Marketing of High Technology Products and Innovations (5 op)

Tavoitteet

Student learns about Strategy and Corporate Culture in High Tech firms, Marketing Research in High-Tech Markets, and Understanding High -Tech Customers, Product development and Management issues in High-tech markets.

Student understands E-Business, E-Commerce and the Internet. He knows how to do advertising and promotion in High-Tech Markets.

Sisältö

Mastering the uncertainty of High-technology products and markets requiring a mastery of a diverse set of skills and capabilities. Skills vary from adroitly reading market trends, to investing wisely in future technologies, from understanding customers intimately to offering them a compelling value proposition,. This course will expose participants to the opportunities and challenges of high-tech marketing and prepare them with the tools and techniques necessary to make marketing decisions in an uncertain technology environment.

Course objectives:
This course also attempts to synthesize decision frameworks and strategies that reflect best practices in the area of high-technology marketing. It will offer cutting edge treatment of research and practice, supported with numerous case studies and applications.

Opiskelijan ajankäyttö ja kuormitus

SUMMER SCHOOL

Arviointiasteikko

0-5

Esitietovaatimukset

Bachelor's degree, Software Business 1,2, 3 and 4

Lisätiedot

Lectures
Exercices
Cases
Research project
Teaching will rely substantially on participants’ involvement in class discussion and analyses of assigned reading material. Participants are, therefore, expected to come prepared with the salient points of assigned material. There will be some short cases for analysis in class as well as assigned case presentations. The class time will be effectively used to explicate the issues and develop frameworks that can be applied in different situations.

Lisätiedot

Lectures
Exercices
Cases
Research project
Teaching will rely substantially on participants’ involvement in class discussion and analyses of assigned reading material. Participants are, therefore, expected to come prepared with the salient points of assigned material. There will be some short cases for analysis in class as well as assigned case presentations. The class time will be effectively used to explicate the issues and develop frameworks that can be applied in different situations.