Course Catalog and Schedule
Technology Marketing (MKTG-468-0)
This course provides students with conceptual frameworks and analytical tools for marketing decision making in high-growth and turbulent technology businesses. The course is cross-functional, decision-focused and strategic in its orientation. Topics include marketing in the networked economy, understanding unarticulated user needs, technology standards and network externalities, demand forecasting and strategic planning in technology markets, product design and architecture, product platform strategy, managing new product realization programs and managing the technology adoption lifecycle. Student assignments include developing quantitative spreadsheet-based forecasting models and playing an interactive strategy simulation called DigiStrat--PhotoWars, an action-learning exercise that teaches students about strategic decision making in dynamic technology markets. Students are also required to create a case study in collaboration with a technology firm, or to write a scholarly white paper on a knowledge domain of their choice. MKTG-450 is recommended.
(MKTG-430-0 OR MKTG-440-0 OR MKTGM-430-0)
(MKTG-430-0 OR MKTG-440-0)
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Tue/Fri 8:30 AM - 10:00 AM
Multiple times available 6/4-6/7. Registration required.
Kellogg School of Management
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