Marketing of High Technology Products. March 14 & 15, 2014 MANAGEMENT DEVELOPMENT PROGRAMS Conducted by

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1 Marketing of High Technology Products March 14 & 15, 2014 MANAGEMENT DEVELOPMENT PROGRAMS 2014 Conducted by Centre for Executive Education, Alliance School of Business, Alliance University Program Venue: Alliance University Central Campus: Chikkahagade Cross, Chandapura - Anekal Main Road, Anekal, Bangalore India

2 Alliance University is a private University established in Karnataka State by Act No. 34 of year 2010 and is jointly recognized by the University Grants Commission (UGC) and the All India Council for Technical Education (AICTE), New Delhi. Alliance School of Business has carved a niche for itself among the best B-schools in the country, having been ranked consistently among the top B-schools. It has an excellent array of international collaborative arrangements with reputed universities and business schools that enable student and faculty exchanges, paving the way for a unique multi-cultural and eclectic experience. Among the many milestones that the School has reached, mention may be made of the B- School Rankings for 2013, published by CNBC-TV18. Alliance School of Business, Alliance University has been ranked as follows: Top 4th B-School in India by International Linkages Top 4th Business School in South India Top 9th B-School in India by Infrastructure Top 9th Private B-School in India Top 17th B-School in India overall (including IIMs, IITs, and other Government-run Business Schools) Centre for Executive Education (CEE) is the corporate arm of Alliance School of Business and is committed to accouter the world's next generation managers with multi-disciplinary management and leadership skills. Our accredited business programs are specially tailored to meet the needs of working professionals. This wing pools in faculty who are accomplished educators, researchers and consultants to deliver specialized courses in the areas of Finance, Operations, Strategy, Marketing and Leadership. Through Executive Education, we address the training needs of practicing managers from Middle to Senior and Top level management. CEE is glad to present the Management Development Program on Marketing of High Technology Products. The following program outline gives a brief description of the two day program followed by facilitator profile. For further details on MDP kindly visit:

3 Program Overview Marketing of High Technology Products The business trends of the global industries has been to address the pressing problems of the millennium in terms of soaring costs, hunger, poverty, and needs of the poor countries. Solving these problems needs multi-faceted approach and development of new technology has been seen as the most important factor. Despite many high tech solutions being developed there have not been many commercial successes like the internet and telecom technology. Technical oriented persons have hard time becoming customer oriented or market focused. In the ongoing travail to succeed the need is to develop skills and techniques for marketing high tech and high tech products. This course endeavors to make the participant sensitive towards that aspect of customer orientation and market focused approach. Program take-away The participant by attending this program would acquire a perspective which would embellish the already known marketing insights and solve the issues of marketing technology laden products or processes with clear perspectives. Empowerment with techniques of managing technology velocity and changes in a better manner is one of the key takeaways of the program Target Audience Management Teams in High Tech Firms Marketing personnel involved with marketing high tech products and innovations Technology Developers like R & D labs, Drug Testing and Technology Incubators Manpower Development executives in Technology Companies

4 PROGRAM STRUCTURE FOR DAY ONE: Introduction to World of High Technology Marketing The Lexicon of Marketing, Strategic, Functional, Tactical, Defining High Technology, Government-based Classifications, Common Characteristics of High-Tech Environments: Implications for Marketing Strategy, Types of Innovations, The Contingency Model for High- Tech Marketing, Framework for High-Technology Marketing Decisions. Strategic Market Planning in High-Tech Firms: Competitive Advantage: The Objective of Marketing Strategy, Resources and Competencies, Tests of Competitive Advantage for Value, Rareness, and Difficulty of Imitation, Key Strategy Decisions, Strategy Types, A Cautionary Note, Strategy Creation: Approaches and Structures, Marketing Performance Measurement, Funding and Resource Considerations for Small Hightech Start-ups, Funding a High-tech Start-up. Culture and Climate Considerations for High-Tech Companies: Facilitators of a Culture of Innovativeness, Creative Destruction, Managers Willingness to Cannibalize, Product Champions, Skunk Works, Learning Orientation, Unlearning, Expeditionary Marketing, Risk Tolerance, Compensation for Innovation, Obstacles to Obtaining a Culture of Innovativeness, Core Rigidities, The Innovator s Dilemma. Market Orientation and Cross-functional (Marketing/R&D) Interaction What It Means To Be Market Oriented, the Effect of Market Orientation on Company Performance Dimensions of a Market Orientation, Becoming Market Oriented: Facilitating Conditions, Cross-Functional Interaction: New Product Development Teams and Marketing-R&D Interaction, Cross-Functional Teamwork in Product Development, R&D-Marketing Interaction. Partnerships/Alliances and Customer Relationship Marketing Partnerships and Strategic Alliances Types of Partnerships Reasons for Partnering Risks of Partnering Factors Contributing to Partnership Success Outsourcing: High Risks/High Opportunity Vertical Partnerships, More Outsourcing Terminology Reasons for Outsourcing, But Does It Work? Problems and risks in Outsourcing, A Contingency Approach to Managing Outsourcing for Success, The Future of Outsourcing, Open Innovation Networks and Alliances for New Product Development

