Course Unit / High Tech Marketing

High Tech Marketing

Year
0
Academic year
2019-2020
Code
02662276
Subject Area
History/Sociology/Marketing/Management
Language of Instruction
Portuguese
Mode of Delivery
Face-to-face
ECTS Credits
2.5
Type
Elective
Level
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)

No

Syllabus

• 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.