High Tech and New Media Marketing

Year
1

Academic year
2021-2022

Code
02021158

Subject Area
Management/Marketing

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/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)

Syllabus

• 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.