Marketing of High Technology Products and InnovatioinsLaajuus (5 op)

Osaamistavoitteet

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.

Esitietovaatimukset

Bachelor´s degree

Lisätiedot

Small group discussion will take place in class on the Tivo case, the Exercises on Creativity in New Product Development and the Samsung case. Small group discussion questions will be provided in class. The final exam will be on the Apple case. Short answers to essay questions will require analysis of specific problems as well as synthesis of the course material. This will be an open book, open notes exam but Internet access will be prohibited. Maximum duration: 4 hours.