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Bringing Technology to Market

Three modules across the major business regions of the world

Bringing Technology to Market (BTM.18)

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

Bringing Technology to Market

Executive education program in English

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.


Find all the program information at a glance in our PDF download.

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. Please contact the program director of Bringing Technology to Market, Olaf Plötner, for more information.


Who should attend the program?

Participants with a leading position in technology-driven, globally active B2B companies who are responsible for generating business.


Key benefits

  • Right understanding, concepts, and tools for improving revenue generation in the global market
  • Formation of international network of peers


Key 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

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.

Mark A. Young

Visiting Lecturer at ESMT Berlin and independent author, trainer and consultant
Robert Zarnetta in blue shirt
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Bringing Technology to Market
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"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.

Bringing technology to market - Insights

Cost Traps in Business Models 4.0 by Olaf Plötner

Download PDF

Counter Strategies in Global Markets by Olaf Plötner

Get the e-book

BTM: trends, cases, solutions by Plötner, Spekman

More information

Strategisches Management by H. Hungenberg

Get the e-book
Your Program Advisor


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

Phone: +49 30 21231 6205

Request a call back


You need some further information?

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