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As technology constantly changes, so does the world of marketing. The challenge of bringing High Tech Products to the market requires a fresh approach to standard marketing practice. Learn how to tackle & break down the obstacles associated with...

Course Outline
As technology constantly changes, so does the world of marketing. The challenge of bringing High Tech Products to the market requires a fresh approach to standard marketing practice.
We cordially invite you to a seminar bringing these issues to the forefront. You will learn how to tackle and break down the obstacles associated with the marketing of High Tech products.

Traditionally, Marketers have talked about the 4 P’s of Marketing:
Product, Price, Promotion, and Place (distribution). However, within the context of software and high-tech marketing, it can be argued that the fifth ‘P’ of Platform becomes a key factor in a marketing plan that also dictates a reinterpretation of the other four. Dynamics around Standards, Network Effects, and Technology life-cycles drive new paradigms around how ‘high tech’ companies need to consider their marketing approach.

Who Should Attend? Individuals involved in the marketing of software or high tech products or principals and owners of high tech firms. The focus will be on software, however many principals can apply to other High Tech companies.

Agenda: What is ‘High Tech’ anyway?

Issues in the High Tech Markets
o Technology seduction
o Credibility
o Technology uncertainty

Introducing the 5 ‘P’s of Marketing

o Disruptive Technology
o Bundling/Unbundling
o The Feature Value equation


o The Competing Models of Software
o Articulating Value
o Pricing Strategies for High-Tech Products


o The AIDA principals
o High Tech Toolkit

Place (Distribution)
o VAR Models
o Direct Sales versus Channel
o Internet

o Standards – Forms and Impacts
o Network Effects
o Technology Lifecycle

Speaker Robert Hyde, MBA
When not playing guitar or on canoe trips, Robert Hyde is the principal and founder of 3rd Perspective, a Strategy and Information Technology consulting firm founded in 2002. He is also a consultant with the Business Development Bank of Canada and works regularly with their clients.

Robert has been involved with Information Technology and Project Management for over twelve years and Strategic Planning for the last seven. During this time, he has become well known for his ability to identify and realize strategic opportunities, facilitate the development of strategy and manage the process of change at numerous organizations in the High Tech, Telecom, Manufacturing and Not-For-Profit sectors.

He holds his MBA in Strategy and Marketing from the Schulich School of Business and a Bachelor of Commerce from the Rotman School of Management. He is a member of the Project Management Institute and continues to write and speak on the topics of the Strategic Development Process, Technology, and Change Management.

Cancellation Policy All cancellation requests must be notified in writing. In case of cancellation received on and before November 12th, 2010 the balance except a 15% administrative fee will be refunded after the meeting. No refunds will be given after November 15th , 2010.
Prerequisites & Certificates

Certificates offered

Cancellation Policy
Unless stated otherwise on your confirmation all sales are final, cancellations more than 72 hours in advance will receive a credit to be used towards a future training class. Cancellations within 72 hours result in a loss of registration fee.

Map & Reviews
Last Minute Training
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Here are some reviews of the training vendor.
this was TPN 3 as scheduling for TPN 2 was not working with my schedule. I will be taking TPN 2 (Pam Russell is unable to attend) in August or September.
Reviewed by 2017
Could have used some more breaks. Other than that she was an excellent trainer and was very helpful on helping us with our Sharepoint developement. The trainer conducted the training in our office so that section should be N/A
Reviewed by 2016
Donna's knowledge on MS project is amazing! She was very very helpful.
Reviewed by 2016
The facility and start time were our fault (terrible, but I can't put that as it should not reflect on the vendor!) - incredibly, they offered to host us for the second course. The instructor (contract employee for GK) was hilarious, incredibly knowledgeable and quickly showed tips and tricks that were previously unknown to the students. It did not fit the original request, but was completely valuable. There were no handouts, but we didn't need them for what we were doing.
Reviewed by 2016
Training Provider has a great personality with a vast knowledge and experience and could be recommended to any business seeking ways of staff development.
Reviewed by 2016
This course was fabulous - and the instructor was both professional and interesting, she presented really well!
Reviewed by 2015
The trainer was fabulous. I quite enjoyed my time with her thank you so much!
Reviewed by 2015
Just wondering about accessibility for the building-is there an elevator?
Reviewed by 2015
Excellent course. Instructor able to tailor content to my requirements which made it more relevant. Good pace and content. Instructor had deep knowledge of the subject and provided me with several different tools to use in my job.
Reviewed by 2014
Enjoyed this class a lot - Jennifer was very approachable and gave excellent, practical examples that helped bring the lessons to life.
Reviewed by 2014
I am so suprised i was the only one student so there's a lot of opportunity to learn because the instructor is concentrated on you.
Reviewed by 2014
excellent Trainer - extremely knowledgeable.
Reviewed by 2014
My big issue was the location. Not a nice part of the Danforth. Also need hand soap in ladies washroom (was only dish soap).
Reviewed by 2014
The general course content were great and the Instrauctr Inam made understanding it easy
Reviewed by 2014
The course maybe could have more hands on training exercises. For example maybe watch a meeting in progress and have the participants take minutes of the video. As a group they would discuss that content would be included in the minutes.
Reviewed by 2014
It was just the instructor and I and that was awesome as we could be as specific as I wanted to me for my needs.
Reviewed by 2014
I found it extreamly helful. Thx
Reviewed by 2014
Facility marks are N/A (not applicable): Training was at our site, and that was VERY convinient.
Reviewed by 2014
Facility marks are not relevant since the training was done at the site of Taro Pharmaceuticals Inc.
Reviewed by 2014
Facility is clean but room is cold that is why I scored it low.
Reviewed by 2014
The course was perfect for my needs. I will definately make use of the information I learned. I appreciated the courteous and very helpful communications I had prior to the course as well.
Reviewed by 2013
Overall the course is useful however the course outline needs to be more structured in my opinion. The instructor should also be a little bit more knowledgeable in regards to specifics about MS Project as there is a very high level of experience with the software expected of them.
Reviewed by 2013
Keep it up !
Reviewed by 2012
It was GREAT ! Gordon is a good presenter with a lot of experience and knowledge.
Reviewed by 2012
We would have liked if the course covered Outlook as well as the other Office programs. In our first 2 online classes, there were problems with the audio and the teacher would sometimes cut out, or fast forward, and she could barely hear us at all so all quesitons had to be typed in the chat.
Reviewed by 2011

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