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Bringing Technology to Market

Executive education program in English

Bringing Technology to Market (BTM.18)

Module 1
Dates 7. - 10. Sep 2021
Duration 4 Days
Berlin
Module 2
Dates 9. - 12. Nov 2021
Duration 4 Days
Charlottesville, USA
Module 3
Dates 22. - 25. Feb 2022
Duration 4 Days
Beijing, P.R. China
12,400 €

Three modules across the major business regions of the world

Global markets are turbulent and their competitive landscapes are continually changing. New customer segments, low-cost competitors, new technologies, and innovative business models demand that suppliers adjust their market approaches to changing conditions.

Similarly, managers responsible for a product and/or region have to know how to tailor services and product offerings to profit from developments. They have to generate competitive market strategies and establish the means for their implementation. This includes gaining support within their corporations and motivating their teams to excel in the global environment.

Our program Bringing Technology to Market has been designed to provide managers in technology-driven B2B markets with the knowledge and concepts they need to develop growth plans and mitigate risk. Responding to the demands of the global business world, the three program modules will comprise an international group of participants and be run in the three major business regions of the United States, China, and Europe.

  • Your profile

    • You hold a leading position in a technology-driven, globally active B2B company
    • You are responsible for generating business

  • Benefits

    • Consortial program that brings senior managers with similar backgrounds from technology-driven companies together
    • The right understanding, concepts, and tools for improving revenue generation in the global market
    • Formation of international network of peers

  • Topics

    • Tackling low-cost competition in global B2B markets
    • Developing innovative business models
    • Turning complex services into a profitable business
    • Developing market-based controlling systems
    • Optimizing decision making in sales and marketing processes
    • Negotiating sales success
    • Achieving sales excellence through leadership
    • Handling different cultural and political frameworks
    • Understanding the current drivers of market-oriented management

Your profile

  • You hold a leading position in a technology-driven, globally active B2B company
  • You are responsible for generating business

Benefits

  • Consortial program that brings senior managers with similar backgrounds from technology-driven companies together
  • The right understanding, concepts, and tools for improving revenue generation in the global market
  • Formation of international network of peers

Topics

  • Tackling low-cost competition in global B2B markets
  • Developing innovative business models
  • Turning complex services into a profitable business
  • Developing market-based controlling systems
  • Optimizing decision making in sales and marketing processes
  • Negotiating sales success
  • Achieving sales excellence through leadership
  • Handling different cultural and political frameworks
  • Understanding the current drivers of market-oriented management

Bringing Technology to Market (BTM.18)

Module 1
Dates 7. - 10. Sep 2021
Duration 4 Days
Berlin
Module 2
Dates 9. - 12. Nov 2021
Duration 4 Days
Charlottesville, USA
Module 3
Dates 22. - 25. Feb 2022
Duration 4 Days
Beijing, P.R. China
12,400 €
Downloads
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Fact Sheet

Bringing Technology to Market

PDF, 1.20 MB
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Application for admission
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Application for admission

PDF, 249.54 kB
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Bringing Technology to Market
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Marcus Gossen grey background
book cover Solid Growth
Testimonial

"The BTM program is highly inspirational and hits the key issues that we as an industrial company are facing in global markets. It also gave me the innovative ideas I need to manage the market transformations and new realities we face."

Robert Zarnetta, Head of Field of Business, Industrial Microscopy Solutions, Carl Zeiss Microscopy GmbH
Bringing Technology to Market

The ESMT European School of Management and Technology flagship program for managers responsible for the sales of goods and services in global B2B markets.

Thought Leadership

The Bringing Technology to Market (BTM) Center focuses on the strategies of industrial champions in global markets as well as on helping companies develop a competitive advantage.

Learn more
Testimonial

"Due to the safe learning environment the BTM program provided, I was able to openly bring my thoughts and experiences to our discussions and profit from the free exchange of ideas offered by the other members of our group."

Marcus Gossen, Managing Director, MAN Truck & Bus Iberia, S.A. uniperson
Book suggestion

'Solid Growth - Global Strategies for Industrial Champions'

Download single chapters

Meet our teaching staff

The programs have been 
designed – and will be led –
by ESMT faculty members 
and ESMT visiting faculty. 
They will also guide and 
advise you throughout 
your studies.

Prof. Dr. Johannes Habel

Johannes Habel

Visiting Lecturer, ESMT Berlin and Associate Professor, Bauer College of Business, University of Houston
More offers

Postgraduate Diploma in Management

This program can also be taken as part of the Postgraduate Diploma in Management curriculum. Bring your career to the next level and gain the formal recognition of your professional development with this university-level certificate.

Earn your certificate

Scholarship Opportunities

To promote the role of women in global B2B business, ESMT Berlin Executive Education awards one scholarship with a value of €5,000 to exceptionally qualified and talented candidates.

Learn more
Bringing technology to market - Insights

Cost Traps in Business Models 4.0 by Olaf Plötner

Cost Traps in Business Models 4.0
Download PDF

Counter Strategies in Global Markets by Olaf Plötner

Counter strategies in global markets
Get the e-book

BTM: trends, cases, solutions by Plötner, Spekman

BTM - Trends, cases, solutions
More information

Strategisches Management by H. Hungenberg

Strategisches Management
Get the e-book
Your Program Advisor
Beatrix Becker

Contact

​​​​​​​Beatrix Becker
Manager Business Development, ESMT Berlin

Phone: +49 30 21231 6205

Request a call back

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