Engineers Master Technology Marketing in Experiential Learning Program

Released on: May 6, 2008, 4:05 pm

Press Release Author: Gayle Paride,Technology Marketing Center,, (949) 363-8263

Industry: Semiconductors

Press Release Summary: When selling technology products, marketing personnel are
often not technical enough and engineering does not have the adequate marketing
skills. In this free webinar, May 27, 2008, you will learn how Texas Instrument\'s
DLP division solved this problem.

Press Release Body: PASADENA, CA, May 6, 2008 - A Texas Instrument's Digital Light
Processing division (DLP) executive will discuss their novel organizational
development initiative to transfer engineers into product marketing at 10am PDT, May
27 in a free, online interview. Anyone with a computer and Internet connection can
attend and submit questions.

Chris Halliwell, director and co-founder of the California Institute of Technology
Industrial Relations Center's online community, the Technology Marketing Center
(TMC), will interview DLP's Dennis Fritsche, Manager of Business Process
Improvements, about the Product Marketing Manager Development Program. Fritsche
will explain how skills assessment concepts, classroom instruction, and real world
projects were combined to develop engineers' strategic marketing skills, and
ultimately place these technical managers in marketing jobs.

"Like many technology-driven organizations, the supply of highly technical marketing
professionals has not kept pace with the number and complexity of DLP's product
development programs," said Halliwell. "The DLP program focus on technical managers,
and on experiential learning to teach marketing strategy, is aligned with TMC's
mission to promote technology marketing professionalism, and is unique in combining
skills development with actual job placement."

The discussion with Fritsche is one in a series of Executive Interviews conducted on
the last Tuesday of every other month by TMC. The Technology Marketing Center is a
rich content destination on the web providing audio files, discussion forums, and
case studies to high tech marketing professionals and their colleagues in sales,
engineering, and management. TMC is available at

Caltech is one of the most highly regarded institutions of research and education in
science and engineering in the world. Its Industrial Relations Center specializes
in executive education, providing new perspectives to technically trained
professionals as they increase their breadth of responsibilities and impact across
the organization.

Halliwell is also the instructor for the Caltech Industrial Relations Center's
course on strategic marketing of technology products which has served more than
3,500 executive participants worldwide. An independent consultant, Halliwell helps
high tech companies implement cross-functional processes for product and market
strategy development.

Texas Instruments DLP Products display technology delivers pictures rich with color,
contrast, and brightness to large-screen HDTV's and to projectors for business,
home, professional venue, and digital cinema. 75 of the world's top projector and
display manufacturers design, manufacture, and market products based on DLP

Web Site:

Contact Details: Gayle Paride
(949) 363-8263

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