tcmg 400 marketing, entrepreneurship & innovation issues and practices … · 2015-09-11 ·...

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School of Engineering

Department of Technology Management

TCMG 400

Marketing, Entrepreneurship & Innovation

Issues and Practices in Management

Fall 2014

08/25/2014 –12/05/2014

Course Syllabus

Wednesday 6:15-8:45 pm Full Semester, Room: Tech 163

[email protected]

Instructor: Prof. Christian Bach

Ph.D., MBA, MS

Room: Tech Building 153

[email protected]

Office Hours:

Monday: (by appointment)

Tuesday: 12:00 am -1:00 am, 5:00 – 6:00 pm (and by appointment)

Wednesday, Thursday, 10:00 – 12:00 pm Friday: (by appointment)

mailto:[email protected]


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Course Overview

This course is a pragmatic introductory course focused on strategic and functional marketing, entrepreneurship,

intra-preneurship and innovation issues and opportunities that arise from current and emerging industry best

practices in helping organizations to grow and achieve sustainable competitive advantage in a complex and rapidly

changing global environment. Functional marketing is the technological implementation and execution of corporate

and marketing strategies inside and outside the organization. The course will examine the impact of new

technologies on strategic and functional marketing, entrepreneurship and innovation. Students will identify and

analyze business and technology cases and learn through a combination of an individual academic report, a team

project, presentations, lectures, case studies, review of current events, and experiential exercises. Students improve

their personal competence, confidence, competitiveness by developing their capability to acquire and analyze

academic knowledge consistently and integrate it into practice.

As a UB policy, it is expected that each student that attends one hour of classroom instruction will require a

minimum of two hours of out of class student work each week for approximately fifteen weeks for one

semester.

Learning Objectives The primary goal is the development of a student’s personality and advance their analytical academic skills,

focus attention, and practice presentation and articulation, enhance confidence, and develop professionalism

and competitiveness

Understand the growing role and importance of strategic marketing, entrepreneurship, intra-preneurship and

innovation to ensure success of small and large organizations and effectively integrate them into daily

business

Define and analyze market segments and customer needs and wants, and learn how develop value added

products and services

Understand the transforming impact of technologies on organizations in order to make organizations more

flexible, leaner, nimbler and effective entities

Review the tools, processes, techniques and competencies required to be effective marketers, entrepreneurs,

innovators and change agents

Complete a detailed marketing/product plan for a new product or service or an extension of an existing

product or business

Practice presentation and articulation to acquire and build personal confidence in order to successfully

compete in the market place – know how to sell yourself

Acquire knowledge and confidence through practice to effectively work in a team and as individual

Approach of discovery and active learning by explaining concepts to others.

Learn to read, write, analyze, conceptualize, communicate and persuade.

Teaching Strategy Introducing the scientific method.

Step-by-step teaching strategy to practice the scientific thought process that is based on three components: one

dependent variable (goal), one or more independent variables (factor(s)) and the hypothesis which is the

scientific link between two variables.

Exercises in building models relating a dependent variable with independent variables via hypotheses.

Limitations of the scientific method.

Introducing the scientific paper structure.

Step-by-step teaching strategy to practice each component of an academic paper.

Writing exercises on each component of an academic paper.

Introducing presentation strategies to strengthen communication skills and personal confidence.

Practicing personal communication skills in presentations and written argumentations.

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This is a learning-by-doing course -- your agreement to actively participate on a regular basis is a

prerequisite for your enrollment in this class. A Chinese proverb says: What I hear, I forget. What I see, I

remember. What I do, I know.

Text Books and Journals

Book: Armstrong, Gary & Kotler, Phillip, Marketing – An Introduction, 11th

edition, Prentice Hall, ISBN-13:

9780132744034, ISBN-10: 0132744031. (Armstrong & Kotler, 2013)

Recommended:

Scarborough, N. M. (2014). Essentials of Entrepreneurship and Small Business Management, 7ed. Upper Saddle

River, NJ: Pearson. ISBN-10: 0132666790 • ISBN-13: 9780132666794

Endnote: recommended (endnot.com); available on computers in Tech 163/164

Additional handouts will be provided in class and/or must be downloaded from the course website on Blackboard.

The handouts must be brought to class. A three-ring loose leaf binder is suggested to hold the reference

materials.