5 Marketing Research in High-Tech Markets Gathering Information: High-Tech Marketing Research Tools, Concept Testing, Conjoint Analysis, Customer Visit Programs, Empathic Design, Lead Users, Quality Function Deployment, Prototype Testing, Beta Version Testing, Customer-Driven Innovation, Biomimicry- Process & Benefits, Forecasting in High-Tech Markets Forecasting Methods. PROGRAM STRUCTURE FOR DAY TWO: Understanding High-Tech Customers Customer Purchase Decisions, Adoption and Diffusion of Innovations, Factors Affecting Adoption of Innovation, Categories of Adopters, Crossing the Chasm, Early-Market Strategies: Marketing to the Visionaries, A Beachhead and A Whole Product Solution, Inside the Tornado, The Choice of Customer Target Market: Segmentation, Targeting, and Positioning, Profile the Customers In Each Segment, Evaluate and Select a Target Market, Positioning the product within the segment, Customer Strategies to Avoid Obsolescence: Implications for upgrades and migration paths, Customer Migration Decisions, Marketers Migration Options Consumers Paradoxical relationships with Technology and Unintended Consequences, Marketing Implications of Consumers Paradoxical Relationship With Technology. Technology and Product Management Technology Mapping, The What to Sell Decision, Possible Options, What Decision Makes Sense?, Technology Transfer Considerations, Product Architecture: Modularity, Platforms, and Derivatives, A Cautionary Note on Issues Related to Killing New-Product Development, The Role of Product Management in the High-Technology Company, Developing Services as Part of the High-Technology Product Strategy, Unique Characteristics of Services: Implications for High-Tech Marketing, Intellectual Property Considerations, Types of Intellectual Property Protection, Rationale for Protection of Intellectual Property Distribution Channels and Supply Chain Management in High-Tech Markets Effective Multi-Channel Marketing, Additional Considerations: Channel Relationship Quality, CRM, Compensation and Communication, Emerging Considerations in Distribution Channels, Distribution for Digital Goods: The Long Tail, Understanding Gray Markets, Black Markets, Piracy, and Restricted Exports Unique Distribution Requirements for Developing (BOP) Markets, Supply Chain Management, Matching Supply Chain Strategies to Uncertainty, Supply Chain Management Technologies, Outsourcing, the Greening of the Supply Chain. Pricing Considerations in High-Tech Markets The High-Tech Pricing Environment, Customer-Oriented Pricing, Pricing of After-Sales Service, the Technology Paradox, Additional Pricing Considerations, Other Pricing Nuances: Usage Restrictions Price Promotions

6 Marketing Communication Tools for High-Tech Markets Advertising and Promotion Mix: Integrated Marketing Communications, Internet Advertising and Promotion Dealing with Disruption, Branding in High-Tech Markets The Benefits and Risks of Branding Strategies, Ingredient Branding, Branding for Small Business New-Product Preannouncements Strategic Considerations for the Triple Bottom Line in High-Tech Companies Corporate Social Responsibility Serving Base-of-they-Pyramid Markets: Corporate Social Responsibility and Social Entrepreneurship Domains for Intervention Business Models/Approaches to Solving BOP Problems: Ongoing Challenges and Keys to Success for BOP Strategies, Criticisms of BOP Strategies, a Framework for Navigating Ethical Controversies The Digital Divide, Solutions to Bridging the Digital Divide, Responding to the Risks and Opportunities of Global Climate Change

7 LEAD RESOURCE Dr. G R Narayanan Professor Area of Marketing Alliance University, School of Business Dr. Narayanan graduated from the Bangalore University with an M Com, and pursued his doctoral research with the Indian Institute of Science, Bangalore. He worked as a Post-Doctoral Fellow in University of Illinois, Urbana Campaign. His industrial experience started with a stint in Hindustan Lever Limited, along with HP, Yuken India, Old Spice, Dalal Street Journal and CERC. Dr. Narayanan s industry experience spans about 16 years. He has also worked with UNCTAD - GATT, as a trade specialist. Dr. Narayanan s academic work spans 22 years with assignments in Indian Institute of Science, Bangalore University, IIM (B), TAPMI (Manipal), University Sains Malaysia, University of Chicago (Singapore Campus), SSN College, and IBMR Bangalore and Gurgaon. Dr. Narayanan has worked on various research assignments and was also the Vice President - Research and Publications at ABS. He was the Editor of Alliance Anthology of Cases and the Resident Editor for Alliance Journal of Business Research. Dr. Narayanan has publications in many international and national journals and is a regular columnist for many Indian Publications. He has authored four text books and many monographs. Dr. Narayanan is a well-known trainer and has conducted many Corporate Trainings over the last ten years and is Consulting for large FMCG Companies, Retail Chains, Pharmaceutical Companies and Governmental Agencies. Dr. Narayanan s area of specialization is Marketing and in particular Principles of Marketing, Consumer Behaviour, Retail and International Marketing. Mr. Virendra Gupta Industry Expert Mr. Virendra Gupta has more than 24 years of experience in high technology companies handling multiple functions and having extensive experience in product development, product management, presales, consulting and business development. He is certified project management professional (PMP) and scrum master and additionally holds certifications in area of marketing, IT service management, software development and telecommunication fields. He has done his B Tech in Electrical and Electronics from NIT, Jaipur, M Tech in Integrated Electronics and Circuits from IIT Delhi, M Tech in Computer Science from Dr M G R University, MS in Embedded System Design from Manipal University and MBA in Marketing from FMS, New Delhi. Presently he is the Vice President of a leading Multinational Company into telecommunication products and Research. For further details, please contact: Centre for Executive Education Alliance School of Business, Alliance University City Campus, No. 2 & 3, 2 nd Cross, 36 th Main, Dollar Scheme, BTM 1 st Stage, Bangalore India Tel: Ext: 145 Fax: