New Product Marketing

Explore key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs and "intrapreneurs" who innovate and turn ideas into profitable finished products.

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What distinguishes Winners from Losers? Just because your organization can develop and offer a new product or service does not mean that it should. Successful product launches have gone through a rigorous process and answered the hard strategic marketing questions: Who is the customer? What problem am I solving for them? How big is this market? How quickly is it growing? Before you launch another new offering or a whole new business, explore with us the key marketing concepts, methods, and strategic issues relevant to going to market with a new innovation and turn ideas into profitable finished products.


Gain insight into marketing techniques and strategies to provide you with tactics that have company-wide impact.

Two-Day Concentrated Program

Registration begins at 8:00 a.m. and class runs 8:30 – 4:30 both days with a one-hour networking lunch included.

Austin, Texas

Enjoy proximity to the vibrancy of the campus and downtown Austin, and the innovative, business-friendly environment of the city.


  • Conduct an opportunity analysis for your new product or service
  • Discover the difference in positioning for incremental products and breakthrough products
  • Identify the required coordination between creating value and delivery value
  • Analyze how to move from market alignment to market creation
  • Go beyond demographics and develop your approach to needs-based segmentation
  • Apply customer insights to the marketing of innovative products
  • Examine how to drive an innovation past the chasm between early and mainstream adoption
  • Focus on communicating the “whole” solution you are providing
  • Determine whether your pricing strategy will be effective for your new product
  • Recognize the importance of creating a process for customer development
  • Develop a positioning for your product or service that truly resonates with your customer


  • Customer satisfaction, retention and profitability
  • Innovative positioning, pricing and market based assets
  • Strategic focus, value disciplines and creating new market space

Additional Information

CEUs: Participants earn 1.4 CEUs and/or 14 CPEs for this course. A certificate of completion will be presented from Texas Executive Education.
Course Credits: 1.00
Hotel Information: Texas Executive Education classes qualify for discounted hotel room rates at the AT&T Executive Education and Conference Center on a limited basis. Discount code will be provided on the course materials page after class registration is complete.


Kapil Jain

Dr. Kapil Jain is a Senior Lecturer in Marketing and a Fellow at The Center for Customer Insight & Marketing Solutions at the McCombs School of Business. He is also the Assistant Chair of the Marketing Department.

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Ben Bentzin

Ben Bentzin is a Lecturer in Marketing at the University of Texas at Austin McCombs School of Business and co-founder/CEO of Interactive Health Technologies, LLC,, an Austin company offering digital technologies for assessing physical fitness and motivating children and adults to self-manage their wellness.

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"I loved the analogies provided. It really helps you put the learning into practice."

-Shivansh Chaudhary

Product Marketing Engineer, National Instruments

Course Details

Price: $2,950.00

New Product Marketing


03/07/17 - 03/08/17


AT&T Executive Education & Conference Center 1900 University Avenue Austin, TX 78705

Ben Bentzin
Kapil Jain

10/12/17 - 10/13/17


AT&T Executive Education & Conference Center 1900 University Avenue Austin, TX 78705

Ben Bentzin
Kapil Jain