High Tech Marketing

Marketing high-technology products combines basic marketing concepts (product, price, distribution, marketing communication and promotion pricing) with aspects that are unique to “new-to-the-world” products. These include time-based diffusion, target marketing to cross the chasm, network effects (e.g. Metcalf’s Law), rapid cost declines (e.g., Moore’s Law), information goods (no variable cost, just fixed costs) versus industrial goods (mainly variable costs), product bundling and versioning. Students preparing for careers in marketing high-technology products such as hardware and software, biotechnology, nanotechnology, and other emerging opportunities should establish a strong base in the two core marketing classes, and then build upon that foundation with the strongly recommended and other suggested electives. It is also recommended that students consider a course in information economics.

Elective course offerings are subject to change; courses identified with an asterisk are not expected to be offered in the current academic year.

Strongly Recommended ElectivesOther Suggested Electives

Management in the Distribution Channel (261A)

Financial Statement Analysis (228)
Price Policies (262)

Supply Chain Management (240F)

Marketing Research: Design & Evaluation (264A)Technology Management (241A)

New Product Development (266A)

Information Systems Applications (270A)*
One-to-One Marketing (267) 

Business Plan Development (295D)