Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
P.VANDEN-ABEELE
Intervenant(s)
Piet VANDEN ABEELE
Présentation
Prérequis
Basic/Introductory Marketing course.
Objectifs
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.
Présentation
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
Organisation
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 |
Évaluation
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
Bibliographie
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 - -