In this course, the focus lies on the expansion of basic theory and practical knowledge in the areas of B2B Marketing, Technology-, High-Tech- and Innovation Marketing in combination with Qualitative Research Methodologies.

In the first part of the course theoretical input within High Tech Marketing will be provided by experts from both, the academic as well as the practitioner’s field, with a focus on insights from the High Tech Start-up scene. Amongst other relevant concepts, the discussed topics will include life-cycle concepts for innovations, B2B business models, peculiarities of disruptive innovation, models for the measurement of technology acceptance on the market or marketability measurement in an early stage. 

The second part of the course is represented by a group-assessment dealing with real B2B Marketing problems. Groups are formed at the beginning of the semester and will be assigned to a real company case. The respective start-up or company will introduce the problem for the assignment and will be delivered a project presentation and report by their group at the end of the semester. Each group will be supervised and coached by either academic or practical consultants during the groupwork. The aims of these teamworks are to identify and formulate problems in Innovation- and Technology marketing, to practically apply market research methods (mainly qualitative), to work in teams, as well as to strengthen presentation skills.

Objective of the teamwork is also to decrease reservations towards innovative and strongly technically focused topics.

Students will be able to deal with High-Tech marketing projects and effectively carry out respective market research as well as formulate strategic propositions. Students will be familiar with models for technology readiness and marketability assessment of innovations and hot to leverage the gained insights for real business application.

Finally, students will be able to discuss important contemporary marketing trends which will allow them to be up-to-date with leading-edge B2B-marketing.

Apart from that, completing this course contributes to students’ ability to apply their marketing knowledge in practical problem solving with B2B companies, to efficiently work and communicate in teams, and to improve their oral presentation skills. Students will extend their knowledge in qualitative market research as an effective tool to translate innovative components into effective B2B marketing strategies.

The practical design including market research and a final report will prepare students for their master thesis processes.

100% participation

The classes will mostly be held in physical setting at the WU Campus. This can be altered to online classes depending on COVID regulations or capacities. An external company visit is optional and only possible in agreement between the group of students, their coach and the company assigning the project to the group.

Note: In case you know beforehand that this 100% participation is not possible for you, please contact the lecturer informing about the exact dates of absence to clarify whether a positive participation is still possible and what additional requirements this would entail. If you miss one of the sessions during the semester an individual task for compensation will be assigned to you by your coach.

The course consists of theoretical sessions on relevant topics with necessary knowledge for the completion of the practical part.

The practical part consists of collaboration with start-ups or B2B companies on solving real marketing problems which will be provided. This includes market research activities, project presentations and a final report for the company representatives as well as major source for grading.

Individual coaching sessions with the tutors and / or company representatives complete the course design.

· Active contribution to the teamwork by self-evaluation of the group-members (10%)

· final, written report with reference to the lecture, the literature and  the class discussions (45%)

· Groupwork presentation and discussion in two intermediate reporting sessions with external managers and tutors (30%)

· presentation and discussion of results in final reporting session with the external managers and the tutors (15%)

Project work will be guided by coaching.

This course is part of the portfolio of elective courses of the Master of Science in Marketing program at WU. The course imparts in-depth knowledge in one or multiple selected specialized fields of marketing. The course builds on a strong foundation in marketing knowledge and skills which students acquire during the first year of WU's MSc Marketing program (this first year comprises 62.5 ECTS credits in total).

For MSc Marketing students, the successful completion of the following courses is a prerequisite for the admission to this elective course:

• Customer-Centric Management (7.5 ECTS)
• Consumer and Buyer Behavior (5 ECTS)
• Marketing Research Design and Analysis (7.5 ECTS)

Additionally, MSc Marketing students are prepared for this elective course by taking courses in the following fields during their first year:

• Marketing Communications (7.5 ECTS)
• New Product Development and Brand Management (7.5 ECTS)
• Marketing Engineering and Marketing Models (5 ECTS)
• Marketing Metrics and Performance Measurement (5 ECTS)

Moreover, this elective course builds on 45 ECTS credits in business administration which students had completed in order to be admitted to WU's MSc Marketing program

This course focusses on marketing problems from real start-ups or B2B companies. As a perfect follow-up to the course "New Product Development" you will now concetrate on specific research questions within marketing, that come up when the phase of evaluating an innovative idea for product development has already been conducted.