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Innovative Marketing
Technical quality alone does not guarantee market success. Companies need to understand their customers’ needs, identify the specific value their solutions provide, and communicate this value clearly and convincingly.
In the compact program Innovative Marketing, you will learn how to systematically analyze markets and target groups, position technical products effectively, and develop a powerful marketing and communication strategy.
The program combines sound marketing expertise with the specific requirements of technology-driven companies.
What You Will Learn
✓ Understand markets and customers: Analyze market structures, target groups, customer needs, and market potential.
✓ Position technical value effectively: Translate complex products and services into clear and relevant value propositions.
✓ Develop marketing strategies: Derive specific marketing objectives and measures from the overall corporate strategy.
✓ Manage communication strategically: Select the right channels and develop a long-term communication and marketing plan.
✓ Make marketing measurable: Define and interpret key performance indicators to evaluate and continuously improve marketing activities.
From Technical Expertise to Clear Market Positioning
Innovative products and technologically advanced services often require explanation. Their benefits need to be communicated to different target groups in a way that is clear, relevant, and credible.
This is where Innovative Marketing comes in. You will learn how to turn technical expertise into clear market positioning. The program covers topics such as market and customer analysis, segmentation, brand management, strategic marketing planning, and digital and traditional communication.
The focus is not on the short-term promotion of individual products, but on how companies can translate their technical capabilities into a sustainable competitive advantage.
Planning and Implementing Marketing Strategically
Throughout the program, you will develop a structured understanding of the entire marketing process: from analyzing the market and defining relevant target groups to selecting suitable communication channels.
You will learn how to formulate operational marketing objectives, prioritize measures effectively, and assess their impact using appropriate key performance indicators. The program also addresses current developments in digitalization, artificial intelligence, social media, and online marketing.
Overview - Innovative Marketing
Format: Part-time, three-day compact program
Teaching hours: Thursday to Saturday, 9:00 a.m.–6:00 p.m.
Language of instruction: English
Venue: TU Wien
Date: October 8–10, 2026
Participation fee: €1,800.00
Certificate: Certificate issued by the TU Wien Academy
Lecturer: Mag. Heimo Hammer
Registration deadline: September 30, 2026
The program emphasizes interactive and practice-oriented learning. Expert input is combined with case studies, group work, analyses, and moderated discussions.
Participants apply the concepts presented directly to specific challenges faced by technology-oriented companies. Careful preparation and active participation provide the foundation for effectively transferring the acquired knowledge into professional practice.
After completing the program, you will be able to:
- systematically analyze markets, target groups, and customer needs
- clearly position technical products and services
- identify and evaluate relevant customer segments
- derive a marketing plan from the overall corporate strategy
- formulate compelling value propositions for complex products and services
- develop a long-term communication plan
- effectively combine digital and traditional marketing channels
- define and interpret relevant marketing key performance indicators
- analyze and further develop marketing structures in technology-oriented companies
The compact program is designed for technicians, engineers, and natural scientists who wish to complement their technical expertise with strategic marketing skills.
It is particularly suited to:
- product managers and professionals responsible for technical products
- marketing professionals in industrial and technology-driven companies
- technical experts with a customer or market focus
- innovation and project managers
- executives in technology-oriented companies
- founders and decision-makers with a technical background
- engineers and natural scientists preparing to take on management responsibilities
Previous experience in marketing is helpful but not required.
Your Lecturer
Mag. Heimo Hammer
CEO, kraftwerk Agentur für neue Kommunikation GmbH
Heimo Hammer combines extensive experience in marketing, communication, digitalization, and entrepreneurship. After specializing in marketing, advertising, and information technology, he worked at the Institute of Marketing and for several international companies.
In 1990, he founded the communications agency kraftwerk. He has also established numerous companies and initiated the FastForwardForum think tank. As a keynote speaker, lecturer, and author, he focuses particularly on the intersections of innovation, communication, and economic development.
Making Technical Expertise Visible
With Innovative Marketing, you will develop the ability to view technical solutions from more than just a product perspective. You will learn how to systematically incorporate market and customer needs and translate them into clear positioning, relevant messages, and effective marketing activities.
In this way, technical expertise becomes a clearly understood and distinctive source of value in the market.
Frequently Asked Questions
No. The program provides the essential foundations and is specifically designed for participants with a technical or scientific background. Some initial professional exposure to marketing, product management, or customer communication is beneficial but not required.
The content is applied through case studies, group work, and discussions. This allows you to transfer the methods presented directly to specific situations in your professional environment.
You should allow approximately 10 to 15 hours for preparation and follow-up work. Additional time may be required to complete case studies or group assignments.
Yes, the language of instruction is English.
Would you like not only to position technical solutions effectively, but also to systematically manage sales strategies, sales processes, and customer potential?
Complement the program with Designing Sales Strategically and combine strategic marketing with professional sales management.