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Spring
2004 seminar series
A series of full day seminar modules
are presented by experts on business topics. Two such
seminars have been held with great appreciation by participants :
(see Innovator, Money Issues and Project Management links).
We are pleased to offer the seminars as part of EPIC EMS initiative. Application will be made to Engineering
Institute of Canada (EIC) for 4
CEU
EIC
credits.
Hi-Tech marketing
in 2004 This
seminar will cover the essentials of Hi-Tech marketing needed by
technology entrepreneurs & executives to ensure long-term success.
Practical issues are presented by practioners from both the
Universities and leading private sector experts on how to market
products/services. Session address provided by: Dr. David
Large from the University of Ottawa, Dr. Tony Bailetti from
Carleton University, Mr. Don Hewson of Hewson, Bridge & Smith, Mr.
Tyler Burns of IceFyre Semiconductor Corporation, Ms. Alyson
Gaffney of Alcatel, Mr. David Curley
of QNX Software Inc and Mr. Peter Fillmore from Westpark
Technology.
Date: Friday, May 21,
2004, Time:
8:20 am to 4:30 pm
Target
Audience: Engineers, Managers and Team delivering projects.
Agenda:
08.20 - 08.35 a.m. Registration, coffee & muffins and networking
08.40 - 10.05 a.m.
Dr. David
Large- Introduction to Marketing & Strategic Marketing plans
10.05 - 10.30 a.m Break/Coffee
10.30 - 11:45 a.m
Dr. Tony
Bailetti - Product sales & Marketing strategies
11.45 - 01.00 p.m. Lunch
01.00 - 01.40 p.m.
Mr. Don Hewson
-
The theory and practice of value-based branding.
01.40 - 02.05 p.m.
Mr. Tyler Burns
- Brand Marketing
02.05 - 02.45 p.m Ms. Alyson Gaffney
Hi-Tech International Marketing
02.45 - 03.00 p.m.
break/coffee
03.00 - 03.40 p.m.
Mr David
Curley - The application of Marketing
03.40 - 04.20 p.m Mr. Peter Fillmore - Technology Adoption Life Cycle
- Street-fighter Toolkit
Location:
Communication
Research Center 3701 Carling Avenue, Ottawa, in
the main auditorium
Session Cost (includes continental breakfast, breaks,
lunch and handouts):
$120 – Registration before May 20, 2004, (all costs
includes GST)
$90 - OCRI, PEO and OSPE members
$60 - IEEE Members (Membership available now at 50%
discount at www.ieee.org )
$30 - Students, IEEE (EIT)* and EMS Members.
Registration:
click here.
(space is limited to maximum 70 participants, registration
required).
CONTENT
The purposes of the morning’s
presentations are: 1) to provide an overview of the definition and
scope of the domain of professional technology marketing; 2) to
introduce the key elements of the three levels of strategic
marketing planning; and 3) to show how the marketing plan for a
technology-based product must evolve quickly to keep pace with its
stage in the product life cycle. Introduction to professional
marketing, including definitions of marketing and “high-tech
marketing”, the process for developing a marketing plan, and how
“marketing” is embodied in a company. The three levels of strategic
marketing plans, i.e., the Corporate Marketing Strategy, the Product
Marketing Strategy, and the “4Ps”, and a product marketing
strategy’s evolution over time
2.
dr. tony baletti (am) sprott school of business
Tony Bailetti will discuss the implications
that the stages of the evolution of markets for new technology and
the twin forces of legitimization and competition have for product
sales and marketing strategies.
3.
mr.
don hewson
(pm) hewson bridge & Smith
Many technology organizations
particularly in their early stages don't understand the value of
having a branding strategy. By not managing their brand, they allow
their competitors, the media and analysts to fill the vacuum- often
with detrimental results. Don Hewson, President and CEO of Hewson,
Bridge + Smith will present HBS's proven process which demystifies
brand management. He will demonstrate how brand can be engineered.
