MARKETING HIGH TECH PRODUCTS
MKT7555 Marketing High-Tech Products
Building on the students' knowledge of the marketing fundamentals, the course focuses on the special challenges of marketing high-technology products in dynamic, uncertain, and hyperconnected markets and ecosystem contexts. The course is structured around three modules: bringing new high-technology products to market, managing product maturity, and transitioning from one product generation to the next. While the focus of the course is "high technology" in the general sense, the reading materials - cases, notes, and articles - are drawn from the computer hardware and software, consumer electronics, telecommunications, and life-sciences industries.
Prerequisite: MKT7200 or MKT7800 or equivalent (_Marketing_ core)
Course Level:MSBA Elective (Grad),Graduate Elective (Grad)