Marketing and Commercialization of Technology

This course exposes students to the fundamental and emerging concepts of marketing, the analytical tools, and the “language” of marketing in both industrial and service organizations are used. Topics include the 5 Cs of marketing analysis (Company, Customers, Competition, Collaborators, and Context), the STP marketing process (Segmentation, Targeting, and Positioning), and the 4 Ps of marketing mix (Product, Price, Place, Promotion). In the second part of the course, the students will be versed in the aims of technology commercialization, its types, stages, strategies, and challenges. This implies that students need to know more about IP rules and rights.