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A330A5000SS International Marketing of High Technology Products and Innovations, 3 cr 
Code A330A5000SS  Validity 01.06.2012 -
Name International Marketing of High Technology Products and Innovations  Abbreviation International M 
Credits3 cr   
TypeBasic studies  
ClassCourse   
  Grading scaleStudy modules 0-5,P/F 
  Eligibility for post-graduate studiesno
    Allowed to study several timesno
Organisation LUT School of Business and Management 

Teachers
Name
Sanna-Katriina Asikainen 
Olli Kuivalainen 
Sanjit Sengupta 

Description by Study Guide
Note 

Location: Lappeenranta

Only for Master's level students.

 
Year 

M.Sc. 2

 
Period 

Summer, intensive course

 
LUT Summer School time 

22.-26.7.2019 and

20.–24.7.2020

 
Teaching Language 

English

 
Teacher(s) in Charge 

Professor, Sanjit Sengupta, San Francisco State University, USA
Professor, D.Sc.(Econ & Bus. Adm.) Sanna-Katriina Asikainen LUT University

 
Aims 
  • Distinguish the special characteristics of high technology marketing environment (like the type of innovation, market and technology uncertainties, network externalities) and assess external high technology environments (e.g. relating to competitive landscape, consumer behavior, markets) in global scale.
  • Evaluate and justify marketing strategies in high technology environments.
  • Make marketing decisions in high technology environments.

Course aims to provide a deep understanding of the functions of marketing regarding challenges and opportunities in high technology products and markets, assist the participants to understand the virtue and limitations of traditional marketing thinking and tools in emergent high technology markets.

 
Contents 

- Strategy and corporate culture in high tech firms.
- Partnerships and alliances.
- Marketing research in high tech markets.
- Understanding high tech customers.
- Product development and management issues in high tech markets.
- Pricing considerations in high tech markets.
- Advertising and promotion in high tech markets.

 
Teaching Methods 

- Lectures and in-class assignments 30 hours
- Preparing for lectures 25 hours
- Preparing for exam 25 hours

Total workload 80 hours.

 
Examination in Examination schedule (Yes/No) 

No

 
Examination in Moodle (Yes/No) 

No

 
Examination in Exam (Yes/No) 

No

 
Assessment scale and assessment methods 

Final grade 0-5. Evaluation 0-100 points:
- Exam 50 points
- In-class assignments 30 points
- Class participation 20 points

 
Course Materials 

Mohr, Jakki, Sanjit Sengupta, and Stanley Slater (2010) Marketing of High-Technology Products and Innovations. Third Edition. Pearson Prentice Hall. Web site http://marketinghightech.net/

Assigned reading.

 
Prerequisites 

For summer school students: previous studies in business recommended.

For MIMM degree students at LUT: Internationalisation of the Firm and Global Marketing, Strategic Global Marketing Management, Innovation Management.

 
Places for exchange-students? (Yes, number/No) 

No

 
Places for Open University Students?(Yes, number/No) 

No

 


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