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Module Specifications

Archived Version 2008 - 2009

Module Title Marketing of High Tech. Prods.&Innovs.
Module Code MG114
School DCUBS

Online Module Resources

Level 1 Credit Rating 10
Pre-requisite None
Co-requisite None
Module Aims
  • To introduce the student to the theories, principles and practice of marketing of High-Tech and Innovations.
  • To learn the skills and techniques for efficient high technology product management.
  • To understand the key role of marketing in the value-chain creating processes.

Learning Outcomes

On successful completion of this module, students will be able to:

  • Demonstrate comprehension and application of the theories, principles and practices of marketing in a high technology environment.
  • Access the impact of e-marketing strategies and tools on the traditional marketing mix.
  • Critically appraise emergent tools, techniques and environments.
  • Demonstrate an ability to select and apply relevant marketing concepts in the context of high tech products, b2b, services and e-environment.

Indicative Time Allowances
Lectures 24
Independent Learning Time 126

Total 150
Assume that a 10 credit module load represents approximately 150 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.

Indicative Syllabus
  • Definitions, Context and Challenges
  • Creativity vs. Innovation
  • Understanding Hi-tech Customers.
  • Crossing the Chasm
  • The STP process in hi-tech
  • Product Development in High Tech markets.
  • Branding Innovation or Brand vs. Innovation
  • The Changing Media Landscape
  • Advertising and promotion in High Tech Markets.
  • Marketing, the corporation, ethics and society.
  • Distribution and New Channel Development in High-Tech Markets.
  • CRM and e-procurements & Negotiation.
  • Pricing Consideration in High Tech Markets.
  • Pricing a New Offering
  • Marketing, New Technology and Society
Continuous Assessment50% Examination Weight50%
Indicative Reading List

Readings will primarily be journal articles and will be made available to you on moodle (moodle.dcu.ie).  However, some, or all, of the following will provide a useful guide to the course.

Mohr, Segunpa and Slater (2005): Marketing of high technology product and innovation. 2Nd International Edition, Pearson Prentice Hall.

Kotler and Keller, Marketing Management. (2006) 12th Edition, Pearson Prentice Hall.

Programme or List of Programmes
BSSAStudy Abroad (DCU Business School)
BSSAOStudy Abroad (DCU Business School)
ECSAStudy Abroad (Engineering & Computing)
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)