JOHN CABOT UNIVERSITY COURSE CODE: "MKT 370" COURSE NAME: "Entrepreneurial Marketing" SEMESTER & YEAR: Spring 2022

SYLLABUS INSTRUCTOR: Fabrizio Cialdea EMAIL: [email protected] HOURS: TTH 1:30 PM 2:45 PM TOTAL NO. OF CONTACT HOURS: 45 CREDITS: 3 PREREQUISITES: OFFICE HOURS:

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.

SUMMARY OF COURSE CONTENT: 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: 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.

TEXTBOOK: NONE

REQUIRED RESERVED READING: NONE RECOMMENDED RESERVED READING: NONE

GRADING POLICY -ASSESSMENT METHODS: Assignment Guidelines Weight Class Participation   20 Mid term Exam   30 Final Exam   30 Group Presentation   20 -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: 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.

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 overview and orientation Analysing the italian and EU startup ecosystem and figures Defining what startups are and how they operate Lean Startup Cycle Product Market Fit MVP Hp Validation (ex AB testing) Agile Project Management Growth Hacking Lean Analytics Conversion rates - KPIs & Data driven MKT MKT and Sales (covering things like positioning your brand and product, analyzing competition, building a compelling mission and vision, deciding your pricing and revenue model, how to talk with your customers and comparing this between B2C / B2B / B2B2C cases and so forth)"