This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Basic/Introductory Marketing course.

Learning outcomes

At the end of the course, the student should be able to:
1. Analyze the functioning of markets for knowledge-intensive products and services
2. Have a good understanding of individual and organizational buyer behavion in these markets
3. Evaluate and design marketing strategies for knowledge-intensive products/services
4. Acquire an understanding of the sources of scientific knowledge in the above mentioned areas.

Course description

1. Analysis of the functioning of markets for knowledge-intensive products/services
2. Analysis of individual buyer behavior in markets for knowledge)intensive products/servicesA
3. Analysis of organizational buyer behavior in these markets
4. Designing marketing programs for high tech: strategies and business models
5. Designing marketing programs for high tech: operational issues
6. Application of strategic and operational insights to specific cases of high tech marketing

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work

Assessment

1. Individual examination of knowledge of course content
2. Team paper and presentation: high tech marketing case study
3. Team paper and presentation: academic researcn in high tech marketing

Recommended reading

• Mohr, J, S. Sengupta and S. Slater: Marketing of High-Technology Products and Innovations, -

• The Journal of Marketing: selected articles - -

• Tellis, G.J. : Unrelenting Innovation, Jossey-Bass, 2013 - -