ENTREP 7060EX - Marketing Technology and Innovation

External - Trimester 3 - 2016

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.

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Course Details

Course Code	ENTREP 7060EX
Course	Marketing Technology and Innovation
Coordinating Unit	Entrepreneurship, Commercialisation & Innov Centre
Term	Trimester 3
Level	Postgraduate Coursework
Location/s	External
Units	3
Contact	Intensive: 36-40 hours
Available for Study Abroad and Exchange
Assessment	Assignment: individual and group

Course Staff

Course Coordinator: Dr Allan O'Connor

Lecturer is Jim Pouliopoulos

We have been outrageously lucky to secure Jim Pouliopoulos as the lecturer for Marketing Technology & Innovation.

Jim is the Director of Professional Sales Program at Bentley University, Boston; he holds a B.S. Electrical Engineering (WPI), an M.S. Engineering (RPI) and an MBA (Bentley University). You can learn more about his background on LinkedIn.

Course Timetable

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

Classes will be taught at Pitcher Partners on the following dates:

Day 1	Friday 11th November 2016	1pm – 8pm
Day 2	Saturday 12th November 2016	9am – 4pm
Day 3	Tuesday 15th November 2016	2pm – 8pm
Day 4	Friday 18th November 2016	1pm – 8pm
Day 5	Saturday 19th November 2016	9am – 4pm

Course Learning Outcomes

The overall aim of this course is to equip you to contribute to the planning and implementation of marketing thinking and activities that could contribute to the success of an entrepreneurial venture including the commercialisation of new technologies and innovations.

1	To explain and apply key aspects of effective ‘marketing’ for a technology/innovation that is new and different.
2	To conduct and analyse primary and secondary research and present results / recommendations critical to technology business issues within a limited timeframe.
3	To apply key aspects of marketing technology and innovation in the practical simulation of an Individual and Team Role Play project.
4	To 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 Required Textbook

Required Cases supplied via MyUni
• Ramesh Narasimhan, M. V. Ravikumar and N. Barnabas (2015), Forus Health: Crossing the Disruptive Product Chasm, Ivey Publishing, publication number: W14725
• E. Ofek and R. Laufer (2014), American Well: The Doctor Will E-See You Now, Harvard Business School Publishing, publication number: 9-510-061
• C. Christensen, S. Anthony, G. Berstell, D. Nitterhouse (2007), Finding the Right Job for Your Product, MIT Sloan Management Review, publication number: SMR240
• J. Gourville (2011), Four Products: Predicting Diffusion, Harvard Business School, publication code: 512047-PDF-ENG

Marketing Simulation
License required for each participant.
Simulation developed by Marketplace Live Simulations
Link to the simulation for this course:
http://www.marketplace-simulation.com/introduction-to-marketing

Recommended Resources

Recommended (not required)
G. Moore, Crossing the Chasm (3rd), HarperBusiness, 2014
G. Moore, Inside the Tornado, Harper-Collins, 2009

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

Course Schedule
Session	Topics	Reading & Activities
Friday 11-Nov-2016	• Introduction to program • Pre-work discussion • Strategic Marketing (5Cs, STP, 4Ps) • Characteristics of “high tech” and/or “innovation” markets – 3 uncertainties, hype cycles, S-curves • Buyer profiles and buyer personas • Product life cycles for innovations • Factors of innovation diffusion • Technology standards	Article: Finding the Right Job for Your Product Team Activity: Marketing Simulation Round 1 & 2
Saturday 12-Nov-2106	• New Product Development (NPD) process • Opportunity analysis, market research • Elements of product concepts (Need, Tech, Form) • New product categories • Perceptual mapping • Bothersome technique	Article: Four Products: Predicting Diffusion Team Activity: Marketing Simulation Round 3 & 4
Tuesday 15-Nov-2016	• Case analysis discussion: American Well • Market Simulation discussion • Customer purchase decision process • Forecasting demand • Bowling alley strategies • Pricing models for innovation	Case Analysis Assignment Due: American Well Individual Report and Presentations on Contemporary Issues Team Activity: Marketing Simulation Round 5
Friday 18-Nov-2016	• Case analysis discussion: Forus Health • Marketing simulation discussion • Promotional planning • Strategic partnerships & alliances	Individual Report and Presentations on Primsary Research Results and Recommendations Case Analysis Assignment Due: “Forus Health” Team Activity: Marketing Simulation Round 6
Saturday 19-Nov-2016	• Sales 2.0 • Sales strategy & technology • Sales management • Marketing simulation final results and debrief • Course debrief	• Team Report on Marketing Simulation • Team Presentations on Marketing Simulation

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

Assessment Task	Length	Due	Weighting	Learning Outcome
Forum Discussion and Participation	3,000 words	11th November 2016	30%	1, 2 & 4
Individual Reports and Presentations (2)	Reports x 2: 3,000 words	1. 16th November 2. 18th November	40%	1, 2 & 4
Team / Role Play Marketing Simulation	Team / Role Play Marketing Simulation	Q1 & Q2: Nov. 11 Q3: Nov. 12 Q4 & Q5: Nov. 16 Q6: Nov. 18 Team Presentation: Nov. 19	30%	1, 2, 3 & 4
		TOTAL	100%

Assessment Detail

1) Forum Discussion and Mini-Assignments
Students will contribute to the online discussion forum with concise and informative responses to prompts from the instructor. The online discussions will be based on assigned readings on cases, articles, and other sources. Students are also expected to attend all classes, complete all assigned readings, and actively contribute to class discussions.

2) Research Reports and Presentations (Individual)

a) Assignment 1: Student will identify a current business article (750+ words) related to the introduction of a new high-tech or innovative product released in the last 12 months. The student will analyse the opportunities and challenges facing the new product using concepts covered in class. The analysis will include specific recommendations that will insure the products successful launch.

b) Assignment 2: Student will create a primary research plan for a product category assigned by the course instructor. The student will then conduct primary research in the form of one-on-one interviews, online surveys, focus groups, and/or observational research. The student will analyse the results and present an analysis and recommendations on the business issues presented by the results of their primary research along with implications for companies competing in the specific market space.

3) Marketing Simulation (Team)
Each student will participant as a member of fictional firm that is bringing an innovative new product to market. As a team, students will analyze market data, make decisions about product design, pricing, promotional activities and channel development. There are six rounds in the simulation; each simulation represents a quarter of a fiscal calendar. The student teams will compete for relative market share and each team will receive a grade based on a cumulative scorecard calculated by a variety of factors including market share, revenue, profitability, etc. Each team will track their decisions in a written log of activity, create a Business Review report, and present their team’s insights in a team presentation to conclude the course.

Submission

No information currently available.

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