This course is for students who are interested in or who plan to work in environments impacted by high-technology innovations, both in the context of small entrepreneurial firms and large established companies. It explores the challenges faced by marketers, business managers, and consultants in bringing a new technology to the market.
Most technological innovations fail in the marketplace.
Firms often spend great resources developing an innovative new product only to find that consumers do not buy that product. Sometimes, the problem is the technology it just fails to deliver on its promises. More often, however, the problem is in the marketing either the firm has overestimated the product s market potential or it has a lousy go to market strategy. This course will help students avoid such market failures. In the process, it will investigate how and why the marketing of technological innovations is so different than the marketing of other types of goods and services.