In an age of techno-gadgets and whiz-bang electronic communication, marketing new products sometimes takes skills not even heard of in years past. And with the short life cycles inherent in so many new high-tech items, knowing how and when to instigate a marketing push can require a crystal ball.

To help, Boise State has created a new emphasis for marketing majors. The high-tech marketing course, offered beginning this upcoming semester, focuses on both the marketing of goods and services related to technological innovations and the use of technology (such as the Internet) in marketing strategy. Classes will be offered for undergraduates as well as those in the master of business administration (MBA) program.

The high-tech marketing emphasis will also offer open enrollment and customized workshops and certificate programs to area businesses. Unlike the regular academic courses, these provide a quick introduction to specific topics, supplying both businesses and employees with the necessary skills to tackle their marketing needs with confidence.

The certificate program’s core training focuses on a number of key e-business topics, including hypercompetition, forecasting, market positioning, customer anxiety and pricing strategies. Students will then advance to sessions focusing on Internet marketing, electronic customer relationship management and advanced high-tech marketing topics.

The program is funded by a $100,000 grant from Micron Technology Foundation, which helps cover the cost of an instructor, internships, a research pool and other expenses.

"We’re very excited about this new high-tech marketing program because it aligns well with the Micron Foundation’s interest in funding education projects that will have a high impact in advancing higher education," said Karen Vauk, executive director of the Foundation.

Kirk Smith, chair of the department of marketing and finance, said the program meets the needs of many of the Valley’s employers by providing localized executive training either on campus or on-site.

"Not only do these companies want to hire people who’ve had this kind of training, but they also want to get their own people trained. They like the idea of having local talent they can bring in for a morning or afternoon, as opposed to someone they have to fly in," Smith says.

In addition, students graduating with the high-tech marketing emphasis will be better prepared to meet the needs of companies dealing with new demands and products — an idea local companies see as a bonus.

"I’ve visited with a number of local employers who seem pretty excited about the prospects," Smith said.

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Kirk Smith

Marketing Department

426-3180

Kathleen Craven

communications and marketing

426-3275