ELE00041H Management and Marketing of Technology Assignment (100%) 2018/19 Hand in electronically…

ELE00041H Management and Marketing of Technology Assignment (100%)  2018/19

Hand in electronically via the VLE using departmental standard process

This assignment will consolidate your understanding of and your ability to critically analyse the links between management and marketing of technology in todays rapidly changing business environment. You are required to write a report of not more than 3000 words that addresses the following: Discuss innovative technology management from the perspective of either a) renewable energy or b) the development of electric vehicles (using relevant notes and background from lectures) and describe where the future might lie for that initiative by developing a technology roadmap for the next 5 years.

(~1500 words).

Your report should include the application of theoretical concepts to the management of technology in practice and seek to show evaluation and critique. Use of tools and models to illustrate your answer is encouraged but use the tools and models, do not simply replicate outline models used in lecture materials. It may be useful to consider the following as a minimum: Technology solution indicating leader or technology follower Type of change management required  key drivers Process development or change as required Resistance to change Hard and/or Soft system changes Major risks or downsides for the initiative Critically evaluate the marketing strategies of two successful companies involved with wearable technologies using your desktop market research; and discuss the factors responsible for their success. You should select your cases from any one of the following application areas of wearable technologies: Healthcare  Intelligent Building  Consumer Electronics ·Travel/Tourism

You are required to apply a combination of concepts and theories covered in lectures such as Marketing mix, Branding and Promotion, Market segmentation, Ansoff matrix, Product lifecycle, Market positioning etc along with your desktop research to support your evaluation and conclusions. It is important to provide evidence and sources for your arguments that are fully referenced. The appropriate use of diagrams is encouraged  please note that marks will not be awarded for simply replicating course concepts. Marks will be awarded where students demonstrate understanding and application of concepts to marketing practice. Additional marks will be awarded for appropriate evaluation / critique of concepts.

(~1500 words).


Applicable to both of the above questions, you will need to ensure that: ·  Your response to each question is clearly marked; ·  There is appropriate use of academic and business references; ·  Harvard referencing style must be used; ·  Tables are included in the total word count; ·  Figures, appendices and references are excluded from the total word count; and ·  Appendices are limited to total of 5 A4 sides.

Course Tutors: Mr Noel Jackson &DrBidyut Baruah Moderated by: DrBidyut Baruah &Mr Noel Jackson


ELE00041H Management and Marketing of Technology 2018-19 Individual Report  Marking and Feedback Sheet

Student name/identifier: Marker: Mark:

ELE000041H General report structure for both questions, layout/signposting, use of theoretical tools/models, quality of referencing and readability (10 marks) Mark: Comments: Q1 Discussion of Companys technology management initiative and technology roadmap for the next 5 years (20 marks) Mark: Comments: Q1  Analysis & critique from Q1 including key drivers, resistance, system changes and major risks of change (20 marks) + further relevant aspects (5 marks) Mark: Comments: Q2  a) An evidence-based critical analysis of the marketing strategies of two selected cases. (30 marks). Mark: Comments: Q2  b) Identify and discuss the key factors responsible for the Wearable Technology market (15 marks).




Management and Marketing of Technology


Student’s Name:

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Management and Marketing of Technology

Question One: Renewable Energy

            The 21st century has witnessed significant increase in demand for energy because of factors that include growth in population and lifestyle changes. according to the International Energy Agency (IEA), about 86.5 percent of the energy consumed across the globe is produced from fossil fuels such as coal, oil, and natural gas, which are largely non-renewable, and majorly contribute to the increased amount of carbon dioxide and greenhouse gases released to the atmosphere (Twidell and Weir, 2015: 32).Research has revealed that the rise in carbon dioxide levels in the atmosphere is the primary cause of global warming. The fossil fuels used in the generation of energy have rapidly diminished, and the demand for energy across the globe is projected to increase by about 60 percent in the next 20 years (Twidell and Weir, 2015: 32).As such, there is increased need for alternative forms for energy generation. These energy generation forms need to be easy to harness, environmental friendly, and cost effective. Therefore, the development of renewable sources of energy will be a great solution towards providing future energy supply.

Technology Solution

            Renewable energy refers to the form of energy that is generated from natural resources that are naturally replenished. These natural resources include geothermal heat, rain, tides, wind, sunlight, and biomass. The technologies for renewable energy are critical in contributing to the energy supply portfolio in England, as they greatly provide opportunities for the mitigation of greenhouse gases, reduce dependency on fossil fuels, and contribute to increased world energy security (Batel and Devine-Wright, 2015: 314).In the UK, renewable energy is regarded as a potential significant contributor of economic development particularly in the rural regions, which facilitates the reduction of poverty through creation of employment and improvement of standards and quality of living.

