Latest Module Specifications
Current Academic Year 2025 - 2026
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Description This module introduces students to the theories, principles and practices of marketing of High-Tech and Innovations. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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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 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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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 |
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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 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List Books:
Articles:
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Other Resources
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