Module Details

BE236-6-SP-CO: Marketing Of High Technology Products And Services

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Year: 2017/18
Department: Essex Business School
Essex credit: 15
ECTS credit: 7.5
Available to Study Abroad / Exchange Students: No
Full Year Module Available to Study Abroad / Exchange Students for a Single Term: No
Outside Option: No

Supervisor: To be advised
Teaching Staff: To be advised
Contact details: Emma Nicholas, Undergraduate Administrator -

Module is taught during the following terms
Autumn Spring Summer

Module Description

Understanding differences in approaches to product and service marketing; concepts and stages of new product and new service development processes with a focus on high-technology products and services; product and service life-cycle strategies; innovation and the marketing of innovation; characteristics of high technology products and services, applying concepts of the marketing mix for product and service marketing.

The module aims to enable students to gain good knowledge and understanding of marketing of high technology products and services. High technology distinguishes the world in which we live and provides new possibilities, opportunities and more choices in the market place. The knowledge and approaches on new product development and service marketing will be introduced to students, which allow them to develop understanding and skills of managing innovation, enable them to appreciate and use the concepts and knowledge to contribute in different aspects of business and entrepreneurship development.

Learning and Teaching Methods

The following learning and teaching methods will inform the pedagogic structure of the course:

- Lectures;
- Seminars;
- Discussion of case studies and journal articles;
- Class exercises;
- Group work;
- Tutorials
- Signposting to additional resources.


50 per cent Coursework Mark, 50 per cent Exam Mark


Spring Term ?Individual Report - 4000 words - 50% in Week 9 40% constitutes a pass

Exam Duration and Period

2:00 during Summer Examination period.


  • Essential Reading:
  • Mohr, J. J., Senqupta, S., & Slater, S. (2009). Marketing of High Technology products and innovations (3rd ed.). New Jersey: Pearson.
  • Viordot, E. (2004). Successful Marketing Strategy for High Tech Firms, 3rd edition, Artech House (3rd ed.). Norwood: Artech House.
  • Hart, S. (Ed.) (2003). Managing Marketing Changes. London: Thomson Learning.
  • Hutt, M. D., & Speh, T. W. (1998). Business Marketing Management: a strategic view of industrial and organisational markets (8th ed.). Florida: The Dryden Press.
  • Zeithaml, V. A., & Bitner, M. J. (2003). Services Marketing: integrating customer focus across the firm, 3rd ed., McGraw-Hill, London.
  • Baker, M., & Hart, S. (2007). Product Strategy and Management (2nd ed.). Harlow: Financial Times/ Prentice Hall.
  • Recommended Reading:
  • Sowter, C. V. (2000). Marketing High Technology Services (2nd ed.), Gover Publishing.
  • Blumberg, D. F. (2002). Managing High Tech Services using a CRM strategy. Florida: St Lucie Press.
  • Butje, M. (2005). Product Marketing for technology companies. Oxford: Butterworth-Heinemann.
  • Trott, P. (2008). Innovation Management and New Product Development (4th ed.). Harlow: Financial Times/ Prentice Hall.
  • Baker, M. J., & Hart, S. J. (2008). The Marketing Book (6th ed.). Oxford: Butterworth-Heinemann.
  • Chaffey, D., Ellis-Chadwick, F., Johnston, K., & Mayer, R. (2008). Internet Marketing: strategy, implementation and practice (3rd ed.). Harlow: Pearson.
  • Moore, G. A. (2002). Crossing the chasm: marketing and selling technology products to mainstream customers. New York: Harper Business.
  • Hoffman, D. A. and Bateson, J. E. (2005) Essentials of Services Marketing. Hampshire: South-Western.
  • Brassington, F., & Pettitt, S. (2007). Essentials of Marketing (2nd ed.). Harlow: Financial Times/ Prentice Hall.
  • Journals:
  • Selected articles from:
  • International Marketing Management
  • Journal of Product Innovation Management
  • Marketing Science
  • Journal of Marketing
  • Journal of Services Marketing
  • Journal of Marketing Management
  • European Journal of Marketing
  • International Journal of Innovation Management
  • European Journal of Innovation Management
  • Other:
  • Financial Times
  • Marketing Week
  • The Economist

Further information