Tyler Burns, Product Marketing
Manager for IceFyre Semiconductor Corporation will describe how his
organization established its brand strategy during the earliest days
of the company. He will show you how IceFyre established their brand
positioning and imbedded the value proposition in all their
marketing efforts. Attendees will learn both the theory and practice
of value-based branding.
VP Global Operational Marketing
for Alcatel, Alyson will discuss the challenges and opportunities
for marketing internationally to globally dispersed and diverse
customers. She will cover the challenge of unique go-to-market
processes and the opportunity to leverage different market
priorities to more effectively design your market penetration
strategy.
As chief marketing officer at QNX
Software Systems, Dave Curley oversees future product initiatives,
forges strategic relationships with customers and partners, and
helps develop targeted marketing programs. Mr. Curley has a
distinguished track record in a diversity of fields, ranging from
telecom to defense. Prior to joining QNX, he served as chief
operating officer at Texar Corporation, a security infrastructure
software company; as vice president of sales and marketing at
Bridgewater Systems, a vendor of access control software for
wireless and wireline service providers; and as vice president of
marketing at Mitel Networks, a global provider of enterprise and
small business communications solutions.
7. Mr. peter fillmore (pm) Westpark
Market Strategy - the
Technology Adoption Life Cycle: How markets work - the
technology adoption lifecycle - Stages of Market development and the
Critical Success Factors at each stage - Selling technology - and
planning a "Sales Process" to increase success - Who does what -
organizational development issues in start-ups and new product
launches
Some
questions that will be answered
PRESENTERS
Presenter: Dr. David Large
began his professional career as an engineer, receiving his B.Eng.
and M.Eng. degrees from Carleton university in 1975 and 1979
respectively, then working with: Bell Northern Research in project
engineering; E.W. Manufacturing in industrial engineering and
product management; and Esso Resources Canada in project engineering
and business analysis. Migrating from engineering to marketing, Dave
completed his MBA and PhD in technology marketing at the Ivey School
of Business and assumed a faculty position at the University of
Ottawa School of Management in 1991. He completed a three-year leave
in industry from 1998-2001, including one year at Cognos in the
marketing group, and two years at Learnsoft Corporation as an
executive officer, and returned to the university.
As a professor at the University of Ottawa School
of Management, Dave teaches, researches and consults in the fields
of Marketing, Technology Marketing, Technology Commercialization and
Technology Entrepreneurship. He is currently a member of the
Advisory Boards for an Ottawa-based software start-up, and an
Ottawa-based venture intelligence services start-up, and is leading
the development and delivery of an in-house marketing seminar for
Alcatel North America. His research in technology management has
been published in journals such as the Journal of Product Innovation
Management, the Journal of Technology Transfer, and the Ivey
Business Journal, and in several textbooks and international
conference proceedings.
Presenter: Dr. Tony Bailetti holds
a faculty appointment in both the Department of Systems and Computer
Engineering and the Eric Sprott School of Business at Carleton
University, Ottawa, Canada. Professor Bailetti has been the Director
of the M.Eng. in Telecommunications Technology Management (TTM)
program since 1998. He was the Director of Carleton University's
School of Business from 1981 to 1988 and worked at Bell-Northern
Research (today a part of Nortel Networks) from 1988 to 1992.
Professor Bailetti has published in engineering management journals
such as IEEE Transactions on Engineering Management, Journal of
Product Innovation Management, Research Policy, and R&D Management.
Professor Bailetti has twenty-seven years experience as a faculty
member, 24 years at Carleton University (1969-2003) and three years
at the University of Manitoba (1966-1969). He has taught for the
Executive M.B.A. program offered by Queen's University in Ottawa
since 1996.
Professor Bailetti provides consulting services
to some of the leading suppliers of telecommunications equipment in
the world as well as Canadian service providers, banks, small
technology companies, and federal government departments. Professor
Bailetti was born and raised in Peru. In 1970, he was awarded a
Fulbright Scholarship to study in the United States. He received his
M.B.A. and Ph.D. degrees from the University of Cincinnati in 1973
and 1976 respectively. He won an American Iron and Steel Institute
Doctoral Fellowship in 1976. In 1996 he won a Carleton University
Teaching Award.
