Grad Prereq: QST MK 723 or QST MK 724.
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.]
Offered: Either sem.