High Tech and New Media Marketing
1
2017-2018
02021158
History/Sociology/Marketing/Management
Portuguese
Face-to-face
QUARTERIAL
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/new social media 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, as well as to develop an understanding of the new social media; help participants to develop marketing strategies for High-Technology products / services and that take into account the new social media.
Work Placement(s)
NoSyllabus
• The rose of new media
• Value creation in new media marketing
• Market Segmentation
• New media marketing strategy
• Product Platforms
• Disruptive Technology
• Crossing the Chasm
• New media marketing communications
• New media marketing business models
• Multi channel marketing.
Head Lecturer(s)
Arnaldo Fernandes Matos Coelho
Assessment Methods
Assessement
on a practical assignment.: 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.