The core concept delineated here is that technology, and the closely related idea of innovation, can be organized into a managed, a multi-disciplinary process. Further, all members of the organization including technical, administrative, marketing, operations and financial must understand this process. Consequently, technology's impact on all functional areas is discussed. This course focuses on identifying and explaining new technologies and examining how they fit within the competitive marketing strategy of the organization. Where possible a hands-on approach will be used to better acquaint the student with specific technologies.
Additional emphasis is placed in two important areas.
First, considerable time is spent discussing the role the Internet now serves for marketers. Second, marketing of high-technology products and services is often viewed as being different from marketing of other types of products and services. Thus time is dedicated to this topic. The primary focus of this course is on the concepts, tools, technologies, and strategies connected with the creation and maintenance of an Electronic Commerce business model. The course will be presented in a way that strikes a balance between technical knowledge and strategic understanding.