School of Engineering
Department of Technology
Management
TCMG 510
Foundations of Marketing for Engineers
Fall 2015
08/24/2015 –12/04/2015
Course Syllabus
Tuesday 6:15-8:45 pm Full Semester, Room: Tech 163
TCMG510fall15@gmail.com
Instructor: Prof. Christian Bach
Ph.D., MBA, MS
Room: Tech Building 153
cbach@bridgeport.edu
Office Hours:
Monday: 4:00-6:00pm
Tuesday: 12:00 2:00pm, 5:00 – 6:00 pm
Wednesday, Thursday, Friday: 10:00 am – 12:00 pm (upon appointment)
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Course Description & Approach
This course is a pragmatic course focused on contemporary marketing and innovation issues, opportunities
and current and emerging industry best practices in helping technology oriented and engineering
organizations grow and achieve sustainable competitive advantages in a complex and rapidly changing
global environment. The impact of new technologies, which enable and provide strategic marketing and
innovation will also be covered. The course will provide an opportunity to identify and analyze business,
technology and marketing issues and opportunities through a combination of lectures, case studies, term
projects, and review of current events, experiential exercises, term paper and class participation. It includes
a structured approach for preparing students for academic research and publication writing.
Course Learning Objectives
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Understand the growing role and importance of strategic marketing and innovation in the continued
growth and success of small and large technology organizations and how to more effectively
integrate these components into a business
Define and analyze different marketing and strategies (including planning, segmentation, positioning,
distribution, websites, products, partnerships, customer, etc.) and learn how to capitalize on them and
focus on developing value added products and services
Understand the impact of a broad set of technologies on the transformation of organizations into
more flexible, leaner, nimbler and effective entities through e-Marketing, social Media, the Internet,
Knowledge Management, New Product Innovation, CRM, etc.
Review the tools, processes, techniques and competencies required to be effective marketers,
entrepreneurs, innovators and change agents
Complete a detailed marketing plan for a new product or service or business or an extension of an
existing product or business
Cases, Team Project and Final Paper
Required Text:
Mohr, J.J., S. Sengupta, and S. Slater, Marketing of High-Technology Products and Innovations (3rd
Edition) 2010, New York: Prentice Hall. (Mohr, Sengupta, & Slater, 2010). ISBN-10: 0136049966
ISBN-13: 978-0136049968.
Additional Text (optional):
Kotler, P., & Keller, K. (2012). Marketing Management (14th Edition), ISBN-13: 978-0132102926, ISBN10: 0132102927. New Jersey: Prentice Hall. (Kotler & Keller, 2012)
Malerba, F., & Brusoni, S. (2007). Perspectives on Innovation: Cambridge University Press. ISBN-10:
0521866642, ISBN-13: 978-0521866644.
Additional handouts will be provided in class. The handouts must be brought to the class for the first class
and all subsequent class sessions.
Course Requirements
1.
Class Attendance, Participation, Punctuality, Cheating and Plagiarism:
Timely attendance at each class session is mandatory. Class lectures complement, but do not duplicate
textbook information. Together students and instructor will create an interactive learning environment. A
significant portion of your learning will accrue through the constructive and respectful exchange of ideas
and search for alternative solutions. You must be actively engaged in class discussions to improve your
thinking and communication skills.
2
It is the student's responsibility to become familiarized with and adhere to the standards set forth in the
policies on cheating and plagiarism as defined in Chapters 2 and 5 of the “Key to UB Student Handbook”
available at http://www.bridgeport.edu/pages/2623.asp or the appropriate graduate program handbook.
As a UB policy, it is expected that each student that attends one hour of classroom instruction will
require a minimum of two hours of out of class student work each week for approximately fifteen
weeks for one semester.
2.
Preparation, Deadlines and Late Policy:
Late assignments will be penalized 20% for each class day past the deadline. No excuses will be accepted.
Don’t wait until the last minute to print out your assignment. Email late homework assignments to assigned
email account.
PhD students will receive additional research assignments.
3.
Homework/Case Analysis
The syllabus identifies the oral and written homework assignments. Each written assignment must be typed
and only one or two pages long. Late submissions have 20% penalty per day.
All students are required to read and submit seven (7) written cases and one (1) paper. Students must be
prepared to discuss all cases in class. Each case homework should be 1-2 pages long and must include:
4.
Current Events/ News
Each student will be required to bring in and orally review news articles relating to the topic assigned for
the class meeting. These will be orally summarized by the students in class and collected by the instructor.
Suggested sources include: Wall Street Journal, New York Times, Business Week, The Economist, Harvard
Business Review, Sloan Management Review, Newsweek, Time, Fortune, Forbes, Financial Times,
American Marketing Association Journal, the Journal of New Product Development, Fast Company and
other relevant sources.
