BUS-M595 Special Topics in Marketing: Marketing of Technology

• 7 weeks
• 1.5 credits
• Prerequisite(s): MBA Core

This course aims to introduce students to the unique issues involved in the marketing of technology products (as compared, for example, with consumer packaged goods). The focus will be on issues that affect decision making in the design, development, and positioning of products in the high-technology sector. The course uses the Value Management framework to identify key issues related to value creation and capture that are unique to technology products. For example, generating demand is a critical task that falls under the responsibility of marketing. Technology products offer a context wherein issues such as standards and network externalities affect the level of demand, how customers make decisions, and how firms compete in the marketplace.