GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
Group Presentation and Individual Marketing Plan | during the term, students will be divided in groups and asked to complete a group project. The group project entails a mid-term presentation and a final-term individual marketing report. Students have to propose an original marketing idea in a specific market where the promotion and distribution are entirely accomplished through digital technologies. Hence, the distribution will exclusively concern either e-commerce or e-business, whereas the promotion will be carried out through web, viral marketing techniques, blogs, videoblogs. Students are assigned a specific area in the e-business unit, such as promotion, distribution executive, production, budgeting. Students are primarily responsible for their area, however they contribute to the overall marketing strategy. Students at first have to carry out an industry overview where their marketing idea is positioned, then propose their marketing idea, and suggest a marketing strategy in order to ensure short-term and long-term growth and profitability for their e-business unit. Students summarize their findings and recommendations in a group presentation at the end of the first mid-term. After the presentation, the instructor and the students discuss problems and shortcomings of the marketing idea and define the conclusive marketing strategy. Students have to formally put forward their marketing idea in an individual marketing report at the end of the semester. The marketing report exclusively reviews the area that the students are assigned, however every area is an essential part of the general marketing plan for the e-business unit. Reports should be between 1000 and 2000 words on average. During the project, students are given the opportunity to conduct both secondary and primary research in the development of their marketing idea. Their grade is influenced both by their effort in developing information gathering instruments, implementing their research as well as quality of their marketing decisions resulting from their research and presented in their final report.
Group presentation and individual marketing report support learning objectives 2, 3, 4, 5
| 30% |
Final exam: | Students’ proficiency of the main issues in strategic marketing management are assessed in the final exam. In both exams, students are tested both on their knowledge of the emerging theories in marketing and challenged with real life situations, where students have the opportunity to apply appropriate marketing techniques.
final exam supports learning objectives 1, 2, 3, 4, 5
| 30% |
Class Participation | students are expected to attend all scheduled class meetings as presented in the course outline. At any class, students have to carefully read the assigned chapters and additional readings and have prepared the case study. Since success in the marketing field requires a high level of interpersonal skills, grading to a greater extent is based on the quality not quantity of the contribution. Marketing is an exchange process, and students are required to be a part of the class not apart from it. During the lecture, the instructor addresses different issues and students are asked to participate actively to the discussion and to propose constructive and creative ideas. Failure in doing so lowers the class participation grade.
Class participation supports learning objectives 1, 2, 3, 4, 5
| 40% |
-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course. BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments. CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings. DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail. FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
Class attendance is absolutely mandatory and critical to the success of class discussions. After the first two unexcused absences, the students will lose 5 percentage points of their overall weighted average for the each successive absence.
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DATE
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TOPIC/
ACTIVITY
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SCHOLARLY ARTICLES
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BOOK CHAPTER
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CASE STUDY
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Tue. 1/17
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Introduction to Marketing Management
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Thur. 1/19
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The impact of digital technologies on marketing strategies
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Kumar, V., Bhagwat, Y., Xi, Z. (2015), “Regaining "Lost" Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer”, Journal of Marketing, Jul. 2015, Vol. 79, Issue 4, pp. 34-55; Liu, P.J., Lamberton, C., Haws, K.L. (2015), “Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and Avoiding Trivialization Effects”, Journal of Marketing, May 2015, Vol. 79, Issue 3, pp. 74-90.
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Chap 2 Kotler and Keller
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Tue. 1/24
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The development of e-business in industrial marketing
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Kumar, A., Mukherjee, A., McGinnis, J. (2015), “Who wants to be an e-tailpreneur? Experiences from an electronic retailing course”, Marketing Education Review, 2015, Vol. 25, Issue 2, pp. 117-128.
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Chap 6 Kurtz
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- Facebook acquires Whatsapp
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Thur. 1/26
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Social networking: Facebook and Myspace
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Jun, S., Ying W., Zhaojun, Y., Yali, Z. (2015), “Rethinking e-commerce service quality: does website quality still suffice?”, Journal of Computer Information Systems, Summer 2015, Vol. 55, Issue 4, pp. 62-72.
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- Tedx Videos: Barry Schwartz
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Tue. 1/31
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Innovative communication strategies: viral marketing
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Stanworth, J.O., Warden, C.A., Shuwei Hsu, R. (2015), “The voice of the Chinese customer”, International Journal of Market Research, 2015, Vol. 57, Issue 3, pp. 459-481.
