Module: Marketing of High Tech Products & Innovations

Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title	Marketing of High Tech Products & Innovations
Module Code	MG114
School	DCUBS
Module Co-ordinator	Semester 1: Pamela Barry Semester 2: Pamela Barry Autumn: Pamela Barry
Module Teachers	Pamela Barry John Connolly Naoimh O'Reilly John Cusack Szu-Hsin Wu
NFQ level	8	Credit Rating	10
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Coursework Only
Reassessment will be developed as appropriate and will constitute a written assignment

Description

This module introduces students to the theories, principles and practices of marketing of High-Tech and Innovations.

Learning Outcomes

1. Analyse and evaluate the dynamics of high tech industries to establish critical success factors in those industries
2. Analyse how traditional marketing strategies should be adapted for high tech products and services
3. Critically appraise emerging technologies and their likely impact on marketing strategies, industry structures and product development
4. Assess and evaluate the factors influencing consumers' acceptance of innovative new products
5. Develop and evaluate marketing strategies for high tech companies

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	48	Weekly face to face lecture hours
Online activity	48	Loop Materials, Class preparation
Online activity	12	Online discussion of current topics
Assignment Completion	20	Sem 1 Assignments (Individual additional)
Assignment Completion	30	Group Project 1 (Digital Campaign)
Assignment Completion	20	Group Project (2) Marketing Plan
Assignment Completion	40	Individual Final Report
Independent Study	32	No Description
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to Marketing of High Tech Products and Services
How to categorise high tech industry. Understanding the features that make such industries different

Corporate and Marketing Strategy
Marketing Strategy and sustainable competitive advantage for high-tech business

Culture and Climate in High Tech Firms
The facilitators and inhibitors of innovation in an organisation. Organising and leading cross-functional teams.

Understanding High Tech Consumers
Understanding HighTech Consumers' decision making; Segmentation, Targeting and Positioning in high-tech Marketing; Crossing the chasm

Customer Relationships
Relationship marketing for high-tech organisations. An introduction to CRM technology

A review of the Marketing Mix in a high tech environment
Why the traditional marketing mix needs reevaluation in the high-tech environment

Technology and Product Management
Digital convergence, the product transformation matrix; customisation versus standardisation; the rise of services; using a product platform

Brand Building in High-Tech Markets
Advantages and risks of branding; building a strong brand in high tech markets; what to brand; ingredient branding; the use of pre-announcements

Marketing Communications
Particular issues for high tech products; using new and emerging tools; Introduction to social media

Pricing in HighTech Markets
3 C's approach; Understanding the forces in high tech pricing (Moore's Law; Network Externalities; Unit One Costs; Short plc's etc); Personalised Pricing

Distribution for Hgh Tech Industries
Channel structure, management and Performance; IDR Cycle; Managing hybrid and omni-channel approaches.

Supply Chain Management for Hgh Tech Industries
Particular challenges for SCM in high tech; managing uncertainty; SCM technology

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Participation	Students will be asked to submit a number of short assessments throughout the first semester. One submission may be missed without penalty. These assessments include: Online Discussions; Class Presentations; Short Written Papers	25%	Week 12
Group project	Develop a digital campaign for a DCU programme. This introduces students to social media marketing and the issues around earned attention online	25%	Week 20
Group project	Develop a marketing plan for a new-to-market high-tech product of your choice	15%	Week 28
Report(s)	Final Individual report that analyses and evaluates the performance of a high tech business in light of at least 3 of the theories discussed in class	35%	Sem 2 End

Reassessment Requirement Type
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater: 2013, Marketing of high technology product and innovation, 3, Pearson, 978-933253662
Philip Kotler,Hermawan Kartajaya,Iwan Setiawan: 2021, Marketing 5.0, John Wiley & Sons, 9781119668510
Andreas Hinterhuber,Tiziano Vescovi,Francesca Checchinato: 2021, Managing Digital Transformation, Routledge, 9780367441975
Thomas Fotiadis: 2018, Strategic Marketing for High Technology Products, Routledge, 1138559288
Clayton Christensen,Michael Raynor: 2013, The Innovator's Solution, Harvard Business Review Press, 1422196577
Geoffrey A. Moore: 2014, Crossing the Chasm, 3rd Edition, HarperBusiness, 0062292986
Robert G. Cooper: 2017, Winning at New Products, Basic Books, 0465093329
Madhavan Ramanujam,Georg Tacke: 2016, Monetizing Innovation, John Wiley & Sons, 9781119240877
Jessica Keyes: 2010, Marketing IT Products and Services, Taylor & Francis, 9781439803

Other Resources

55404, Loop, 0, Supplementary Readings Supplied for each topic on Loop,

Programme or List of Programmes

BSSA	Study Abroad (DCU Business School)
BSSAO	Study Abroad (DCU Business School)
ECSAO	Study Abroad (Engineering & Computing)
HMSA	Study Abroad (Humanities & Soc Science)
HMSAO	Study Abroad (Humanities & Soc Science)
MINT	BSc Marketing, Innovation & Technology
SHSA	Study Abroad (Science & Health)
SHSAO	Study Abroad (Science & Health)

Date of Last Revision

21-SEP-11

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