General Physics Corporation (GP) and Chasm Institute LLC announce an update to the Brandon-Hall award-winning online course, “Foundations of High-Tech Marketing” based on principles from Geoffrey Moore’s business bestsellers Crossing the Chasm, Inside the Tornado, and Living on the Fault Line,plus The Chasm Companionby Paul Wiefels. The revised course incorporates an updated view of the Product Category Life Cycle, expanding the Main Street market phase into three subcategories: Thriving Market, Maturing Market, and Declining Market. (Figure 1)
Figure 1. The updated Product Category Life Cycle
GP, a global performance improvement solutions provider, will be at DevLearn|10, November 3 to 5, booth #224, in San Francisco. Developed in a partnership between GP and Chasm Institute LLC ( www.chasminstitute.com ), “Foundations of High-Tech Marketing”teaches best practices in technology marketing to workforces of Global 150 technology companies.
Foundations of high-tech marketing
Marketing of disruptive innovations is tough. Getting strategic alignment across the entire organization is a challenge. And instilling a common vocabulary among hundreds of people in the organization takes more than just “reading a book.” “Foundations of High-Tech Marketing” is an online (e-Learning) training program, delivered via hosting or your company’s intranet, which helps high-tech organizations better understand, communicate, and execute strategy for marketing disruptive innovations. It is based on principles from Geoffrey Moore’s business bestsellers, including Crossing the Chasm, Inside the Tornado, and Living on the Fault Line, plus The Chasm Companionby Paul Wiefels.
The objectives of this program are threefold:
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Develop a common vocabulary enabling you to understand and discuss strategy concepts with others.
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Learn best practices for high-tech marketing, including key principles and frameworks.
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Apply the concepts of high-tech marketing to your specific situation.
The course is for any employee of a technology firm who needs to understand the basic principles around which the company develops and executes its marketing strategy.
Course content
High-tech marketing basics
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Why there are huge benefits to achieving market leadership
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How high-tech marketing is different from traditional marketing because of the frequent introduction of discontinuity
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The concept of high-tech value chains
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How technology products move through the Technology Adoption Life Cycle (TALC)
Buyer Behavior introduces the five key types of buyers: technology enthusiasts, visionaries, pragmatists, conservatives, and skeptics.
Dynamics of Market Development introduces you to the six phases of the TALC: the Early Market, the Chasm, the Bowling Alley, the Tornado, Main Street, and Total Assimilation.
Planning Your Strategy contains a broad set of tools used to clarify and confirm your category and determine its place relative to the TALC.
Modeling Your Strategy contains nine key elements of strategy and explains how the execution of each of these nine elements changes as your category evolves through the TALC.
Advanced Concepts helps validate and clarify the strategy direction you are taking for your category. This module introduces an additional set of tools to assist with ensuring the success of your product.
Contact information
For more information, contact William West, Vice President, Option Six Division of GP at (812) 778-9790 or by e-mail to wwest@gpworldwide.com . Or contact Mark Cavender, Founder and Managing Director, Chasm Institute LLC, (650) 532-6007 or mcavender@chasminstitute.com
