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COURSE NAME: "Strategic Marketing Management "
SEMESTER & YEAR: Spring 2019

INSTRUCTOR: Alessandro Signorini
EMAIL: [email protected]
HOURS: TTH 4:30-5:45 PM
PREREQUISITES: Prerequisites for Marketing majors: Senior Standing and completion of all other Marketing core courses. Prerequisites for Business majors: MA 208; Recommended: MKT 301, MKT 305, MKT 310
OFFICE HOURS: Thursday 14-15

This course involves the analytical integration of material covered in previous marketing courses. It develops skills in diagnosing marketing problems, formulating and selecting strategic alternatives, and recognizing problems inherent in strategy implementation. The development of a comprehensive marketing plan is a major requirement of the course.


This is a capstone course that is assessed based on the student’s ability to implement and communicate effectively a marketing strategy. This course includes all core material to date and requires its appropriate use and application to include (but not limited to):

-      Primary and secondary research methods

-      Marketing audits of a company and its products

-      Competitors’ analysis

-      Environmental analysis

-      Problem diagnosis

-      Segmentation strategies

-      Target marketing and positioning

-      Growth strategies

-      Development of an overall marketing plan

-      Communication of results


As the capstone course in the Marketing major, the key learning outcomes are for the students to be able to take an integrated approach to marketing decisions and understand why they are interlinked.

The objectives for this course are:

1)    Describe and evaluate the latest issues and trends in marketing management

2)    Cover and assess innovative marketing techniques and practices

3)    Apply the innovative business models and methods in the Information Technology, global, and non-profit contexts

4)    Develop practical and creative solutions to real life cases

5)    Develop oral and written presentation skills

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Marketing StrategyFerrell and HartlineThomson South-Western9780324362725  

Group Presentation and Individual Marketing Planduring 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 Participationstudents 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%

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.


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.

As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.













Tue. 8/30

Introduction to Marketing Management




Thur. 9/1

The impact of digital technologies on marketing strategies

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.

Chap 2 Kotler and Keller

-        EBS11 Nike case on innovation: the Swoosh of creativity

-        Bank of America mobile marketing







Tue. 9/6

The development of e-business in industrial marketing

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.

Chap 6 Kurtz

-        EBS1 International titles finding new ways in the US via ebooking technology

Thur. 9/8

Social networking: Facebook and Myspace

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.


-        EBS3 Marketing library mobile resources

-        Country Choice: marketing research for a small company






Tue. 9/13

Innovative communication strategies: viral marketing

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.

Chap 10 Moriarty, Mitchell, Wells

-        Google in China: HBS case

Thur. 9/15

Customer relationships and data processing: toward one-to-one marketing?

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.

Chap 5 Anderson Vincze, Chap 12 Ferrell Hartline

-        Strategies in the rural India: Supershampoo  marketing penetration






Tue. 9/20

Shortening life cycles in technology

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.

Chap 12 Kotler Keller

-        EBS13 Don’t say big data

Thur. 9/22

Shortening life cycles in technology (cont’d)




Fri. 9/23

Marketing case Exercise
























Tue. 9/27

Creating brand value and equity

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.

Chap 9 Kotler Keller

-        EBS10 Abercrombie going no logo

Thur. 9/29

Positioning the brand: brand personalities and communities

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.

Chap 10 Kotler Keller

-        EBS15 Emotional branding: the collaboration between H20 Plus and Disney






Tue. 10/4

Emerging international markets and rising marketing opportunities

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.

Chap 9 Cateora Graham

-        EBS17 Starbucks Corporation: Accelerated growth plan

Thur. 10/6

Class exercise









Tue. 10/11

Group presentations





Group presentations





















Tue. 10/18

Multinational market regions: the European Union

Villarino, J. and Font, X. (2015), “Sustainability marketing myopia”, Journal of Vacation Marketing, Oct. 2015, Vol. 21, Issue 4, pp. 326-335.

