||marketing

introductions.
B.A. – Media Music Studies

M.B.A. – Marketing &

Strategy

Ph.D. – Marketing

Assistant Professor
||marketing
this class.
syllabus.
COURSE OBJECTIVES

1. To understand:
• the function, role and scope of marketing in a business, and become familiar
with the basic principles of marketing, as well as its common vocabulary,
concepts and activities.
2. To be able to:
• Generate market intelligence by identifying and analyzing marketing-relevant
data, trends, issues and opportunities for a business.
• Respond to market intelligence with smart, strategic, sound marketing
decisions.
3 Course Segments
1. Understanding marketing strategy and its role in an organization
2. Understanding consumer behavior and decision making
3. Understanding marketing tactics (where marketing strategy and the
consumer meet)
COURSE MATERIALS
 
Required Reading:
1. Grigsby, Mike; Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques (2018),
New York : Kogan Page : (ISBN: 978-0-7494-8216-9)

2. Kelley, David and Tom Kelley; Creative Confidence: Unleashing the Creative Potential Within us All (2013),
New York : Random House : (ISBN: 978-0-385-34936-9)
 Team Projects
1. Pick a team.
2. Pick a company.
3. Market Research -> Report
4. Consumer Research -> Report
5. Creative Brief.
6. Presentation: Any marketing-
related recommendation for your
company.
teams.
Class Schedule
COURSE REQUIREMENTS AND EVALUATION

Deliverables
Evaluation:

Component Weight Grading Distribution

Segment Quizzes (3) 24%

Individual
Reading Quizzes (2) 20% A: 90-100
(50%)
Research Requirement (3) 6% B: 80-89.9

Market Intelligence Report 10% C: 70-79. 9

Consumer Intelligence Report 10% D: 60-69. 9

Team
(50%)
Creative Brief 5% F: < 60

Marketing Management Presentation* 25%

TOTAL 100%

*Your personal score here will account for intra-team evaluations!!

 Participating in Class

1. Watch all posted content (Asynchronous).

2. Team meetings (Live)
1. With your team
2. With me
3. Quizzes (Online / Timed / On posted date).
4. Meet all deadlines for deliverables.