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Undergraduate Business/Economics

70/73-465-Technology Strategy (see Canvas for lecture notes)

MBA

45-872-Technology Strategy (see Canvas for lecture notes) 

COURSE DESCRIPTION: This course will focus on the strategies of technology-based products. We will examine how technology products differ from non-technology-based products and how the unique attributes of high-technology products influence the marketing strategies and tactics of those products. We will cover issues such as the diffusion of high technology products and "crossing the chasm"; pricing of technology products including versioning and bundling; compatibility; standardization within product markets; competition in technology-focused product arenas; continuous versus discontinuous product changes and the product line. We then end the course on platform markets covering  important topics such as platform governance, solutions to the coordination failure and how to launch a new platform.  Examples of technology-intensive industries are computer hardware and software, media and entertainment, telecommunications and e-commerce. Students explore the unique economic circumstances facing firms in these industries and identify strategies that enable firms to succeed given these circumstances. This course is ideal for students who want to pursue a career as a product/product line manager for a technology company.

This course helps students understand the unique economic characteristics seen in today’s technology-intensive markets and how they impact the strategic interactions among firms and consumers. Students study, for example: Why firms in technology markets give away their best products for free.  Why Amazon subsidizes hardware but tax software (music, books, movies, etc). Why Sony won the Blu-Ray format war against HD-DVD which was sponsored by a whole array of companies. In order for students to understand how firms strategically interact in technology- intensive industries this course will use a combination of simple but rigorous analytical models, emerging theories, and formal case studies.

45-720-Marketing Management  (see Canvas for lecture notes) 

COURSE DESCRIPTION: In an era characterized by intense competition and increasingly demanding customers, the health of an organization depends on its ability to create value for its customers. Managing customer relationships and value has also become critical as the firm’s ability to know the needs, desires and behavior of its customers has increased. However, many organizations do not have a nuanced understanding of the concept of customer value, and do not fully exploit strategies to harness customer insights and add value. This course is focused on establishing a fundamental framework for creating and managing customer value, and on emphasizing the key linkage between customer value and long-run firm value. We will cover all aspects of customer value, starting from an understanding of what it is, how it can be created and grown over time, how it can be measured, and how it can be translated into firm value through effective pricing.