Registry

Module Specifications

Archived Version 2010 - 2011

Module Title	Marketing of High Tech Products & Innovations
Module Code	MG114
School	DCUBS
Online Module Resources
Module Co-ordinator	Ms Naoimh O'Reilly	Office Number	Q131
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
	Hours
Lectures	24
Tutorials
Laboratories
Seminars
Independent Learning Time	126

Total	150
Placements
Assignments

NOTE

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

Assessment
Continuous Assessment	50%	Examination Weight	50%

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

BME

BEng Manufacturing Engineering &Business

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)

ECSA

Study Abroad (Engineering & Computing)

ECSAO