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COURSE NAME: "Entrepreneurial Marketing"
SEMESTER & YEAR: Fall 2019

INSTRUCTOR: Eugenio La Mesa
EMAIL: [email protected]
HOURS: MW 6:00-7:15 PM

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.
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.

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 
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
The New Rules of Marketing & PRDavid Meerman ScottWiley978-1119362418  

Class Participation Participate actively in the class based on interactive discussions and class work 15
Mid Term ExamWritten answers to questions of topics covered20
Final ExamWritten answers to questions of topics covered35
Group PresentationThe group prepares and delivers a marketing presentation in class on a local startup or new startup.30

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.

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 ____________
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.


Week  Topic Reading Homework Assignments
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
2 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
3 Evaluate disruptive business models Groups present company overview based on research
4 Brand, positioning, customer messaging overview In class brand interactive challenge exercise on branding
5 SWOT analysis, porters five forces Groups present industry and competitive analysis, Participation quiz question
6 Review of SEO, email, content marketing Groups present key product/service insights and USP
7 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
8 Developing a marketing funnel, customer acquisition Groups present key customer insights and target segment, Participation quiz question
9 Review of on/offline advertising, PR and guerilla mkt.  In class discussion of role of advertising, PR and guerilla marketing
Review of brand strategies with no physical presence Groups present marketing analysis and creative platform
10 Review integrated marketing principles Define and discuss integrated marketing in depth, Participation quiz question
11 Developing marketing budgets and  sales forecasts Groups present preliminary assumptions that support the proposed budget
12 Presentation and pitch overview Individual 3-4 page paper and Individual 3 minute presentations
13 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
14 Preparations for the final presentations Course review and preparation for final presentation
Finals Presentations (Group) Final group presentations and group paper due