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.
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 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.
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.
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DATE
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TOPIC/
ACTIVITY
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SCHOLARLY ARTICLES
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BOOK CHAPTER
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CASE STUDY
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Tue. 1/14
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Introduction to Marketing Management
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Thur. 1/16
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The impact of digital technologies on marketing strategies
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Morrow, G. (2009), “Radiohead's Managerial Creativity Convergence”, The Journal of Research into New Media Technologies, May 2009, Vol. 15, Issue 2, p161-176
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Chap 2 Kotler and Keller
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- Bank of America mobile marketing
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Tue. 1/21
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The development of e-business in industrial marketing
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Beheshti, H.M., Salehi-Sangari, E., Engstrom, A. (2006), “Competitive advantage with e-business: a survey of large american and swedish firms”, Competitiveness Review, 2006, Vol. 16, Issue 2, p150-157
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Chap 6 Kurtz
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- IKEA invades America: HBS case
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Thur. 1/23
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Social networking: Facebook and Myspace
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Dutta, S. and Fraser, M. (2009), “When job seekers invade Facebook”, McKinsey Quarterly, 2009, Issue 3, p16-17
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- Google in China: HBS case
- Country Choice: marketing research for a small company
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Tue. 1/28
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Innovative communication strategies: viral marketing
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Harvard Law Review (2009), “On enforcing viral terms”, Jun. 2009, Vol. 122, Issue 8, p2184-2205
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Chap 10 Moriarty, Mitchell, Wells
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- Reliant share bank HBS case
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Thur. 1/30
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Customer relationships and data processing: toward one-to-one marketing?
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Liao, S.-H.; Chen, C.-M., Hsieh, C.-L., Hsiao, S.-C. (2009), “Mining information users’ knowledge for one-to-one marketing on information appliance”, Expert Systems with Applications, Apr. 2009 Part 1, Vol. 36, Issue 3, p4967-4979
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Chap 5 Anderson Vincze, Chap 12 Ferrell Hartline
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- Strategies in the rural India: Supershampoo marketing penetration
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Tue. 2/4
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Shortening life cycles in technology
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Reiner, G., Natter, M., Drechsler, W. (2009), “Life cycle profit - reducing supply risks by integrated demand management”, Technology Analysis & Strategic Management, Jul. 2009, Vol. 21, Issue 5, p653-664
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Chap 12 Kotler Keller
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- Samsung Electronics Company: HBS Case
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Thur. 2/6
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Shortening life cycles in technology (cont’d)
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Chap 12 Kotler Keller
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- Hallo Kitty Branding strategy
- Office Max Viral Marketing
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Tue. 2/11
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Creating brand value and equity
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Samli, A.C. and Fevrier, M. (2008), “Achieving and Managing Global Brand Equity: A Critical Analysis”, Journal of Global Marketing, Vol. 21, Issue 3, p207-215
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Chap 9 Kotler Keller
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- The multiple brand personalities of David Beckham
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Thurs. 2/13
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Positioning the brand: brand personalities and communities
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Buil, I., Martínez, E., de Chernatony, L. (2009), “Brand Extension Effects on Brand Equity: A Cross-National Study Journal of Euromarketing”, Apr-Jun 2009, Vol. 18, Issue 2, p71-88
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Chap 10 Kotler Keller
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- The ascendance of AirAsia
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Thur. 10/3
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Emerging international markets and rising marketing opportunities
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Waheeduzzaman, A.N.M. (2006), “ Can Modernization Explain the Consumption of Durables in Emerging Markets?”, Journal of Global Marketing, Vol. 19, Issue 3/4, p33-62
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Chap 9 Cateora Graham
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- Hunsk Engines: HBS case
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Tue. 2/18
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Revision day
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Thur. 2/20
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Class exercise
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Tue. 2/25
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Group presentations
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Thur. 2/27
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Group presentations
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DATE
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TOPIC/
ACTIVITY
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SCHOLARLY ARTICLES
