High Tech Marketing
0
2018-2019
02662276
History/Sociology/Marketing/Management
Portuguese
Face-to-face
2.5
Elective
2nd Cycle Studies - Mestrado
Recommended Prerequisites
Not applicable.
Teaching Methods
The teaching methodologies used in this course involve exposition of contents and working out solutions to a number of relevant high tech marketing problems.
Learning Outcomes
The curricular unit aims to: provide a critical understanding of the field of High-Technology Marketing and how this differs from marketing other products; help participants to develop marketing strategies for High-Technology products / services.
Work Placement(s)
NoSyllabus
• Technology Marketing Framework
• Marketing and R&D
• Market Segmentation in High-Tech
• Product Platforms
• Disruptive Technology
• Crossing the Chasm
• High-Tech Marketing/Business Plans
• Hybrid Marketing
• Launch Strategies.
Assessment Methods
Assessment continuous
Assessment continuous: 100.0%
Bibliography
Mohr, J. et al (2004), “Marketing of High-Technology Products and Innovations”, Prentice-Hall, Upper Saddle River, NJ.
Moriarty, Roland T & Thomas J Kosnik (1989), “High Tech Marketing: Concepts, Continuity and Change”, Sloan
Management Review, 7, Summer, 7-17
Moore, G.A., 1998. “Crossing the Chasm”, Capstone Publishing Ltd, Oxford.