GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Group Presentation and Individual Marketing Plan | during 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.
ï€ 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.
ï€ final exam supports learning objectives 1, 2, 3, 4, 5
| 30% |
| Class Participation | students 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.
ï€ Class participation supports learning objectives 1, 2, 3, 4, 5
| 40% |
-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:
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.
|
|
DATE
|
TOPIC/
ACTIVITY
|
SCHOLARLY ARTICLES
|
BOOK CHAPTER
|
CASE STUDY
|
|
|
|
|
|
|
|
Tue. 9/5
|
Introduction to Marketing Management
|
|
|
|
|
Thur. 9/7
|
The impact of digital technologies on marketing strategies
|
Dolega, L., Rowe, F., Branagan, E. (2021), “Going digital? The impact of social media marketing on retail website traffic, orders and sales”, Journal of Retailing & Consumer Services, May 2021, Vol. 60, pp. 136-151.
|
Chap 3 Gildner and Gildner
|
Tedx Videos: Rober Waldinger "What makes a good life: Lesson from the longest study on happiness”
|
|
|
|
|
|
|
|
Tue. 9/12
|
The effect of Covid-19 in marketing strategies (cont’d)
|
Omer, M. (2021), “Pandemic covid-19: impact on digital marketing”, Journal of Contemporary Issues in Business & Government, 2021, Vol. 27 Issue 4, pp. 131-138.
|
|
- Ted Videos: Dan Schulman: What Covid 19 means for the future of commerce, capitalism and cash
|
|
Thur. 9/14
|
The effect of Covid-19 in marketing strategies
|
Luo, C. (2021), “Analyzing the impact of social networks and social behavior on electronic business during COVID-19 pandemic”, Information Processing & Management, Sep. 2021, Vol. 58, Issue 5, pp. 32-45.
|
Chap 9 Iacobucci
|
- Facebook acquires Whatsapp
- Facebook Metaverse
|
|
Fri 9/15
|
Group project introduction and exercise
|
|
|
- Recession and Marketing
Phares: Put away the Covid Business Plan
- Kim, Xu, and David: Highly unusual features of the 2020 U.S. recession
|
|
|
|
|
|
|
|
Tue. 9/19
|
Surveillance capitalism and the marketing implications
|
Rozgonjuk, D., Sindermann, C., Elhai, J., Montag, C. (2021), “Comparing Smartphone, WhatsApp, Facebook, Instagram, and Snapchat: Which Platform Elicits the Greatest Use Disorder Symptoms?”, CyberPsychology, Behavior & Social Networking, Feb. 2021, Vol. 24 Issue 2, pp. 129-134.
|
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.
|
- Tedx Videos: Barry Schwartz: the Paradox of Choice
|
|
Thur. 9/21
|
Paradox of choice in consumer behavior
|
Heu, L., Hansen, N., van Zomeren, M. (2021), “Resolving the cultural loneliness paradox of choice: The role of cultural norms about individual choice regarding relationships in explaining loneliness in four European countries”, Journal of Social & Personal Relationships, Jul. 2021, Vol. 38, Issue 7, pp. 2053-2072.
|
|
- 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
|
|
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
|
|
|
|
|
|
Tue. 9/26
|
The Chinese Internet Metaverse
|
Afriat, H., Dvir-Gvirsman, S., Tsuriel, K., Ivan, L. (2021), “"This is capitalism. It is not illegal": Users' attitudes toward institutional privacy following the Cambridge Analytica scandal”, Information Society, Mar/Apr2021, Vol. 37, Issue 2, pp. 115-127.
|
Chap 11 Kotler
|
Ted Videos: Angela Wang
- How China is changing the future of shopping
|
|
Thur. 9/28
|
Artificial Intelligence and its future developments
|
Qian, L. (2021), “The Art of Performing Affectation: Manufacturing and Branding an Enterprising Self by Chinese E-Commerce Traders”, Asian Studies Review, Sep. 2021, Vol. 45, Issue 3, pp. 509-526.
