High Technology Marketing Management
MBA 267
2 or 3 Units
Peter Wilton

This is a Core Course of the MOT program only for MBA's or EWMBA's as listed.

Course description: The universe of technology products and services continues to change in ways that put new pressures on product marketers;

• traditionally profitable (and differentiated) products and market sectors face increasing competitive pressure both from commoditization at the low end and alternative disruptive technology platforms at the high-end;
• the scope and nature of competing and substitute products/service offerings continue to morph, blurring market boundaries and increasing the complexity of the R&D and product management tasks;
• new pricing and ownership models for technology products and services (especially software, utility computing, etc.) pose significant market education and product integration challenges;
• technology vendors continue to migrate higher up in the customer value chain, focusing upon business-level issues and deliverables, and engaging decision-makers and influencers beyond the IT function;

Collectively, these and other developments are placing new demands on the marketing of high-technology products and services.  In particular, technology marketers are being challenged to find and articulate clear differentiation opportunities, to integrate more effectively across product lines, and to develop new definitions and ways of demonstrating customer value. Product-level value propositions, crafted at the generic level, without meaningful customer input, are unlikely to yield significant returns on marketing investments.

 

"High-Technology Marketing Management" is intended to address many of these challenges, equipping technology marketers with a set of tools and frameworks for more effectively executing the key tasks of managing, messaging, and positioning the high-technology product.

 

NOTE: MBA's may only count one of the following as core MOT courses: High Tech Marketing Management (MBA 264 or MBA 267); Information and Technology-Based Marketing (MBA 263); or Marketing for High Tech Entrepreneurs (MBA 290E). If two are taken, one will be counted as a related course.

 

Course Syllabus (pdf)