Marketing of High Technologies

The Marketing of High Technologies course is designed for the distance teaching of basic marketing to scientific and technical employees in the event of implementation of commercial projects. The course involves the following:

Marketing of High Technologies multimedia training program, designed to generate the necessary theoretical ideas and practical skills in market research in listeners.

The program is comprised of seven lessons. Each lesson contains study material, not only in the form of diagrams, tables and texts, but also in the form of recorded lectures and video-fragments. Furthermore, the lessons are supplemented with questions for self-testing.

The program contains a Dictionary that helps to use the course materials not only as a textbook, but also as a reference guide for effectively studying information.

The printed textbook describes the course and gives an approximate schedule for how the course will run.

Section 1. Basic Marketing

Section 2. Market Research

Section 3. New Product Development and Pricing

Section 4.Promoting Goods and Services

Section 5. Strategy, Planning and Control

Section 6. Marketing of Product and Process Innovations

Section 7. Assessment of the Market Attraction of Innovative Technologies

List of References

To give an understanding:

• on the aims and objectives of marketing, on the process of marketing management and on the marketing environment

• on marketing information, conducting market research, the main attributes of the consumer and industrial markets and a more detailed consideration of matters connected with market segmentation

• on strategies of new product development and pricing methods

• on retail and wholesale trade, communication and stimulation strategies and the main channels for promoting goods and services

• To give a general understanding of marketing strategies, the arrangement of marketing planning and control, marketing of services and marketing in the not-for-profit sector

• on the main attributes of the market for innovative products and technologies, the features of conceptual approaches to bringing innovations to the market, the potential of Internet technologies and the features of international high technologies markets

• on approaches to assessing the commercial attractiveness of high technologies, their attractiveness per se, the sequence of stages of the assessment of technologies and the features of risk accounting when implementing each of them.

To teach how to:

1. Correctly familiarise oneself in the main terms and concepts of marketing;

2. Compare different approaches to marketing management;

3. Correctly familiarise oneself in the main methods of the collection and analysis of marketing information;

4. Get an understanding of the factors that influence customer behaviour on the consumer market and on the corporate market;

5. Use the main principles of market segmentation in practice and position a product or service on the market;

6. Correctly familiarise oneself in a set of problems connected with the development of a new product and with its outlet onto the market;

7. Use different marketing strategies to develop new products;

8. Apply in practice various methods for pricing goods;

9. Develop effective communication between the producers and the customers for goods and services;

10. Calculate the budget and select elements for product placement;

11. Correctly advertise your product and stimulate demand;

12. Correctly select the marketing strategy depending on the positioning go your company on the market;

13. Plan company growth;

14. Plan the marketing budget;

15. Use different methods to control company activity in marketing terms;

16. Use different methods to control company activity in marketing terms;

17. Correctly familiarise oneself in the main methods of bringing innovations to the technology market;

18. Get an understanding of the factors that influence the behaviour of the competition on markets for innovative products;

19. Use the main principles of applying Internet technologies in practice for the marketing innovations;

20. Familiarise oneself in the basis of innovation technologies;

21. Get an understanding of the factors that influence how a technology is assessed at each of its specific stages;

22. Use means to select approaches to analyse in practice the costs of intellectual property of which high technologies are comprised.