The biggest source of renewable energy in England is the offshore and onshore wind. This beats the combined generation of oil, coal, and others by 6.5 percent and total generation of electricity by 13.8 percent (Twidell and Weir, 2015: 35). UK has witnessed the growth of solar power in the recent past. over the last 10 years, generation of solar power has experienced tremendous growth. For instance, UK produced only 20 GWh in 2009, which increased to 10,420 GWh in 2016. In the first three quarters of 2017, UK had generated over 10,000 GWh, which represented about 4.2 percent of the total electricity generated in the country (Batel and Devine-Wright, 2015: 315).The increase in installation of more solar power technologies

Type of Change Management

            The renewable sources of energy have become a major focus on the UK government particularly due to its importance in reducing the emission of greenhouse gases into the atmosphere. For this reason, it is important to establish appropriate management strategies for its effectiveness. There is need for the government to establish improved Renewables Obligation policies that will greatly contribute to investment and consumer interest in renewable energy sources (Foleyand Olabi, 2017: 24). This will be achieved through obliging suppliers of electricity to a given percentage from renewable sources of energy. There is also need to launch strategies that allow the government in identification of major strengths and well as developing world-leading capabilities in the sector of renewable energy.

The UK government has been constantly introducing various programs for sources of renewable energy as a way of removing any barriers that affect the development of renewable energy sources through gathering information, furthering research, as well as assisting in industrial activities. Using these programs, there is need for cooperation between environmental organizations and government to maintain a tentative approach that enhances the growth of renewable sources of energy (Foley and Olabi, 2017: 24). There is need for appropriate actions that seek to address various key issues in the generation of renewable energy, with focus between both technological development and non-technological aspects. Above all, there is need for establishment of green trading strategies that encourage movement to a system of renewable energy that operates in the commercial market.

Process of Change

            The process of change represents a roadmap that describes the analysis of how deployment of renewable energy may evolve in UK over the next five years. This includes the various actions that are required in facilitating the achievement of the anticipated levels of renewable energy in UK (Batel and Devine-Wright, 2015: 315).Although it is important to examine all the technologies utilized, this Roadmap focuses on five technologies that possess the greatest potential of helping the country realize its five-year target in a sustainable and cost effective manner. These technologies include onshore wind, offshore wind,and marine energy.

The onshore wind technology will provide investors with long-term certainty via the electricity market reform as well as a well-managed movement from the Renewables Obligation. Over the next five years, this technology will seek to reform the planning system as a way of ensuring that economic growth is sufficiently supported and provides the society with a bigger stake in development. The government willaim at co-funding the development of technical solutions as a way of overcoming interference of windfarm with broker roll-out and aviation radar programs, which includes a new Memorandum of Understanding with the renewable energy industry. By end of the projection period, the onshore transmission capacity will be upgrades so as to ensure that the developers are capable of securing cost-effective and timely access to the network and developing a desirable process that monitors delivery.

Over the next five years, the offshore wind technology in UK will aim at establishing a Task Force in the industry so as to create a path and action plan that reduces the cost of offshore wind to about £100/MWh. In addition, the technology will be providing approximately £30 million direct support from the government for the reduction of the cost of offshore wind. The Offshore Wind Developers Forum will be integral in supporting the growth of supply chain and action plan that encourages performance of new manufacturing facilities at the port. In addition, there will be more effective conflict management process regarding exploration for gas and oil, and providing high certainty regarding the available financial incentives, as well as ensuring coordinated and timely development of the grid system via the Offshore Transmission Coordination Project.

In the period of five years, the UK government will provide over £20 in supporting the innovation in tidal wave devices as well as commissioning the testing facilities for marine energy at the National Renewable Energy Centre (NaREC). It will be important to work closely with the Crown Estate for the introduction of knowledge sharing network that accelerates the amount of marine energy deployed (Twidell and Weir, 2015: 35).There will also be provision of guidance to the renewable energy sector so as to develop Marine Energy Parks that lead to the stimulation of the supply chain. The management of potential conflicts with various users of the sea will be required for effective responses of the tidal and wave attributes of the Offshore Energy Strategic Environmental Assessment.

