COURSE NUMBER: MBA264.1

COURSE TITLE: High Tech Marketing Management

UNITS OF CREDIT: 3 units

INSTRUCTOR: Ganesh Iyer

E-MAIL ADDRESS: giyer@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL):

MEETING DAYS/TIME: Monday/Wednesday, 11:00 AM-12:30 PM

PREREQUISITES: MBA206

CLASS FORMAT: Case/Lecture

REQUIRED READINGS: Cases and readings in the course pack.

BASIS FOR FINAL GRADE: case write-ups, group project (development of hi-tech marketing case), exam, class participation.

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

This course is designed for students who wish to learn how to develop and execute marketing strategies in technology-intensive markets -- i.e., environments that are characterized by shrinking product life cycles and rapid turnovers in the "amount" of knowledge/information possessed by key players (firms, customers and competitors). The course will focus on issues that distinguish technology-intensive markets from traditional ones:

 

The objectives of the course are to:

·         Provide you with an understanding of the issues faced by managers involved in technology marketing.

·         Equip you with conceptual frameworks to help you make better technology decisions.

·         Help you develop experience in analyzing technology problems and developing solutions to them.

 

Representative topics include:

·         Technology Adoption Strategy

·         Creating Product Concepts and Value Propositions – Product line, Versioning and Compatibility.

·         Specialized Strategic Pricing issues such as Usage-based Pricing Strategies.

·         Management of Inter-Generational Transitions.

·         Issues in emerging technology industries such as bio-tech.

 

The course is designed for students planning to pursue careers in management consultancy (consulting to high-technology companies), strategic marketing management in high-tech sectors, and venture capital finance. In addition, the contents of this course would also be useful for students planning to start up their own business in the high-technology domain.

 

BIOGRAPHICAL SKETCH:

Ganesh Iyer is Assistant Professor of Marketing. He received his PhD in management from the University of Toronto and was previously a faculty member at the John M. Olin School of Business, Washington University. His research interests involve coordination in distribution channels, the sale of for marketing information, the role of Internet institutions.