ENTREP 7060 - Marketing Technology and Innovation

North Terrace Campus - Trimester 1 - 2019

Marketing is critical to all organisations. As part of this course, students will develop their understanding of marketing principles as they apply to technology-intensive and innovative products and services. Specifically, the course is designed to foster a marketing-oriented mindset and introduce models and tools necessary to make marketing decisions successfully. Major topics include marketing strategy for value creation, finding the right market, understanding customers, designing the offering, accessing and communicating with customers, and achieving sales. Students will develop their skills through simulations and by working with start-ups or innovative enterprises as part of the course

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Course Details

Course Code	ENTREP 7060
Course	Marketing Technology and Innovation
Coordinating Unit	Entrepreneurship, Commercialisation & Innov Centre
Term	Trimester 1
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Contact	Up to 4 hours per week over 10 weeks (interaction and preparation)
Available for Study Abroad and Exchange	Y
Assumed Knowledge	ENTREP 5016OL (or ENTREP 5036OL) AND ENTREP 5018OL (or ENTREP 5038OL)
Assessment	Assignment: individual and group; forum discussion

Course Staff

Course Coordinator: Professor Carolin Plewa

Program Director Contact Details: Innovation and Entrepreneurship (PG)
Name: Prof Paul Steffens
Email: paul.steffens@adelaide.edu.au

Teaching staff
Name: Professor Carolin Plewa
email: carolin.plewa@adelaide.edu.au
Researcher Profile: https://researchers.adelaide.edu.au/index.php/profile/carolin.plewa

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Course Learning Outcomes

On successful completion of this course, students will be able to:

1	Explain and apply key aspects of effective ‘marketing’ for a technology/innovation;
2	Conduct and analyse primary and secondary research and present results / recommendations critical to technology business issues within a limited timeframe;
3	Apply key aspects of marketing technology and innovation;
4	Conduct effective communication with people responsible for various business functions and across diverse cultures, using modern technology communication tools as appropriate.

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Deep discipline knowledge informed and infused by cutting edge research, scaffolded throughout their program of studies acquired from personal interaction with research active educators, from year 1 accredited or validated against national or international standards (for relevant programs)	2, 4
Critical thinking and problem solving steeped in research methods and rigor based on empirical evidence and the scientific approach to knowledge development demonstrated through appropriate and relevant assessment	1,3
Teamwork and communication skills developed from, with, and via the SGDE honed through assessment and practice throughout the program of studies encouraged and valued in all aspects of learning	3,4
Career and leadership readiness technology savvy professional and, where relevant, fully accredited forward thinking and well informed tested and validated by work based experiences	3,4
Intercultural and ethical competency adept at operating in other cultures comfortable with different nationalities and social contexts able to determine and contribute to desirable social outcomes demonstrated by study abroad or with an understanding of indigenous knowledges	4
Self-awareness and emotional intelligence a capacity for self-reflection and a willingness to engage in self-appraisal open to objective and constructive feedback from supervisors and peers able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate	3,4

Learning Resources

Required Resources

No Textbook is required.

A list of readings will be made available in MyUni.

Recommended Resources

There is a wide range of material on the course topic available. The following provide some additional reading guidance if you are interested in reading further on the topic:

Adams, Rob, 2002, A Good Hard Kick In The Ass, Crown Business
Schultz, M. and Doerr J. (2014). Insight Selling, Wiley
Zoltners, A, Sinha, P., and Lorimer, S, (2004). Sales Force Design for Strategic Advantage. Palgrave Macmillan
Jordan, J. and Vazzana, M. (2012). Cracking the Sales Management Code. McGraw Hill
Cagan, M. 2008. Inspired: How To Create Products Customers Love. Amazon
Marshall, P. (2013). 80/20 Sales and Marketing. Entrepreneur Press
Mohr, J., Sengupta, S. & Slater, S. (2009) Marketing High-Technology Products and Innovations. 3rd.ed. Pearson Prentice Hall
Viardot, E. (2004) Successful Marketing Strategy for High Tech Firms. 3rd.ed. Artech House, Boston, USA.
Rogers, E. M. (2003) The Diffusion of Innovations. Free Press.

