Marketing of High Technology Products and Innovations (ZTOL52), 5 op

Perustiedot

Esitietovaatimukset

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

Sisältö (ydinaines ja -osaaminen)

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.

Sisältö (täydentävä ja erityisosaaminen)

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.

Tiedolliset oppimistulokset (ydinaines ja -osaaminen)

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.

Taidolliset oppimistulokset (ydinaines ja -osaaminen)

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

Kirjallisuus ja muu materiaali

1. Textbook: Marketing of Technological Products and Innovations, Second Edition, by Jakki Mohr, Sanjit Sengupta and Stan Slater, Pearson Prentice Hall. ISBN 0131230239.

2. Three cases

Strategic Inflection: TiVo in 2005 (Harvard Business Online, Product #: 9-706-421)
Apple Computer, 2006 Harvard Business Online, Product #: 9-706-496.
Samsung Electronics Co.: Global Marketing Operations, Harvard Business Online,Product # 9-504-051.
http://download.sealedmedia.com/unsealer/index.asp

3. PowerPoint slides to accompany textbook chapters, articles, and exercises.

Powerpoint slides for six chapters.

Three articles available from the Evtek online portal:



As Yahoo Falters, Executive?s Memo Calls for Overhaul, Wall Street Journal, November 18, 2006.
The New Benefits of Web-Search Queries, Wall Street Journal, February 6 2007.
Once-Wary Industry Giants Embrace Internet Advertising, Wall Street Journal, April 17, 2006.

Opetusmenetelmät

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.

Opiskelijan kuormittavuus

Luennot - 20
Itsenäinen työskentely ja kirjallisuuteen tutustuminen - 30
Tentti - 25
Arviointi/palaute - 5
Projektit - 20

Arvioinnin perusteet

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.

Koulutusohjelmakohtaiset kompetenssit

Kansainväliset valmiudet (T)
Yrittäjyyden, liiketoiminnan ja johtamisen osaaminen (T)