5665 High-Tech Experience Marketing
Instructor: Joseph Shyu,
This is an advanced course in experience marketing for high-tech industries. Its basic objective is to help you become familiar with experience marketing and related marketing concepts. Major emphasis is placed on management of “Belief goods” and “Experience Goods”, and
its implications on the development of manufacturing industry using an experience service and platform approach.
Peripheralization of the manufacturing function amid globalization has resulted in intense competition, demanding a new marketing approach that enables direct contacts or interactions with end customers to ensure market presence.
Experience is a demand-driven service approach of marketing. The adaptation of experience marketing in manufacturing industry is a result of changing competitive environment, arising from globalization and maturity of technology and market. For market expansion and its continual growth, dynamic interactions with customers, that help control the customer interface, demand a new concept entailing networked collaboration and platform operations.
This process adopts only those concepts in experience marketing of dynamic interaction with customer which help create niche markets, network externalities, core competence, and platform structure in operations. These new concepts of experience marketing can profoundly change the way in strategic planning of manufacturing industry in that 4C strategy in lieu 3C strategy enables an unprecedented vision and leadership for future development.
As the high-tech industry reached maturity, the emergence of experience marketing as a prime tool in marketing of experience goods, which are traditional considered as high technology products. This transition from traditional marketing to experience marketing encompasses many key strategic issues. First of all, while traditional marketing places emphasis on clustering and specialization in the supply chain, the experience
marketing has its focus on clustering and customization on the demand
side, where leadership, vision, and collaboration replace the concept of
industrial competitiveness and management.
The key concepts in this course are:
? Experience Marketing and traditional marketing of High-Tech products ? Platform and service approach in Innovation management ? Innovation-intensive services and its analytical framework ? Industrial customization and specialization
Students are groups into 7 teams, and each team is required to present your
book study based on the instructions given below,
? Analyze the contents and implications given in the assigned project. ? Demonstrate utility and applications for local Taiwanese companies. ? Make conclusions
Course Pre-request: no
? “The Experience Economy”, B. J. Pine II and J. H. Gilmore, Harvard
Business School Press, Boston, MA (1999) (PG) ? “Experience Marketing”, E. L. O’Sullivan and K. J. Spangler, Venture
Publishing, State College, PA (1998) (OS)
? “The only Sustainable Edge”, J.Hagel III and J. S. Brown, Harvard Business
School Press, Boston, MA (2006) (HB)
? Attendance and class discussion 30%
? Case report 70%
Featured course catalogue
Guide students into this new topic and use in the empirical cases
? Experience Marketing
? IIS Model
? Ibid. ? Book study 1 ? Ibid. ? Book study 2 ? Ibid. ? Book study 3 ? Ibid. ? Research project:Telematics
? Ibid. ? Ibid. ? Research Project: IC ? Ibid. ? Ibid.