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Sloan School of Management

Marketing Innovation

Participant Hakem Isa on the Marketing Innovation Course at MIT Sloan
Nov 5—6
2 days
Cambridge, Massachusetts, United States
USD 3900
USD 1950 per day

How it works


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You’ve created an innovative new product or service that could revolutionize your industry, but do you know how to successfully bring it to market? Are you prepared to assess market opportunities? Will customers readily understand the value of your innovation? This program is designed to provide executives who already have deep technical or functional experience with a thorough review of key marketing concepts as they relate to new innovations and new products. This course also covers new digital techniques and the evolution of marketing as a data-driven science.

Even the most brilliant innovation can fail if you don’t know how to market it. In other words, just because you build it doesn’t mean they’ll come. Marketing Innovation helps participants leverage marketing concepts and research to better influence the outcomes of new products and innovations. Participants learn how to evaluate market attractiveness, think about the design and management of distribution channels, and understand pricing architectures. The first day of the course provides a strategic and practical approach to understanding consumer decision making, analyzing company strengths, and assessing the competition. This strategic approach is applied to real world examples to help technical executives learn to identify the right product for the right market opportunity. On the second day, the course turns to practical issues, including pricing architectures, building channel relationships and marketing communications decisions. Participants will learn the pros and cons of digital marketing and explore how to leverage new digital techniques to optimize marketing outcomes. After completing the two-day program, participants will have learned a common language that they can use to interact more effectively with the marketing and strategy professionals in their own firms.

Participants of this program will learn how and when to contribute to their organization's marketing strategy. Technical executives and non-marketing managers will learn how to:

  • Develop a strategic framework for assessing market opportunities
  • Anticipate and take advantage of surprising inconsistencies in the customer decision process
  • Leverage pricing architectures best positioned to help capture value
  • Choose the digital marketing channels best suited for their product and market
  • Communicate more effectively with the marketing team

Sample Schedule—Subject to Change


  • 07:45 AM - 08:30 AM Registration and Continental Breakfast
  • 08:30 AM - 12:00 PM Consumer Behavior: Topics: An Introduction to Marketing/Understanding the Consumer Buying Path, Application: Case - Aqualisa Quartz: Simply a Better Shower
  • 12:00 PM - 01:00 PM Lunch
  • 01:00 PM - 05:00 PM Competitors and a Customer Focus: Topic: Strategic Analysis of the Buying Path, Application: Marketing Simulation: Managing Segments and Customers V2
  • 05:00 PM - 06:00 PM Reception


  • 07:45 AM - 08:30 AM Continental Breakfast
  • 08:30 AM - 12:00 PM Placement and Pricing: Topics: Tradeoffs in Channels/Pricing Strategy, Applications: Channels Challenge/MIT Sloan Case:
  • 12:00PM - 01:00PM Lunch
  • 01:00 PM - 03:30 PM Marketing Communications: Topic: The Advertising Funnel, Application: The Digital Data Revolution
  • 03:30 PM - 03:45 PM Adjournment

Who should attend

Participants best suited for this course include senior engineering, R&D, product development, project management, IT, finance, and manufacturing professionals, representing a wide range of consumer and business-to-business industries. While the program is designed for technical executives who have less experience of marketing, marketing professionals may also find this session useful as a chance to discuss new marketing techniques and their application to innovation.This program is an updated version of Strategic Marketing for the Technical Executive. Participants who attended that program in previous years should not attend Marketing Innovation as there will be content overlap.


Catherine Tucker is the Sloan Distinguished Professor of Management and Professor of Marketing at MIT Sloan. She is also Chair of the MIT Sloan PhD Program. Her research interests lie in how technology allows firms to use digital data to improve their operations and marketing, and in the challen...

Next dates

Nov 5—6
2 days
Cambridge, Massachusetts, United States
USD 3900
USD 1950 per day

How it works

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