This program is in the Executive Certificate in Strategy and Innovation track

Program DetailsEven 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 this 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.

October 11–12, 2016March 16–17, 2017July 11–12, 2017November 2–3, 2017

2016 price: $3,3002017 price: $3,700(excluding accommodations)

Cambridge,Massachusetts, U.S.

Please visit our website for the most current information.

Marketing Innovation

Takeaways 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

ParticipantsParticipants 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.

Please note: This program is an updated version of Strategic Marketing for the Technical Executive. Participants who attended that program in previous years should be aware that there will be content overlap in the Marketing Innovation program.

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?”

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http://executive.mit.edu/mkt

Sample Program Schedule (subject to change)

Day 1: Marketing Strategy

7:45 AM–8:30 AM Registration and Continental Breakfast

8:30 AM–12:00 PM Consumer Behavior

Topics:

- An Introduction to Marketing

- Understanding the Consumer Buying Path

Application:

- (Case) Aqualisa Quartz: Simply a

Better Shower

12:00 PM–1:00 PM Networking Lunch

1:00 PM–5:00 PM Competitors and a Customer Focus

Topic:

- Strategic Analysis of the Buying Path

Application:

- Marketing Simulation: Managing

Segments and Customers V2

5:00 PM–6:00 PM Reception

Day 2: Managing Tactics

7:45 AM–8:30 AM Continental Breakfast

8:30 AM–12:00 PM Placement and Pricing

Topics:

- Tradeoffs in Channels

- Pricing Strategy

Applications:

- Channels Challenge

- MIT Sloan Case: TheLadders.com

12:00 PM–1:00 PM Networking Lunch

1:00 PM–3:30 PM Marketing Communications

Topic:

- The Advertising Funnel

Application:

- The Digital Data Revolution

3:30 PM–3:45 PM Adjournment

Marketing Innovation

Brilliant! This course was absolutely fantastic. Catherine was engaging, informative, and challenged you to think in different ways. I’m eager to apply what I learned to my business. This was my first course and it was incredibly convenient—a few minutes from the airport, and the hotel nextdoor to the classroom. The area was electric and peppered with wonderful restaurants and attractions. I’m looking forward to my next class.” —Ron B., Past Participant Read this review and others online.

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http://executive.mit.edu/mktMIT0916

Contact InformationMIT Sloan Executive Education P: +1-617-253-7166 • E: sloanexeced@mit.edu

Program FacultyCatherine TuckerThe Sloan Distinguished Professor of Management / Professor of Marketing MIT Sloan School of Management

Tucker’s research interests lie in how technology allows firms to use digital data to improve their operations and marketing and in the challenges this poses for regulations designed to promote innovation. She has particular expertise in online advertising, digital health, social media and electronic privacy. Generally, most of her research lies in the interface between Marketing, Economics and Law.