Technical Marketing for High-Technology Products and Innovations

Title: Technical Marketing for High-Technology Products and Innovations

Lecturer: Dr. Jie Qiao, University of Rochester, USA

Time: 13:30pm, July 24 (Wed.), 2013

Place: Room 103, North Building


This lecture introduces the concepts of strategic, functional and tactical marketing activities and strategies. The three major characteristics that affect marketing strategy and activities in high-tech industries are discussed, including market uncertainty, technological uncertainty, and competitive volatility. The development and marketing for high-technology products and innovations require market orientation and cross functional integration. The marketing strategy is contingent to the innovation types: incremental vs. breakthrough innovations. The high-tech industry specific marketing tactics are discussed. Finally the high-tech marketing job statistics and prospect are provided.


Dr. Jie Qiao has been a scientist in laser-system and optical technologies at Laboratory for Laser Energetics, University of Rochester since 2005. Dr. Qiao has provided scientific and project leadership during the development, activation, and operation of the kilojoule, petawatt OMEGA EP short-pulse laser systems for high-energy density physics and fusion study. She was the principal investigator (PI) and project leader for developing an automatic interferometric tiling technique and realizing the world’s first 1.5-meter tiled-grating pulse compressor for the kilojoule, petawatt OMEGA EP short-pulse laser. She was also the PI for the design of a meter-scale adaptive-deformable-grating based pulse compressor, Prior to that, she was a senior optical engineer in both startup and corporate settings, focusing on optical metrology and optical instrumentation. She Obtained her Ph.D. in Electrical and Computer Engineering, the University of Texas at Austin, 2001 and her M.B.A. in Marketing, Entrepreneurship, Competitive & Organizational Strategy, and Finance from the Simon Graduate School of Business, University of Rochester, 2012

Dr. Qiao has authored and/or presented over 40 scientific contributions in national and international journals and conferences. Dr. Qiao holds two US patents. She served as Program Committee Co-Chair for the International Committee on Ultrahigh Intensity Lasers (ICUIL) 2012 conference. Her research interest lies in Optical/Laser System Design and Integration, Optical Instrumentation, Optical Interferometry, Active Optics and Control, Optics and Imaging Quality Testing.

She was a board member of the Overseas Chinese Entrepreneurs Association (OCEAN, has about 400 members in the Greater Boston area) from 2003 to 2005.


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