Course Details

Technology Marketing
MKTG-468-0
1.0 CR
Elective
PASS / NO CREDIT
Yes (may vary by section)
DESCRIPTION
This course provides students with conceptual frameworks and analytical tools for marketing decision making in high-growth and turbulent technology businesses. It is a strategic marketing course for students seeking product management or strategic marketing jobs with large technology companies, technology startup firms or B2B industrial companies. The course is cross-functional, decision-focused and strategic in its orientation. Topics include marketing in a digital world, gaining customer insights, demand forecasting and strategic planning in technology markets, automated behavioral marketing, managing agile product development, platform strategy, designing customer solutions and digital brand storytelling. Student assignments include developing quantitative spreadsheet-based forecasting models and playing an interactive strategy simulation called CloudStrat, specifically developed for the course. The simulation game teaches students about strategic decision making in dynamic technology markets as they navigate a software company's transition from legacy premise-based software to software as a service (SaaS). Industries covered in the course include software, online services, medical equipment and hardware. All case studies in the course have been developed at Kellogg specifically for the course.
TRACKS
Marketing Major
Technology Management Pathway
SCHEDULE SUMMARY
Spring 2023
CH
EV

CH (Chicago)
EV (Evanston)
DayTime
Evening
Saturdays
Popup
PREREQUISITES
Prerequisites:
All Students: (MKTG-430-0 OR MKTGM-430-0)