Topics include economic concepts, financial markets, financial accounting, cost of capital, cost management, discounted cash flows, capital budgeting, product costing and pricing, and performance measurement. The methods and principles of marketing new technology-based products and services are introduced with a focus on innovative strategies for bringing them to market. The issues of competitive strategy, pricing, customer service, market differentiation, and new product launches are presented. The strategic role of marketing as an integrated part of the product development process and its role in the overall strategic planning of the firm is discussed. Qualitative and quantitative market research techniques, including sampling and data collection procedures, demand forecasting, and product research and test marketing are presented.
Students apply strategic analysis techniques to business policy and organizational development.
Emphasis is placed on linking technology policy with corporate strategy and the identification of technology options appropriate for the business or organizational strategy being executed. Topical coverage includes historical perspectives on strategic technology planning, external and internal strategic analysis, technology forecasting, benchmarking, corporate intelligence, and implementation and control strategies. This course introduces students to the fundamentals of systems analysis and operations research. The purpose is to provide an understanding of the systems view of a product, service, or process to include a generic representation of its elements and dynamics. The skills, tools and methodologies needed to quantitatively analyze and optimize systems, and to make decisions as technology managers are provided.