High Tech Marketing

Companies and institutions in high-tech markets face constant uncertainties caused by market dynamics, technological progress and volatile customer preferences. In order to survive under such highly dynamic circumstances, companies must keep on innovating, and carefully select -- or modify -- appropriate marketing strategies and tactics. This course familiarizes students with several theoretical and methodological approaches to high-tech marketing, and captures recent developments -- i.e., the growing role of artificial intelligence applications, electronic and mobile commerce, product ownership vs. sharing economy, grassroots movements, and pressure groups. The course presents branding, social listening and netnography as techniques accustomed to marketing during technological change. Developments and techniques are discussed under reference to new marketing realities determined by the interplay of technology, globalization and social corporate responsibility. Cause-related and social marketing approaches to high technology will be presented as alternative approaches to high-tech marketing.