Strategic Marketing for Technical ProductsCornell Course

In any organization, sales and marketing go hand in hand. Like sales, unless you are well versed in the marketing field, it can feel foreign to you. At some point in your career, you may be asked to provide input for your organization's marketing efforts. While just about anyone can give feedback, knowing the core concepts that go into marketing can help your input be more effective and comprehensive.

In this course, you will explore the relationship between an organization's brand and the value of the products it offers. You will examine the product's life cycle and the importance of market research. You will identify the roles within marketing teams and how these can vary based on the size and age of an organization (startup vs. established). From there, you will dive into identifying your customer base and crafting your marketing message.

Once you are ready to go to market with your product, you need to develop your go-to-market strategy and determine how to reach your target customers. When going to market, it is important to consider your product's pricing by exploring the various revenue models and pricing tactics to identify which ones can help you reach your product goals. And how will you monitor the performance of your product once it is on the market? That is where key performance indicators (KPIs) come into play. You will explore their importance and how best to use the information gathered from them.