高科技行銷管理

This is an advanced and unconventional course in marketing management, and it is specifically tailored to firms facing dynamic and rapid-changing competitive environment, or high-tech firms. This course will offer something never experienced before, where intriguing, fulfilling, and exciting insights in blog marketing, experience marketing, wikinomics, and cloud computing services will be explored and used as an experimental tool for product marketing in five selected areas of interest. Students will experience the power of modern technology and communication in marketing management in the 21st century. As global share of service sectors has grown in importance, obsolescence in strategic business operations has resulted in a slow-down in economic growth and industrial development. In the transition to shift from conventional business wisdom to emerging business practices, service model has emerged as the prime target for growth. Within this service approach, access to resources (market, people, capital, technology), integration capability, and marketing are the major underpinnings. A comparison of conventional business models and the service approach is shown below, There are two prime service business practices in high-tech marketing, namely B2B and B2C. While the B2B model requires access, integration, reconfiguring, and delivering of intelligent information, the B2C model entails manipulation of information for the creation of asymmetries of information, or information monopoly. While the former is designed for conventional manufacturing, the latter is predominantly tailored for the e-businesses. For the B2B model, advances in materials processing technology, and network communications tools allow product innovations, which are keys to the competitive advantage in high-tech environment, to the greatest level possible. As such, marketing innovation, particularly, product and marketing innovations demand not only the understanding of marketing environment, but also the underlying technology and communication strategy associated with each successful innovation. Furthermore, an emerging trend in global marketing requires development of customized products and services in global marketplace through platform operation and cocreation of value for customers. This, in turn, demands firms to develop an efficient and effective integration mechanism where flexible and resilient business processes and analytics with technical and social infrastructures prevail. The advent of Web 2.0 and wikinomic theory, and cloud computing have made an unprecedented change in marketing, both for B2B and B2C businesses,. The forthcoming Web 3.0 still offers more opportunities for growth. Competitive advantages, derived from dynamic specialization, connectivity, and leveraged capability development, have become the game rule in lieu of traditional target marketing. Furthermore, proliferation of technology and product knowledge demands an ‘open” strategy that involves peering, sharing, and acting globally. The concept of product development has shifted from in-house R&D to mass collaboration with platform operations. Amid these changes, keys to winning the game are to build core competence in product technology, and marketing networks to facilitate this mass collaboration. As a result, the basic objective of this course is to help you become familiar with emerging technology B2B and B2C markets, the new trend in marketing network development, and wikinomic and cloud computing marketing management. The key underpinnings of industrial innovation, namely, R&D and new product development, and e-business and marketing networks, will be discussed in details to provide students with some technological literacy, especially for those who not having had engineering and scientific training during their undergraduate studies. For the B2B part, we will use industries of IC design services, RFID and telematics as case studies to exemplify the current practices in the industry, whereas five B2C cases will be provided in class discussion in mobile entertainment, e-learning, e-payment systems, virtual community, and innovation intermediation. In this course, we will ask students to develop a blog site in the bilingual languages of English and Chinese (Mandarin), with 5 sub-sites for each product market areas. The prime purpose of this blog site is for the gathering, peering, and sharing of product as well as marketing intelligence for the 5 areas. When we externalize the product development platform, we hope to entice information to be poured in from parties internal and external to the class. The entire class is also organized in such a manner that allows autonomous development of needed information for the 5 product/market developments The marketing part of this course encompasses marketing mix strategy and analysis of future trend. The key concepts in this course are: 1. Marketing Management of High-Tech Industries 2. Product Platform & Innovation management 3. E-business Marketing Strategy and Network Marketing 4. Wikinomics, blog marketing, and experience marketing of high-tech products 5. Marketing Management of Product Strategy:  Network Computing Services  Information Management Systems for the Renewable Energy Industry  Modern R&D Services  Smart-grid, Energy & Utility Services  Healthcare Services Students are grouped into 5 teams. All teams are required to present your case study based on the instructions given below (also refer to the figure), 1. Define product/marketing focus, and information required to make decisions 2. Analyze product positioning in the supply chain, and status in the market 3. On the blog site, make an announcement and offer a willingness to share the platform techniques in greater details by inviting potential participants to join in. 4. On the blog site, announce precisely and accurately, the exact nature of product/marketing information we intend to gather (within the supply chain and targeted market segment), and type of reward the participants may obtain once information is provided and used 5. Analyze product strategy, market structure, and future trend 6. Analyze marketing environment and SWOT analysis 7. Analyze innovation strategy by incumbent leaders and unmet demands 8. Demonstrate likely marketing mix strategy for Taiwanese companies. 9. Make conclusions All in all, the unique features of this course are, 1. Authentic High-Tech Marketing:  Conventional and web-based marketing  Blog marketing, Experience marketing, Cloud Computing  Technological literacy & Modern Marketing  Innovation-intensive, BPO & Wiki approaches  Case analysis of a number of modern and emerging industries  Service Approach on high-tech Marketing (KIBS & IIS Modeling and Analysis) with the following features,  Utility and powerfulness of our model, which has flexible and resilient business processes and focused analytics  This analytical model demonstrates a comprehensive framework that would enable policymakers to address what's shown in the attached slide (sent before) in infrastructure, policy requirements, strategic goals and sources of competitive advantage, locus of leadership, business delivery process, role of government, B2B and B2C operating mechanism, New product/service development processes, IE and TS requirements, and numerous cases.  Tailor-made for Taiwan's industrial environment and current business practices, including marketing and R&D.  Addresses cross-strait collaboration and competitive situration.  Not just conventional business development, we place a strong emphasis on the technological systems and industrial environment to accommodate the needs for high-tech manufacturing.  It is a strategic approach which entails manipulation of business strategy and industrial technology for the transition for resource-poor SMEs and other high-tech firms (including bio-technology and nano-technolgy) to circumvent, traditional insurmountable barriers to gain market presence and branding via experience marketing. 2. Web-based marketing in details:  Web 1.0: Google, Yahoo, MS Explorer, Amazon, eTrade, eBay........  Web 2.0: Skype, YouTube, InnoCentive, Wikipedia, Flickr.....  Web 3.0: AOB, AI, Googlonomics: Integrated Datebase Services, and more....... 3. Social transformational issues,  New role of Nation-state & Macro-economic perspective  Social justice of wed-based economics & fairness of market economy  Structure of web-based global capitalism  Revisit of IP and ethical issues of global economy