5.
Team Term Project and Presentation
Marketing Plan
In the first session; 8 teams (2-4 members) will be formed. Each team will prepare a written marketing
plan (6 - 8 pages, double space, 12 point, Times New Roman). The Team must properly use and cite intext 5 - 10 academic articles from academic journals and list the references at the end of the paper in
mandatory APA style. The team can use articles that have been distributed by the instructor. The team
will present the Marketing Plan to the class.
All sources (pages from articles, books, web pages, etc.), used for the paper, must be turned into pdf and
emailed together with the project – make sure that you cite the sources in the text with page number of the
paper and reference them at the end of the paper in APA style.
Two presentations are required for this project. Based on the feedback from the instructor and the class
participants on the first presentation (Part 1), the final presentation (Part 2) may propose a totally different
marketing/business plan from the one originally presented in Part 1, or may simply revise the material
presented in the first presentation.
Part 1: (the first presentation) must address Items 2 – 8, 12
Part 2: (the final presentation) must cover all of the Items 1-12 listed below:
All recommendations and assumptions must be supported by facts (referred journal articles) that are
clearly referenced. A detailed outline is provided in the Marketing Plan.
Required sections of the Marketing Plan for a Technology Product, Service or Company:
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1.) Executive Summary
2.) Company Vision and Objectives
3.) Current Market Situation: Product or Service Objectives, Description (functions, features) and Value
Proposition (Benefits to the Buyer)
4.) Current Market Situation: Major Industry Characteristics, Trends, Regulations, etc.
5.) Current Market Situation: Market Opportunity and Segments (Who is the Targeted Customer? What is
the size of the market? Explain how the market will grow.
6.) Current Market Situation: Competition – Identify the major competitors and their key attributes
7.) Barriers to Entry (what you do to make it difficult for competitors to enter the market in your space)
8.) Major Risks and Contingencies and SWOT Analysis
9.) Marketing Plan – market share, gross margins, marketing strategies and imperatives such as market
segments, pre-launch, post- launch, positioning, distribution channels, pricing, branding, advertising
and promotion, customer retention and loyalty programs, marketing metrics and key performance
indicators, etc.
10.) References (APA style)
To receive a high grade, every member of the team must equally participate in presentations, its preparation
and delivery.
6. Written Term Paper & Suggested Topics
Each student will prepare a written academic report (3000 – 4000+ words (14-16 pages double-spaced),
12 point, Times New Roman) on a marketing topic, or topic related to the course. Students collect 5
academic journal articles on the topic of their choice and write a report on the authors’ empirical findings
and opinions about the topic and use real world cases (e.g. from Armstrong/Kotler textbook) to discuss the
selected factors and concepts (usefulness, pro/cons, etc.) while stating their own opinions, arguments,
recommendations and conclusion. An executive summary will be presented to class using 1-3 Posters.
You may select from the suggested topics listed in the syllabus, or submit your own topic for approval. The
paper must be well written, typed and page numbered, be supported by research containing refereed
references and be consistent with general expectations of graduate study.
You can use articles that have been distributed by the instructor. All sources (pages from articles, books,
web pages, etc.) you are using for the paper must be cited in-text including page numbers and be
references at the end of the paper in APA style.
Course Grading
Class participation, News & Attendance
Team Project
Homework/Academic Assignments
Midterm Exam
Final Exam
Written Term Paper and Oral Summary
10 %
30 %
10 %
10 %
10 %
30 %
100 %
Course Structure
Lecturing is only one of the three approaches used in this course. Knowledge will be acquired through
facilitated case/article discussions and student presentations. Students are expected to engage actively in
preparing for and presenting the case materials. For completing the assignments and project, students may
need to do additional research, and look for information and knowledge that is not covered by the textbook
and the lectures. It is assumed that a major learning objective for this course is to cultivate students’
capability in searching, identifying, evaluating, and integrating relevant knowledge that may or may
not be provided in the class.
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Schedule & Assignments
Note: this is a working outline, and may be revised to meet the needs of class participants.
Date
Topics and Assignments
Reading
Marketing of High-Technology
Course Overview
Session#1
Formation of Teams (2-3 members):
Session #2
Introduction to the World of High-Technology Marketing
Read Book:
Strategic Market Planning In High Tech Firms
- Chapters1,2
Book: Ch1 and Ch2 (Mohr et al., 2010)
Case1 and Homework: High-Tech Marketing; (additional material)
Moriarty, R. T., & Thomas, J. K. (1989). High-Tech Marketing: Concepts, Continuity, and
Change. [Article]. Sloan Management Review, 30(4), 7-17. (Moriarty & Thomas, 1989)
Each student is prepared to comment on an important issue using the textbook.
