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 0.5 percentage points of their overall grade
|
|
DATE
|
TOPIC/
ACTIVITY
|
SCHOLARLY ARTICLES
|
BOOK CHAPTER
|
CASE STUDY
|
|
|
|
|
|
|
|
Tue. 1/21
|
Introduction to Marketing Management
|
|
|
|
|
Thur. 1/23
|
Happiness as core goal in consumer life cycle
|
AydoÄŸdu, F., Güngör, B. Åž., & Öz, T. A. (2023). Does sharing bring happiness? Understanding the sharenting phenomenon. Children and Youth Services Review, 154, 107122.
|
Chap 3 Gildner and Gildner
|
Tedx Videos: Rober Waldinger "What makes a good life: Lesson from the longest study on happiness”
|
|
|
|
|
|
|
|
Tue. 1/28
|
The effect of chip supply chain on the P Product
|
Hsu, S.-Y. (2024). Critical approaches to geoeconomics: Taiwan’s position/ing in the global chip war. Environment and Planning A: Economy and Space.
|
|
Ted Videos: The plan to secure Taiwan’s AI Chips
|
|
Thur. 1/30
|
Surveillance capitalism and the marketing implications
|
Boellstorff, T. (2024). Toward anthropologies of the metaverse. American Ethnologist, 51(1), 47–56.
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 9 Iacobucci
|
Facebook acquires Whatsapp
Facebook Metaverse
|
|
|
|
|
|
|
|
Tue. 2/4
|
Paradox of choice in consumer behavior
|
Sanders, S. (2024). Does the paradox of choice exist in theory? A behavioral search model and pareto-improving choice set reduction algorithm. AI & Society, 39(3), 913–923.
|
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. 2/6
|
The application of advanced marketing techniques on political elections
|
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 10 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
|
|
|
|
|
|
|
|
|
|
|
|
|
Tue. 2/11
|
The Chinese IT ecosystems
|
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.
|
Chap 11 Kotler
|
Ted Videos: Angela Wang
“How China is changing the future of shopping”
|
|
Thur. 2/13
|
General applications of Artificial Intelligence
|
Bradley, P. (2023). The Future of Search Is Intelligent. Computers in Libraries, 43(3), 36–40.
|
|
Ted Videos: Jeff Dean
- AI isn't as smart as you think -- but it could be
|
|
|
|
|
|
|
|
Tue. 2/18
|
Artificial Intelligence and user value
|
Apell, P., & Eriksson, H. (2023). Artificial intelligence (AI) healthcare technology innovations: the current state and challenges from a life science industry perspective. Technology Analysis & Strategic Management, 35(2), 179–193.
|
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. 2/20
|
Artificial Intelligence and user value
|
Chang, Y.-T., & Fan, N.-H. (2023). A novel approach to market segmentation selection using artificial intelligence techniques. Journal of Supercomputing, 79(2), 1235–1262.
|
Chap 8 Marshall and Johnston
|
- How to invest in AI, Clark, K.
- Measuring the business impact of AI, Korolov, M.
|
|
|
|
|
|
|
|
Tue. 2/25
|
Robotics and the changes in the marketing paradigm
|
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 9 Chernev Chap 4 Iacobucci
|
- Tedx Videos: Olivier Scalabre Scale Customization
|
|
Thur. 2/27
|
Application of marketing in the videogame industry
|
Crider, M. (2022), Microsoft hopes to buy Activision Blizzard in a deal that would make gaming history. PCWorld, 40, 2, 7–9, 202
|
|
- Microsoft acquiring Activision
|
|
Fri 2/28
|
The digitalization of payments
|
Hu, N., & Hou, G. (2024). Mobile payment, digital inclusive finance, and residents’ consumption behavior research. PLoS ONE, 19(7), 1–20
|
|
- Ted Videos: Dan Schulman: What Covid 19 means for the future of commerce, capitalism and cash
|
|
|
|
|
|
|
|
DATE
|
TOPIC/
ACTIVITY
|
SCHOLARLY ARTICLES
|
BOOK CHAPTER
|
CASE STUDY
|
|
|
|
|
|
|
|
Tue. 3/4
|
Review Day
|
|
|
|
|
Thur. 3/6
|
Mid-term exam
|
|
|
|
|
|
|
|
|
|
|
Tue. 3/11
|
Spring break
|
|
|
|
|
Thur. 3/13
|
Spring break
|
|
|
|
|
|
|
|
|
|
|
Tue. 3/18
|
Group Project
|
|
|
|
|
Thur. 3/20
|
Group Project
|
|
|
|
|
|
|
|
|
|
|
Tue. 3/25
|
Group Project
|
|
|
|
|
Thur. 3/27
|
Case exercise
|
|
|
|
|
|
|
|
|
|
|
Tue. 4/1
|
Case exercise
|
|
|
|
|
Thur. 4/3
|
Case exercise
|
|
|
|
|
|
|
|
|
|
|
Tue. 4/8
|
Group Project review
|
|
|
|
|
Thur. 4/10
|
Case exercise
|
|
|
|
|
|
|
|
|
|
|
Tue. 4/15
|
Case exercise
|
|
|
|
|
Thur. 4/17
|
First-case exam
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Tue. 4/22
|
First Case exam discussion
|
|
|
|
|
Thur. 4/24
|
First Case exam discussion
|
|
|
|
|
|
|
|
|
|
|
Tue. 4/29
|
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
|
|
Thur. 1/5
|
Holidays
|
|
|
|
|
|
|
|
|
|
|
5/4-5/9
|
Final Exam
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
|
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
|
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| |
|
|
|
|
|
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
| |
|
|
|
|