Technology and Marketing

• Describe the effects of technological innovations on existing markets
• Identify innovation types and their relation to the life cycle of a technology
• Identify disruptive innovations and their market effect based on user analysis
• Understand new technological innovations their product potential based on an understanding of user needs
• Analyze appropriate marketing approaches and strategies for a given product and it’s users. This will include both digital and non-digital marketing approaches and strategies
• Select and develop digital and non-digital marketing approaches and strategies related to segmentation and positioning
• Select digital and non-digital marketing approaches and strategies based on marketing theory and analysis of customers, markets, and technologies
• Apply knowledge about the development stage of relevant technologies in connection with developing digital and non-digital marketing approaches and strategies
• Relate technological innovation to value creation (value proposition)
• Develop digitial and non-digital marketing approaches and strategies in connection with market entry of technological innovations
• Understand how sustainability can advantageously be utilized as part of new technology, business models, and as part of the marketing strategy

The course is organized in 5 main themes.

Technological development and Innovation. This theme focuses on types of technological development and innovation, the innovation process, innovation management, as well as radical and disruptive innovation

Basic marketing and customer insight. This part of the course will focus on basic marketing models and concepts, customer relations and buying behavior, as well as segmentation and positioning.

How do you take sustainability into account in connection with new technologies and marketing plans?

Digital marketing. An increasingly larger part of the marketing activities of a company takes place in the digital world. Digitalization has created new opportunities to interact with the individual customer and user, which provides the company with new marketing opportunities.

Deployment – marketing of technological innovations. This element of the course focus on integrating insights from the other themes in the course in connection with the development of marketing plan. Besides this, there will also be focus on value creation and co-creation in connection with the process of bringing new technologies to market.

The course provide the students with the opportunity to work with their idea for Green Entrepreneurship.

• 6 – 20 (Tues 13-17)

Lectures, workshops, guest speakers, project work

Section of Innovation Processes and Entrepreneurship
Proces og Innovation: 2. semester

Selective course for Production and Global Business

Maximum: 60.

Please be aware that this course has a limited number of seats available. If there are too many applicants, a pool will be created for the remainder of the qualified applicants, and they will be selected at random. You will be informed 8 days before the start of the course, whether you have been allocated a spot.