Marketing Technical Products and Services



Online Courses

Marketing Technical Products and Services

3 March to 7 April 2021 (Wednesdays) at 12:00 to 1:00 PM ET (GMT-5; GMT-4 after 14 March)


The job of promoting technical products and services falls on the shoulders of marketers and technical communicators. In today’s streamlined workforce, however, those two roles are often combined into a single employee’s job description. As a result, technical communicators need to understand marketing, so they can either work with marketing teams or even create promotional materials on their own. This six-session course provides the strategies and best practices technical communicators need to confidently create promotional materials and oversee the marketing process, including the creative copywriting and graphic design stages.

After completing this course, you will be able to:

• Distinguish technical marketing from other forms of marketing and communication
• Develop creative concepts and message frames to promote products and services
• Write creative headlines and body copy as well as effective calls to action
• Design marketing materials using graphic design strategies and tactics

This course is designed for:

  • Technical communicators tasked with creating marketing and promotional materials
  • Managers who work with (or oversee) marketing and creative teams, including copywriters and graphic designers

Required textbook:
Technical Marketing Communication: A Guide to Writing, Design, and Delivery (Business Expert Press, 2016) by Towner & Everett [Available from Amazon in paperback for $22.39 USD, and Kindle e-book for $13.99 USD)

Session 1: Technical Marketing

Session 2: Marketing

Session 3: Messaging

Session 4: Concepting

Session 5: Copywriting

Session 6: Designing



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