Session #3
Culture and Climate Considerations for High-Tech Companies
Market Orientation and Cross-Functional (Marketing/R&D) Interaction
Book: Ch3 and Ch4 (Mohr et al., 2010)
Case2 and Homework: The Profitless PC
Blackburn, A., Halprin, M., & Veloria, R. (1998). The Case Of The
Profitless PC Harvard Business Review, 76(6), 28-32.
(Blackburn, Halprin, & Veloria, 1998), (additional material)
Read Book:
- Chapters3,4
Each student is prepared to comment on an important issue using the textbook.
Session #4
Relationship Marketing: Partnerships and Alliances
Marketing Research in High-Tech Markets
Book: Ch5 and Ch6 (Mohr et al., 2010)
Case3 and Homework: Sieble Systems, Stanford Case, 1999;
(additional material)
Read Book:
- Chapters5,6
Each student is prepared to comment on an important issue using the textbook.
Session #5
Understanding High-Tech Customers
Technology and Product Management
Book: Ch7 and Ch8 (Mohr et al., 2010)
Case4 and Homework: WebCollage: Penetrating New Markets,
Columbia Business School Case, 2004; (additional material)
Read Book:
- Chapter7,8
Tech-Marketing
Plan
Each student is prepared to comment on an important issue using the textbook.
Session #6
Creating Brand Equity
Crafting the Brand Position
Book: Ch9,10 (Kotler & Keller, 2012)
Case5 and Homework: Biopure Corp, HBS Case, 1999; (additional
material)
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Read Book:
- Chapter9,10
Mid-term Exam
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Team Project Topic Presentation: (optional)
2.) Company Vision and Objectives
3.) Current Market Situation: Product or Service Objectives, Description
(functions, features) and Value Proposition (Benefits to the Buyer)
9.) SWOT Analysis
Each student is prepared to comment on an important issue using the textbook.
Session #7
Competitive Dynamics
Setting Product Strategy
Book: Ch11,12 (Kotler & Keller, 2012)
Case6 and Homework: Versioning: The Smart Way to Sell Information,
HBR, 1998, 106-114; (additional material)
Read Book:
- Chapter11,12
Each student is prepared to comment on an important issue using the textbook.
Session #8
Designing and Managing Services
Developing Pricing Strategies and Programs
Book: Ch13,14 (Kotler & Keller, 2012)
Case7 and Homework: Celera Genomics and Biotech Business Model;
Read Book:
- Chapter13,14
5
(additional material)
Each student is prepared to comment on an important issue using the textbook.
Session #9
Session #10
Session #11
Session #12
Due: Individual Presentations
Email/Submit: electronic copy of Individual Paper and Poster
Designing and Managing Integrated Marketing
Managing Retailing, Wholesaling, and Logistics
Book: Ch15,126 (Kotler & Keller, 2012)
Case8: Don’t let the sun get under your skin: Targeting adolescent
sun protection with a novel social marketing campaign p. 326;
Exercise1: Seven Useful Theories p. 55, (additional material)
Designing and Managing Integrated Marketing Communications
Managing Mass Communications: Advertising, Sales Promotions, Events
and Experiences, and Public Relations
Book: Ch17,18 (Kotler & Keller, 2012)
Case9: A case of critical thinking: Marketing strategies used
to promote licensed drugs p. 361; (additional material)
Exercise2: A failed norms social marketing campaign p. 64
Innovation
Introduction: The Discipline of Innovation
Book: (Malerba & Brusoni, 2007) ch11: Schumpeterian legacies for
entrepreneurship and networks: the social dimension of entrepreneurial
aciton
Read Book:
Chapter 15, 16
Read Book:
Chapter 17, 18
Read Book:
Chapter 11
Team Preparations:
Team1: Drucker (2000) ,Team2: Hamel (2006), Team3: Hansen (2007),
Team4: Pisano (2008); (additional material)
Session #13
Team Project Presentation:
Marketing/Business Plan Presentation (must cover items 2 - 8 of section
6 in syllabus)
Introduction: The Value Chain of Innovation
Book: (Malerba & Brusoni, 2007) ch12: Knowledge-based
entrepreneurship: the organizational side of technology
commercialization
Read Book:
Chapter 12
Team Preparations:
Team5: Bettencourt (2008), Team6: Kim (2004), Team7: Scott (2006),
Team8: Pugh (2008); (additional material)
Session #14
Due: Final Paper Presentation / Guest Speaker
Session #15
Final Exam
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