Strategic Marketing of High Tech and Clean Tech

(BUS 47)

How do you build a strategy to create or sustain a winning product in new, fast-growth high tech or clean tech markets while innovation accelerates, industry boundaries disappear and competition changes quickly and unpredictably? How do you go from idea or technology to broad market adoption? While technology development is critical, high tech and clean tech leaders usually win on the strength of timely execution of superior business and marketing strategies. In this course, you will discover the fundamental rules, tools, and frameworks that lay the groundwork for a winning marketing strategy. We will define the principles of new market dynamics and cover a range of crucial issues: customer analysis and targeting, creating adoptable products, clear positioning, value pricing, winning partnerships, effective communications, branding, distribution channels, and international expansion. Class sessions are fast-paced and highly interactive, and include lectures, visits by CEOs and marketing executives, case studies, and discussions of real-life experiences.

Tony Seba, President, Seba Group

Tony Seba is the author of Solar Trillions — Create Wealth, Grow the Economy, Save the World, and Winners Take All —The 9 Fundamental Rules of High Tech Strategy, and a founding executive of a clean tech company. He was the award-winning founder and CEO of PrintNation.com, where he raised more than $30 million in venture capital. Seba has twenty-five years of experience in fast-growth companies, including business development and strategic planning at Cisco Systems and RSA Security. He is a keynote speaker, strategy consultant, and business architect who has helped high tech and clean tech entrepreneurs raise millions of dollars for their startups. He received an MBA from Stanford.