Course overview
Marketing is critical to all organisations. As part of this course, students will develop their understanding of marketing principles as they apply to technology-intensive and innovative products and services. Specifically, the course is designed to foster a marketing-oriented mindset and introduce models and tools necessary to make marketing decisions successfully. Major topics include marketing strategy for value creation, finding the right market, understanding customers, designing the offering, accessing and communicating with customers, and achieving sales. Students will develop their skills through simulations and by working with start-ups or innovative enterprises as part of the course
Course learning outcomes
- Explain and apply key aspects of effective ‘marketing’ for a technology/innovation
- Conduct and analyse primary and secondary research and present results / recommendations critical to technology business issues within a limited timeframe
- Apply key aspects of marketing technology and innovation
- Conduct effective communication with people responsible for various business functions and across diverse cultures, using modern technology communication tools as appropriate