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.

Students will be graded on the quality and rigor of a marketing research project to be executed in group setting. Specifically:

- A substantial group paper will (a) critically review the relevant literature to a relevant marketing case. At the heart of the group paper lies (b) empirical (qualitative and/or quantitative) analysis of a specific marketing problem, and (c) the adequate discussion thereof; analyses will inform (d) the development of creative marketing proposals intended to solve the business challenge identified.

- Each group paper must be supplemented with contributions (theoretical reflections) from each of the individual group members.

- The research project may include peer review so as to determine the weight of individual contributions to the group work.

- The assessment of the marketing research project will be based on a detailed grading rubric shared in advance.

- A minimum final grade of 5.75 is a requirement for passing the course.