MKT 606
MARKETING IN A HIGH TECHNOLOGY ENVIRONMENT
Fall 2001
Wednesday
5:30 p.m. - 8:20 p.m.
123 Administrative Science
Instructor
Dr. James T. Simpson
350 Administrative Science
O: 824-6408 email: simpsonj@email.uah.edu
H: 519-6646 email: simpsonj@bellsouth.net
Office Hours
1:00 p.m. - 4:30 p.m. Wednesday
Or other times by appointment
Required Text
TX1:
TX2:
Winer, Russel S. (2000), Marketing Management, (Prentice Hall)
Mohr, Jakki (2001), Marketing of High-Technology Products and Innovations, (Printice Hall)
Additional Required Material
Additional material will be placed on the MKT 606 Website as needed.
Prerequisites
Graduate standing and approval of Graduate Coordinator.
Course Description
An investigation of the many functions, strategies, systems, environmental forces, and competitive activities involved in
the marketing goods and services to primarily organizational customers, which include businesses, institutions, and
governments. These issues will be evaluated within the context of a high technology environment in both domestic and
international settings. Using a seminar format, case analysis and class participation will be important dimensions of the
course.
Course Objectives
1.
To develop an understanding of business-to-business marketing management concepts, practices, problems,
opportunities, failures, and successes.
2.
To introduce the students to a framework for classifying High-technology products.
3.
To introduce the students to marketing concepts and strategies that are most relevant in a high technology
environment.
4.
To expose the students to actual business marketing situations through the use of case analyses and presentations
by marketing practitioners.
Policies and Evaluation
CLASS ATTENDANCE:
When the student is not present she or he cannot learn and, more importantly, cannot contribute her or his unique thoughts
and insights to the class discussion. Therefore, class attendance is expected and will be recorded.
EXAMINATIONS:
A midterm and final examination will be given. Both exams will consist of multiple choice and essay questions, and will
draw from the text, readings, lecture material, and class assignments.
Final Project:
The final project is an attempt to bring the course into your own company (or one of your choosing). You are
essentially going to analyze the current marketing strategy and implementation for a product/service and make
recommendations for how it should be changed (unless you think it is perfect already, which is highly unlikely). If you
select a service rather than a physical good, you should read chapter 14: Strategies for Services Markets.
The tasks for this final paper are the following:
1. Choose a product or service you would like to analyze. If you work for a small firm, you may not be able to
distinguish the product from the company. If you work for a company for whom other students in the class also work,
please choose different products. Please contact me as soon as possible if your company's product(s) is not
substantially impacted by technology--you may wish to select a product from another company.
2. The first part of the paper should provide a brief background of the company and a description of the product/service
and its major competition.
3. The second part of the paper is descriptive. I would like you to describe the product’s current marketing strategy
(objectives, target segment(s), value proposition) and implementation (marketing mix). You should use TX1 Chapter
3--A Strategic Marketing Framework—as the framework for this section of the paper.
4. The third part of the paper is diagnostic. I would like you to evaluate the product’s current marketing strategy and
implementation. Use any criteria you feel are appropriate, but at least one should be the “consistency” of the
strategy/marketing mix.
5. The fourth part of the paper is prescriptive. Based on your evaluation, I would like you to make recommendations for
“fixing” the problems you found.
The paper should be 10 pages maximum excluding exhibits. You are required to do this project on your own. The
paper is due Wednesday, November 14.
Case Analysis. Cases and/or problems may be assigned during the term. The instructor may require a formal written
response to the case and/or problem. Alternatively, the instructor may ask for an outline of your response. In either case,
the analysis must be typewritten and double-spaced. In addition, basic grammar, punctuation, spelling, and composition
requirements must be met. Students are encouraged to work in teams.
3)
Case analyses and projects are due at the beginning of the class period on the due date. Late papers will be
accepted, with papers losing 10% of the total possible points per calendar day late. Thus, papers turned in more than nine
days after the designated due date will receive no credit. No exceptions will be granted to this rule. Late papers may be
deposited in Dr. Simpson's mailbox on the third floor (room 355) of the Administrative science building. Of course, papers
may be turned in early.
CLASS PARTICIPATION GRADE:
The class participation grade will be based upon each student's contribution to the class (both qualitatively and
quantitatively), and attendance record. In general, each student will begin with 100 class participation points. Students
who contribute consistently to the class will receive additional points. Those who are consistently absent and/or fail to
contribute will lose points.
GRADING:
Grades will be assigned on the basis of total points earned.
1000 points are available overall.
Exam 1
Written Project
Final Exam
Class Participation
TOTAL POINTS AVAILABLE
200
400
200
200
____
1,000
Each student is strongly advised to discuss his/her grade and class standing with the instructor midway through the
semester. Furthermore, the instructor is interested in helping each student earn the grade he/she desires, and will make
every possible effort toward this end.