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BOOK CHAPTER
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CASE STUDY
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Tue. 3/4
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Multinational market regions: the European Union
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Golob, U. and Podnar, K. (2007), “Competitive advantage in the marketing of products within the enlarged European Union”, European Journal of Marketing, Vol. 41, Issue 3/4, p245-256
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Chap 10 Cateora Graham
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- Fashion TV Channel
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Thur. 3/6
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Cultural dynamics in the global environment: the emergence of the global consumer
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Dimofte, C.V., Johansson, J.K., Ronkainen, I.A. (2008), “Spanning the Globe”, Marketing Management, Sep/Oct 2008, Vol. 17, Issue 5, p40-43
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Chap 4 Cateora Graham
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Beauchamp HBS case
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Tue. 3/11
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Cause-related marketing and corporate social responsibility
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Grau, S., Landreth, G. Pirsch, J. (2007), “ Cause-Related Marketing: An Exploratory Study of Campaign Donation Structures Issues”, Journal of Nonprofit & Public Sector Marketing, Vol. 18, Issue 2, p69-91
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Chap. 12 Wymer, Knowles Gomes
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- Burberry case
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Thur. 3/13
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Ethics in marketing
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Gibbs, P. and Ilkan, M. (2008), “The ethics of marketing in Islamic and Christian communities: Insights for global marketing”, Cross Cultural Management, May 2008, Vol. 15 Issue 2, p162-175
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Chap 3 Ferrell Hartline
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- Silvio Napoli at Schindler India: HBS Case
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Tue. 3/18
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Marketing in non-profit contexts: raising funds and resources
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Develtere, P., and De Bruyn, T. (2009), “The emergence of a fourth pillar in development aid”, Development in Practice, Nov 2009, Vol. 19, Issue 7, p912-922
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Chap. 2 Baguley
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- NBA in Europe: the international marketing strategy
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Thur. 3/20
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Exploiting opportunities in supply-chain management
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Singh, M. (2009), “In Times of Uncertainty, Focus on the Future”, Supply Chain Management Review, Apr 2009, Vol. 13, Issue 3, p20-26
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Chap 9 Ferrell Hartline
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- Monsanto in Brazil: HSB Case
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Tue. 3/25
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Point-of-difference and Point-of-parity as targeting strategies
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Lewison, D. and Hawes, J. (2009), “Student Target Marketing Strategies for Universities, Journal of College Admission, Summer 2007, Issue 196, p14-19
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Chap 5 Kotler Keller
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- London 2012: achieving the vision
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Thur. 3/27
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Issues in service marketing: making intangibility tangible
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Nativi, A. (2009), “No Champion for Ciampino”, Aviation Week & Space Technology, Feb 2, 2009, Vol. 170, Issue 5, p45-48
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Chap 9 Anderson Vincze
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- Colgate Max Fresh: HBS case
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Tue. 4/1
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Marketing implementation and control
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Kahn, K.B. and Myers, M.B. (2005), “Framing marketing effectiveness as a process and outcome”, Marketing Theory, Dec. 2005, Vol. 5. Issue 4, p457-469
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Chap 11 Ferrell Hartline
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Sealed Air Corporations: HBS case
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Thur. 4/3
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Low-cost marketing strategies in the service industry: low-fare carriers
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Tarry, C. (2008), “Matters of adjustment”, Airline Business, Dec2008, Vol. 24, Issue 12, p60-61
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BP LtD Green Advertising Campaign Case 2-1
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Tue. 4/8
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Emerging international markets and rising marketing opportunities
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Waheeduzzaman, A.N.M. (2006), “ Can Modernization Explain the Consumption of Durables in Emerging Markets?”, Journal of Global Marketing, Vol. 19, Issue 3/4, p33-62
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Chap 9 Cateora Graham
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- Hunsk Engines: HBS case
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Thur. 4/10
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Class exercise
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Tue. 4/15
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Group project
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Thur. 4/17
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Group Project
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Tue. 4/22
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Review day
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Thur. 4/24
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Group exercise
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4/26-5/2
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Final Exam
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