Marketing van Technologische Innovaties

This course introduces the fundamental principles of marketing in the context of technological innovation and engineering-oriented environments. It focuses on how organizations can bring new technologies to market by identifying opportunities, understanding user needs, crafting compelling value propositions, and building effective commercialization strategies.

The course emphasizes strategic thinking and practical application, with a focus on the role of marketing within the broader innovation process. Through team-based work and interactive class sessions, students will apply key frameworks and tools to analyze marketing challenges and develop structured approaches to market entry and growth.

Topics covered:

The course is organized around the following core themes:

• Foundations of B2B Marketing and Value Creation
  Introduction to marketing principles, the evolution of marketing practices, and the strategic role of marketing in technology-based firms.

• Market Segmentation and Customer Value Propositions
  Identifying, segmenting, and prioritizing customer groups based on their needs, behaviors, and strategic relevance, and designing value propositions that address those needs.

• Strategic Marketing Planning and Positioning
  Using marketing tools and frameworks to evaluate market opportunities, define competitive positioning, and guide long-term growth strategies.

• Customer Journeys, Sales Approaches, and Communication
  Understanding customer decision-making, designing effective go-to-market strategies, and building strong customer relationships.

• Emerging Trends and the Future of Innovation Marketing
  Exploring how digitalization, service orientation, and ecosystem-based strategies are reshaping modern B2B marketing.

Student performance in this course will be evaluated through three components:

• Group work (60%): Development of a strategic marketing plan based on a real-world engineering case. Assessment will consider the quality of analysis, creativity, application of course concepts, and clarity of presentation.

• Individual reflection report (30%): A final report summarizing key insights, reflections, and takeaways from the course, including a personal perspective on potential future strategies that organizations should consider in light of emerging marketing trends. Assessment will focus on depth of reflection, integration of theory and practice, and clarity of argumentation.

• In-class activity and group participation (10%): Active involvement in exercises and group-based tasks during lecture sessions. Assessment will emphasize constructive contribution, engagement, and collaboration.

Detailed rubrics for each component will be provided during Lecture 1 and will be uploaded to the course's Brightspace.