Coursebooks 2017-2018

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B2B - high-tech marketing

MGT-402

Lecturer(s) :

Calisti Bernard André Vincent

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

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     
 
      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