Information on individual educational components (ECTS-Course descriptions) per semester

Disruptive Technology and Marketing

Degree programme International Business Administration
Subject area Business and Management
Type of degree Bachelor
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
Requirements and Prerequisites


Course content

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.

Learning outcomes


  • 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.


  • Explain the underlying components of disruptive technology.
  • Provide examples of disruptive technology and describe affected industries.


  • Apply disruptive technology to personal life and predict future uses.
  • Project changes within an industry as affected by disruptive technologies.


  • Analyze environmental factors within the context of disruptive technologies.


  • Create a plan, applying marketing concepts within the context of disruptive technologies


  • Evaluate effects of disruptive technologies within an ethical framework
  • Compare technology adoption models.
Planned learning activities and teaching methods
  • Lecture
  • Readings
  • Discussions
  • Presentations with feedback
Assessment methods and criteria
  • 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.

Recommended or required reading

Marketing basics:

Lavinskiy, Dave (2013): Marketing Plan Template: Exactly What To Include. Hrsg. Forbes. Online im Internet: URL:

(Zugriff am: 18.01.2018)

Mplans (Hrsg.): Sample Marketing Plans. Online im Internet: URL:

(Zugriff am: 18.01.2018)

Disruptive technologies:

IBM Think Academy (Hrsg.) (2015): How It Works: Internet of Things. Online im Internet: URL:

(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: 

(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:

(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:

(Zugriff am: 18.01.2018)

Chasminstitute (Hrsg.): Frameworks. Online im Internet: URL:

(Zugriff am: 18.01.2018)

Mode of delivery (face-to-face, distance learning)