Technology Marketing (MKTG-468-0)
1.00 Credit
TCE BidStats

This course provides students with conceptual frameworks and analytical tools for marketing decision making in high-growth and turbulent technology businesses. It is a strategic marketing course for students seeking product management or strategic marketing jobs with large technology companies, technology startup firms or B2B industrial companies. The course is cross-functional, decision-focused and strategic in its orientation. Topics include marketing in a digital world, gaining customer insights, demand forecasting and strategic planning in technology markets, automated behavioral marketing, managing agile product development, platform strategy, designing customer solutions and digital brand storytelling. Student assignments include developing quantitative spreadsheet-based forecasting models and playing an interactive strategy simulation called CloudStrat, specifically developed for the course. The simulation game teaches students about strategic decision making in dynamic technology markets as they navigate a software company's transition from legacy premise-based software to software as a service (SaaS). Industries covered in the course include software, online services, medical equipment and hardware. All case studies in the course have been developed at Kellogg specifically for the course.

Full-Time: (MKTG-430-0 OR MKTGM-430-0)
E&W: (MKTG-430-0 OR MKTG-440-0)

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Academic Year Term   Session Course ID Title Sec ID   Credits Syl Instructor Times Campus Location Mand 1st Exam
2020-2021 Spring 2021 10 Weeks MKTG-468-0 Technology Marketing 41HR 1 Sawhney, Mohanbir Tue/Fri 10:15 AM - 11:45 AM Evanston Global Hub (L110) N
2020-2021 Spring 2021 10 Weeks MKTG-468-0 Technology Marketing 41HV 1 Sawhney, Mohanbir Tue/Fri 10:15 AM - 11:45 AM Evanston N/A (Room TBA) N Please check syllabus. Learning Modalities: Entirely remote with real-time scheduled meetings. Option for Remote Plus In-Person, in which students have an opportunity for in-person, small group experiences with faculty – focused on content that is student-driven.
2021-2022 Spring 2022 10 Weeks MKTG-468-0 Technology Marketing 31 1 Sawhney, Mohanbir Tue/Fri 10:30 AM - 12:00 PM Evanston TBD (Room TBA) N