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<<< click here to get back to the MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
MKT 406 Emerging Issues in Marketing (3 Credits)
This course is for students who are interested in or who plan to work in environments impacted by high-technology innovations, both in the context of small entrepreneurial firms and large established companies. It explores the challenges faced by marketers, business managers, and consultants in bringing a new technology to the market. This course will help students avoid unnecessary market failures. In the process, it will investigate how and why the marketing of technological innovations is so different than the marketing of other types of goods and services.
This course will focus on developing insights and skills regarding the development, launch, and management of technologically innovative products. It will foster (1) a customer-centric approach to product development, (2) an appreciation for the risks and rewards of new product concepts, (3) an understanding of customer behavior and its impact on the adoption and diffusion of technological innovations, and (4) the tactical skills needed to introduce and manage an innovative new product.
The following are acceptable topics for this course:
- Assessing the market potential of an innovative new product.
- The different ways one can "listen" to the needs and wants of consumers.
- Determining which innovations to pursue and which to not pursue.
- Determining how to pursue these innovations to best capture value (e.g., do we license the technology or do we go it alone?).
- Assessing, predicting, and influencing consumer behavior and product diffusion.
- The specifics of going to market (e.g., pricing, promotion, channel management).
- Managing products and product portfolios in order to sustain value over time.
Recommended Text(s)
Marketing : Real People, Real Choices and the Brave New World of Ecommerce
Solomon, Michael R./ Stuart, Elnora W., Prentice Hall Latest Edition
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