Marketing of Innovations


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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More often than not, a new venture's success is not based on technology–it is marketing. Marketing plays a crucial role in developing, producing, and selling products and services and guides recruiting efforts and helps raise capital. All the important questions asked by investors in early stage companies or decision makers in larger entrepreneurial focused organizations are strategic marketing questions: Who is the customer? What problem do you solve for him? How big is the market? How quickly is it growing? Who are the competitors? What is your sustainable competitive advantage? And yet, many folks don't do the careful, pre-venture marketing, and it can prove to be a fatal mistake.

This class clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs and early-stage entrepreneurs within larger established organizations. There is no universal marketing solution applicable to all entrepreneurial ventures, and this class is designed to help you develop a flexible way of thinking about marketing problems. You will be better positioned to determine and apply the most innovative and appropriate solutions to your situation.


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 - "What am I selling to whom?"
  • Discuss how to segment and position for competitive advantage
  • Understand product, value and business model innovation
  • Discover how to price to capture value
  • Learn the applicability of social media to entrepreneurial endeavors


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

Additional Information

Prerequisites: None
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 via email after class registration.


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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Course Details

Price: $2,950.00

Marketing of Innovations


03/03/16 - 03/04/16


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

Kapil Jain
Ben Bentzin