This document outlines an assignment for a management and marketing of technology course. It provides two questions for a report of no more than 3000 words. The first question asks students to discuss innovative technology management from either renewable energy or electric vehicles, and develop a 5-year technology roadmap. The second question requires a critical evaluation of the marketing strategies of two successful wearable technology companies, and discussion of factors for their success. The assignment provides detailed guidelines on content and structure required for each question.

1. 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:
1. 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:
1. Technology solution indicating leader or technology follower
2. Type of change management required key drivers
3. Process development or change as required
4. Resistance to change
5. Hard and/or Soft system changes
6. Major risks or downsides for the initiative
2. 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:

2. 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).
ELE000041H
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 & Dr Bidyut Baruah Moderated
by: Dr Bidyut Baruah & Mr Noel Jackson
ELE000041H
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,

3. 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
12
Management and Marketing of Technology
Student’s Name:
Course Number:
Course Title:
Professor’s Name:
Date:

4. 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

5. 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 in the
country will see more power generation from solar energy.

6. 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

7. 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 will aim at co-funding
the development of technical solutions as a way of overcoming

8. 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

9. 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

10. 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
i) Medesk
Medesk is a cloud-based practice management software that
ensures that medical practitioners work easier with medical data
and patients. In this regard, Medesk ensures that routine work
for various medical practices is effectively executed through
enhanced communication with laboratories, medical equipment
manufacturers, insurance companies, National Health Service,

11. 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

12. 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

13. 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.
ii) 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.

14. 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, the
L’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

15. 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, and
product 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

16. 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.
References
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.

17. 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.