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A330A0221 Marketing of High Technology Innovations: Applications, 3 cr 
Code A330A0221  Validity 01.08.2016 -
Name Marketing of High Technology Innovations: Applications  Abbreviation Marketing of Hi 
Credits3 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

This course can only be taken if one has read 3 ECTS Summer School course: A330A5000 International Marketing of High Technology Products and Innovations.

The course is only for Master's level 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. solve real life high technology marketing problems
2. create and develop skills in theory application, information acquisition, analyses, and communications.
3. 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 

This is an online course.
Assignments, seminars and online instructions session.
Online sessions:
6 h of online seminars, 2.period. 1 h of case method introduction, 1. period. 2 h business case online session/lecture, 2. period. Total 9 h.
Other assignments:
41 h for doing assignments, 10 h for preparing presentation, 20 h for business case. Total 71 h.
Total workload for student 80 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: Case assignments (groupwork) (55 points). NOTE: Peer evaluation of the group work may effect on the grade. Business case (groupwork) (30 points). Presentation (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 (Markkinoinnin perusteet or equivalent), A330A0300 Strategic Global Marketing Management

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

Yes, this course can only be taken if one has read 3 ECTS Summer School course: A330A5000 International Marketing of High Technology Products and Innovations.

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


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



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