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I
teach Marketing because
I
teach because the act of teaching impels a depth of understanding and crispness
of communication of the fundamentals of marketing. I teach because this
provides a platform to create, develop, and articulate advanced methods and
processes in marketing. I teach because I support and give to my
community of business people, entrepreneurs, and technologists. I teach
because it nourishes and reinforces my practice, helping me to serve my clients
and companies better.
I
have taught at MIT not only because I received my engineering degree there, but
also because MIT is a leading institution of science, engineering, business, and
entrepreneurship. Teaching at MIT has enabled me to learn how to teach
technologists the entrepreneurial process, the upstream marketing process, and
the relationship between marketing and engineering.
Read
what students say. After the class or
presentation, the published paper, class handout, or a summary of the material
will be in the Papers section. For example:
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Coming
event, April 1, 2008
What
Do Customers Want?
Upstream
market research is early intervention to validate and size the
business opportunity, to guide engineering to develop products
that deliver benefits that customers are willing to spend money to
receive, and to steer the enterprise.
Real-life
examples illustrate what marketing should be doing, how to go about it,
and how good market research relates to the product development
process. Tools will be demonstrated to address high
market-place dynamics, rapid technology changes, and the interaction
between market research and technology.
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Marketing
Strategy: The Marketing Budget
Ralph
Grabowski will illustrate how much effort goes into the fact-gathering,
analytical front-end process to identify needs, customers, and
opportunities; and will quantify that investment.
The
author has gathered data on how much companies actually invest in Front
End Marketing. This is an engineering approach; gather data then
take action based on data.
IEEE
Entrepreneurs' Network (ENET), March 6, 2007, Waltham, MA
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The
Board of Directors; Vital Partner for a VoC Culture
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Tools to enlist the
Board of Directors as your partner
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Twenty questions
for the Board to establish a VoC Culture
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Unique
data reveals VoC investment for success
Product
Development and Management Association (PDMA) 9th Annual
Voice of the Customer (VoC) Conference, December
4-6, San
Diego, CA.
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Cytyc's
Impact on Women's Health
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Delivering
65% more disease detection for women
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Launching
a startup to $6.2 Billion market capitalization
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Identifying
profound changes from the initial product concept
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Investing
more in early Market Research than engineering
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Precipitating
new legislation in the US Congress (CLIA)
Medical
Development Group (MDG), October 4, 2006
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Neat
Technology, But Who Will Buy It?
A play in three acts:
| Act
1 |
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Death
and Despair |
| Act
2 |
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New
Models and Hope |
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3 |
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the
Prediction |
A
cast of luminaries, including the father of the semiconductor wafer
stepper and the Runner-Up in the 2004 MIT $50K Entrepreneurship
Competition, portray themselves and other current - and historical -
people with extraordinary technology; to relate their personal triumphs
and failures regarding the impact of Market Research - or lack thereof -
in their businesses.
"Technology
is not important!" Robert J. Shillman, Ph.D., Founder, President, CEO,
and Chairman of Cognex |
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