Strategic Marketing of High Tech and Cleantech

Presented by Tony Seba. This can be offered as an In-house Short Course for your organisation. For further information please contact us on 0800 800 875 or shortcourses@auckland.ac.nz

A 2-day Short Course with Tony Seba

When and where?
Monday 22 March 2010:08:30 AM - 05:00 PM
Tuesday 23 March 2010:08:30 AM - 05:00 PM
 
Location - The Business School, Owen G Glenn Building
12 Grafton Road
Auckland City
Standard price - $1,995.00 excl GST

Overview

Do you have a new product, concept or innovation and want to enter a high technology or high change market? Do you want to expand internationally? Are you starting a company or line of business and want to focus on the most profitable markets?

You know that while your core product or technology is very important, market leaders usually win on the strength of better business and marketing strategies. You will learn to systematically analyse how to turn a product into profit, discover Silicon Valley type new products and learn high tech marketing dynamics.

Identifying and targeting profitable growth opportunities, customer analysis, market segmentation, pricing and branding strategies and the development of sales and distribution channels are the main focus of this programme.

Capabilities Addressed

  • Strategy development and execution
  • Marketing new innovations
  • Commercialisation

Ask Yourself the Following Questions:

Is your organisation developing a new product or service and needs to take it to profitability?

Is your organisation in a market undergoing significant change?

Does your organisation need to identify and capture new profitable markets ?

Is your organisation undergoing internal strategy development?

Is your organisation planning on expanding internationally?

Does your organisation need to understand precisely who to partner with and how to create winning partnerships?

Is your division rethinking its marketing and product development strategy?

Does your organisation need to accelerate revenue growth?

Does your organisation need to position (or re- position) itself in the market place?

Does your organisation have a technology management group that needs to communicate with the marketing group and understand the company’s strategy?

Is your organisation spinning off or acquiring a business and needs to understand if the products can be taken to profitability?

Topics Covered

Day 1

  • Identify the most promising customers and markets
  • Identify customer needs and value you can deliver
  • Decide on the most profitable market to target first
  • Make your product easy to buy (in the mind of the customer)
  • The technology adoption lifecycle
  • Know how your customer wants you to build your product
  • Change your business model and strategy to win throughout the lifecycle

Day 2

  • Build the right sales and distribution channel
  • Build winning partnerships
  • Maximise pricing according to customer value
  • Build a winning brand and promote new products
  • Arm the sales force with winning competitive intelligence and win the contracts

Who should attend

  • CEOs of startup and growing companies
  • Senior marketing executives
  • Product, market or brand managers
  • International marketing managers
  • Project managers
  • Sales managers
  • Senior engineers who need to interface with marketing
  • Entrepreneurs starting new businesses
  • Senior engineers who need to interface with marketing Agenda and Program Director

Outcomes

  • Identify and capture profitable market opportunities
  • Achieve tangible and measurable results that impact your bottom line
  • Build capabilities around customers and markets
  • Create truly sustainable competitive advantage from unique market and customer insights
  • Design profitable, rigorous and integrated profit and market focused strategies
  • You will learn to systematically analyse how to turn a product into profit, discover Silicon Valley type new products and high tech marketing dynamics and a range of crucial issues.

Presenter

Tony Seba

Tony Seba is a serial silicon valley entrepreneur, clean energy author, keynote speaker, and educator. To preview the Growth Opportunities in the Clean Energy Economy Short Sharp Event, please click here Tony Seba is the author of “Solar Trillions - 7 Market and Investment Opportunities in the Emerging Clean-Energy Economy” and “Winner Takes All - 9 Fundamental Rules of High Tech Strategy.” Tony holds an MBA from Stanford University Graduate School of Business, and a BS in Computer Science and Engineering from the Massachusetts Institute of Technology. At Stanford University, he is a lecturer in Entrepreneurship and Clean Energy and teaches the following courses: “Clean Energy- Market and Investment Opportunities”, “Strategic Marketing of High Tech and Cleantech Products” and Innovations and Finance for Marketing, Engineers and Entrepreneurs. He also teaches at top business schools around the world such as The University of Auckland, and in-house at some of the world's top technology companies such as Google Inc. Tony Seba brings over twenty years of solid operating experience in fast-growth high tech and clean tech companies. He was the founder and CEO of PrintNation.com where he raised more than $30 million in venture funds and led to company to industry leadership. He has worked in business development and strategic planning at Cisco Systems and RSA Data Security, developing products in solar, Java security, electronic payment technology, computer aided software engineering and e-commerce infrastructure. Tony has been featured in ComputerWorld, Business Week, Forbes, Fast Company, Success and other media. holds entrepreneurship awards such as BridgeGate's Top 20 Difference-makers.