Additional resources will be provided during Trimester 1

Library Resources
The University of Adelaide’s Barr Smith Library provides a range of learning resources including texts, journals, periodicals, magazines, and access to online databases and information services. It also offers a virtual library which is accessible via the University’s website. Access to the Library's electronic resources.

Online Learning

MyUni is the University of Adelaide's online learning environment. It is used to support traditional face-to-face lectures, tutorials and workshops at the University. MyUni provides access to various features including announcements, course materials, discussion boards and assessments for each online course of study.

Learning & Teaching Modes

This course is offered in blended learning mode with the face-to-face component offered as intensives.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self directed study).

Learning Activities Summary

This is a draft schedule and session numbers are a guide only. The timetable may be changed during the course delivery if necessary.

Session	Topics
1	Creating value – a strategic approach
2	Finding the right market
3	Understanding customers
4	Researching the market
5	Designing the offering
6	Accessing customers
7	Achieving sales
8	Communicating with customers
9	Making ethical marketing decisions

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

An overview of the course assessment appears in the following Table. Details appear in the following section:

Assessment Task	Task Type	Weight	Learning Outcomes
Discussion Leadership	Individual	20%	1-4
Major Project Written component Oral component	Group Individual	50% (30%, 20%)	1-4
Real-life problem solving	Individual	20%	1-4
Participation	Individual	10%	1,2,4
Total		100%

Assessment Related Requirements

Students should attend all classes in order to pass the course. There is considerable experiential learning in workshops during the intensive classes that build your knowledge and thus enable you to be successful in this course.

Course results are subject to moderation by the ECIC Board of Examiners

Assessment Detail

Assessment 1: Discussion Leadership (Individual 20%)
Students present a case-study / discussion exercise and lead the related class discussion. Case studies / discussion exercises are allocated at the beginning of the course.

Assessment 2: Major Project 50%
Written Component – (Group 30%)

Oral Component – (Individual 20%)
Students will submit a video recording of themselves discussing the key findings of their major project. Further detail regarding the video will be discussed in class.

Assessment 3: Real-life problem solving (Individual 20%)
During one session you will be confronted with a real-life problem. You will have three hours to identify the relevant issues, gather relevant information and brainstorm recommendations for the organisations, leading to a brief presentation. While the students work in small groups, each student will receive an individual grade for their part of the presentation.

Assessment 4: Participation 10%
A mark is awarded for class participation. Students are required to not only attend seminars but to actively participate.

Submission

All text based assignments must be submitted via MyUni.
Please refer to step by step instructions: MyUni Learning Centre

There are a few points to note about the submission of assignments:

Assignment Submission: Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both). Note that assignments may be processed via TURNITIN, which is an online plagiarism prevention tool.
Cover Sheet: Please submit, separate to your assignment, the completed University of Adelaide Assessment Cover Sheet providing details of yourself and your team members (if applicable), your assignment, the course, date submitted, etc. as well as the declaration signed by you that this is your (your team’s) work. Note that the declaration on any electronically submitted assignment will be deemed to have the same authority as a signed declaration.
Backup Copy of Assignments: You are advised to keep a copy of your assignments in case the submitted copy goes missing. Please ensure that all assignment pages are numbered. If your assignment contains confidential information, you should discuss any concerns with the Course Lecturer prior to submission.
Extensions of Time: Any request for an extension of time for the submission of an assignment should be made well before the due date of the assignment to the Course Lecturer. Normally, extensions will only be granted for a maximum of two weeks from the original assignment submission date. Extensions will only be granted in cases of genuine extenuating circumstances and proof, such as a doctor’s certificate, may be required.
Failure to submit: Failure to submit an assignment on time or by the agreed extension deadline may result in penalties and may incur a fail grade. Note that a late penalty of 5% of the total available marks for that assessment item will be incurred each day an assignment is handed in late (Unless otherwise stated in 'Assessment Related Requirements' or 'Assessment Detail' above). Assignments handed in after 14 days from the due submission date will fail even if a 100% mark is granted for the work.

Resubmission & Remarking
Resubmission of an assignment for remarking after reworking it to obtain a better mark will not normally be accepted. Approval for resubmission will only be granted on medical or compassionate grounds.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through Access Adelaide.

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator