The many challenges and best practices of successfully marketing emergent technologies. The course will begin with a discussion of past successes and failures in marketing emergent technologies; followed by a study of the effective approaches and frameworks that help technology managers identify and understand customer needs. We will then focus on analyzing how the identified customer needs can guide design and development of emergent technologies. We will subsequently turn our attention to understanding how to translate customer needs and market conditions into effectively positioning our emergent technologies, with the intent of maximizing success when going to market.