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ENES 462: Marketing High-Technology Products and Innovations
COURSE DESCRIPTION
Marketing of high-technology products occurs in turbulent environments, and requires rapid decision
making with incomplete information. Innovations are introduced at frequent intervals, research-anddevelopment spending is vital, and there are high mortality rates for both products and businesses. This
course will provide a balance between conceptual discussions (based on readings of concepts and
practices) and applied/hands-on analysis (analyses and projects).
COURSE GOALS
Course goals related to technology marketing in this unique, fast-paced environment, include:



Learning models and tools used to gather marketing research and customer intelligence
Understanding the need for, and difficulties in, adopting a customer-orientation
Adapting and applying the marketing mix to a fast-paced, high-technology environment
COURSE MATERIALS
Mohr, Sengupta, and Slater. (2010). “Marketing High-Technology Products and Innovations”, 3rd Edition,
Upper Saddle River, NJ: Prentice-Hall. ISBN-13: 978-0136049968
GUIDELINES FOR ALL COURSE ASSIGNMENTS
The following guidelines apply to all assignments without exception.
 All written assignments will be in 12 pt font, Times New Roman, & single-spaced with 1”
margins, with the exception of presentations that will be delivered using PowerPoint.
 Print and bring all assignments in hardcopy to class at the start of class on the due date.
 Late assignments are not accepted. All written work must be submitted at the beginning of class
on the date due. If you will not be in class on the due date, your paper must still arrive by the time
and date it is due. You are certainly encouraged to turn in papers before the deadline.
 Do not exceed the page limit requirement as stated in each assignment (minimum 5 pt. penalty).
 Assignments not meeting all of these guidelines will not be accepted.
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GRADING
Hinman CEOs Program Activities & Events
5%
Interim Deliverables
In-class Assignments
40%
Core features and functions
Key partnerships and alliances
Market segmentation
Plan for “Crossing the Chasm”
The technology map & IP portfolio
Supply chain and distribution channel plan
Pricing plan
Advertising and promotion plan
Visual prototype development
Test plan development
Customer feedback analysis
Functional prototype development
Marketing Plan
Visual Prototype Presentation
Final Deliverables
Final Presentation
Funding Proposal
Peer Evaluation
10%
5%
15%
15%
10%
100%
Marketing Plan - Integrating and expanding on deliverables to date, as a group of up to 3, develop a
comprehensive 10-page marketing plan based on the outline provided in the text on page 43-44.
Visual Prototype Presentation - Each team will present a visual representation of the product in class.
Final Presentation – Develop an integrated presentation based on the NCIIA E-Team Grant criteria and
including highlights of the test plan, customer feedback analysis, prototype, and marketing plan. E-Team
criteria (http://nciia.org/eteam_guidelines) to include:
1. Technology innovation and feasibility;
2. Business model and commercial potential;
3. Positive social and/or environmental impact; and
4. Team composition, commitment, and expertise (including any advisors and/or mentors).
Funding Proposal - Develop a funding proposal for an NCIIA E-Team Grant Program ($75,000).
Peer Evaluation - Each team member will submit a confidential peer evaluation of the other member of
the group. At least 10% of the course grade is based on this evaluation. Deductions from the team
deliverable grades will also be made in cases of poor performance.
ATTENDANCE AND PARTICIPATION POLICY
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Attendance is required, as topics increase in complexity and build upon on another daily. You are
expected to come to class prepared, and play an active role in the discussions that take place during class
periods. University policy excuses the absences of students for illness (self or dependent), religious
observances, participation in University activities at the request of university authorities, and compelling
circumstances beyond the student's control. Students must request the excuse in writing and supply
appropriate documentation, e.g., medical documentation. Students with written, excused absences are
entitled to a makeup exam at a time mutually convenient for the instructor and student.
In order to stimulate active learning, class will be discussion-oriented. Obviously, the quality of a
discussion class is a function of the quality of each student’s preparation. I am most interested in your
ability to demonstrate learning of class concepts (from the readings), which could include
description/elaboration on concepts in readings (for example, see suggested discussion questions at the
end of each chapter), an application of class concepts to current events (i.e., show how class concepts
relate to current events, or analyze current events in terms of class concepts), and/or a critical assessment
of class concepts (i.e., conditions under which they would be more or less useful, and why). Because we
are here for the purposes of learning, it is entirely appropriate to ask provocative questions as part of the
learning process. My evaluation stresses the thoughtful, meaningful contributions to class discussions
and not the quantity of participation per se. Quality participation is based on the quality of the insights
exhibited, the student's ability to maintain continuity of discussion (i.e., pays attention to existing
discussion/prior comments) and answer follow-up questions (which requires some degree of thought
about the material—above and beyond mere reading--prior to class). Finally, your contribution to the
spirit of the class (contributes to a positive learning environment) is also important.
For inclement weather, the course will adhere to the university schedule. Official closures and delays are
announced on the campus website and snow phone line (301-405-SNOW) as well as local radio and TV
stations.
The University of Maryland policy on religious observance states that students should not be penalized in
any way for participation in religious observances and that, whenever feasible, they should be allowed to
makeup academic assignments that are missed due to such absences. However, the student must
personally hand the instructor a written notification of the projected absence within two weeks of the start
of the semester. The request should not include travel time. It is the student's responsibility to inform the
instructor of any intended absences for religious observances in advance and that prior notification is
especially important in connection with final examinations, since failure to reschedule a final examination
before the conclusion of the final examination period may result in loss of credits during the semester.
ACADEMIC INTEGRITY
The University is one of a small number of universities with a student-administered Honor Code and an
Honor Pledge.. The Code prohibits students from cheating on exams, plagiarizing papers, submitting the
same paper for credit in two courses without authorization, buying papers, submitting fraudulent
documents, and forging signatures. The University Senate asks instructors to consider asking students to
write the following signed statement on each examination or assignment: I pledge on my honor that I
have not given or received any unauthorized assistance on this examination (or assignment). Compliance
with the code is administered by the Student Honor Council, which strives to promote a “community of
trust” on the College Park campus. Allegations of academic dishonesty should be reported directly to the
Honor Council (314-8450) by any member of the campus community. For additional information,
consult the Office of Student Conduct website. For a description of the University's definition of
academic dishonesty, suggestions on how to prevent cheating, and practical answers to frequently asked
questions about the Code of Academic Integrity, consult the Student Honor Council's Resources for
Faculty webpage.
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ACCOMMODATIONS FOR STUDENTS WITH DISABILITIES
The University will provide appropriate accommodations for students with documented disabilities. In
order to ascertain what accommodations may need to be provided, students with disabilities must inform
faculty of their needs at the beginning of the semester.
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SCHEDULE
We will operate as a “flipped classroom” this semester. The readings and recorded online lectures should be completed before the class on the day
indicated. During our face-to-face time, we will work collaboratively on assignments and projects. In this model, you will do the bulk of your
homework in class and your lecture classwork at home.
Module 1: Ideation
Date
1/24
Class
1
1/29
2
1/31
3
Topic
Welcome Event
 Meet at Terp Zone
Introduction to Marketing High-Technology
Products and Innovations
Pre-Class Assignment
In-Class Assignment
Strategic Market Planning


