96-770 Agile Marketing for High-Tech Innovations
Agile Marketing for High-Tech Innovations will cover how to formulate marketing strategies that lead to successful products. It will include how marketing strategies are adapted for high tech innovations and products including addressing strategic market planning, functional expectations and tactical considerations when using marketing tools. Topics include: strategic market planning, market orientation, types of alliances needed for moving from innovation to product acceptance, understanding high-tech customers, product distribution options, technology/product management considerations for marketing effectively, pricing, marketing communications, breakthrough versus incremental innovation marketing and measuring marketing effectiveness.
Credit units: 12 (Summer)