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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
P.VANDEN-ABEELE
Stakeholder(s)
Piet VANDEN ABEELE
Présentation
Prerequisite
Basic/Introductory Marketing course.
Goal
At the end of the course, the student should be able to:
1. Analyze the functioning of markets for knowledge-intensive products and services
2. Have a good understanding of individual and organizational buyer behavion in these markets
3. Evaluate and design marketing strategies for knowledge-intensive products/services
4. Acquire an understanding of the sources of scientific knowledge in the above mentioned areas.
1. Analyze the functioning of markets for knowledge-intensive products and services
2. Have a good understanding of individual and organizational buyer behavion in these markets
3. Evaluate and design marketing strategies for knowledge-intensive products/services
4. Acquire an understanding of the sources of scientific knowledge in the above mentioned areas.
Presentation
1. Analysis of the functioning of markets for knowledge-intensive products/services
2. Analysis of individual buyer behavior in markets for knowledge)intensive products/servicesA
3. Analysis of organizational buyer behavior in these markets
4. Designing marketing programs for high tech: strategies and business models
5. Designing marketing programs for high tech: operational issues
6. Application of strategic and operational insights to specific cases of high tech marketing
2. Analysis of individual buyer behavior in markets for knowledge)intensive products/servicesA
3. Analysis of organizational buyer behavior in these markets
4. Designing marketing programs for high tech: strategies and business models
5. Designing marketing programs for high tech: operational issues
6. Application of strategic and operational insights to specific cases of high tech marketing
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Charge de travail personnel indicative | 14,00 | ||
| Overall student workload | 38,00 | ||
Evaluation
1. Individual examination of knowledge of course content
2. Team paper and presentation: high tech marketing case study
3. Team paper and presentation: academic researcn in high tech marketing
2. Team paper and presentation: high tech marketing case study
3. Team paper and presentation: academic researcn in high tech marketing
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen oral | 2,00 | 1 | 40,00 |
| Autres | |||
| Projet Collectif | 0,50 | 2 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Mohr, J, S. Sengupta and S. Slater: Marketing of High-Technology Products and Innovations, -
The Journal of Marketing: selected articles - -
Tellis, G.J. : Unrelenting Innovation, Jossey-Bass, 2013 - -
The Journal of Marketing: selected articles - -
Tellis, G.J. : Unrelenting Innovation, Jossey-Bass, 2013 - -