096816 Marketing for High-tech Start-ups

Course Goals and Content

The management of marketing in high-tech companies occurs in a rapidly changing environment, and requires making decisions with uncertainties. Modern products, which require large investments in research and development, are presented frequently to the market. However, the success rate of both companies and products is very low.
This course will explore topics related to marketing this unique environment, including:

• Characteristics of high-tech industries
• Characteristics of the corporate client (business to business)
• Different types of innovation, developing the business idea and business model
• The importance and difficulties of adopting a customer-centric approach
• Tools to collect marketing information in a technological environment
• The process of segmentation and positioning
• Adjusting the marketing mix (4 Ps) in a high-tech company




Reading Material


Introduction Characteristics of the high-tech market in Israel and in general, marketing functions, basic terms Book 1, Chapter 1


Developing the idea and the business model Sources for business ideas, business models to achieve a sustainable competitive advantage, strategic cooperation  


B2B Characteristics, acquisition processes, factors that influence purchasing decisions  

4 & 5

Adoption of innovations model Types of stresses, the differences and the gap in the technological model, how to cross the gap Book 1, Chapter 6
Book 2, Chapters 1-3


Consumer-centric product and organization Market biased organization, the relationship between R&D to marketing, what to sell – the “full” product, technology-based service Book 1, Chapters 4 & 7
Book 2, Chapter 5

7 & 8

Market research and analysis of the business environment Research methods to learn about the customer, acquisition of competitive intelligence, developing predictions  


Segmentation and positioning Market segmentation tools to determine attractiveness, development of position statements Book 1, Chapter 1
Book 2, Chapters 4 & 6


Pricing and distribution Pricing considerations and options, direct sales or through agents, management of the distribution system Book 1, Chapters 8 & 9
Book 2, Chapter 7


Marketing efforts Building a name brand and brand value, tools for marketing and public relations, managing the image of the organization Book 1, Chapter 10


Sales Pre-sale preparations, managing the sales process, moving between versions, early disclosure Book 1, Chapters 6 & 10


Guest lecturer  


Analyzing an event and summary Full analysis of the “Orange Gum” incident

Teaching Staff

Lecturer:Sharon Tal-Itzkovitch
Email: iesharon@ technion.ac.il
Telephone: 04-829-4511
Office: Bloomfield building, Room 520

Student Evaluation

Final project – 71%
Students may work together in groups of up to 4. The project will be submitted at the end of the semester.

Examples – 9%
Each students must find 3 news articles which are related to the material learned. The examples should be accompanied by a paragraph explaining the connection between the article to the course.

Presentation – 10%
Students (in groups of 4) will present their analysis of an example of a marketing strategy for a hi-tech product/company, including a summary, show the connection to the course material, and a full analysis of the marketing strategy.

Reading assignment – 5%
A short quiz will determine this grade.

Attendance and participation – 5%
80% attendance is required.

Reading Material

1. Mohr Jakki, Sanjit Sengupta, Stanley Slater, Marketing High Technology Products and Innovations, 2005 (2nd Edition), Prentice Hall.

2. Geoffrey Moore, Crossing the Chasm, 1999 (2nd Edition), Harper Business

3. Case Study: Orange Gum Pte. Ltd. , 2003, Stanford Technology Ventures Program

Complementary books:
1. Geoffrey Moore, Inside the Tornado, 1995, Harper Business

2. Dorf Richard, Byers Thomas, Technology Ventures, 2008 (2nd Edition), Mc Graw Hill

3. Wiefels Paul , Geoffrey Moore, The Chasm Companion, 2002, Harper Business

4. Webster Frederick, Wind Yoram, Organizational Buying Behavior, 1972, Prentice Hall

Contact Hours per Week
Lecture: 2 Hours
2 Credits