How is this course different from most university courses?
This course is based on a scenario-centered curriculum and utilizes a learn-by-doing approach. In this course, you will be playing a real job role and completing tasks similar to those completed by professionals in that role in the real world. You will learn about and practice the skills needed to complete the tasks as you move through the scenario.
What is my role in this course?
In this course you will be playing the role of a marketing professional, working with a marketing team to plan the launch of a new product.
What do you do in this course?
You will be working with your team and following instructions from your supervisors to understand the customers of the new product and to design a product launch that will reach those customers most effectively. How do I get help with my tasks? Each task includes performance support to help you. These include Step-by-Step Guides, readings, websites, and other documents. Classmates and your teacher will also be available to help you.
Titular Professors
Professors
This course seeks to assist you in:
- Strategic overview: Developed a broad definition of strategic marketing and the marketing concepts
- Global: To identify implications of the marketing decisions in the different areas of the organization (accounting, finance, research and development, purchasing)
- To evaluate the effects of the marketing concept on the firm, consumers, and society.
- Strategic Marketing Plan (SMP): Understand and practice with the contents and structure of a Marketing Plan.
- Research Methodology: Understand the process of marketing research in making effective marketing decisions.
- Marketing Activities: Developing an awareness and understanding of the different marketing activities.
- The revolution of Marketing on-line: understand the main tools in depth.
Below you can find the main topics that will be covered. The order in which they are covered can vary.
Topic 1: Job descriptions for the members of a Marketing Department (Product Marketing Manager and Marketing Communications Manager). Welcome and Introduction to the Course
Topic 2: Macroenvironment analysis, PESTEL analysis and Porter’s industry analysis.
Topic 3: Microenvironment analysis, SWOT analysis. Review of the Marketing Requirements Document (MRD)
Topic 4: Technology adoption stages. Different stages and barriers to adoption
Topic 5: Identify customer segments Segmentation, Personas, Targeting, Positioning, Unique Selling Proposition, and Differentiation
Topic 6: Launch Kick-off Plan
Topic 7: Brand Strategy Plan
Topic 8: Marketing Communication Plan
Topic 9: Pre-launch activation: identification and analysis of offline and online influencers to amplify the campaign’s impact.
Topic 10: Communication Budget
Topic 11: Key Performance Indicators (KPI)
In eStudy you will find the information on the course, and the tasks of that course. For each task, there are typically three sections. Each section contains important materials you’ll need to review to complete your task. The three sections are:
- Your Task: each task will begin with an email from your supervisor or others describing your assignment and directing you to your tasks.
- Step-by-Step Guide: This resource provides detailed, step-by-step instructions for completing your task. This guide will be especially useful in helping you through the challenging parts of your task.
- Resources: This provides information on which parts of our books will help you complete your tasks and links to other print materials and websites that will help you complete your work.
This course follows the Socratic Method as an approach to teaching and learning. The main characteristic of the Socratic method is that it is not ”teaching“ in the conventional sense of the word. The teacher is an observer, a helper, guide but not the purveyor of knowledge. Lectures are replaced with shared dialogues between students and teachers. The Socratic Method of teaching gives students questions and no answers, we simply force students’ reasoning and the logical relationships of their existing knowledge and experience (Delic, Becirovic, 2016).
The main methodologies used for this course are:
MD.1 Classes and exercises oriented to market a product
MD.2 Project-based learning
The course grade will be based on the following breakdown:
- Class attendance and participation: 15%. This is an individual grade.
- Graded Deliverables: These assignments represent 15% of the final grade. Tasks 3, 5, and 8 will be graded (5% each).
- Class presentations: 10%. This is a group grade; however, group members who present their work in class may also be assessed individually based on their explanations and responses to the instructor's questions. Each group must deliver a minimum of two presentations throughout the course. All presentations will be assessed, but only the two highest scores will count toward the final grade.
- Midterm Exam: 30%. This is an individual grade. Highly Important Academic Activity.
- Final Project and Presentation: 30% (Final Project 15% + Presentation 15%). This is a group grade. The group will be evaluated on both the content and the format of the presentation. Group members who present the final project may also be assessed individually based on their explanations and responses to the instructor's questions. Highly Important Academic Activity.
It is your responsibility to read all the communication “emails” and instructions from the “bosses”, etc. for this course and do the appropriate work.
NP: Not Presented. NP is awarded at the professor’s discretion only. The “pass” grade for the course is 5 on a 10-point scale.
There is no retake in this course.
AI: Level 3
AI for editing
The use of AI is permitted to improve writing, clarity, grammar, punctuation, or phrasing, but not to create new content. Submit an original piece of your own work and also attach the initial version or the version without AI intervention as evidence of the editing process.
- Kotler, P., & Armstrong, G. (2011). Principles of Marketing. (14th ed.) Prentice Hall.
- Kotler, P, Keller, K. (2016). Marketing management 15th ed. (15th). Harlow
Moore, G. A. (1991). Crossing the Chasm: Marketing and Selling High-Tech Goods to Mainstream Customers. New York: Harper Business.