Disruptive Technology and Marketing
Degree programme | International Business Administration |
Subject area | Business and Management |
Type of degree | Bachelor Full-time Winter Semester 2023 |
Course unit title | Disruptive Technology and Marketing |
Course unit code | 025007055008 |
Language of instruction | English |
Type of course unit (compulsory, optional) | Elective |
Teaching hours per week | 2 |
Year of study | 2023 |
Level of the course / module according to the curriculum | |
Number of ECTS credits allocated | 3 |
Name of lecturer(s) | Debra TECH |
None
The Internet of Things, Artificial Intelligence, Augmented/Virtual Reality, and Blockchain technologies affect industry strategy. This course examines these technologies and focuses on the impact of these disruptive technologies in macro environments. Technology adoption models and components of a marketing plan will be used to frame the impact and adoption of the disruptive technologies within specific industries.
Knowledge
- Define and identify current disruptive technologies.
- List the stages of the PLC (Product Life Cycle) and the adopter categories.
- Describe the TAM and TALC adoption models.
Comprehension
- Explain the underlying components of disruptive technology.
- Provide examples of disruptive technology and describe affected industries.
Application
- Apply disruptive technology to personal life and predict future uses.
- Project changes within an industry as affected by disruptive technologies.
Analysis:
- Analyze environmental factors within the context of disruptive technologies.
Synthese
- Create a plan, applying marketing concepts within the context of disruptive technologies
Evaluation
- Evaluate effects of disruptive technologies within an ethical framework
- Compare technology adoption models.
- Lecture
- Readings
- Discussions
- Presentations with feedback
- Pre-assignment (20% of grade)
- Written plan (30% of grade)
- In-class participation, assignments and presentations (50% of grade)
Students will benefit by bringing a personal computer to class.
Marketing basics:
Lavinskiy, Dave (2013): Marketing Plan Template: Exactly What To Include. Hrsg. Forbes. Online im Internet: URL:
https://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-what-to-include/#59e22b783503
(Zugriff am: 18.01.2018)
Mplans (Hrsg.): Sample Marketing Plans. Online im Internet: URL: https://www.mplans.com/sample-marketing-plans.php#t
(Zugriff am: 18.01.2018)
Disruptive technologies:
IBM Think Academy (Hrsg.) (2015): How It Works: Internet of Things. Online im Internet: URL:
https://www.youtube.com/watch?v=QSIPNhOiMoE
(Zugriff am: 18.01.2018)
Rosic, Ameer (2017): What is Blockchain Technology? A Step-by-Step Guide For Beginners. Hrsg. Blockgeeks. Online im Internet: URL:
https://blockgeeks.com/guides/what-is-blockchain-technology/
(Zugriff am: 18.01.2018)
Ronzio, Jonathan: What Is the Difference Between AR and VR? A Lesson in Altered Realities. Hrsg. Cramer. Online im Internet: URL:
http://cramer.com/story/the-difference-between-ar-and-vr/
(Zugriff am: 18.01.2018)
Disruptive technologies and Marketing:
Interaction Design Foundation (Hrsg.) (2017): The Diffusion of Innovation – Strategies for Adoption of Products. Online im Internet: URL:
https://www.interaction-design.org/literature/article/the-diffusion-of-innovation-strategies-for-adoption-of-products
(Zugriff am: 18.01.2018)
Chasminstitute (Hrsg.): Frameworks. Online im Internet: URL: http://www.chasminstitute.com.dnnmax.com/Resources/Frameworks/tabid/309/Default.aspx
(Zugriff am: 18.01.2018)
Face-to-face