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Technology Product Marketing

Dive deep into digital marketing and its rich data. Partner with product managers in engineering or software development to bring new technologies to life.

Wisconsin’s New Marketing Career Pathway

students collaborating over computer in the Finance and Analytics Lab

The Technology Product Marketing career pathway, first available to students in Fall 2022, addresses growing industry demand for leaders who understand the nuances of product marketing. Compete in the immediate marketing job market and anticipate long-term career growth. Learn from a targeted new curriculum developed in 2021 for innovative leading-edge content.

Read more about our investment in this new career pathway


The Wisconsin Full-Time MBA curriculum integrates a strong foundation in general management with highly focused preparation in marketing. With the MBA in Business: Technology Product Marketing you will further customize a career path through specific courses, electives, and applied learning opportunities that begin as soon as your first semester.

Year 1

First Semester

  • MBA Core
  • Marketing Research
  • Current Topics in Marketing

Second Semester

  • MBA Core (includes summer internship, which can be waived)
  • Marketing Analytics
  • Tech Product Marketing Management
  • Current Topics in Marketing

Year 2

First Semester

  • Data Technology
  • Experiments & Causal Methods
  • Current Topics in Marketing
  • Electives

Second Semester

  • Marketing Consulting Practicum
  • Marketing in the Digital Age
  • New Product Innovation
  • Elective

Applied Learning

MBA student speaking during a class

Company visits & current topic seminars

Topics include tech product life cycles, product-led marketing, and B2B marketing.

Intuit. Focus: Founder Scott Cook and a team of Intuit marketers led students through a design thinking exercise about consumer-led reviews and the feedback loop.

Microsoft. Focus: Launching the marketing plan for the new Surface, Wisconsin MBA alum Rodrigo Stabio took students through a case study on this recent project.

Four people collaborate on making a large poster

More applied learning activities

  • Develop a ‘Product Thinking’ mindset
  • Personalize the marketing message by channel, tactic, and target segment
  • Always-agile product development; importance of rapid test-and-learn environments
  • Learn product lifecycle stage and timeline implications
  • Recommend plans to adjust marketing to new target segments

Knowledge Centers: Expert Support, Exceptional Connections

A speaker addressing attendees at an advisory board meeting

Dedicated knowledge centers—the Center for Brand and Product Management and the A.C. Nielsen Center for Marketing Analytics and Insights—are backed by industry professionals and are unique pillars of the Wisconsin MBA. You gain a strong network in your area of marketing interest and close ties to alumni working in tech marketing.

Participating marketing industry experts and alumni:

  • Guide curriculum
  • Teach applied learning
  • Contribute to the classroom
  • Mentor students
  • Assist with recruiting and placement

Get To Know Our MBAs

Rodrigo Stabio
“We are in an ever-changing landscape; growth mindset is essential when you work in the tech industry. It’s important to stay up to date while looking for new ways to market and drive growth … I love that I am working on tech that has the power to affect and empower the whole world.”
Rodrigo Stabio (MBA ’19)
Product and Channel Marketing, Microsoft; Surface Product Line
Read about Rodrigo’s experience in the program

Connect With Top Employers

Connect with employers through classroom visits, networking events, and applied learning projects. Frequent recruiters:

Amazon logo
Microsoft logo
Intuit logo
Hollister logo

Technology Product Marketing Careers

Common career paths

  • Technology product marketing roles
  • B2B marketing positions

Common job titles

  • Product Marketing Manager
  • Tech Product Marketer
  • Lifecycle Marketing Manager

Your MBA. Your Career Success.

High staff-to-student ratio means you get unlimited support—and exceptional connections—as you step into your ideal career.

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