Cancellation
Subject to unforeseen circumstances such as student demand and/or resource availability, The University reserves the right to cancel, or change the content, timing or method of presentation of any course.

All notification of withdrawals, transfers, and substitutions must be sent in writing via email to The University of Auckland Business School Executive Development Team at shortcourses@auckland.ac.nz. Full refunds can be obtained up to 30 days before the program start date. Due to the costs incurred for program preparation and administration, any cancellations or requests for transfers or deferrals received 14 days or less from the program start are subject to penalty fees as described below.

If you do not attend the course and have not advised us in writing or by email before the start date the full fee will apply.

Transfers: Transfer requests must indicate the new dates and/or new program the participant wishes to attend.  If the transfer request is made at more than 7 days from the original course dates - a service fee of $300 is applied, but the 50% cancellation fee is waived. A transfer request made with more than 14 days' notice can be made with no penalty. Transfers are valid only within one year of the original program start date. Your current cancellation policy is intact until you have attended your Short Course or the original penalty will be imposed.

All participant substitutions are subject to the sole discretion of The University of Auckland Business School Executive Development team.  Requests must be submitted in advance and will be reviewed on an individual basis, based on participant qualifications and lead time needed for any program pre-work.

Full enrolment is non refundable under these conditions:

  1. The registrant or substitute does not enrol in another program within one year of the original start date, and/or
  2. The registrant or substitute defers or transfers more than two times.

* The University of Auckland Business School Executive Development team is not responsible for travel or related costs under any circumstances. Participants may want to consider purchasing trip cancellation insurance in the unlikely event that a program is cancelled or they cannot attend for personal or professional reasons.

** For any program with more than two iterations in an enrolment year, tuition is non-refundable after 2nd transfer.

Course Size
Numbers are limited, and enrolment is on a first-come-first-served basis.

Privacy
To keep you informed we will hold your name and address on file. Please advise us if you do not wish to receive further information.

Institute of Chartered Accountants
Chartered Accountants may care to consider this course for inclusion within their professional development programme for the year.

Sales and Marketing Institute of New Zealand
The University of Auckland Short Courses are an accredited education supplier for the Sales and Marketing Institute of New Zealand.

NZ Computer Society
The University of Auckland Short Courses that are IT related may count towards the professional development requirements of the NZ Computer Society.

Choose a Short Course from The University of Auckland Business School
The University of Auckland offers a range of high-quality leading edge Short Courses tailor made for business practitioners.

Each course is presented by an expert in the field - either a member of the staff of The University of Auckland, a visiting guest lecturer from overseas, or a local practitioner with specific expertise.

These are short, sharp, punchy courses that bring practitioners up to speed with a specific topic, act as a refresher course, and provide valuable networking opportunities.

Need a Short Course Calendar?
Email us at shortcourses@auckland.ac.nz or call 0800 800 875.


ENROLMENT FORM - Strategic Marketing of High Tech and Cleantech

Standard price: $1,995.00 +GST ($2,294.25 incl. GST)

Monday 22 March 2010:08:30 AM - 05:00 PM
Tuesday 23 March 2010:08:30 AM - 05:00 PM

1. Fill in your details
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2. Special Discounts
If you have previously attended a University of Auckland Short Course or are a graduate of The University of Auckland, or two or more people are attending from your organisation, then you are entitled to a 10% discount (only one discount applies):
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Post FREEPOST 4091, Director of Short Courses, Faculty of Business and Economics,
The University of Auckland, Private Bag 92019, Auckland