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Module Specifications

Archived Version 2010 - 2011

Module Title Marketing of High Tech Products & Innovations
Module Code MG114
School DCUBS

Online Module Resources

Module Co-ordinatorMs Naoimh O'ReillyOffice NumberQ131
NFQ level 8 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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

1. Apply the principles and practices of marketing in a high technology environment.
2. Assess the impact of e-marketing strategies and tools on the traditional marketing mix.
3. Critically appraise emergent marketing techniques and medium (e.g. paid search advertising, social networks, bloggs...)
4. Demonstrate an ability to select and apply relevant marketing concepts in the context of high tech products, b2b, and web 2.0 environment.

Workload Full-time hours per semester
Type Hours Description
Lecture48No Description
Total Workload: 48

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

Assessment Breakdown
Continuous Assessment50% Examination Weight50%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Reassessment Requirement
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
Indicative Reading List

  • Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater: 2009, Marketing of high technology product and innovation, 3, 9780131364912
Other Resources

656, moodle, 0,
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