ENTREP 7060 - Marketing Technology and Innovation

North Terrace Campus - Trimester 2 - 2018

Develops an understanding of the forces driving competition and demand in markets or technology-intensive products and services. Covers product management decisions (design, channels/logistics, pricing/promotions etc.) across stages of product life cycles affecting innovative and/or technology products. Enhances skills in analysing competitive trends, identifying threats and opportunities, designing new products, and/or marketing strategies. Students develop a marketing strategy and perform a market analysis to define potential markets for an innovation and/or a technology.

  • General Course Information
    Course Details
    Course Code ENTREP 7060
    Course Marketing Technology and Innovation
    Coordinating Unit Entrepreneurship, Commercialisation & Innov Centre
    Term Trimester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Intensive. 36 - 40 hours
    Available for Study Abroad and Exchange Y
    Assumed Knowledge ENTREP 5016 & ENTREP 5018
    Assessment Assignments: 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
    Professor Carolin Plewa
    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.

  • Learning Outcomes
    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
    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
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    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
    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
  • 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 Activities
    Learning & Teaching Modes
    This course is offered in blended learning mode with the face-to-face component offered as intensives.

    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
  • Assessment

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

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. 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 TaskTask TypeWeightLearning Outcomes
    Discussion Leadership Individual 20% 1-4
    Major Project
    Written component
    Oral component

    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 present the findings of their major project. While the students present as a group, each student will receive an individual grade for their part of the presentation.

    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.
    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 include in the assignment a 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:  An application for Assessment Extension 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 medical, compassionate or extenuating circumstances.
    • 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
  • 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.

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