Resistance to Change

The implementation of the propositions of the roadmap for renewable energy may be compromised due to various factors. As noted earlier, renewable energy is highly regarded as a solution to the increased environmental concerns and climate change. However, the scope and sustainability of renewable energy has been constantly questions due to its primary aspect of environmental friendliness and alternative sources of energy. The increased issue of sustainability is increasing and the attribute of social corporate responsibility remains a huge concern for many companies. This means that there is more pressure for institutions and organizations that generate renewable energy to effectively deliver their sustainability agenda. There is also the concern of the large infrastructure required in the construction of operations that are consistent with both social and environmental attributes. Therefore, these factors may hinder implementation of the forecasted change.

Major Risks of the Initiative

            The primary risks associated with the renewable energy initiative are related to technology and competition. renewable energy producing institutions are required to make considerations of the manner of building up, managing, and retaining human capital. Indeed, there are reports of the shortage of turbine, which greatly restricts the development of wind-farms. Just like any other sector, the energy sector is experiencing constant turbulence and dynamism in terms of competition. In the renewable energy sector, the competitive structure is based on five forces, which include: rivalry among existing competitors, threat of substitute services or products, bargaining power of buyers, bargaining power of suppliers, as well as threat of new entrants. These aspects pose a great risk to the effective implementation of the renewable energy initiative.

Question Two: Marketing of Technology

Healthcare Medesk

Medesk is a cloud-based practice management software that ensures that medical practitioners work easier with medical data and patients. In this regard, Medeskensures that routine work for various medical practices is effectively executed through enhanced communication with laboratories, medical equipment manufacturers, insurance companies, National Health Service, and Patients, thus promoting the efficiency of resources and time. Through the software, medical practitioners are able to obtain a complete account of their various daily activities (Tussyadiah, Jung and tom Dieck, 2018: 601). This is achieved through provision of full range of statistics on distribution of workload for healthcare providers, patient retention rate, medical services rendered, and full range of statistics on phone calls. The patients are able to get automatic reminders regarding the time and date of appointment, and they are also capable of booking an appointment with a medical practitioner through online platforms.

Medesk prioritizes the use of digital healthcare (DH), which facilitates integration of the physician’s data with that of other partners such as laboratories, patients, and insurance companies among others. The advantage of the cloud-based data exchange ensures that medical related activities are carried out more easily and faster, which brings the patients closer to the physicians. Therefore, DH is undoubtedly an effective way of delivering medical services in a more accurate and quick manner while reducing costs. Medesk is developed such that it can use smart devices that enhance monitoring of outpatients, thus allowing one practitioner to operate a whole monitoring program based on a given subscription. This attribute greatly helps practitioners to effectively carry out different tasks and implement new technologies that promote the medical practices of providers.

Marketing Strategy

            The marketing strategy for the Medesk is largely dependent on the differentiation of the product through creation of a powerful positioning. In this regard, the company ensures that primary target market middle to upper income individuals who are more concerned with the enhancement of their health status. These individuals are also more literate and are thus conversant with use of computer technology, which is the basic component of the healthcare wearables (Reed et al., 2018: 18).Medesk also targets businesses whereby it sells its software to other healthcare facilities. In this regard, the target market is the mid to large-sized organizations that are willing to ensure that their practitioners experience superior welfare and are motivated to continue with their various responsibilities.

In terms of the pricing strategy, Medesk costs the patient users between £180 and £250 per unit (Reed et al., 2018: 18). However, this price is projected to reduce as the Medesk technology continues to be used by more and more people. According to the Medesk price strategy, the most suitable pricing is based on cost. As such, the price of the technology is based on the cost of individual processes of the software as well as the fair rate for return and risk. Advertisements for Medesk has been utilized so as to promote the product (Reed et al., 2018: 18).The advertisements are done through channels such as social media, online media, print media, and televisions, and radios among others. Currently, the place strategy for Medesk is performed through online retailing. There is need for more distribution of the technology to various healthcare facilities in UK so as to reach more people and contribute to improvement of health in general. International Trimmings and Labels (ITL) Group

The ITL Group is a medical device manufacturing, development, and design partner of medical technologies, analytical instruments, and diagnostic devices that are life-saving. The group has successfully worked through different stages of development life-cycle for their products (Greenfield et al., 2016: 677).The group’s clients range from individual, start-ups, and big organizations. As a result, the company is capable of taking a healthcare project from conceptualism to the level of full scale manufacture and even the activities after sales that complete the service for product development. With most of the company’s facilities based in UK, China, and USA, the company is capable of offering is clients with a global support that facilitates accessibility to world-wide supply markets and chains (Greenfield et al., 2016: 677). The group is fond of approaching things from a different perspective that a manufacturing partner and average contract design, and largely believes in working with the clients as opposed to working for the clients.

