Course for Master's Programmes

Target group: Master MEB, UF, MAN, FRS, GLOB, WINF, Wi-Päd, Steuerlehre, IECO, Development Economics

Lecturer: Stephen Youngjun Park Ph.D.

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Time and Place:

Lecture:

Tuesdays, 14:15 pm – 15:45 pm, 14.04.2025 - 10.06.2025, Room: Oec 1.165

Thursdays, 14:15 pm – 15:45 pm, 17.04.2025 - 12.06.2025, Room: Oec 0.168

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Required Examination:

• 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%): Max. 6000 words


• In total 6 credits

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.

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Learning outcomes/core skills:

• 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

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Contents of the lecture:

• 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