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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 markets for high-tech offerings, based on an understanding of markets for knowledge-intensive products and services.
2. Apply these insights to design appropriate marketing strategies and to build a marketing program for such products and services.

Products and services increasingly incorporate a 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 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 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, outside the firm.

Contenu du cours

Session 1&2: Characteristics of markets for knowledge and for knowledge-based offerings.
Session 3: Evolution of high-tech markets
Session 4: Forecasting high-tech markets
Session 5: High-Tech buyer behavior: the individual, organization and society.
Session 6: High-Tech Marketing: business models and pricing
Session 7: High Tech Marketing: products; interfacing with R&D
Session 8: High-Tech Marketing: partnering for product development; vertical networks
Session 9: High-Tech Marketing: partnering for distribution; horizontal networks
Session 10: High-Tech Marketing: image, branding and positioning
Session 11: High Tech Marketing: selling knowledge in embodied or disembodied form
Session 12: High-Tech Marketing: managing continuity and discontinuity
Session 13: Management of High-Tech Marketing: contributions of scientific research
Session 15&16: Management of High-Tech Marketing: cases studies

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project8,00  
Estimated personal workload14,00  
Charge de travail globale de l'étudiant38,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Interactive class
  • Case study


Assessment is based on
- a team assignment/presentation on a specific technology market and marketing case (35%)
- a team paper on a thematic issue from the scientific marketing literature (25%)
- a closed-book examination on the lecture contents using pre-communicated questions (40%) Insufficient participation in class and group is sanctioned with an unsatisfactory grade.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00140,00
Written Report0,00260,00
TOTAL     100,00


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

  • The Journal of Marketing: selected articles - -

  • Tellis, G.J. : Unrelenting Innovation, Jossey-Bass, 2013 - -

* Informations non contractuelles et pouvant être soumises à modification
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