Title: Running a Strategic Marketing Bootcamp for Engineers

With: Dennis Fritsche, Business Process Improvements, DLP Products, Texas Instruments

Subject: How a highly technical organization created a real-world action learning program to prepare engineers for the transition into technical marketing assignments. Chris Halliwell, TMC Director, interviews a senior business process improvement manager about a product manager development program that used executive education and organizational development concepts to transform technical managers into technology marketing leaders. Division technical mangers were recruited into teams to learn and practice strategic marketing tools such as voice of the customer listening, strategic pricing, competitive positioning, and product launch.