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COURSE NAME: "Strategic Marketing Management"
SEMESTER & YEAR: Fall 2023

INSTRUCTOR: Alessandro Signorini
EMAIL: [email protected]
HOURS: TTH 3:00 PM 4:15 PM
PREREQUISITES: Prerequisites for Marketing majors: Senior Standing and completion of all other Marketing core courses. Prerequisites for Business majors: MA 208; Recommended: MKT 301, MKT 305, MKT 310
OFFICE HOURS: Thursday 11:00-12:00

This course involves the analytical integration of material covered in previous marketing courses. It develops skills in diagnosing marketing problems, formulating and selecting strategic alternatives, and recognizing problems inherent in strategy implementation. The development of a comprehensive marketing plan is a major requirement of the course.

This is a capstone course that is assessed based on the student’s ability to implement and communicate effectively a marketing strategy. This course includes all core material to date and requires its appropriate use and application to include (but not limited to):

-      Primary and secondary research methods

-      Marketing audits of a company and its products

-      Competitors’ analysis

-      Environmental analysis

-      Problem diagnosis

-      Segmentation strategies

-      Target marketing and positioning

-      Growth strategies

-      Development of an overall marketing plan

-      Communication of results


As the capstone course in the Marketing major, the key learning outcomes are for the students to be able to take an integrated approach to marketing decisions and understand why they are interlinked.

The objectives for this course are:

1)    Describe and evaluate the latest issues and trends in marketing management

2)    Cover and assess innovative marketing techniques and practices

3)    Apply the innovative business models and methods in the Information Technology, global, and non-profit contexts

4)    Develop practical and creative solutions to real life cases

5)    Develop oral and written presentation skills

Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Marketing ManagementMarshall, G. and Johnston, M. Mc Graw Hill Connect13: 978-1259637155      

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Marketing ManagementIacobucci, D. CEngage Learning13: 978-1337271127  
Strategic Marketing ManagementChernev, A. Cerebellum Press13: 978-1936572502  
Group Presentation and Individual Marketing Planduring the term, students will be divided in groups and asked to complete a group project. The group project entails a mid-term presentation and a final-term individual marketing report. Students have to propose an original marketing idea in a specific market where the promotion and distribution are entirely accomplished through digital technologies. Hence, the distribution will exclusively concern either e-commerce or e-business, whereas the promotion will be carried out through web, viral marketing techniques, blogs, videoblogs. Students are assigned a specific area in the e-business unit, such as promotion, distribution executive, production, budgeting. Students are primarily responsible for their area, however they contribute to the overall marketing strategy. Students at first have to carry out an industry overview where their marketing idea is positioned, then propose their marketing idea, and suggest a marketing strategy in order to ensure short-term and long-term growth and profitability for their e-business unit. Students summarize their findings and recommendations in a group presentation at the end of the first mid-term. After the presentation, the instructor and the students discuss problems and shortcomings of the marketing idea and define the conclusive marketing strategy. Students have to formally put forward their marketing idea in an individual marketing report at the end of the semester. The marketing report exclusively reviews the area that the students are assigned, however every area is an essential part of the general marketing plan for the e-business unit. Reports should be between 1000 and 2000 words on average. During the project, students are given the opportunity to conduct both secondary and primary research in the development of their marketing idea. Their grade is influenced both by their effort in developing information gathering instruments, implementing their research as well as quality of their marketing decisions resulting from their research and presented in their final report.  Group presentation and individual marketing report support learning objectives 2, 3, 4, 5 30%
Final exam:Students’ proficiency of the main issues in strategic marketing management are assessed in the final exam. In both exams, students are tested both on their knowledge of the emerging theories in marketing and challenged with real life situations, where students have the opportunity to apply appropriate marketing techniques.  final exam supports learning objectives 1, 2, 3, 4, 5 30%
Class Participationstudents are expected to attend all scheduled class meetings as presented in the course outline. At any class, students have to carefully read the assigned chapters and additional readings and have prepared the case study. Since success in the marketing field requires a high level of interpersonal skills, grading to a greater extent is based on the quality not quantity of the contribution. Marketing is an exchange process, and students are required to be a part of the class not apart from it. During the lecture, the instructor addresses different issues and students are asked to participate actively to the discussion and to propose constructive and creative ideas. Failure in doing so lowers the class participation grade.  Class participation supports learning objectives 1, 2, 3, 4, 5 40%

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.


Class attendance is absolutely mandatory and critical to the success of class discussions. After the first two unexcused absences, the students will lose 5 percentage points of their overall weighted average for the each successive absence.

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.














