Product Marketing for Technical Professionals

Develop a thorough understanding of the concepts behind marketing strategy.

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Has your technical expertise landed you a role in the marketing department of your organization? If so, you may feel as if you are learning a new language filled with Ps and Cs that you haven’t been formally trained to incorporate into your decisions. Your marketing department is expected to launch new products while maintaining or increasing the performance of existing products. And all of this must be done with limited budgets and pressure to increase profits. As a technical professional, you have expertise in the technical development of products and services, but is this enough? Developing a winning marketing strategy for your product requires a shift in focus to the nature of the CUSTOMER’S problem – and how your product or service solves that problem better or differently than the competition. This course addresses the fundamentals of marketing strategy and how they can be used to help achieve your sales and profit objectives.


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.


  • Identify unmet customer needs and define your market
  • Select target segments to focus efforts on high-value customers
  • Define your positioning statement based on differentiation
  • Determine a compelling value proposition and its implications for the marketing mix
  • Develop marketing mix strategies (Pricing, Product, Promotion/Communications, Place/Distribution) based on where your products are in the product life cycle
  • Understand the balance between customer acquisition, retention, and lifetime value


  • The strategic marketing planning process
  • Understanding customer segmentation and the customer decision process
  • Product life cycle and the marketing mix
  • Overview of marketing mix strategies to use at different stages of the PLC
  • Promotion strategy place/ distribution strategy callaway case
  • Marketing as firm strategy

Who Attends

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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Kate Mackie

Dr. Kate Mackie is an award-winning professor in the Department of Marketing at the Red McCombs School of Business at the University of Texas at Austin. She teaches MBA, MSTC, and Executive Education classes in marketing, marketing strategy, marketing of technological innovations, buyer behavior, process improvement facilitation, international business operations, and customer insight.

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"The 5c’s (The Hour-glass model) ...has immediate application back in my office, as is understanding your communication methods and matching to your audiences. All concepts that we learned early on, but having them presented with current day examples and discussion further enriches the learning experience."

-Marian Harlos

Managing Director, Marsh & McLennan Companies

"The professors were exceptional - very engaging and interesting."

-Maelyn Melville

Program Manager, Sandia National Laboratories

"The professors' knowledge of real-world issues affecting our business and industry combined with their expertise in the field of marketing were enlightening for me and caused me to think hard about our company's direction with future marketing efforts."

-Jeff Rochelle

President, South Texas Custard

Course Details

Price: $2,950.00

Product Marketing for Technical Professionals


02/16/17 - 02/17/17


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

Kapil Jain
Kate Mackie

09/19/17 - 09/20/17


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

Kapil Jain
Kate Mackie