Infopaket

High-Tech Marketing

ОК 1.1

Обов’язкова дисципліна для ОП

Second

2023/2024

1 Semester

5

PLO 1. Critically comprehend, select and use the necessary scientific, methodological and analytical tools for management in unpredictable conditions. PLO 15. Identify and classify new tasks in the field of management, describe, analyze and evaluate relevant objects, phenomena and processes, choose the best methods for their study. PLO 16. Demonstrate knowledge of marketing models of diffusion of innovations and ability to apply methodical tools of marketing of a radical innovative product for development of marketing strategies in high-tech markets.

Full-time form

1. Successful mastering of the courses "Marketing", "Management", "Statistics for Economists", "Marketing Research", "Strategic Management", "Organization and innovation management ". 2. Knowledge of the theoretical foundations of macro- and microeconomics, psychology, sociology, law, economic theory, finance, business economics. 3. Be able to calculate economic and marketing indicators, process statistical data, analyze statistical information. 4. Have basic skills: mathematical modeling, forecasting, using Microsoft Office Word, Microsoft Office Excel, Microsoft PowerPoint.

The curriculum consists of the following content modules: 1. Content module 1. "Marketing in innovation of the enterprise". The module examines the transformation of the modern marketing paradigm, the concept of innovative marketing, lateral marketing, marketing research in innovation, enterprise market segmentation and forecasting the demand for innovation. 2. Content module 2. "Marketing of a radical innovative product". The module deals with the life cycle of adoption of radical innovative technologies by consumers, psychographic portraits of consumer groups of high-tech products, features of pricing and distribution of high-tech products, competitive positioning of high-tech products.

1. Aarikka-Stenroos, L., & Sandberg, B. (2012). From new-product development to commercialization through networks. Journal of Business Research, 65(2), 198-206. 2. Bosch-Sijtsema, P., & Bosch, J. 2015. User Involvement throughout the Innovation Process in High-Tech Industries. Journal of Product Innovation Management, 32 (5), 793-807. 3. Illiashenko S.M., Strielkowski W. (eds.). Innovative management: theoretical, methodical, and applied grounds. Prague, 2018. – 296 pages. 4. Chanda, U., & Das, S. (2015). Multi-stage diffusion dynamics in multiple generation high technology products. The Journal of High Technology Management Research, 26(1), 88-104. 5. Kоtler P. Mаrketіng 3.0 : FrоmPrоductstо Custоmerstо theHumаnSpіrіt / P. Kоtler, H. Kаrtаjаyа, І. Setіаwаn. – JоnhWіley&Sоns. Іnc., Hоbоken, NewJersey, 2010. – 190 p.

Problem-oriented learning: lectures, seminars, discussion, consideration of situational and practical tasks, conducting a business game, consideration of practical situations, creative individual tasks, consultations, independent work.

Semester assessment: 1. Test work LO 1 - 1.1; 1.2 .; 2.1 - 10 points / 6 points 2. Calculation and analytical tasks - LO 2.4 - 20 points / 12 points 3. Practical tasks - LO 1.2 .; 2.5; - 9 points / 5 points 4. Practical tasks with elements of discussion - LO 1.1; 2.2; 2.3; 2.5 .; 3.1; 3.2; 3.3; 4.1; 4.2; 4.3; 4.4; 4.5; 4.6 - 11 points / 7 points 5. Test work 2 - LO 1.3 .; 2.3; 2.5; - 10 points / 6 points The final assessment is conducted in the form of an exam with a maximum score of 40 points (marginal score of 24 points).

Ukrainian