DCU Home | Our Courses | Loop | Registry | Library | Search DCU

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-ordinatorSemester 1: Pamela Barry
Semester 2: Pamela Barry
Autumn: Pamela Barry
Module TeachersPamela 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

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

Workload Full-time hours per semester
Type Hours Description
Lecture48Weekly face to face lecture hours
Online activity48Loop Materials, Class preparation
Online activity12Online discussion of current topics
Assignment Completion20Sem 1 Assignments (Individual additional)
Assignment Completion30Group Project 1 (Digital Campaign)
Assignment Completion20Group Project (2) Marketing Plan
Assignment Completion40Individual Final Report
Independent Study32No 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 Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
ParticipationStudents 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 Papers25%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 online25%Week 20
Group project Develop a marketing plan for a new-to-market high-tech product of your choice15%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 class35%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
BSSAStudy Abroad (DCU Business School)
BSSAOStudy Abroad (DCU Business School)
ECSAOStudy Abroad (Engineering & Computing)
HMSAStudy Abroad (Humanities & Soc Science)
HMSAOStudy Abroad (Humanities & Soc Science)
MINTBSc Marketing, Innovation & Technology
SHSAStudy Abroad (Science & Health)
SHSAOStudy Abroad (Science & Health)
Date of Last Revision21-SEP-11

My DCU | Loop | Disclaimer | Privacy Statement