Presentation (30%): A 10-15 minute in-class presentation introducing the chosen high-tech product, focusing on key marketing strategy elements like segmentation, diffusion, and adoption.
Written term paper (70%): Up to 6000 words
The presentation with written elaboration should provide a comprehensive analysis of a marketing strategy for a high-tech product. This analysis must integrate theories and tools taught in the course, particularly diffusion theory and consumer preference analysis techniques. Students should apply these methods to evaluate how high-tech products achieve market adoption and growth.
Learning Goals:
Understand principles of high-tech marketing and its relevance to innovation industries
Examine different theories of innovation and diffusion
Consumer preference analysis through methods like conjoint analysis & forecasting
Utilize market frameworks such as 3C-STP-4P to develop strategic marketing plans
Assess market uncertainty and competitive dynamics within high-tech sectors
Contents:
Fundamentals of high-tech marketing
Introduction to high-tech marketing and its unique challenges, including technological uncertainty and rapid innovation cycles
Consumer behavior and market characteristics in high-tech
Theories of innovation and diffusion, including radical vs. incremental innovation and their effects on product adoption
Methods for analyzing consumer preferences using conjoint analysis, forecasting techniques like diffusion models, and the impact of market uncertainty on behavior
Strategic Approaches and Frameworks
Application of the 3C-STP-4P marketing framework, with specific focus on high-tech products' segmentation, targeting, and positioning strategies
The importance of strategic decisions in market pulls vs. technology push and how they affect long-term success
