Coursebooks

Strategic marketing & technology commercialization

MGT-401

Lecturer(s) :

Eckardt Thilo Hans Martin

Language:

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:

• Identify factors that influence successful new product and service introductions
• Perform market research to assess opportunities
• Apply tools and techniques of conducting marketing research
• Develop a strong strategic and operational marketing planing
• Present and defend ideas in front of a group of peers
• Remember the necessary strategic components create relevant customer value
• Compare market opportunities and make strategic choices
• Choose relevant elements for their individual marketing mix set-up

Transversal skills

• Set objectives and design an action plan to reach those objectives.
• Plan and carry out activities in a way which makes optimal use of available time and other resources.
• Use a work methodology appropriate to the task.
• Communicate effectively, being understood, including across different languages and cultures.
• Evaluate one's own performance in the team, receive and respond appropriately to feedback.
• Demonstrate a capacity for creativity.
• Make an oral presentation.
• Collect data.
• Demonstrate the capacity for critical thinking

Teaching methods

A mix of lectures, individual readings, discussions based on pre-work, inputs from guest-speakers, mini-case studies and as well as a complex group-case project.

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

• 40% Written exam
• 60% group case study

Supervision

Office hours	No
Assistants	Yes
Forum	Yes
Others	Meetings only on request. Qustions that could interest all students shall be asked and will be answered during the course.

Resources

Ressources en bibliothèque

• Marketing management / Kotler