04-801/B4-Carnegie Mellon University Africa - Carnegie Mellon University


Market Planning for High-Tech Innovation 

Course discipline: Business
Units: 6
Lecture/Lab/Rep hours/week: 4 hours lecture/week

Semester/year offered (fall/spring, even/odd years): spring, all years
Pre-requisites: None

Maximum number of students: 12

Course description:

High Tech Industry

More than any other industry, the High Tech industry routinely introduces discontinuous innovations. These products require a different market planning process for their market introduction.

Many ideas or inventions emerging from research labs or private entrepreneurs never make it to the market. Those innovations face challenges during their journey from research, development and commercialization phases. This course will address how to manage high-tech innovation through the commercialization phase. 

Market Planning

To serve their markets enterprises develop business plans to articulate their business strategy and operation plans to achieve their goals.

Market planning is the process used to develop and manage business plans.

Market planning in high-technology markets poses its own unique problems due to the market and technological uncertainty and the competitive volatility of high-tech environments. 

Learning objectives:

The primary goal of this course is provide students with a basic understanding of the key steps in the development of a business plan for high-tech products through practical experience. 


On the successful completion of this course, you should:

o          Have a basic understanding of the key steps of the market planning process

o          Understand the business value of market planning

This course objective is not to train market planning experts, instead the goal is to introduce students to the market planning concepts to encourage them to further educate themselves in that area. It takes years of practical experience to become a market planning expert.

This course is focusing on market planning for IT products and services.

After completing this course, students should be able to:

  • Know the technologies supporting the process leading from data to decision
  • Understand and explain the business value of those technologies and how they can be used in enterprises and organizations
  • Use their knowledge of those technologies to conceive new innovative data driven solutions to business problems 

Content details:

Market planning

We will cover in detail the process used for developing a market driven business strategy and maintaining a business plan.

The process starts with the understanding of the marketplace that the enterprise decided to serve through market analysis, the segmentation of the marketplace based on the customers’ needs (market segmentation), the selection and prioritization of the product segments (portfolio management) and the development of objectives and strategy for each segment selected (strategic planning). Finally the tactical actions to implement the strategy are documented in a business plan to ensure integrated execution of all tactical elements.

The course will be illustrated by real examples from the IT industry.

Students will apply the concepts learned to develop a business plan for a local enterprise in collaboration with its executive team.

Course modules 

Market Management and High-Tech Markets

Market Planning Process

Vision, Mission, Goals and Market Definition

Market Assessment: Environment Analysis and Market Analysis

Market Assessment: Competitive Analysis and Company Analysis

Market Segmentation

Portfolio Management

Strategy: Technology Adoption Life Cycle

Value Proposition, Marketing Mix and Business Plan

Delivery: Face-to-face

Faculty: Michel Bezy