COURSE OUTLINE
Date
Topic
Reading(s)
AUGUST
22
29
Course Introduction,
High Technology Marketing Environment
TX1: Chapter 15 (p. 413-419)
TX2: Chapter 1 (p. 1-12)
The Marketing Concept
Factors Affecting High Technology Marketing Strategy
TX1: Chapter 1
TX1: Chapter 15 (p. 426-437)
TX2: Chapter 4 (p. 101-102)
5
A Strategic Marketing Framework
TX1: Chapter 3
12
Marketing Research in High Technology Markets
TX1: Chapter 4
TX2: Chapter 5 (p.116-132)
Reading 1
SEPTEMBER
19
26
Market Forecasting & Demand Analysis in
High Technology Markets
Market segmentation and Organizational Buyer Behavior
TX1: Chapter 4
TX1: Chapter 17 (p. 494-501)
TX2: Chapter 5 (p. 136-142)
TX1: Chapter 6
TX2: Chapter 6 (p.146-150, 159-168)
OCTOBER
3
The Technology Adoption Life Cycle: Marketing to
Mainstream Customers
TX2: Chapter 6 (p. 151-159)
10
Market Structure and Competitor Analysis
Chapter 7
Reading 2
17
Exam 1
TX1 & TX2 Chapters & Readings
24
Advertising and Promotion
Video
TX2: Chapter 10
Flying High from Nearby Skies
31
Channel Strategy and Channel Management
TX1: Chapter 9
TX2: Chapter 8 (p. 223-235)
Reading 4
NOVEMBER
7
Pricing Strategy
TX1: Chapter 11
TX2: Chapter 9
14
Customer Relationship Management
Chapter 13
Chapter 3
21
NO CLASS—THANKSGIVING
28
E-commerce
Speaker(s)
FINAL EXAMINATION
TX1 & TX2 Chapters & Readings
since Exam 1.
DECEMBER
5
REQUIRED READINGS
1.
Cooper, Lane (1945) "Louis Agassiz as a Teacher," Comstock Publishing Company, Inc.
2.
Woodruff, Robert B., Ernest R. Cadotte (1987) "Analyzing Market Opportunities for New Ventures," Survey of
Business, (summer), 10-15.
3.
Simpson, James and Brent Wren (1997), “Buyer-Seller Relationships in the Wood Products Industry,” Journal of
Business Research, 39, 45-51.
ADDITIONAL SOURCES
Aldridge, M. and Paul Swamidass (1996), Cross-Functional Management of Technology (Times Mirror Higher Education
Group, Inc. company)
Bunn, Michele (1995), Industry Analysis Workbook (The Dryden Press)
Chan, Peter (1997), The Technology Leaders: How America's Most Profitable High-Tech Companies Innovate Their Way
to Success (Jossey-Bass Inc.)
Cohen, William (1995), The Marketing Plan (John Wiley & Sons, Inc.)
Davidow, William (1986), Marketing High Technology: An Insider's View (The Free Press)
Finley, Lawrence (1990), Entrepreneurial (PWS-Kent)
Greenbaum, Thomas (1998), The Handbook for Focus Group Research 2nd Edition
( SAGE Publications)
Hiebing, Roman and Scott Cooper (1997), The Successful Marketing Plan 2nd Edition
Kalb, Ira (1997) Fundamentals of High-Technology Marketing (K & A Press)
Kalb, Ira ( 1991 and 1993) Selling High-Tech Products and Services ( K & A Press)
Katsaros, John (1993), Selling High Tech High Ticket (McGraw-Hill)
King, Janice (1995), Writing High-Technology Copy That Sells (K. Schowalter)
Kuczmarski, Thomas (1992, 1998) Managing New Products: The Power of Innovation 2nd Edition (Prentice-Hall Inc.)
Lehmann, Donald and Russell Winer (1997), Analysis for Marketing Planning (The McGraw-Hill Companies Inc.)
Lehmann, Donald and Russell Winer (1997), Product Management (The McGraw-Hill Companies Inc.)
Mohr, Jakki, (2001) Marketing of High-Technology Products and Innovations (Prentice Hall).
Moore, Geoffrey (1992), Inside the Tornado (Harper Business)
Moore, Geoffrey (1991 & 1999), Crossing the Chasm (The Harper Business)
Myers, Herbert and Murray Lubliner (1998), The Marketer's Guide to Successful Package Design (NTC/ Contemporary
Publishing Group)
Nadler, David and Michael Tushman, (1997), Competing by Design: The Power of Organizational Architecture (Oxford
University Press)
Pettis, Chuck (1995), TechnoBrands: How to Create & use "Brand Identity to Market, Advertise & Sell Technology
Products (Amacom)
Porter, Michael (1998), On Competition (HBS Press)
Quain, William and Glen Jarboe (1993), The Marketing Plan Project Manual (West Publishing Company)
Reddy, Allan (1997), The Emerging High-Tech Consumer: A Market Profile and Marketing Strategy Implications
(Quorum Books)
Robert F. Hartley (1998), Marketing Mistakes and Successes 7th Edition (John Wiley & Sons, Inc.)
Souder, William and J. Sherman (1994), Managing New Technology Development (McGraw-Hill Inc.)
Strock, O. (1994), Engineering for Profit: Successful Marketing of Hi-Tech Products and Systems (CRC Press)
Weinstein, Art (1998), Defining Your Market (The Haworth Press)
Viardot, Eric (1995), Successful Marketing Strategy for High-Tech Firms (Artech House, Inc)
THE INSTRUCTOR RESERVES THE RIGHT TO MODIFY THE COURSE REQUIREMENTS, ASSIGNMENTS,
GRADING PRACTICES AND OTHER RELATED POLICIES AS CIRCUMSTANCES SO DICTATE.