Search Course Descriptions
Find courses...


College
BU Hub Areas

Select a single Hub area or combination of areas below. Please note: this search will only return courses that satisfy all of the Hub areas selected.

Philosophical, Aesthetic, and Historical Interpretation
Scientific and Social Inquiry
Quantitative Reasoning
Diversity, Civic Engagement, and Global Citizenship
Communication
Intellectual Toolkit

All Hub Courses

Searching for mk862 returned 1 results in 0.17 seconds.

Displaying 1-1 of 1     
QST MK 862 - Marketing High-Tech Products
This course provides you with a good understanding of how marketing works in a high-tech context. When it comes to marketing, there are five important characteristics that make high-tech offerings (products and services) special: technological uncertainty, customer uncertainty, competitor volatility, high- tech offerings are often used not singly but in larger overall systems, and high-tech offerings often exhibit network externalities. These five characteristics have a big impact on the type of challenges, analysis, and marketing decisions made in high-tech industries. The overall purpose of this course is to impart concepts, tools, and frameworks that you can apply as you pursue careers as marketers of high-tech offerings, consultants, investment bankers, and service professionals. The key objectives of the course are to: Understand the special challenges involved in marketing high-tech products Learn how to analyze high-tech marketing problems which involve significant customer, market, and technological uncertainties; Examine approaches to improve the market orientation of, and the marketing-R&D interface in, high-tech companies; Understand the impact of diffusion of technology and adoption of innovation on targeting and segmentation decisions; Explore the effect of complementary products, databases, and systems on product and pricing decisions; Identify the challenges and drivers of success at different stages in a technology's life- cycle; and, Understand the concept of value networks and the role of complementors, partners, and competitors in high-tech industries.

[ 3 cr.]

Grad Prereq: MK713/723/724
BUniverse videos for