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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 399"
COURSE NAME: "Special Topics in Marketing: Entrepreneurial Marketing"
SEMESTER & YEAR: Summer Session I 2019
SYLLABUS

INSTRUCTOR: Bernhard Schroeder
EMAIL: bschroeder@johncabot.edu
 HOURS: MTWTH 1:30-3:20 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: Junior Standing, MKT 301
OFFICE HOURS:
COURSE DESCRIPTION:
An in-depth treatment of a current area of special concern within the field of Marketing. Topics may vary.
May be taken more than once for credit with different topics.
SUMMARY OF COURSE CONTENT:
An in-depth treatment of a current area of special concern within the field of Marketing. Topics may vary.
May be taken more than once for credit with different topics.

COURSE DESCRIPTION:

A dramatically new form of marketing has emerged. Recent years have witnessed the use of such terms as subversive marketing, disruptive marketing, radical marketing, guerrilla marketing, viral marketing, and expeditionary marketing. This course represents an attempt to bring together these perspectives by providing an integrative framework called “entrepreneurial marketing” (EM). With EM, marketing is approached not as a set of tools (a technology) for facilitating transactions or responding to change, but as a vehicle for fundamentally redefining products, services, and markets in ways that produce a sustainable competitive advantage. EM represents a strategic type of marketing built around six core elements: innovation, calculated risk‐taking, resource leveraging, strategic flexibility, customer intensity, and the creation of industry change. Conditions in the marketplace environment drive the need for entrepreneurial marketing (turbulence, discontinuities, rapid changes in technology, economics, competition, etc.), while organizational culture can hinder or facilitate the firm's ability to demonstrate high levels of EM.
LEARNING OUTCOMES:

STUDENT LEARNING OUTCOMES:

At macro level, after successful completion of the course the student will have achieved the following student learning outcomes:

 

            -     Develop an integrated marketing plan for entrepreneurial startup or opportunity

 

-       Assess and validate potential marketing opportunities via research and analysis

 

-       Understand lean startup methodology as applied to “rapid prototype” marketing testing

 

-       Utilize disruptive business models to enter markets or to capture market share in an existing industry

 

-        Understand and utilize online marketing tools (i.e. SEO, content marketing, email marketing, social media, etc.)

 

-       Develop “lean” marketing campaigns to rapidly capture early influencer/adopter customers with limited resources

 

-       Better understand the role of branding, positioning and messaging in rapid customer acquisition

 
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
The New Rules of Marketing & PR: David Meerman Scott Wiley978-1119362418)  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class ParticipationParticipate actively in the class based on readings and class work10
Individual marketing analysisComplete individual marketing analysis of local company15
Individual marketing planComplete a marketing plan for a local company20
Individual PresentationPrepare and deliver a marketing presentation in class for a local comapny15
Group Marketing PaperThe group completes a marketing plan paper for a local startup or a new startup20
Group PresentationThe group prepares and delivers a marketing presentation in class on a local startup or new startup20

-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
ACADEMIC HONESTY
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.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
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.
SCHEDULE

Course Schedule 

Class Date

Topic

Reading Homework Assignment

 

 

 

Week 1

Course overview and orientation

Brief students on the one page marketing analysis assignment

 

Examine top trends, blue ocean strategy, form groups

Students identify and list top trends, interactive challenge

 

Review startup/company challenges (group project)

Groups choose marketing challenges, Participation quiz question

 

Research markets, industry, key customer segments

Individual one page marketing analysis paper due, presentations

Week 2

Evaluate disruptive business models

Groups present company overview based on research

 

Brand, positioning, customer messaging overview

In class brand interactive challenge exercise on branding

 

SWOT analysis, porters five forces

Groups present industry and competitive analysis, Participation quiz question

 

Review of SEO, email, content marketing

Groups present key product/service insights and USP

Week 3

Online marketing strategy and tactics overview

In class interactive discussion and tactical social media creative exercise

 

Review online platforms and website analysis

In class website analysis exercise for student groups

 

Developing a marketing funnel, customer acquisition

Groups present key customer insights and target segment, Participation quiz question

 

Review of on/offline advertising, PR and guerilla mkt.

 In class discussion of role of advertising, PR and guerilla marketing

Week 4

Review of brand strategies with no physical presence

Groups present marketing analysis and creative platform

 

Review integrated marketing principles

Define and discuss integrated marketing in depth, Participation quiz question

 

Developing marketing budgets and  sales forecasts

Groups present preliminary assumptions that support the proposed budget

 

Presentation and pitch overview

Individual 3-4 page paper and Individual 3 minute presentations

Week 5

Utilizing tracking and measurement tools

Review of tracking and analysis tools, simple exercise

 

Planning for a competitive response

Simulation exercise when competition responds to new campaign

 

Preparations for the final presentations

Course review and preparation for final presentation

 

Finals Presentations (Group)

Final group presentations and group paper due