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News Release
Nov. 14, 2006
Boise State Professor's Class
to Train HP Marketing Teams Worldwide
Boise State University marketing professor Shikhar Sarin has a new audience for
his advanced marketing class — Hewlett-Packard marketing teams around the globe.
HP piloted Sarin’s Advanced Marketing Strategies for Technology Products class
this summer for worldwide delivery to marketing management teams. Sarin taught
the two-week, four-day classes at five HP sites — Boise; Vancouver, Wash.; San
Diego, Calif.; Barcelona, Spain; and Tel Aviv, Israel.
Sarin, who holds bachelor’s and master’s degrees in electrical engineering and a
Ph.D. in marketing, is recognized worldwide as an expert in high-tech markets
and new product development. Sarin’s unique knowledge about high-tech markets
and HP’s constant search for new and cutting-edge marketing techniques were a
perfect match, said Manny Kostas, vice president of marketing, graphics and
imaging business, imaging and personal systems group, for HP.
Kostas is responsible for the marketing and strategic planning for HP’s large
format printers, digital presses and imaging product lines.
“Shikhar understands the unique attributes of high-tech markets,” Kostas said.
“His class was predicated on the dynamics of high technology. He was able to
tailor the class examples to actual work our marketers are engaged in. It’s not
just the curriculum, it’s how it’s delivered.”
Kostas said the rollout of the training was highly successful. HP implemented
the training to teams that represented product management, sales management and
strategy and planning for specific divisions inside HP. Sarin successfully
modified the training to allow for cultural differences in learning styles and
approaches. Participant feedback has been very positive from all sites where the
training was offered, Kostas said.
“It is no exaggeration to say that this is one of the best marketing training
classes I have ever attended,” said Caroline Ding, a business strategist for HP
who took the class in San Diego earlier this month. “Shikhar is an exemplary
instructor. With his unique combination of rich marketing strategy knowledge and
engaging lecturing style, Shikhar taught us refreshing new high-tech marketing
concepts, stimulated us to think strategically and equipped (my organization)
with powerful tools to assess market demand.”
Kostas and Sarin are working to find ways to offer the same high-quality
training to a wider group within HP without losing the unique attributes that
made it so valuable for participants.
“You can’t have the star professor attend every one of these training sessions
across the world,” Kostas said. “But we’re definitely on to something here.”
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Contact: Shikhar Sarin, College of Business and Economics, (208)
426-2721, ssarin@boisestate.edu;
Manny Kostas, Hewlett-Packard, (208) 396-3227,
manny.kostas@hp.com
Media Contact: Sherry Squires, University Communications, (208) 426-1563,
ssquires@boisestate.edu
Where you see blue, we see the largest institution of higher education in
Idaho. For the ninth time in the last 10 years, Boise State University has set
an all‑time state record with a fall enrollment of 18,876 students. Since 1996,
Boise State’s student population has increased 25 percent.
The Office of Communications and Marketing
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Boise State University
1910 University Drive -
Boise Idaho 83725-1030
Located in Capitol Village, 2225 W. University Drive
208-426-1577
(fax)208-426-4001
email
communications@boisestate.edu
Last reviewed on
Wednesday, January 03, 2007
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