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.

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.


  • 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

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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More Testimonials

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

    - Maelyn Melville, Program Manager, Sandia National Laboratories

  • Texas Executive Education delivered an exceptional continuing education experience. The professors were outstanding and I had the opportunity to network with highly accomplished colleagues from various industries. I highly recommend Texas Executive Education to anyone who wants to continue to develop professionally.

    - Ana Merz, Federal Account Executive, AbbVie

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.