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.

This class is available for university credit. Please contact Lynn Slattery at or 512.471.5893 for more information.


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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More Testimonials

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

    - Shivansh Chaudhary, Product Marketing Engineer, National Instruments

Upcoming Sessions

There are no In-Person sessions scheduled at this time. For more information about the next class date, please contact us at or 512-471-5893.