Marketing of High-Technology Products and InnovationsLaajuus (3 ECTS)

Objective

To develop an understanding of that area of marketing that addresses the needs of the Technology customer’s in industry, government, and institutions. The special challenges of the technology market that confront the marketing manager’s and sales personnel are discussed in the course. Its primary focus is on the unique development in the high-tech environment and the marketing challenges it faces .Topics include marketing of technology and innovation .assessing industrial marketing opportunities, formulating industrial marketing strategy, and evaluating industrial marketing strategy and performance.

Content

To gain an understanding of how these marketing activities are best implemented, the course emphasizes both industrial marketing theory and practice. However, greater attention is focused on practice, i.e., how marketing decisions are or can be made in the business environment. This end will be achieved through a series of reading plus class discussion. The class sessions are conducted in the manner of a seminar, i.e., each student is expected to actively participate in the class discussion. Therefore, each student should be prepared to take part in the class discussion. There will be 7 Mini cases that allow more in-depth analysis and discussion on key concepts.

Assessment criteria, satisfactory (1)

The student knows defining high technology
The student knows types of innovation
The student knows common characterstics of high-technology environments

Assessment criteria, good (3)

The student is able to define high-technology over marketing
The student understands high-technology customers
The student understands customers purchase decicions

Assessment criteria, excellent (5)

The student knows pricing considerations in high-technology markets
The student do case works
The student knows branding
The student knows the importance of the ned