Marketing Strategy for Engineers and Technologists

University of Colorado Boulder via Coursera Specialization

Overview

Class Central Tips

As unbelievable as it might sound, 94% of Senior Corporate Executives admit that their companies fail to fully understand customer needs. Over 80% of tech startups collapse early, not because of weak engineering or cash shortages, but because they invest time in products the market doesn't want or need. This specialization employs a tech-driven start-up process to teach you the skills needed to develop successful strategies to launch campaigns and operate programs to achieve financial success in dynamic tech markets. Bridge the gap between abstract product development and profitable sales as you develop a marketing strategy for a real-world technology startup of your choice. Many startups fall into "The Chasm," underestimating customers' desires, leading to their demise. Validate ideas and propel your startup to flourish in today's competitive landscape! This specialization can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.

Syllabus

Course 1: Market Research and Analysis for Tech Industries
- Offered by University of Colorado Boulder. Developing a revolutionary design or product or software often becomes an all-consuming pursuit ... Enroll for free.

Course 2: Digital Media and Strategic Planning in Technology Markets
- Offered by University of Colorado Boulder. An old phrase in business is "Build it and they will come". If heard at all today it will be ... Enroll for free.

Course 3: Building and Pitching Marketing Campaigns in Tech Industries
- Offered by University of Colorado Boulder. Once we have a great strategy , much preparation remains to garner resources, plan the launch and ... Enroll for free.

Courses

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18 hours 36 minutes
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Developing a revolutionary design or product or software often becomes an all-consuming pursuit in industry. Yet, many gifted engineers and technologists are eventually bewildered to discover, only too late, that their innovative product is wholly insufficient. A great design accomplishes nothing if it fails to address critical needs and the only means of aligning those is a deep understanding of the consumer or business customer. Fully 94% of executives admit that their organizations fail to truly understand the customer. They are, strategically, running full-steam in complete darkness. This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.
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19 hours 37 minutes
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An old phrase in business is "Build it and they will come". If heard at all today it will be ironically, as entrepreneurs too often make things that nobody really wants. Cryptocurrency became a trillion-dollar industry without anyone being able to name a clear use for it beyond illicit transactions. In this second course we take-up the research outputs perviously generated and apply to them strategic planning to include the most effective analytical tools and stress tests to challenge and improve business models. Then we will review the digital marketing landscape to align the given startup with it's most effective channels of communication for business and consumer users. This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.
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21 hours 12 minutes
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Once we have a great strategy , much preparation remains to garner resources, plan the launch and then execute. Some industries, mostly high-end B2B, still demand the support and attention that only a human salesforce can provide. Public relations and sponsorships remain viable, traditional communication strategies. Pricing, forecasting and ROI analysis lay the foundation for profitability and the entry ticket to being taken seriously by equity investors. We take-up how to pitch those executives and VCs. Once operations are rolling, distribution, supply chains and ongoing data analytics provide the opportunity to iterate and increase performance. The means of generating that NEXT great idea are taken-up with innovation & product design, both supported by a (hopefully) strong brand and logo. Lastly we look at what truly polished companies aspire to: Customer focus and loyalty that create the ultimate prize of long-term competitive advantage. This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.