Module Code - Title:

AU5032 - MARKETING TECHNOLOGY PRODUCTS

Year Last Offered:

2024/5

Hours Per Week:

Lecture

1

Lab

0

Tutorial

0

Other

9

Private

0

Credits

6

Grading Type:

N

Prerequisite Modules:

Rationale and Purpose of the Module:

1. To develop the key marketing concepts in business generally and technology markets in particular. 2. To develop the student capability to analyse markets for technology products and/or services. 3. To assist the student to analyse and develop a marketing plan for a technology company.

Syllabus:

Market analysis for high technology companies, Setting up, managing and changing distribution channels, what differentiates high-tech from more traditional markets? Product life cycles in a high technology environment, Acquiring and processing information from the sales force, Information as a strategic weapon for high technology companies, Developing long term customer partnerships and strategic alliances, Integrating customers into the marketing process through involvement in new product development, Telesales and telesupport, Identifying and communicating value in high technology market environments, Strategic platform marketing, Branding technology products, Forming strategic alliances for marketing, Industrial marketing

Learning Outcomes:

Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)

1. Understand the key marketing concepts in business generally and technology in particular 2. Be capable of analysing markets for technology products/services 3. Have produced a marketing plan for a technology company (their own or another actual company)

Affective (Attitudes and Values)

Understand the strategic role of the subject matter in the organisational competitiveness and success

Psychomotor (Physical Skills)

N\A

How the Module will be Taught and what will be the Learning Experiences of the Students:

Delivery is a hybrid of traditional distance education and online learning together with a number of face-to-face / on-line tutorials. In addition, there are online discussions moderated by a subject matter expert on elements of each module to reinforce the learning and maximise the benefit of the programme for participants. Students will undertake various assignment work and complete an end of semester exam. Through these assessments they will have the opportunity to demonstrate competence in applying the knowledge and skills within their own organisation.

Research Findings Incorporated in to the Syllabus (If Relevant):

Prime Texts:

Mohr, J. (2001) Marketing of High Techology Products and Innovations ,

Other Relevant Texts:

Bekkers,Rudi; Duysters,Geert ;Verspagen,Bart (2002) Intellectual Property Rights, Strategic Technology Agreements And Market Structure, The Case Of GSM ,

Paul A. David () Clio And Economics Of Qwerty , Encina Hall, Stanford University, Stanford, Ca 94305

Stabell, C.B., And Fjeldstad O.D (1998) Configuring Value For Competitive Advantage , Strategic Management Journal, 19: 413-437

() A Case Study Of Palm Computings Introduction Of Personal Data Assistants (Pdas) As An Example Of Innovation Providing A Fundamental Source Of Competitive Advantage ,

David J. Teece (1986) Profiting from technological innovation: Implications for integration, collaboration, licensing and public policy , Research Policy, Volume 15, Issue 6, Pages 285-305 (December 1986)

Dan Olofsson (2003) Radical Product Innovations , IDP

Varian H (1995) Price-Info-Goods , University of Michigan

John Carey () The First 100 Feet For Households, Consumer Adoption Patterns ,

Eric Von Hippel, Stefan Thomke And Mary Sonnack () Creating Breakthrough Innovations At 3m ,

Davidow, William H (1986) Price On Value But Charge What The Market Will Bear ,

Dorothy Leonard Jeffrey F Rayport () Spark Innovation Through Empathic Design , Harvard Business Review; Boston; Nov/Dec 1997

Hau L. Lee () Information Sharing in a Supply Chain , Research Paper No. 1549, Graduate School Of Business, Stanford University

Ward, Scott, Larry Light And Jonathan Goldstine (1999) What High Tech. Managers Need To Know About Brands , Harvard Business Review, July-August 1999 85-95

Patricia Nakache (1998) Secrets Of The New Brand Builders , Fortune June 22, 1998

Gary Mcwilliams (2001) Dell Logistics Profitability , Wall Street Journal; New York, N.Y

S. J. Liebowitz and Stephen E. Margolis () Path Dependence, Lock-In, And History , University Of Texas At Dallas. North Carolina State University.

S. J. Liebowitz And Stephen E. Margolis (1990) The Fable Of The Keys , Journal of Law & Economics vol. XXXIII (April 1990)

J. West and J. Dedrick (2001) Proprietary Vs. Open Standards In The Network Era: An Examination Of The Linux Phenomenon , 34th Annual Hawaii International Conference On System Sciences ( Hicss-34)-Volume 5 January 03 - 06, 2001 Maui, Hawaii

Vhs Versus Beta" Case [Based On Cusumano, Mylonadis, And Rosenbloom (1992) Strategic Maneuvering And Mass-Market Dynamics: The Triumph Of Vhs Over , Beta Business History Review, 66, Spring

Programme(s) in which this Module is Offered:

Semester(s) Module is Offered:

Autumn
Spring

Module Leader:

michele.odwyer@ul.ie