Concentration in High Technology Marketing

This unique concentration prepares future high tech marketers to succeed in a dynamic industry. In high-tech industries, rapid and discontinuous change is often more the norm than the exception. Accordingly, marketers have to successfully manage rapid new product introductions, often while simultaneously guiding the phase-out of other products within the same product line. In this regard, marketers’ greatest value lies in shaping the technological products produced by the firm into solutions that truly benefit potential customers and are differentiated from the rapidly proliferating competition. At the same time, high-technology marketers engage in the classic marketing activities of segmentation, targeting, positioning, and ongoing marketing support for the rest of the firm’s products. In some industries, high-technology marketing resembles consulting and some companies may actually have such internal consulting business units (3M, for example).

Curriculum Requirements
MKT 282 - Analysis of Markets (flexible-core)
MKT 382 - Brand & Product Management
MKT 382 - Pricing and Channels
MKT 382 - New Product Design and Marketing
MKT 382 - Marketing High Technology Products
MKT 382 - Strategic Marketing

Data Analysis – choose one course from the list below:
MKT 382 - Data Mining
MKT 382 - Marketing Analysis & Decision Making in an Information Age
MKT 382 - Marketing Information and Analysis
MKT 382 - Advanced Marketing Management

Recommended Electives:
LEB 380 - Law for Entrepreneurs
MAN 385 - Management Consulting
MKT 382 - Marketing Consulting Practicum
MKT 382 - Business Ethics & Social Responsibility
MAN 385 - Corporate Governance
IB 395 - Global Strategy and Marketing

Total credit hours: 20

Faculty Contact: Dr. Susan Broniarczyk