Marketing of Technology Products and Services

By Dr. Anantha Subramanya Iyer K N, Dr. Mahalakshmi S | JAIN (Deemed to be University), Bangalore, JAIN (Deemed to be University), Bangalore

Learners enrolled: 581

At the end of the course learners will be able to:

Understand the core principles of marketing technology products and services in today's digital age.
Analyze the competitive landscape and key dynamics of technology markets.
Develop and implement effective marketing mix strategies, including product positioning, pricing, distribution, and promotion, for technology products and services.
Apply consumer behavior models to understand the purchasing decisions of technology users.
Develop the necessary skills and knowledge to thrive in a tech marketing environment.

Summary

Course Status :	Ongoing
Course Type :	Core
Language for course content :	English
Duration :	8 weeks
Category :	Marketing
Credit Points :	3
Level :	Undergraduate/Postgraduate
Start Date :	20 Jan 2025
End Date :	30 Apr 2025
Enrollment Ends :	28 Feb 2025
Exam Date :	24 May 2025 IST
Translation Languages :	English
NCrF Level	6.5
Industry Details :	Retail and E-Commerce
Exam Shift :	1

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Exam Schedule

Books and references

Sengupta, S., Mohr, J. J., Slater, S. (2013). Marketing of High-Technology Products and Innovations. (n.p.): Pearson Education.
Pantano, E., Bassano, C., Priporas, C. (2018). Technology and Innovation for Marketing. United Kingdom: Taylor & Francis.
Fotiadis, T. (2018). Strategic Marketing for High Technology Products: An Integrated Approach. United Kingdom: Taylor & Francis.
Winston, W., Weinstein, A. (2016). Defining Your Market: Winning Strategies for High-Tech, Industrial, and Service Firms. United Kingdom: Taylor & Francis.
Turban, E., Lai, L., Strauss, J. (2015). Social Commerce: Marketing, Technology and Management. Germany: Springer International Publishing.
Moore, G. A. (2014). Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers. United States: HarperCollins.
Dulieu, M., Corsi, P. (2013). The Marketing of Technology Intensive Products and Services: Driving Innovations for Non-Marketers. Germany: Wiley.
Sandberg, B. (2008). Managing and Marketing Radical Innovations: Marketing New Technology. (n.p.): Taylor & Francis.

Instructor bio

Dr. Anantha Subramanya Iyer K N

JAIN (Deemed to be University), Bangalore

Dr. Anantha Subramanya Iyer K N, PhD in marketing, currently working as an Associate Professor at Faculty of Management Studies, JAIN (Deemed-to-be University) has over 21 years of academic and 4 years of corporate experience with expertise in systems, operations and marketing. He has taught a wide range of subjects such as Management Information Systems, Business to Business Marketing, Digital and Social Media Marketing, E-Commerce, Business Oriented Computer Applications, Business Analytics, Services Marketing, CRM and Marketing of Technology Products & Services. Holds a bachelor’s degree in computer science and master’s degree in marketing, has authored three text books, holds three patents and has published papers in reputed journals.

Dr. Mahalakshmi S, an alumnus of IIM-Visakhapatnam, is a distinguished Marketing faculty member at JAIN (Deemed-to-be University), renowned for her expertise in Digital and social media marketing, Marketing analytics, and contemporary marketing strategies. She is a computer science engineer and a gold medalist in her MBA. With three authored books and three patents, and 12+ papers in indexed journals, she exemplifies academic excellence and innovation. Dr. Mahalakshmi is also a sought-after subject matter expert and content creator for prestigious MOOC programs offered by JAIN Executive Programs, upGrad, and Manipal, solidifying her position as a thought leader in modern marketing education and practice.

Course certificate

Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.

Grading Policy:

Assessment Type	Weightage
Weekend Assessment	25%
Final Exam	75%

Certificate Eligibility:

40% marks and above in weekend assessment
40% marks and above in the final proctored exam

Score	Type of Certificate
>=90	Gold
75 - 89	Silver
70 - 74	Bronze
40 - 70	Successfully Completed
<40	No Certificate

Sample Certificate:

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.

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