International Marketing of High Technology Products and Innovations

Learn about the marketing theories and best practices companies use for high technology products and services. Content of the course:
- Strategy and corporate culture in high tech firms.
- Partnerships and alliances.
- Marketing research in high tech markets.
- Understanding high tech customers.
- Product development and management issues in high tech markets.
- Distribution channels in high tech markets.
- Pricing considerations in high tech markets.
- Advertising and promotion in high tech markets.
- Introduction to new technologies such as artificial intelligence, machine learning, and blockchain

Course leader

Professor Sanjit Sengupta, San Francisco State University

Target group

M.Sc. students

Course aim

Learning outcomes:

- Distinguish the special characteristics of high technology
marketing environment (like the type of innovation, market and technology uncertainties, network externalities) and
assess external high technology environments (e.g. relating to competitive landscape, consumer behavior, markets) in global scale.
- Evaluate and justify marketing strategies in high technology environments.
- Make marketing decisions in high technology environments.

Course aims to provide a deep understanding of the functions of marketing regarding challenges and opportunities in high technology products and markets; assist the participants to understand the virtue and limitations of traditional marketing thinking and tools in emergent high technology markets.

Credits info

3 EC
ECTS

Fee info

EUR 595: The LUT Summer School fee is composed of tuition and accommodation fees.

For partner university students or students of a visiting lecturer's university
Tuition fee: 1 week EUR 595, 2 weeks EUR 695, 3 weeks EUR 795.
Accommodation: 1 week EUR 220, 2 weeks EUR 290, 3 weeks EUR 370

For non-partner university students
Tuition fee: 1 week EUR 695; 2 weeks EUR 795, 3 weeks EUR 895.
Accommodation: 1 week EUR 220, 2 weeks EUR 290, 3 weeks EUR 370

Tuition fee includes attending the courses, 1 lunch/day and social