Case

HaifaUHiTechMkt2006

UNIVERSITY OF HAIFA

GRADUATE SCHOOL OF MANAGEMENT - MBA COURSE

Industrial and Hi-Tech Marketing

May – July 2006 Fridays 08.00-11.00

LECTURER: DR. GRAHAM I.JACKSON, E-mail: tivon25a@netvision.net.il

Teaching Assistant: Josh Porath, E-mail: josh.porath@gmail.com

SYLLABUS AND TEACHING PLAN

AIM

The aim of this course is to help students gain essential, up-to-date and highly focused knowledge in the field of Marketing to support their goals of achieving professional excellence as managers in internationally oriented industrial and high-tech companies.

COURSE STYLE

The emphasis in this course will be on practical aspects of marketing industrial and

high-tech products. In every session students will be invited to describe their own relevant business experiences. Students will be advised to note ideas that they could implement in their present places of employment.

COURSE MATERIALS

Students will receive a full set of lecture notes (PowerPoint slides) plus case studies and selected articles.

Recommended background reading:

- Mohr Jakki, Sengupta Sanjit and Slater Stanley (2005), Marketing of High-Tech Products and Innovations, Prentice Hall.

- Rogers Everett M. (1995), the Diffusion of Innovations, The Free Press (esp. Chapter 6).

- Moore, Geoffrey A., (1999), Crossing the Chasm, HarperBusiness.

ASSIGNMENTS / ASSESSMENT (Students will work in groups of three-four).

Course Work (50%): Submission of one Case Analysis (maximum 10 pages), prior to its discussion in class. Students may choose either the "SaleSoft" or "AlarmForce" case.

Final Course Project (50%): Analysis of successful, unsuccessful and state-of-the-art technologies using a benchmark rating technique and comprehensive qualitative Diffusion of Innovation framework in a particular industrial sector chosen by the students (Maximum 20 pages). Final project work to be submitted to the Graduate...