Course Description:
This course is directed at engineering managers who have little to no exposure to marketing, whether on the college level or in practical application to their work environment. The purpose of this course is to provide skills, knowledge and appreciation of marketing and its interaction with the operations and technical arenas of a firm. It covers a broad range of topics including communication skills, market research and analysis, benchmarking, trends, the impact of the environment, technology assessment forecasting, risk analysis, sales and consumer satisfaction, advertising and integrated marketing communications, pricing, products and branding. Knowledge areas include:
· Market analysis (customer base, competition)
· Best practices and lessons learned
· Business research and forecasting tools and techniques
· Risk analysis, Trend analysis (economics, social, political, environmental, technology), and Technology assessment practices and techniques
· Presentation skills, Sales and advertising practices and Customer satisfaction strategies
· Marketing and branding techniques, Product portfolio analysis, Global trade and international operations, and pricing strategies.

Who should attend?
This course is directed at engineering managers who have little to no exposure to marketing, whether on the college level or in practical application to their work environment.