Market & Technology Analysis

  • Master's Program Management, Communication & IT
Course unit code
Level of course unit
  • Master
Semester when the course unit is delivered
  • 3
Number of ECTS credits allocated
  • 5.0
Name of lecturer(s)
  • Dr. Bange Carsten
  • Mag. Glowka Gundula
Learning outcomes of the course unit
  • Students have basic knowledge of the topic of market research in connection with future technologies. They learn methods that help them identify and analyze the need and potential of trends. They know the specifics of the technology market and the central instruments of a market analysis in the technology sector. They apply tools to evaluate the use of technology in different fields of application. They will work on real-life scenarios and learn about best-practice approaches.
Mode of delivery
  • face-to-face (Präsenzveranstaltung)
Prerequisites and co-requisites
  • none
Course contents
  • - Market and customer segmentation
    - Possible applications of ethnography in market research
    - Technology analysis and evaluation
    - Trend analysis as an analysis method in project management
    - Development of scenarios for strategic planning
Recommended or required reading
  • - Cairns, G., & Wright, G. (2018). Scenario Thinking: Preparing Your Organization for the Future in an Unpredictable World (2nd ed. 2018). Springer International Publishing : Imprint: Palgrave Macmillan.
    - Hippel, E. (2005). Democratizing innovation. MIT Press.
    - Ruijter, P. de. (2014). Scenario based strategy: Navigate the future. Gower.
    - Schilling, M.A. (2019). Strategic management of technological innovation. New York: McGraw-Hill Education..
    - Tidd, J. & Bessant, J. (2013): Managing Innovation:
    Integrating Technological, Market and Organizational Change, 5th ed., Hoboken: John Wiley & Sons.
    - Trott, P., Hartmann, D., van der Duin, P., Scholten, V. and Ortt, J.R. (2016). Managing technology entrepreneurship and innovation. London: Routledge.
Planned learning activities and teaching methods
  • The course comprises an interactive mix of lectures, discussions and individual and group work.
Assessment methods and criteria
  • To monitor the students’ learning this course will provide ongoing assignments as a basis for feedback and grading (formative assessment) and/or will evaluate the students learning at the end of the course or an instructional unit via exams, final project reports, essays or seminar papers (summative assessment).
Language of instruction
  • English