Coursebooks 2017-2018

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B2B - high-tech marketing

MGT-402

Lecturer(s) :

Language:

English

Remarque

pas donné en 2017/18

Summary

Business as usual methods can apply to mature markets, even if less and less. But a kind of Marketing integrating innovation and entrepreneurial values is more and more useful and necessary to act in a context of turbulence or disruption. This is a highly impacting trend for B2B marketing.

Content

The course is combining advanced academic concepts and very practical advice for future managers. Topics include:

Keywords

High-Tech - B2B - Marketing - Sales - Innovation - Strategy

Learning Outcomes

By the end of the course, the student must be able to:

Transversal skills

Teaching methods

Interactive pedagogy based on Q&A periods around cases and concepts . Advanced readings of course materials and / or of a weekly case study. Learning through theory and real-life-examples, class discussion around case studies with identification of key points.
A marketing project to be submitted at the end of the course. And several student presentations about iconic High-Tech entrepreneurs.

Expected student activities

Presentations in class and homework.

Assessment methods

Resources

Bibliography

Christensen Clayton (1997) The Innovator's Dilemma, Harvard Business School Press: Boston.

Clymer and Asaba, S. (2008). A new approach for understanding dominant design: The Case of ink-jet printer. In Journal of Engineering Technology Management, 25: 137-156.

Nelson, R. and Winter, S. (1982) An evolutionary theory of economic change. Harvard University Press: Cambridge, MA.

Taleb, N. (2012) Anti Fragile. Allen Lane: U.K.

Ressources en bibliothèque
Notes/Handbook

Handbook : Most slides available on the platform.

Additional slides for teaching presentation.

Prerequisite for

Can be useful for a MTE diploma work

In the programs

  • Digital Humanities, 2017-2018, Master semester 1
    • Semester
      Fall
    • Exam form
      Written
    • Credits
      4
    • Subject examined
      B2B - high-tech marketing
    • Lecture
      3 Hour(s) per week x 14 weeks
  • Digital Humanities, 2017-2018, Master semester 3
    • Semester
      Fall
    • Exam form
      Written
    • Credits
      4
    • Subject examined
      B2B - high-tech marketing
    • Lecture
      3 Hour(s) per week x 14 weeks
  • Management, Technology and Entrepreneurship, 2017-2018, Master semester 1
    • Semester
      Fall
    • Exam form
      Written
    • Credits
      4
    • Subject examined
      B2B - high-tech marketing
    • Lecture
      3 Hour(s) per week x 14 weeks
  • Management, Technology and Entrepreneurship, 2017-2018, Master semester 3
    • Semester
      Fall
    • Exam form
      Written
    • Credits
      4
    • Subject examined
      B2B - high-tech marketing
    • Lecture
      3 Hour(s) per week x 14 weeks
  • Management, Technology and Entrepreneurship minor, 2017-2018, Autumn semester
    • Semester
      Fall
    • Exam form
      Written
    • Credits
      4
    • Subject examined
      B2B - high-tech marketing
    • Lecture
      3 Hour(s) per week x 14 weeks

Reference week

MoTuWeThFr
8-9
9-10
10-11
11-12
12-13
13-14
14-15
15-16
16-17
17-18
18-19
19-20
20-21
21-22
Under construction
Lecture
Exercise, TP
Project, other

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  • Autumn semester
  • Winter sessions
  • Spring semester
  • Summer sessions
  • Lecture in French
  • Lecture in English
  • Lecture in German