Certificate in Technology Commercialization

Course II — Technology Marketing and Strategy


This course covers the unique marketing and strategic concepts related to commercializing new technologies, and the market, competitive and customer uncertainties that make the marketing of new technologies different from traditional product marketing. The course teaches participants how to develop the strategies necessary to gain market acceptance of hi-tech products, and covers the technology product development and adoption life cycles. It also covers the communication skills, sales processes and tactics involved in marketing high-tech products and services.

THIS COURSE COVERS:

COURSE OBJECTIVES:

COURSE PRICING
Tuition for each course in the program is $995.

CERTIFICATION
At the completion of each of the four individual courses, participants may take an optional assessment evaluating their assimilation of the materials in the course. Upon completing all four courses of the program and passing the four individual assessments participants will be granted a Certificate in Technology Commercialization from the Bauer College of Business.

ASSESSMENTS
Assessments are conducted online upon the completion of each course. Participants must pass each of the four courses to gain the certificate. Participants are allowed up to three attempts at passing each assessment. A grade of 70% is passing.

Next: Course III - Managing Technology Ventures >

ABOUT THE INSTRUCTOR
Dr. Alan D. Lish is a Clinical Professor in the Department of Marketing & Entrepreneurship of the Bauer College of Business at the University of Houston. He teaches technology commercialization, new product development and corporate innovation and entrepreneurship, along with marketing and entrepreneurship. His areas of research are in business incubator effectiveness, new product development, and entrepreneurial intent.

Dr. Lish has a Master’s of Science degree in Technology Commercialization from the University of Texas at Austin, and a Doctorate in Business Administration/marketing from Nova Southeastern University in Fort Lauderdale/Davie, FL. He has been an entrepreneur all his life, and has started and run businesses in computer hardware, computer software, and Internet marketing services. He has experienced all aspects of technology commercialization, from technology assessments to startups to liquidity events and venture sales.

 


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CONTACT US: Gary Randazzo, Director:, 713-743-4754 | Jennifer Coppock, Program Coordinator: 713-743-4702