ENTREP 7060EX - Marketing Technology and Innovation
External - Trimester 3 - 2016
General Course Information
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 Course Description 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.
Course Coordinator: Dr Allan O'ConnorLecturer 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.
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
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
License required for each participant.
Simulation developed by Marketplace Live Simulations
Link to the simulation for this course:
Recommended ResourcesRecommended (not required)
G. Moore, Crossing the Chasm (3rd), HarperBusiness, 2014
G. Moore, Inside the Tornado, Harper-Collins, 2009
Learning & Teaching Activities
Learning & Teaching ModesThis 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
Course Schedule Session Topics Reading & Activities Friday
• 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
Marketing Simulation Round 1 & 2
• 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
Marketing Simulation Round 3 & 4
• 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
Marketing Simulation Round 5
• 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:
Marketing Simulation Round 6
• 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 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 Detail1) 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.
No information currently available.
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.
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