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Bringing Technology to Market

Executive education program in English

Bringing Technology to Market (BTM.21)

Module 1
Duration: 4 Days
Dates: 25. - 28. Jun 2024
Module 2
Duration: 4 Days
Nashville, USA
Dates: 3. - 6. Sep 2024
Module 3
Duration: 4 Days
Beijing, P.R. China
Dates: 5. - 8. Nov 2024
14,600 €

Three modules across the major business regions of the world

Global markets are turbulent and their competitive landscapes are continually changing. New customer segments, low-cost competitors, new technologies, and innovative business models demand that suppliers adjust their market approaches to changing conditions.

Similarly, managers responsible for a product and/or region have to know how to tailor services and product offerings to profit from developments. They have to generate competitive market strategies and establish the means for their implementation. This includes gaining support within their corporations and motivating their teams to excel in the global environment.

The Bringing Technology to Market program has been designed to provide managers in technology-driven B2B markets with the knowledge and concepts they need to develop growth plans and mitigate risk. Responding to the demands of the global business world, the three program modules will comprise an international group of participants and be run in the three major business regions of the United States, China, and Europe.

Bringing Technology to Market (BTM.21)

Module 1
Duration: 4 Days
Dates: 25. - 28. Jun 2024
Module 2
Duration: 4 Days
Nashville, USA
Dates: 3. - 6. Sep 2024
Module 3
Duration: 4 Days
Beijing, P.R. China
Dates: 5. - 8. Nov 2024
14,600 €

Your profile

  • You hold a leading position in a technology-driven, globally active B2B company
  • You are responsible for generating business


  • Consortial program that brings senior managers with similar backgrounds from technology-driven companies together
  • The right understanding, concepts, and tools for improving revenue generation in the global market
  • Formation of international network of peers


  • Tackling low-cost competition in global B2B markets
  • Developing innovative business models
  • Turning complex services into a profitable business
  • Developing market-based controlling systems
  • Optimizing decision making in sales and marketing processes
  • Negotiating sales success
  • Achieving sales excellence through leadership
  • Handling different cultural and political frameworks
  • Understanding the current drivers of market-oriented management


Bringing Technology to Market

Meet the team Prof. Dr. Olaf Plötner, Bianca Schmitz and Prof. Dr. Johannes Habel and get to know the BTM Center – the basecamp you can always come back to on your way to the top.


Module 3 of the BTM program tackles cultural and political frameworks and takes place in China. Learn more in this video.

Meet our teaching staff

The programs have been 
designed – and will be led –
by ESMT faculty members 
and ESMT visiting faculty. 
They will also guide and 
advise you throughout 
your studies.

Johannes Habel

Visiting Lecturer, ESMT Berlin and Associate Professor, Bauer College of Business, University of Houston

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Postgraduate Diploma in Management

This program can also be taken as part of the Postgraduate Diploma in Management curriculum. Bring your career to the next level and gain the formal recognition of your professional development with this university-level certificate.

Earn your certificate

Scholarship Opportunities

To promote the role of women in global B2B business, ESMT Berlin Executive Education awards two scholarships with a value of €7,300 each to exceptionally qualified and talented candidates.

Learn more

Bringing Technology to Market Research Center

The Bringing Technology to Market program is an integral part of ESMT Berlin's Bringing Technology to Market Research Center (BTM Center), the industry platform where business expertise and field-based research connect to produce the results that shape B2B best-practices and create an enduring impact. The BTM Center focuses exclusively on strategic challenges of technology-based companies in global markets as well as on helping companies develop a competitive advantage.

Learn more about the BTM research center


"We all know that we have to be sensitive when dealing with people from cultures different to our own. The BTM program went a step further and showed us how to develop the cultural awareness we need to manage our business. In the three modules that took place in Germany, the United States, and China, we came to understand a lot about our peers from different parts of the world. We learned to listen to them. We shared our business experiences, thoughts, as well as concerns. We returned home as part of a diverse network of colleagues and friends with new insights on the businesses and people acting in an international environment.”

Marcella Montelatici, Managing Director, TRUMPF S.r.l. a socio unico

“The BTM program is highly inspirational and hits the key issues that we as an industrial company are facing in global markets. It also gave me the innovative ideas I need to manage the market transformations and new realities we face. I was particularly happy that I could test my own ideas by talking to the expert faculty and to managers of other companies in similar industries and receive their valuable feedback.”

Dr. Robert Zarnetta, Head of Field of Business, Industrial Microscopy Solutions, Carl Zeiss Microscopy GmbH

“It was fantastic to connect with participants from all around the world – from India, Turkey, and Poland – who work in industries related to my own. I not only enjoyed the various perspectives that this international group of people brought with them, but also the friendships and networking opportunities that I gained.”

Shawn Opatka, Vice President Sales & Marketing, Americas, Werum IT Solutions Inc.

“When I enrolled in the BTM program, I wanted diverse practical input and an opportunity to challenge my traditional perspective for my work as a portfolio manager in the medtech industry to help me take our business to the next level. Due to the program’s strong emphasis on hands-on learning, I returned to my company with the knowledge and tools I had been looking for.”

Tisha Boatman, Managing Director, Siemens Healthineers, Nordics and Baltics


Solid Growth. Strategies of Industrial Champions in Global Markets

Solid Growth Cover

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Cost Traps in Business Models 4.0 by Olaf Plötner



Cost traps publication cover

Download PDF

Counter Strategies in Global Markets by Olaf Plötner



Counter Strategies Cover

Get the e-book

BTM: trends, cases, solutions by Plötner, Spekman



Publication cover BTM Trends Cases Solutions

More information


Payment is required before the program begins and includes all program materials, daytime catering, and some dinners. Please be aware that travel and accommodation expenses are not covered.

General terms and conditions

Our general terms and conditions for open seminars and information about application and cancellation policy can be found here.

Read our general terms and conditions

Your Program Advisor

Your program advisor

​​​​​​​Beatrix Becker
Head of Business Development, ESMT Berlin

Phone: +49 30 21231 6205

Request a call back


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