Course Catalog

Spring 2007

B9601-051: High-Tech Marketing & Entrepreneurship

T - Full Term, 05:45PM to 09:00PM

Instructor: ran kivetz


This course provides a systematic and practical framework for the development of marketing and strategy for high-technology firms facing dramatic changes in their business and technological environments. The course covers a variety of high-technology industries (software, biotech, Internet, robotics, etc.) and both emerging and established companies. Some of the topics covered include identifying and evaluating opportunities for entrepreneurial ventures, building and evaluating business models, and current trends in the positioning, distribution, branding and pricing strategies of high-tech companies. The course uses a combination of case discussions, “live” case analyses with senior industry guests, lectures, readings and actual development tasks. 

Ran Kivetz

Ran Kivetz

Philip H. Geier, Jr. Professor of Marketing

Professor Kivetz’s research examines consumer and managerial decision making, the psychology of effort and reward (and its application to loyalty programs and other incentive systems), reverse self-control ("hyperopia"), and marketing high technology. Kivetz teaches courses on marketing high technology and entrepreneurship in the day and executive MBA programs and a Ph.D. course on bridging decision research with marketing science. His research has won awards and has been published in the leading marketing journals. He serves on the editorial boards of the Journal of Marketing Research and the Journal of Consumer Research and as a reviewer for premier decision-making and management-science journals. (See CV)

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