DENMARK, Aalborg: Managing Technological Industrial Products

Managing Technological Industrial Products - From technical features to customer value

Technological industrial products play a critical role in modern industries, yet technical excellence alone does not guarantee market success. Companies must understand customer needs, regulatory requirements, quality expectations, and international market conditions to create value and achieve commercial success.
This Blended Intensive Programme (BIP) introduces students to the challenges of managing technological industrial products throughout their journey from technical solution to customer value creation.
Through lectures, company visits, a workshop, and international teamwork, students will explore how firms balance technical performance, quality, compliance, sustainability requirements, and customer expectations when bringing industrial products to market.

The programme combines perspectives from product management, industrial marketing, product development and international business, enabling students to understand how technological products create value in increasingly complex and competitive international markets.
After completing the programme, students will be able to:

Knowledge

• Explain the characteristics of technological industrial products.
• Understand the role of product management in industrial markets.
• Describe how quality, compliance, and customer requirements influence product success.
• Explain challenges related to international markets and product adaptation.

Skills

• Analyse how technological industrial products create customer value.
• Identify challenges related to quality, compliance, and market requirements.
• Evaluate product adaptation opportunities in different market contexts.
• Explain how cultural differences influence communication in international markets.

Competencies

• Collaborate effectively in multicultural teams and demonstrate awareness of cultural differences.
• Apply theoretical concepts to real industrial cases.
• Present and justify practical recommendations based on case analysis.

To successfully complete the BIP and be awarded 3 ECTS credits, students are expected to actively participate in both the virtual and physical components of the programme. This includes participation in lectures, company visits, workshops and international group work during the physical mobility period.
Students will work in international teams on a case related to the management of technological industrial products and apply relevant concepts from the programme to analyse challenges and develop practical recommendations. Students must contribute actively to the group work and presentation of the case solution.