The ITL Group utilizes interoperability, which includes consistent exchange of data between software solutions and technology systems. The company also performs further data analysis so as to shift to continuous patient care from episodic. Semantic interoperability is critical in the elimination of physical and virtual obstacles towards sharing of healthcare knowledge within organizations and greatly help healthcare facilities in identifying challenges and undertake more effective management of assets. Common wearable devices utilized by the ITL Group include Owlet baby monitoring sock that is capable of tracking levels of oxygen, sleep, and heart rate, theL’Oréal UV sensor that measures the exposure to UV, and the cancer-monitoring iTBra patches that are utilized in detecting metabolic alterations in heat that are related to cellular activity of the breast tumor.These medical wearable are important in collecting key information, and they provide a good platform on which the collected information is analyzed and acted upon. Though the information, healthcare practitioners are capable of achieving tremendous transparency in daily operations and enhance patient satisfaction and outcomes.

The ITL Group has successfully utilized the aspect of market segmentation that seeks to concentrate marketing resources on a given market segment as a way of gaining competitive advantage. The company has greatly benefited from social media, which is currently a major channel of information sharing among groups with mutual interest such as patients and providers. However, segmentation has been performed on the basis of the psychology, behavior, and taste of consumers (Lo, Ip and Yang, 2016: 116).This decision by the company to segment its market has necessitated effective and efficient communication with individual categories of patients.

ITL Group’s wearable technology has been distributed to various healthcare facilities, although its presence has not been effectively realized. This calls for an effective marketing mix that addresses such issues as promotion, place, price, andproduct among others. For ITL Group, the price has been set such that it is affordable even for low income earners, which is a great milestone towards improvement of healthcare (Lo, Ip and Yang, 2016: 117).The wearable devices can be found in various healthcare facilities, but majority of the healthcare centers do not have the devices. This indicates that there is need for more production of these devices by the company so that more patients can benefit. There is need for more advertising so as to promote the devices among many people, who may be having health problems that can be addressed through the technology.

Factors Responsible for Wearable Technology Market

            Wearable technology greatly helps in identity management. In this regard, it is possible to identify patients accurately and match their appropriate electronic health records (EHRs)for improved coordination and delivery of healthcare (Greenfield et al., 2016: 677). This will tremendously lead to decrease in the number of medical errors related to identity. The Heartlands Hospital in UK firstly leveraged the power of wearables that greatly improved the management of patient identity. This was important owing to the fact that the hospital serves over 500,000 patients every year (Lo, Ip and Yang, 2016: 117).The wearables helped the facility completely eliminated identity errors and performed one more surgery on daily basis.

The wearable technology enhances management of knowledge. Cardiovascular disease has hugely benefited from the analysis of data that is collected through wearable fitness tracker. Other wearable glasses such as Google Glasses, have been able to access the information of patients that is stored in healthcare databases and online platforms, which enables remote collaboration between different health care facilities that streamlining healthcare practices.





Batel, S. and Devine-Wright, P., 2015. Towards a better understanding of people’s responses to renewable energy technologies: Insights from Social Representations Theory. Public Understanding of Science, 24(3), pp.311-325.

Foley, A. and Olabi, A.G., 2017. Renewable energy technology developments, trends and policy implications that can underpin the drive for global climate change.

Greenfield, R., Busink, E., Wong, C.P., Riboli-Sasco, E., Greenfield, G., Majeed, A., Car, J. and Wark, P.A., 2016. Truck drivers’ perceptions on wearable devices and health promotion: a qualitative study. BMC public health, 16(1), p.677.

Lo, B.P., Ip, H. and Yang, G.Z., 2016. Transforming health care: body sensor networks, wearables, and the Internet of Things.

Reed, M.J., McGrath, M., Black, P.L., Lewis, S., McCann, C., Whiting, S., O’Brien, R., Grant, A., Harrison, B., Skyrme, L. and Odam, M., 2018. Detection of physiological deterioration by the SNAP40 wearable device compared to standard monitoring devices in the emergency department: the SNAP40-ED study. Diagnostic and Prognostic Research, 2(1), p.18.

Tussyadiah, I.P., Jung, T.H. and tom Dieck, M.C., 2018. Embodiment of wearable augmented reality technology in tourism experiences. Journal of Travel Research, 57(5), pp.597-611.

Twidell, J. and Weir, T., 2015. Renewable energy resources. Routledge.

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