Class Date
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Topic
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Reading Homework Assignment
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Week 1
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Course overview and orientation
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Brief students on the one page marketing analysis assignment
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Examine top trends, blue ocean strategy, form groups
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Students identify and list top trends, interactive challenge
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Review startup/company challenges (group project)
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Groups choose marketing challenges, Participation quiz question
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Research markets, industry, key customer segments
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Individual one page marketing analysis paper due, presentations
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Week 2
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Evaluate disruptive business models
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Groups present company overview based on research
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Brand, positioning, customer messaging overview
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In class brand interactive challenge exercise on branding
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SWOT analysis, porters five forces
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Groups present industry and competitive analysis, Participation quiz question
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Review of SEO, email, content marketing
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Groups present key product/service insights and USP
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Week 3
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Online marketing strategy and tactics overview
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In class interactive discussion and tactical social media creative exercise
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Review online platforms and website analysis
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In class website analysis exercise for student groups
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Developing a marketing funnel, customer acquisition
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Groups present key customer insights and target segment, Participation quiz question
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Review of on/offline advertising, PR and guerilla mkt.
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In class discussion of role of advertising, PR and guerilla marketing
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Week 4
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Review of brand strategies with no physical presence
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Groups present marketing analysis and creative platform
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Review integrated marketing principles
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Define and discuss integrated marketing in depth, Participation quiz question
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Developing marketing budgets and sales forecasts
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Groups present preliminary assumptions that support the proposed budget
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Presentation and pitch overview
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Individual 3-4 page paper and Individual 3 minute presentations
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Week 5
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Utilizing tracking and measurement tools
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Review of tracking and analysis tools, simple exercise
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Planning for a competitive response
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Simulation exercise when competition responds to new campaign
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Preparations for the final presentations
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Course review and preparation for final presentation
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Finals Presentations (Group)
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Final group presentations and group paper due
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