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.

  • General Course Information
    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
    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 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
  • Learning Outcomes
    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
    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 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:

    Recommended Resources
    Recommended (not required)
    G. Moore, Crossing the Chasm (3rd), HarperBusiness, 2014
    G. Moore, Inside the Tornado, Harper-Collins, 2009
  • 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
    Course Schedule
    Session Topics Reading & Activities
    • 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
    • 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
    • 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
    • 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
    • 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
  • 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
    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.


    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
  • Fraud Awareness

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