Fiches de cours 2017-2018

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B2B - high-tech marketing

MGT-402

Enseignant(s) :

Langue:

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

Dans les plans d'études

  • Humanités digitales, 2017-2018, Master semestre 1
    • Semestre
      Automne
    • Forme de l'examen
      Ecrit
    • Crédits
      4
    • Matière examinée
      B2B - high-tech marketing
    • Cours
      3 Heure(s) hebdo x 14 semaines
  • Management, technologie et entrepreneuriat, 2017-2018, Master semestre 1
    • Semestre
      Automne
    • Forme de l'examen
      Ecrit
    • Crédits
      4
    • Matière examinée
      B2B - high-tech marketing
    • Cours
      3 Heure(s) hebdo x 14 semaines
  • Management, technologie et entrepreneuriat, 2017-2018, Master semestre 3
    • Semestre
      Automne
    • Forme de l'examen
      Ecrit
    • Crédits
      4
    • Matière examinée
      B2B - high-tech marketing
    • Cours
      3 Heure(s) hebdo x 14 semaines
  • Mineur en Management, technologie et entrepreneuriat, 2017-2018, Semestre automne
    • Semestre
      Automne
    • Forme de l'examen
      Ecrit
    • Crédits
      4
    • Matière examinée
      B2B - high-tech marketing
    • Cours
      3 Heure(s) hebdo x 14 semaines

Semaine de référence

LuMaMeJeVe
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
Cours
Exercice, TP
Projet, autre

légende

  • Semestre d'automne
  • Session d'hiver
  • Semestre de printemps
  • Session d'été
  • Cours en français
  • Cours en anglais
  • Cours en allemand