|
|
-
|
|
|
|
|
|
|
|
Tue. 10/3
|
Artificial Intelligence and impact on Marketing
|
Gregory, R. Henfridsson, O. Kaganer, E. Kyriakou, S. (2021), “The role of artificial intelligence and data network effects for creating user value”, Academy of Management Review, Jul. 2021, Vol. 46 Issue 3, pp. 534-551.
|
Chap 9 Kotler
|
- AI Isn't Coming for Marketers' Jobs—Not Yet, at Least, Coffee, P.
- Generative AI and the future of work in America, McKinsey Report
|
|
Thur. 10/5
|
Artificial Intelligence and Business Impact
|
Bademosi, F. Issa, R. R. (2021), “Factors Influencing Adoption and Integration of Construction Robotics and Automation Technology in the US”, Journal of Construction Engineering & Management, Aug. 2021, Vol. 147, Issue 8, pp. 1-13.
|
Chap 8 Marshall and Johnston
|
- How to invest in AI, Clark, K.
- Measuring the business impact of AI, Korolov, M.
|
|
|
|
|
|
|
|
Tue. 10/10
|
Robotics and the changes in the marketing paradigm
|
Habel, J. Alavi, S. Linsenmayer, K. (2021), “From personal to online selling: How relational selling shapes salespeople's promotion of e-commerce channels”, Journal of Business Research, Aug. 2021, Vol. 132, pp. 373-382.
|
Chap 9 Chernev Chap 4 Iacobucci
|
- Tedx Videos: Olivier Scalabre Scale Customization
|
|
Thur. 10/12
|
Marketing and science
|
Albarq, A. Suleiman, A. (2021), “Pharmaceutical marketing strategies' influence on physician's prescription behavior”, Archives of Pharmacy Practice, 2021, Vol. 12, Issue 1, pp. 7-12.
|
|
Microsoft acquiring Activision
|
|
|
|
|
|
|
|
DATE
|
TOPIC/
ACTIVITY
|
SCHOLARLY ARTICLES
|
BOOK CHAPTER
|
CASE STUDY
|
|
|
|
|
|
|
|
Tue. 10/17
|
Review Day
|
|
|
|
|
Thur. 10/19
|
Mid-term exam
|
|
|
|
|
|
|
|
|
|
|
Tue. 10/24
|
Group Project
|
|
|
|
|
Thur. 10/26
|
Group Project
|
|
|
|
|
|
|
|
|
|
|
Tue. 10/31
|
Group Project
|
|
|
|
|
Thur. 11/2
|
Case exercise
|
|
|
|
|
|
|
|
|
|
|
Tue. 11/7
|
Case exercise
|
|
|
|
|
Thur. 11/9
|
Case exercise
|
|
|
|
|
|
|
|
|
|
|
Tue. 11/14
|
Group Project review
|
|
|
|
|
Thur. 11/16
|
Case exercise
|
|
|
|
|
|
|
|
|
|
|
Tue. 11/21
|
First-case exam
|
|
|
|
|
Thur. 11/23
|
Holidays
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Tue. 11/28
|
First Case exam discussion
|
|
|
|
|
Thur. 11/30
|
First Case exam discussion
|
|
|
|
|
|
|
|
|
|
|
Tue. 12/5
|
First Case exam discussion
|
|
|
|
|
Thur. 12/7
|
Emerging international markets and rising marketing opportunities
|
Marotta, R. (2021), “Emerging Markets: Primed to Outperform, but at What Risk?”, Journal of Financial Planning, Oct. 2021, Vol. 34, Issue 10, pp. 52-56.
|
Chap 9 Cateora Graham
|
Tedx Videos: Josh Luber
|
|
|
|
|
|
|
|
12/11-12/15
|
Final Exam
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
|
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
|
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
|