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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)P.VANDEN-ABEELE
Intervenant(s)Piet VANDEN ABEELE

Pré requis

Introductory marketing management course

Objectifs du cours

At the end of the course, the student should be able to:
1. Analyze high tech marketing drawing on an understanding of markets for knowledge-intensive goods and products
2. Apply these insights to create appropriate marketing strategies and to build a marketing program for high tech products and services

Products and services increasingly incorporate an important component of knowledge, be it new offerings that result from systematic R&D-activities, or established products that are ‘augmented’ through ‘servitization’.
The marketing of these products/services therefore increasingly reflects the characteristics and challenges associated with markets for pure knowledge. This requires a different kind of marketing effort, or at least different accents than typical for the marketing of fast moving consumer goods or of staple industrial products and services.
These differences affect the components of the marketing mix, but they also reach wider to ‘external’ elements, such as the interaction between marketing and other functions and activities within the firm and networks of complementary, collaborating or competing firms, on the other.

Contenu du cours

Session 1: Marketing of knowledge-intensive propositions
Characteristics of markets for knowledge.
Technology and its evolution
Marketing issues in knowledge-intensive markets.
Session 2: Management strategy for knowledge-intensive markets
Strategic emphasis: value creation versus value appropriation
Competitive strategy in high tech markets
Management and R&D strategies
Session 3: Organizing for high tech marketing
Internal organization in knowledge-intensive organizations
External network phenomena in high tech markets and managerial strategy
Adoption and diffusion of innovations
Session 4: Interfacing marketing and R&D
Organization structures for interfacing marketing and R&D
Organization processes for interfacing marketing and R&D
Product design and customer behavior
Session 5: Customer oriented new product development
Finding out customer needs; Base-of-the-pyramid strategy
Active customers and new product development
Cognitive and emotional responses of customers to technology
Session 6: Positioning and communication decisions for high tech markets
Positioning and high tech markets
Market communications management and signaling in knowledge-intensive markets
Advertising, promotion the technology life cycle
Session 7: Pricing decisions for high tech markets
Pricing and technology
Rights transfer management
Pricing in dynamic markets
Session 8: Channels decisions for high tech markets
Vertical integration decisions
Channel management and multichannel issues
Partnerships with channel partners
Session 9: High tech in marketing
How customers interact with the internet
Customized offers and mass customization
New technologies for the

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Estimated personal workload14,00  
Charge de travail globale de l'étudiant38,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Interactive class


Assessment is based on one group paper assignement/presentation on a specific technology and on involved companies (35%), on one one group paper on a thematic issue from the literature (25%) on on an open-book examination on the lecture contents (40%); insufficient participation in class and group is sanctioned with an unsatisfactory grade.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam2,00145,00
Written Report0,00145,00
TOTAL     100,00


  • Mohr, J, S. Sengupta and S. Slater: Marketing of High-Technology Products and Innovations, -

* Informations non contractuelles et pouvant être soumises à modification
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