Tue. 1/18

Introduction to Marketing Management




Thur. 1/20

The impact of digital technologies on marketing strategies

Varadarajan, R. (2018), “A Commentary on “Transformative Marketing: The Next 20 Years”, Journal of Marketing, Jul. 2018, Vol. 82 Issue 4, p15-18.


Chap 3 Gildner and Gildner

Tedx Videos: Rober Waldinger "What makes a good life: Lesson from the longest study on happiness”






Tue. 1/25

The development of e-business in industrial marketing

Thaichon, Park et al. (2018), “Hybrid sales structures in the age of e-commerce”,

Journal of Personal Selling & Sales Management, Sep. 2018, Vol. 38 Issue 3, p277-302.

Chap 9 Iacobucci

- Covid and Marketing

Balis: Brand Marketing through the Coronavirus crisis

Yoon: 3 behavioral trends that will reshape our post-Covid world

Thur. 1/27

Social networking: Facebook and Myspace

Haripriya, K. Sri; Asiff, Sk.; Jahnavi, Y . (2018), “Using Social Media to Promote E-Commerce Business”, International Journal of Recent Research Aspects, Mar. 2018, Vol. 5 Issue 1, p211-214.



- Ted Videos: Dan Schulman: What Covid 19 means for the future of commerce, capitalism and cash






Tue. 2/1

Innovative communication strategies: viral marketing

Berdiev, Aziz N., Saunoris, James W (2018), “Does globalisation affect the shadow economy?”, World Economy, Jan. 2018, Vol. 41 Issue 1, p222-241.

Chap 7 Marshall and Johnston Marshall, G. and Johnston, M. Marshall, G. and Johnston, M. Marshall, G. and Johnston, M.. Marshall, G. and Johnston, M. a. Marshall, G. and Johnston, M.

- Facebook acquires Whatsapp

Thur. 2/3




- Tedx Videos: Barry Schwartz







Tue. 2/8

Shortening life cycles in technology

Vorst, Patrick; Yohn, Teri Lombardi (2018), “Life Cycle Models and Forecasting Growth and Profitability”, Accounting Review, Nov. 2018, Vol. 93 Issue 6, p357-381.


Chap 11 Kotler

- Cambridge Analytica Carole Cadwalladr “The great British Brexit robbery: how our democracy was hijacked”, https://www.theguardian.com/technology/2017/may/07/the-great-british-brexit-robbery-hijacked-democracy

Thur. 2/10

Shortening life cycles in technology (cont’d)

Kukkonen, E. (2018), “Organizing a framework for customer value management in online media relationships”, Marketing Management Journal, Spring 2018, Vol. 28 Issue 1, p60-67.


Ted Videos: Angela Wang

- How China is changing the future of shopping








Tue. 2/15

Creating brand value and equity

Hattula, Stefan. (2018), “The Link Between Brand Equity and On-Field Performance in Professional Sports: An Exploratory Study”, Sport Marketing Quarterly, 2018, Vol. 27 Issue 3, p154-166.


Chap 9 Kotler

Artificial Intelligence

- Sautoy, M., “Can AI ever be truly creative?”, New Scientist. 5/11/2019, Vol. 242 Issue 3229, p38-41.

- Miyashita, M. and Brady, M. “The Health Care Benefits of Combining Wearables and AI

Thur. 2/17

Positioning the brand: brand personalities and communities

Beyari, Hasan; Abareshi, Ahmad (2018), “Consumer satisfaction in social commerce: an exploration of its antecedents and consequences”, Journal of Developing Areas, Spring 2018, Vol. 52 Issue 2, p55-72.


Chap 8 Marshall and Johnston

- Tedx Videos: Olivier Scalabre






Tue. 2/22

Emerging international markets and rising marketing opportunities

Customer relationships and data processing: toward one-to-one marketing?

Cavusgil, S.T. et al. (2018), “Middle-Class Consumers in Emerging Markets: Conceptualization, Propositions, and Implications for International Marketers,

Journal of International Marketing, 2018, Vol. 26 Issue 3, p94-10.


Chap 9 Chernev Chap 4 Iacobucci

- Hunsk engines


Thur. 2/24

Guest lecture





















Tue. 3/1

Review day




Thur. 3/3

Mid-term exams









Tue. 3/8

Group Project




Thur. 3/10

Group Project









Tue. 3/15

Group Project




Thur. 3/17

Case exercise









Tue. 3/22

Spring Break





Spring Break




Tue. 3/29

Case exercise




Thur. 3/31

Case exercise









Tue. 4/5

Case exercise




Thur. 4/7

First case exam