Technology Marketing

Syllabus (PDF)

This course is designed to introduce students to the special issues faced by managers marketing technological products in markets characterized by rapid environmental change. Topics include an examination of the marketing/engineering/manufacturing interface, product innovation strategies, value-based pricing, buyer behavior and strategic selling, competitive market analysis and positioning, and distribution strategies. Emphasis is placed on strategies for marketing technology products in industrial markets.

Some books we refer to:

The Consuming Instinct