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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 370"
COURSE NAME: "Entrepreneurial Marketing"
SEMESTER & YEAR:
Fall 2019
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SYLLABUS
INSTRUCTOR:
Eugenio La Mesa
EMAIL: [email protected]
HOURS:
MW 6:00-7:15 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
OFFICE HOURS:
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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.
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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.
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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
- 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
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| The New Rules of Marketing & PR | David Meerman Scott | Wiley | 978-1119362418 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class Participation | Participate actively in the class based on interactive discussions and class work
| 15 |
| Mid Term Exam | Written answers to questions of topics covered | 20 |
| Final Exam | Written answers to questions of topics covered | 35 |
| Group Presentation | The group prepares and delivers a marketing presentation in class on a local startup or new startup. | 30 |
-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 ____________
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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.
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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.
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SCHEDULE
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| Week |
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Topic |
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| 1 |
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Course overview and orientation |
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How to Evaluate Startup Ideas
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| 2 |
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How to Evaluate Startup Ideas
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Guest Speaker |
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| 3 |
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How to Talk to Users |
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| 4 |
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How to Talk to Users |
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| 5 |
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How to Plan an MVP |
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| 6 |
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How to Set KPIs and Goals
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| 7 |
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Revision Day |
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Mid Term Exam |
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| 8 |
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Analytics for Startups
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| 9 |
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Nine Business Models and the Metrics Investors Want |
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Guest Speaker |
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| 10 |
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How to Launch (Again and Again)
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| 11 |
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Startup Pricing 101 |
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| 12 |
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Guest Speaker |
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| 13 |
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In Class preparations for the final presentations |
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In Class preparations for the final presentations |
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| 14 |
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Revision |
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Finals Presentations (Group) |
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