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Chap 10 Moriarty, Mitchell, Wells
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- Pokemon Go
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Thur. 2/2
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Group Project Discussion
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Tue. 2/7
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Shortening life cycles in technology
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Ayanso, A., Lertwachara, K. (2015), “Analyzing customer service technologies for online retailing: A customer service life cycle approach”, Journal of Computer Information Systems, Summer 2015, Vol. 55, Issue 4, pp. 73-78.
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Chap 12 Kotler Keller
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- Nike for Innovation
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Thur. 2/9
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Shortening life cycles in technology (cont’d)
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Tue. 2/14
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Creating brand value and equity
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Kapidzic, S., Martins, N. (2015), “Mirroring the Media: The Relationship Between Media Consumption, Media Internalization, and Profile Picture Characteristics on Facebook”, Journal of Broadcasting & Electronic Media, Jun. 2015, Vol. 59, Issue 2, pp. 278-329.
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Chap 9 Kotler Keller
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- Microsoft acquires Linkedin
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Thur. 2/16
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Positioning the brand: brand personalities and communities
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Ertimur, B., Coskuner-Balli, G. (2015), “Navigating the Institutional Logics of Markets: Implications for Strategic Brand Management”, Journal of Marketing, Mar. 2015, Vol. 79, Issue 2, pp. 40-46.
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Chap 10 Kotler Keller
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- Tedx Videos: David Autor
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Tue. 2/21
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Emerging international markets and rising marketing opportunities
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Zhao, K., Zhao, X., Deng, J. (2015), “Online Price Dispersion Revisited: How Do Transaction Prices Differ from Listing Prices?”, Journal of Management Information Systems, Summer 2015, Vol. 32, Issue 1, pp. 261-329.
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Chap 9 Cateora Graham
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- Air Asia
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Thur. 2/23
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Customer relationships and data processing: toward one-to-one marketing?
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Kumar S., Pradipta, G., Padma, C., Sen Gupta, S. (2015), “International Equity Market Integration: An Empirical Analysis from Indian Stock Markets Perspective”, BVIMR Management Edge, Jan.-Jun. 2015, Vol. 8, Issue 1, pp. 105-111.
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Chap 5 Anderson Vincze, Chap 12 Ferrell Hartline
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- Tedx Videos: Olivier Scalabre
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Tue. 2/28
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Multinational market regions: the European Union
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Villarino, J. and Font, X. (2015), “Sustainability marketing myopia”, Journal of Vacation Marketing, Oct. 2015, Vol. 21, Issue 4, pp. 326-335.
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Chap 10 Cateora Graham
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- Hunsk engines
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Thur. 3/2
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Cultural dynamics in the global environment: the emergence of the global consumer
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Mosca, F., Bertoldi,B., and Giachino, C. (2015), “Development Strategies for International Distribution in luxury industry”, International Journal of Management Cases, 2015, Vol. 17, Issue 3, pp. 4-18.
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Chap 4 Cateora Graham
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- Tedx Videos: Paul Kemp Robertson
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Fri. 3/3
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Marketing case Exercise
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DATE
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TOPIC/
ACTIVITY
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SCHOLARLY ARTICLES
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BOOK CHAPTER
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CASE STUDY
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Tue. 3/7
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Review
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Thur. 3/9
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Mid-term exams
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Tue. 3/14
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Group Project
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Thur. 3/16
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Group Project
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Tue. 3/21
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Case exercise
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Thur. 3/23
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Case exercise
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Tue. 3/28
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Case exercise
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Thur. 3/30
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First case exam
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Tue. 4/11
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Guest Lecture
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Thur. 4/13
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First Case exam discussion
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Tue. 4/18
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Group project
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Thur. 4/20
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Group Project
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Tue. 4/25
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National holidays
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Thur. 4/27
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Emerging international markets and rising marketing opportunities
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Waheeduzzaman, A.N.M. (2006), “ Can Modernization Explain the Consumption of Durables in Emerging Markets?”, Journal of Global Marketing, Vol. 19, Issue 3/4, p33-62
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Chap 9 Cateora Graham
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- Tedx Videos: Josh Luber
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4/29-5/1
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Final Exam
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