Presenter: Mr. Don Hewson founded Hewson, Bridge + Smith (HBS)
in 1976. For over 20 years, Mr. Hewson has lead the technology
practice. He has been the Managing Partner on the JDS Uniphase, MDS
Nordion, Icefyre, SIGE, Spotwave, GSI Lumonics and many other
technology accounts large and small. He is one of the founders of
Mindtrust whose 75 members are CEOs of technology product companies
in Ottawa. Mr. Hewson holds an Honours Degree in Geography from
Trinity College, University of Toronto.
Presenter: Mr. Tyler
Burns is the Product Marketing Manager at IceFyre Semiconductor
Corporation where he is responsible for corporate branding,
marketing communications and product marketing activities. He has
over 10-years experience in marketing communications and management.
Most recently, in the role of Marcom Manager at Philsar
Semiconductor and Conexant Systems, Mr Burns was responsible for all
marketing communications activities for Bluetooth, R F Synthesizer
and Wireless Infrastructure product lines.Mr. Burns holds a
Bachelors Degree in Aerospace Engineering from Carleton University.
Presenter: Ms. Alyson
Gaffney is vice president for global operational marketing within
the Fixed Communications Group of Alcatel. Alyson Gaffney oversees
the development of targeted marketing programs. Ms. Gaffney has over
15 years engineering, marketing and management experience in the
telecommunications industry working for experience global companies
such as Mitel, Newbridge and Alcatel. Ms. Gaffney holds a Bachelors
Degree in Mechanical Engineering from Carleton University..
Presenter: Mr. David
Curley: As chief
marketing officer at QNX Software Systems, Dave Curley oversees
future product initiatives, forges strategic relationships with
customers and partners, and helps develop targeted marketing
programs. Mr. Curley has a distinguished track record in a diversity
of fields, ranging from telecom to defense. Prior to joining QNX, he
served as chief operating officer at Texar Corporation, a security
infrastructure software company; as vice president of sales and
marketing at Bridgewater Systems, a vendor of access control
software for wireless and wireline service providers; and as vice
president of marketing at Mitel Networks, a global provider of
enterprise and small business communications solutions.
Presenter: . Mr.
Fillmore has over 20 years of marketing, sales, and management
experience in technology companies. Educated as an Electrical
Engineer, he received his early experience in the technology
industry at IBM Canada, establishing a successful track record in
sales and marketing of innovative product lines. Since joining
Ottawa’s technology industry in 1985, Mr. Fillmore has directed the
growth of numerous early stage companies through his roles as a
Marketing & Sales executive or management consultant. In companies
such as Megalith Technologies (acquired by Dataware) and PS Software
(acquired by Open Text) the founders went on to conclude successful
investor exits by acquisition. In companies such as Northwood
(acquired by Marconi Wireless), senior management used sales
management methods developed by Mr. Fillmore to manage rapid growth
while constraining the need for new equity. His revenue-building
experience includes a broad diversity of technologies across dozens
of companies, such as Dipix Technologies (vision systems), Dynex
Power (power semiconductors) and SiGe Microsystems
(germanium-enhanced silicon). Peter has contributed to the growth of
Canadian technology marketing skills through over 60 articles
published and numerous seminars. His marketing leadership
credentials also include the establishment of Westpark Technology as
an affiliate of The Chasm Group of San Mateo, Silicon Valley’s
premium market strategy firm.
Seminar
Timeline:
*
For additional information or to indicate transition please contact:
John Grefford at Grefford@ieee.org
, or call 613-839-1108. You may become a member at www.ieee.org
Sponsors
are welcome, please contact our Seminar Coordinator, Leo Berndt, at Leo.Berndt@rcmp-grc.gc.ca
to obtain the advantages of sponsorship.
THANKS TO OUR SPONSOR:
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