Chap 10 Cateora Graham

-        EBS12 Copenhagen free market


Thur. 10/20

Cultural dynamics in the global environment: the emergence of the global consumer

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.

Chap 4 Cateora Graham

-        EBS16 High street fashion retailers: the emergence of fast fashion






Tue. 10/25

Cause-related marketing and corporate social responsibility

Carrillat, F.A., Solomon, P.J. and d'Astous, A. (2015), “Brand Stereotyping and Image Transfer in Concurrent Sponsorships”, Journal of Advertising, 2015, Vol. 44, Issue 4, pp. 300-314.

Chap. 12 Wymer, Knowles Gomes

-        EBS20 Bayt job search engine expanding in the Middle East

Thur. 10/27

Ethics in marketing

Fulgoni, G.M. (2015), “How Brands Using Social Media Ignite Marketing and Drive Growth”, Journal of Advertising Research, Sep. 2015, Vol. 55, Issue 3, pp. 232-236.

Chap 3 Ferrell Hartline

-        EBS19 Facebook: the Whatsapp acquisition

Fri. 10/28

Marketing in non-profit contexts: raising funds and resources

Khan, I. and Rahman, Z. (2015), “Brand experience formation mechanism and its possible outcomes: A theoretical framework”, Marketing Review, Summer 2015, Vol. 15, Issue 2, pp. 239-259.

Chap. 2 Baguley

-        EBS11 Residents’ perceptions of quality of life

in a surf tourism destination: A case

study of Las Salinas, Nicaragua






Tue. 11/1

National Holiday




Thur. 11/3

Exploiting opportunities in supply-chain management

Singh, M. (2009), “In Times of Uncertainty, Focus on the Future”, Supply Chain Management Review, Apr. 2009, Vol. 13, Issue 3, pp. 20-26.

Chap 9 Ferrell Hartline

-        EBS22 Electrolux acquires Whirlpool







Tue. 11/8

Point-of-difference and Point-of-parity as targeting strategies

Jun, S., Park, S. and Jang, D. (2015), “A Technology Valuation Model Using Quantitative Patent Analysis: A Case Study of Technology Transfer in Big Data Marketing”, Emerging Markets Finance & Trade, Sep.-Oct. 2015, Vol. 51, Issue 5, pp. 963-974.

Chap 5 Kotler Keller

-        EBS18 Blackberry Ltd.: the decline of a brand

Thur. 11/10

Issues in service marketing: making intangibility tangible

Scheer, L., Miao, C. and Palmatier, R. (2015), “Dependence and interdependence in marketing relationships: meta-analytic insights”, Journal of the Academy of Marketing Science, Nov. 2015, Vol. 43, Issue 6, pp. 694-712.

Chap 9 Anderson Vincze

-        EBS21 How brands can dial D for diversification







Tue. 11/15

Marketing implementation and control

Barreto, A.M. (2014), “The word-of-mouth phenomenon in the social media era”, International Journal of Market Research, 2014, Vol. 56, Issue 5, pp. 631-654.

Chap 11 Ferrell Hartline

-        EBS2 HP Digital Marketing Hub Helps Customers Harness Big Data

Thur. 11/17

Low-cost marketing strategies in the service industry: low-fare carriers

Akbari, M., Nopasand, S.M., Zahedfar, K., Naseri, S. (2014), “The Effect of Cognitive Absorption and Websites Features on Satisfaction and User Continuous Usage of Social Networks”, New Marketing Research Journal, Summer 2014, Vol. 4, Issue 2, pp. 100-118.


-        Air Asia: HBS case






Tue. 11/22

Emerging international markets and rising marketing opportunities

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

Chap 9 Cateora Graham

-        EBS7 Already Backed With Millions, Startups Turn To Crowdfunding Platforms For The Marketing

Thur. 11/24

Thanksgiving holidays









Tue. 11/29

Group project




Thur. 12/1

Group Project










Final Exam