|
|
JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 370"
COURSE NAME: "Entrepreneurial Marketing"
SEMESTER & YEAR:
Spring 2024
|
SYLLABUS
INSTRUCTOR:
Alessio Di Leo
EMAIL: [email protected]
HOURS:
MW 6:00 PM 7:15 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:
Key Topics Covered:
Introduction to Entrepreneurial Marketing:
Definition and characteristics of entrepreneurial marketing.
Distinctions between traditional and entrepreneurial marketing approaches.
Building a Brand:
Importance of branding for new ventures.
Creating a unique value proposition and brand identity.
Entrepreneurial Product Development:
Designing products/services with a market-centric approach.
Innovation and adaptation in response to market feedback.
Entrepreneurial Marketing Planning:
Developing a comprehensive marketing plan for small businesses.
Implementation and evaluation of marketing strategies.
|
LEARNING OUTCOMES:
The course "Entrepreneurial Marketing," explores the dynamic field of marketing within the context of entrepreneurship. Students will delve into the unique challenges and opportunities faced by startups and small businesses. The course emphasizes the role of marketing in the success of new ventures, offering a comprehensive understanding of key concepts, strategies, and techniques essential for entrepreneurial marketing.
|
TEXTBOOK:
|
REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
|
GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Group challenge | | 40 |
| Graded Single exercise | | 10 |
| MidTerm Exam | | 20 |
| Final exam | | 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:
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
|
|
<google-sheets-html-origin></google-sheets-html-origin>
| DAY |
TOPIC |
| 15-gen |
Understanding Entrepreneurial Marketing |
| 17-gen |
Scenario Planning and Trend |
| 22-gen |
Future Thinking/Foresight |
| 24-dic |
Identify market |
| 29-gen |
Identity target and competitor |
| 31-gen |
Segmentation and positioning |
| 05-feb |
Empathy Mapping & Problem Statement |
| 07-feb |
Cognitive walkthrought & Qualitative design research |
| 09-feb |
Focus AI e buyer personas |
| 12-feb |
Graded Single exercise I |
| 14-feb |
Opportunity evaluation |
| 19-feb |
Innovation & Lateral thinking |
| 21-feb |
Mission/Vision/Brand |
| 26 Feb -1 Mar |
Spring Break |
| 04-mar |
Problem solution fit |
| 06-mar |
MVP & Pretotyping |
| 11-mar |
Lean Validation & NoCode Development |
| 13-mar |
MidTerm Exam |
| 18-mar |
Revenue Modelling & Product roadmapping |
| 20-mar |
Funnel & Go to market |
| 25-mar |
Identify the right message |
| 27-mar |
Single exercise |
| 03-apr |
Startup funding |
| 08-apr |
Partnership & Ecosystem |
| 10-apr |
Group Challenge lab time with mentors |
| 15-apr |
Budget & Financials |
| 17-apr |
Lean Canvas and pitching |
| 22-apr |
Group Challenge lab time with mentors |
| 24-apr |
Group Challenge expo |
| Final exam |
|
|
|