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  Studiegidsen 2013-2014
Radboud UniversiteitStudiegidsenFaculteit der Natuurwetenschappen, Wiskunde en Informatica > Mastervarianten

Strategy  

(Vakcode)
Course ID
NWI-FMT004D
(Studiepunten)
Credits
3
(Periode)
Scheduled
eerste kwartaal
Collegerooster opvragen
SWS / PersoonlijkRooster
Teaching methods (Werkvormen)
  • 1.5 hrs guided individual project work
  • 16 hrs lecture
  • 9 hrs individual project work without guidance
  • 60 hrs individual study period
Pre-requisites (Vereiste voorkennis)
  • Master student FNWI
  • completed and passed MT courses Business & Society and Management & Organization
Objectives (Leerdoelen)

After completion of the course, students are familiar with market oriented views of innovation and with several important forms of market research; they are able to describe the circumstances in which market orientation will influence innovation processes and to discuss the nature of such influence for business and product development. Students will also be familiar with strategy formation, with different types of strategy and the related perspectives, and with the relationships between general business strategy and innovation strategy.

Prime course objectives are that:

  • participants acquire updated insights regarding challenges and opportunities in high-tech markets
  • participants understand the virtue and limitations of traditional strategic marketing thinking and tools in emergent, high-tech markets, and
  • participants apply their understanding of strategy and marketing concerning high-technology to their own technological discipline.
Contents (Beschrijving)

Strategy is the business function concerned with aligning business activities to the external market environment of the enterprise. Strategy making in high technology environments poses its own unique challenges due to the complexity and high-technology. Some of those challenges include articulation of the strategic positioning of the organization, strategy process, and coordination with other market players. In order to succeed in this environment, firms need to be able to understand unarticulated needs, forecast the development of nascent markets, and position themselves appropriately in the competitive landscape.

The focus of this course will be on the principles of strategy with special attention to strategizing in a high-technology environment. The emphasis is on business strategy analysis and not on the technologies involved. This course focuses on business issues related to strategy and marketing, such as:

  • Strategy in a high-technology environment
  • Business strategy: process, planning, positioning, and perspectives
  • Strategic analysis of industry, firm specific resources, and competitive advantage
  • Strategic marketing of high-technology products
  • Partnerships and Supply Chain Management

 

Examination (Tentaminering)
  • Written exam (literature)
  • Individual assignments
Literature (Literatuur)
Mohr J.; Sengupta S. & Slater S., Marketing of High-technology Products and Innovations, (3rd International Edition), Pearson Education Inc., ISBN: 978-0-13136491 (pb)