (Jilin Univ.), MA (West Virginia Univ.), PhD (Univ. of Southern California)