Attendance and class discussion 30% Case Presentation (team) 50% Case report 20%

Texts: 1. “Successful Marketing Strategy for High-Tech Firms”, E. Uiardot, 2nd ed., Artech House (1998) (UA) 2. P. H. Evans and T. S. Wurster, “Blown to Bits”, Harvard Business School Press, 2000, Boston (EW) 3. D. Tapscott and A. D. Williams, “Wikinomics”, Portfolio, NY, NY (2008) (DA) 4. J. Mohr, S. Sengupta, and S. Slater, “Marketing of High-Technology Products and Innovations”, 3rd Eds., Prentice Hall, Upper Saddle River, NJ (2010) 5. “The Big Switch”, N. Carr, W. W. Norton, NY, NY (2008) (NC) 6. 徐作聖、黃啟祐、游煥中,『科技服務業發展策略與應用 Reference Books of advanced Technology: 1. The Global Brain: Your Roadmap for Innovating Faster and Smarter in a Networked World, S. Nambisan and M. Sawhney, Wharton School Publishing, 2008.(NS) 2. Catalyst Code: The Strategies Behind the World's Most Dynamic Companies, D. S. Evans and R. Schmalensee, Harvard Business School Press, May, 2007. 3. Service Innovation: Organizational Responses to Technological Opportunities & Market Imperatives, Joe Tidd and Frank M. Hull, Imperial College Press, Nov, 2003. 4. Digital Innovation: Innovation Processes in Virtual Clusters and Digital Regions, G. Passiante, V. Elia, and T. Massari, Imperial College Press, Sep, 2003 5. Market Leadership Strategies for Service Companies, C. Terrill and A. Middlebrooks, NTC Business Books, (2000) Study Books & Case Study: 1. R. Stross, “Planet Google”, Free Press, NY, NY (2008) (RS) 2. J. Jarvis, “What would Google do?”, Collin Business, NY, NY (2009) (JJ) 3. B. Girard, “The Google Way”, No Starch Press, San Francisco, CA(2008) (BD) 4. Case 1. Network Computing Services 5. Case 2. Information Management Systems for the Renewable Energy Industry 6. Case 3. Modern R&D Services 7. Case 4. Smart-grid, Energy & Utility Services 8. Case 5. Healthcare Services