Aim
To develop a comprehension of how the marketing function contributes in creating value, and of how it can integrate the processes of business development and innovation. The course supplements and develops other engineering competences by exposing them to a business context. The course increases the comprehension of industrial, consumer, and relationship marketing, as well as the challenge in marketing knowledge intensive or innovative products and services.

Knowledge and understanding
For a passing grade the student must

• be able to analyse and describe a company’s marketing function and its marketing strategy, using marketing methods and models. A special emphasis is placed on the marketing functions role in the company’s innovative processes.

Skills and abilities
For a passing grade the student must

• be able to independently create a marketing strategy, especially regarding knowledge intensive products, services, and innovations. That includes defining, collecting, analyzing and presenting relevant information.

• be able to describe and analyze how new technologies affect and change the marketing relations of the companies.

• be able to use established terminology and clearly communicate with different functional areas within as well as outside the company, regarding marketing issues.

• be able to independently profit from literature within the area of marketing.

Contents
The course includes an overview of marketing research and practice, with a special focus on how industrial and technology intensive companies organize the marketing function, marketing communication and interaction with key actors. The course introduces the area of innovation marketing.

Literature
Mohr, Sengupta & Slater: Marketing of High-technology Products and Innovations. Pearson (the latest edition).
Compendium.