Technology Marketing Essentials

Center for Technology and Management Education

Center for Technology and Management Education


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Who should attend

Professionals in a business-to-business or business-to-government setting for technology commercialization, including engineers, marketers, managers, entrepreneurs, scientists and researchers, project teams, team leaders, proposal managers, technologists, designers, commercialization and sales specialists, and anyone who wants to hone their skills in market-oriented growth.

About the course

Imagine all the technological innovations that never came to be, projects with powerful potential that weren’t funded because companies failed to see their value. Up against this challenge, engineers and technologists with strategic marketing skills have a unique advantage in making the case for the next breakthrough.

Level up your abilities with the Technology Marketing Essentials hybrid on-demand course, while building your own product or commercialization marketing plan for business-to-business or business-to-government arenas. This is your self-paced, field-guide to developing a successful strategic marketing plan. In only 16 hours, you can gain the practical skills to create and sell your ideas internally and externally. Start today and cultivate a toolbox that will be an asset for the rest of your career.

Program Experience

After a live-online kick-off event with the instructors, you’ll first focus on crafting a solid understanding of the market challenge (Modules 1–5) which is core. You will learn to build a foundation based on framing facts, issues, and opportunities along with mapping influencers and their dynamic roles in purchase-related decision-making. You’ll learn to articulate the interrelated technical, functional, and emotional benefits of the product, product system, or business model. You will get hands-on experience constructing alternative market segments based on attributes that give you more insight into buying behaviors. By the end of the first half of the course, you will have also mapped out the nature of competition and substitutes.

At this point, program participants will have a live web-session with the Caltech CTME instructor team mid-way through the program to check in on progress and understanding. From there, you’re then ready to explore the frameworks and tools for execution (Modules 6–12). You’ll follow expert guidance on how to articulate what must be in place to win in the market. You will cover choices and tradeoffs in market attractiveness, competitive advantage, positioning. The Prioritizer module will help you focus like a laser on addressing the best opportunity. With newfound purpose, you will round out the program with a cogent value proposition, an approach to strategic pricing, and an ability to convincingly messaging that value.

Upon successful completion of the 16-hour Technology Marketing Essentials, you will earn an OpenBadges-compatible digital credential from Caltech CTME.


You will learn how to:

  • Develop a strategic mindset and common language
  • Identify actionable customer segmentation to help uncover untapped market opportunities
  • Prioritize opportunities and establish metrics of success
  • Utilize a practical roadmap and set of planning tools (similar to Six Sigma and agile)
  • Evaluate products and projects that should be developed or terminated
  • Develop an effective marketing plan with clear go-to-market actions
  • Establish innovative branding for products, platforms, or business categories
  • Create compelling positioning and full-solution value propositions that address customer needs and differentiates products and services better than alternatives
  • Create value-based pricing strategies to increase business profits
  • Successfully launch new products and services in new or existing markets

Curriculum Modules

  • Business Challenges
  • Influence Mapping
  • Benefits Ladder
  • Segmentation
  • Competitors
  • Attractiveness
  • Ability to Win
  • Prioritizer
  • Differential Advantage
  • Positioning
  • Value Propositions
  • Pricing


Mary Abbazia

Mary Abbazia is a strategic marketing expert, TEDx speaker, co-author of The Accidental Marketer, and leads Caltech CTME programs for technology marketing. She is managing director of Impact Planning Group, where she coaches virtual and live workshops for Fortune 1000 technology companies. She le...

Tom Spitale

A clear communicator, forward-thinking strategist, and high-energy facilitator, Tom Spitale has spent the past 25 years demystifying the keys to successful marketing strategies for his executive clients in the semiconductor, hi-tech, and medical product sectors. He guides some of the world's most...

Videos and materials

Technology Marketing Essentials at Center for Technology and Management Education

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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