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Program Outline

Designed by Silicon Valley marketing professionals and Santa Clara University's distinguished marketing faculty, Marketing Innovation provides the hands-on product management and product marketing skills sought by the top-notch technology companies who'll define Silicon Valley's future.

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Program Outline

How to be a Successful Product Innovator

  • Learn the skills, mindsets, roles, responsibilities, and career paths of a successful product innovator
  • Navigate the political environment and preparation for the role

Understanding Product/Market Strategy

  • Segment the market and develop target strategies
  • Understand value proposition and create positioning statements
  • Generate roadmaps and manage product lifecycle
  • Manage portfolios and platforms
  • Maintain product ecosystems

Market and Environmental Analysis

  • Analyze competitive and environmental analyses
  • Estimate market sizing and forecasting
  • Develop customer focus and customer centricity
  • Conjoint analysis for market research

Organizational Analysis

  • Define the product management/marketing function within the firm
  • Build an innovative culture and structure
  • Change management within the firm
  • Develop new product goals, objectives and success metrics


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Managing and Leading Teams

  • Structure the right teams for the right innovation
  • Manage cross-functional interfaces and organizational boundaries
  • Create the right project climate

Processes in Productizing Innovations

  • Understand the innovation process (design thinking)
  • Manage product development processes (agile vs waterfall vs stage-gate)
  • Utilize market research and ideation processes
  • Apply product prioritization and definition processes
  • Lead new product project/process management initiatives

 New Product Introduction and Execution

  • Understand digital marketing tactics
  • Implement integrated marketing communications and effective branding 
  • Apply pricing principles
  • Create new product forecasting
  • Manage original equipment manufacturer/suppliers/channels/system integrators/technology partnerships
  • Control product launch and /go to market acceleration
  • Use post launch post mortems/end of life planning 
  • Product analytics and metrics

Capstone and Presentations