Discuss concepts and form
teams of up to 3

2/5
4
Market Orientation and Cross-Functional
Interaction


2/7
5
Partnerships and Alliances


2/12
6
Market Research I of II


2/14
7
Market Research II of II

Read: Chapters 1 & 2 of Mohr, et.al.
View: Online lecture Introduction to
Marketing High-Technology Products
and Innovations
View: Online lecture on Strategic
Market Planning
Read: Chapter 4 of Mohr, et.al.
View: Online lecture on Market
Orientation and Cross-Functional
Interaction
Read: Chapter 5 of Mohr, et.al.
View: Online lecture on Partnerships
and Alliances
Read: Chapter 6 of Mohr, et.al.
View: Online lecture on Market
Research I
View: Online lecture on Market
Research II
Core features and functions of
the technology-based product
or service & the market
orientation
Key partnerships and alliances
Market segmentation, to
include customer demographics
and psychographics
Survey design
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Module 2: Go to Market Strategy
Date
2/19
Class
8
2/21
2/26
9
10
2/28
11
3/5
12
3/7
13
3/12
14
3/14
15
3/26
16
Topic
Understanding Customers
Pre-Class Assignment
In-Class Assignment
Plan for “Crossing the Chasm”
 Read: Chapter 7 of Mohr, et.al.
 View: Online lecture on
Understanding Customers
Guest Speaker: Blake Robertson, CTO of Alertus and Hinman CEOs Alumnus
Technology and Product Management
The technology map & IP
 Read: Chapters 8 of Mohr, et.al.
portfolio
 View: Online lecture on Technology
and Product Management
Supply Chain Management and Distribution
Supply chain and distribution
 Read: Chapter 9 of Mohr, et.al.
Channels
 View: Online lecture on Supply Chain channel plan
Management and Distribution
Channels
Pricing
Pricing plan
 Read: Chapter 10 of Mohr, et.al.
 View: Online lecture on Pricing
Advertising, Promotion, and Branding
Advertising and promotion
 Read: Chapters 11and 12 of Mohr,
plan
et.al.
 View: Online lecture on Online
Marketing
 View: Online lecture on Branding
Innovative Corporate Cultures
Work on marketing plan due
 Read: Chapter 3 of Mohr, et.al.
3/14
 View: Online lecture on Innovative
Corporate Cultures
Guest Speaker: Patricia E. Campbell, J.D., LL.M., UM Law School Associate Professor, Director of the Maryland
Intellectual Property Legal Resource Center
Company Selection and Reassignment
Realign with new teams
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Module 3: Prototyping and Testing
Date
3/28
4/2
4/4
4/9
4/11
Class
17
18
19
20
21
4/16
4/18
4/23
22
23
24
4/25
25
4/26
26
Topic
Pre-Class Assignment
Visual Prototype I
 Read: See Canvas for reading
Visual Prototype II
 Read: See Canvas for reading
Visual Prototype III
 Read: See Canvas for reading
Test Plan
 Read: See Canvas for reading
Whiting-Turner Business & Entrepreneurial Lecture Series
 Adam Ostrow, Chief Strategy Officer at Mashable and Hinman CEOs Alumnus
 Meet in the Kim Engineering Building
Testing and Customer Feedback
 Read: See Canvas for reading
Testing and Customer Feedback
Functional Prototype
 Read: See Canvas for reading
In-Class Assignment
Visual prototype development
Visual prototype development
Visual prototype presentations
Test plan development
Customer feedback analysis
Customer feedback analysis
Functional prototype
development
Whiting-Turner Business & Entrepreneurial Lecture Series
 Warren Citrin, Co-founder of Solipsys, Gloto, and Alchemee
 Meet in the Kim Engineering Building
UM $75K Startup Challenge
 Final Presentations due noon on 4/30
 See bpc.umd.edu for details
 NCIIA E-Team Funding Proposals due
noon on 4/30
Module 4: Team Presentation
Date
4/30
5/2
5/7
5/9
Class
27
28
29
30
Topic
Final Presentations I
Final Presentations II
Final Presentations III
Graduation Event
Pre-Class Assignment
In-Class Assignment
*Bold: Indicates joint session with ENES 464
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