Fiches de cours 2017-2018

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Strategic marketing & technology commercialization

MGT-401

Enseignant(s) :

Eckardt Thilo Hans Martin

Langue:

English

Withdrawal

It is not allowed to withdraw from this subject after the registration deadline.

Summary

This course teaches students the power of building and implementing marketing strategies in order to help businesses to commercialize successfully their technological innovations. It offers a large overview of modern marketing and is not suited for students with advances market knowledge.

Content

1. Welcome to the wonderful world of marketing!

2. Understanding your market

3. But who is my customer?

4. Making the right strategic choices

5. It is all about the brand

6. New products, new services

7. Communication: tell them!

8. But is it worth its price?

9. Bring it to the people

10. Even the best marketing plan needs to be implemented

11. Showtime: Group case presentations

12. Meeting the real world: guest speaker presentation

13. Looking back and looking forward

14. Wrap up and rehearsal

Keywords

Marketing, marketing strategy, strategic innovation, technology commercialization, new product development, distribution, sales management

Learning Prerequisites

Required courses

Even though this course offers a large overview of modern marketing practises, a basic understanding of marketing is required.

Important concepts to start the course

Library and online research techniques, ability to work in a group environment.

Learning Outcomes

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

Transversal skills

Teaching methods

Lectures, mini-case studies, group case projects

Expected student activities

Class attendance, preparation prior to class, reading written material, preparing a case, conducting library research, working with a group, class presentations

Assessment methods

Resources

Ressources en bibliothèque

Dans les plans d'études

Semaine de référence

 LuMaMeJeVe
8-9     
9-10     
10-11     
11-12     
12-13     
13-14    GCB330
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