High-Tech Marketing Interviews
January 7, 2004
Interview Preparation Tips
Specific company suggestions and ideas for
– With caveat that things can always change!
Questions and Answers
What is it?
High-Tech Marketing covers several different job
functions with high-tech companies
– Product Marketing
– Product Management
– Marketing Communications
– Product Development & Strategy
Depends on the company’s interpretation of
what product marketing/management entails
You do not need a tech background to get a
position in high-tech marketing
Generally fit & behavioral questions
– Looking for the usual transferable qualities:
Some limited case questions (very few)
– More in later rounds
– Not like consulting cases
– More strategic in nature
– Some brain teasers, but not too prevalent
Case Question Examples:
– Pick a product from our portfolio; What would you do differently
to market the product?
– Select one of our products; tell me one strength and one
weakness about the product.
– Your CEO for a particular technology or service; how would you
go about differentiating the product/service?
– Explain “database” to a non-techie
– Our main competitor lowers their price for a particular product;
what would you do as a product manager to react?
– How many ice cubes in Ann Arbor?
– How many pumpkins are grown in the U.S. each year?
– How many gas stations are there in the U.S.?
Know your “story” very well – asked in nearly every
Have stories and examples for each of the 5 areas (both
good and bad examples) – go to fit module!
Know what points you want to get across before the
interview! Shape your stories accordingly
Other areas of consideration (basic interview stuff)
– Strengths and weaknesses
– Know your resume inside and out – be ready to speak about any
– Know the industry well
– Know the company
Context, Action, Result (CAR)
– Focus 80% of the time on the action and results
Know the Company
Know the company’s history and place in the
Be prepared to talk about STP and 4 P’s for 1-2
of the companies products
– What would be your marketing recommendations?
Know the relative standing of the company
within its industry
Know recent acquisitions, alliances, etc.
Know why you want to join this company!
Know the Industry
Don’t have to be a “techie”
Should be able to understand (and speak, to a
point) the language of the industry
– Economics of industry
– Major players
Know why you want to join this industry
Good Kresge industry/company sources
– Hoovers – good summary but not a lot of depth
– Gartner Group – Excellent industry research and some company
– Business & Company Resource Center – Great source for
analyst reports, current articles
– Factiva – Good source for current articles
– Forrester – Good for internet-related companies/industries
– Jupiter – good for internet-related companies
– Standard & Poor’s – Excellent industry reports
– Investext – Description of the business by Wall Street analysts
Company annual reports, investor relations
Company website – know the products well!
Informational interviews will help you connect with the
right people, industry jargon, etc.
– Talk to people already in the positions you’re interviewing for
Talk to 2nd years who have interviewed and especially
interned with these companies
Attend tech-related panels and conferences (FuturTech
on Jan 15-16, 2004)
Read tech-related magazines and/or e-mail newsletters
Go to the fit/behavioral & case modules!!!
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With marketing or product management positions:
Specific interviewing strategies:
Marcel Gani Internship Program
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Questions and Answers
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