MT 330
Marketing in the Technology Enterprise

Course Introduction Pt 4

Reading Assignments

Lecture Notes: The primary source of course content is the lecture notes, which will be made available at least one class ahead of the lecture on the course website.

Readings from the Literature: There is no text for this course. Readings have been selected from
the contemporary literature in marketing of technology and related fields. Readings are coded as
required (read thoroughly), scan (read the introduction and conclusion, scan the interior pages),
and optional (for background or deeper coverage), using the symbols ®, scan, and (o), respectively.

^ back to top

Cases and Exercises

Five cases and exercises will be used to illustrate concepts and provide a platform
for using the modeling tools over the course of the semester. The cases are EMS, MRS Technology,
Conjoint Analysis, and Motorola-Cellular. All three are included in the Reading File. Click here to view due dates or download case files.

^ back to top

The Marketing Project

One of the key requirements of the course is to develop a marketing plan (or related project) for a technology that you're interested in studying or for a technology that you would like to take to a market. The purpose of the team project is to integrate the concepts developed in the course and apply them to a real-world company and product. Teams of three to four students will focus on one or more marketing issues related to a specific emerging or growth technology that the company is bringing to market. For more details see Marketing Plan Guidelines.

^ back to top