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A330A0201 Marketing of High Technology Innovations, 6 cr 
Code A330A0201  Validity 01.08.2016 -
Name Marketing of High Technology Innovations  Abbreviation Marketing of Hi 
Credits6 cr   
TypeBasic studies  
  Grading scaleStudy modules 0-5,P/F 
  Eligibility for post-graduate studiesno
    Allowed to study several timesno
Organisation LUT School of Business and Management 

Sanna-Katriina Asikainen 
Sanjit Sengupta 

Description by Study Guide

Location: full digi

The course is only for Master's level students. The number of students attending the course is limited to 60. In registration, priority is given to LBM MIMM degree students followed by LUT LBM degree students.


M.Sc. (Econ. & Bus. Adm.) 2



Teaching Language 


Teacher(s) in Charge 

Professor, D.Sc. (Tech.) Sanna-Katriina Asikainen
Professor, PhD Sanjit Sengupta


After the course, student should be able to:
1. assess the special characteristics of high technology marketing environment and evaluate relevant opportunities and threats for a global business.
2. build and evaluate marketing strategies in high technology environments
3. formulate marketing decisions in high technology environments
4. solve real life high technology marketing problems
5. create and develop skills in theory application, information acquisition, analyses, and communications.
6. develop social and intercultural competence by working in intercultural groups

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.


Contingency model of high technology marketing. Special characteristics of high technology markets. 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. New product launch strategies.

Teaching Methods 

Online lectures, homework and case assignments, seminars, exam.
Lecture sessions:
6 h of live online sessions, 1.period. 1 h of case method introduction (online), 1. period. 6 h of live online seminars, 2.period. 2 h business case online lecture, 2 period. Total 15 hours.
Other assignments:
30 h of exam preparation, 10 h for preparing for online sessions, 13 h for doing homework assignment, 65 h for doing case assignments, 24 h for solving the business case. Total: 142 h.
Final written exam 3h
Total workload for student 160 h.

Examination in Examination schedule (Yes/No) 


Examination in Moodle (Yes/No) 


Examination in Exam (Yes/No) 


Assessment scale and assessment methods 

Final grade 0-5. Evaluation 0-100 points: Exam (35 points), Homework assignments (10 points), Case assignments (groupwork) (30 points) and case presentation (groupwork) 10 points. NOTE: Peer evaluation of the group work may effect on the grade. Business case (groupwork) (15 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 target=_blank>


A130A0010 Basics of Marketing, A330A0300 Strategic Global Marketing Management

Limitation for students? (Yes, number, priorities/Leave empty) 

The number of students attending the course is limited to 60. In registration, priority is given to LBM MIMM degree students followed by LUT LBM degree students, exchange students with earlier knowledge on marketing/international business/technology management.

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


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



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