Journals listed in university digital library

International Journal of Advanced Research in Computer Science (SUNY)

International journal of advanced research in computer science and electronics engineering (SUNY)

International journal of advanced research in computer science and software engineering (SUNY)

International Journal of Information Technology Convergence and Services (SUNY)

International Journal of Network Security & Its Applications (SUNY)

Other Journals:

International Journal of Innovation and Scientific Research ($15, IF:3.5)

http://www.ijisr.issr-journals.org/aims.php

International Journal of Innovation and Applied Studies (SUNY, $15, IF:3.5)

http://www.ijias.issr-journals.org/

International Journal of Advanced Computer Technology

International Journal of Research in Business and Technology

Journal of Advances in Biology

International Journal of Development Research

http://www.ijisr.issr-journals.org/aims.php

http://www.ijias.issr-journals.org/

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Course Requirements

1. Class Attendance, Participation, Punctuality, Cheating and Plagiarism:

Timely attendance at each class session is mandatory. Class lectures complement, but do not duplicate textbook

information. Together students and instructor will create an interactive learning environment. A significant portion

of your learning will accrue through the constructive and respectful exchange of ideas and search for alternative

solutions. You must be actively engaged in class discussions to improve your thinking and communication skills.

It is the student's responsibility to become familiarized with and adhere to the standards set forth in the policies on

cheating and plagiarism as defined in Chapters 2 and 5 of the “Key to UB Student Handbook” available at

http://www.bridgeport.edu/pages/2623.asp or the appropriate graduate program handbook.

Always cite your sources and references in APA style. For information about how to cite visit:

http://owl.english.purdue.edu/owl/resource/560/01/

, or

http://www.dianahacker.com/resdoc/p04_c09_s2.html#13

Be certain that your travel arrangements do NOT conflict with any of your team or individual presentations.

2. Preparation, Deadlines and Late Policy:

No late submissions. Don’t wait until the last minute!

3. Homework/Case Analysis:

The syllabus identifies the oral and written homework assignments. Each written assignment must be typed and

only one or two pages long. Late submissions have 20% penalty per day.

!!Homework/Case Analysis must be submitted by email for grading each Sunday midnight (20% per day penalty

for late submissions)

http://www.bridgeport.edu/pages/2623.asp


http://www.dianahacker.com/resdoc/p04_c09_s2.html#13

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All students are required to read and submit six (6) written cases and two (1) paper on innovation. Students must

be prepared to discuss all cases in class. Each case homework should be 1-2 pages long and must include:

1. Title/Topic - State the title or selected topic

2. Summary -Summarize the key issues and facts of the case

3. Questions - Answer the questions associated with the case

4. Recommendations - Make recommendations based on the facts and your experience

5. In-text Citations: APA style

a. Cite Book1: (Armstrong & Kotler, 2011), for example after summary (2.)

b. Cite 2 academic articles: take one direct quote (authors’ opinion, argument, finding, assumption,

issue, etc.) and use it properly in your homework

6. Lessons Learned - Formulate the lessons you learned from the case

7. Question for Class – Formulate one question on the case that you would like to have discussed in

class

8. References: create Endnote library with full references in APA style

Important: Make sure your case covers all 8 points above in separate sections and each question is answered

separately! For each missing point 0.5

APA style: Last Name, First Name initial, (Year), Title, Journal / Volume / Issue / Pages or Publisher


Single Author: Last name first, followed by author initials, Title, Journal, Volume, Issue, Pages

Berndt, T. J. (2002). Friendship quality and social development. Current Directions in Psychological Science, 11, (1), 7-10.

Two Authors: List by their last names and initials. Use the ampersand instead of "and."

Wegener, D. T., & Petty, R. E. (1994). Mood management across affective states: The hedonic contingency hypothesis. Journal

of Personality & Social Psychology, 66, 1034-1048.

Organization as Author:

American Psychological Association. (2003).

Unknown Author:

Merriam-Webster's collegiate dictionary (10th ed.).(1993). Springfield, MA: Merriam-Webster.

Format for Books: Author, A. A. (Year of publication). Title of work: Capital letter also for subtitle. Location: Publisher.

Calfee, R. C., & Valencia, R. R. (1991). APA guide to preparing manuscripts for journal publication. Washington, DC:

American Psychological Association.

JOURNALS

Journal of Marketing (Achrol & Kotler, 1999)

Management Science

Academy of Management Review

Academy of Management Journal

Organization Science

MISQ

European Journal of Marketing (O'Leary, Rao, & Perry, 2004)

Entrepreneurship: Theory & Practice

Harvard Business Review (and other business journals)

Information & Management

Journal of Business-to-Business Marketing

Journal of Commercial Biotechnology


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Journal of Marketing (Achrol & Kotler, 1999)

Journal of Marketing Research

Journal of the Academy of Marketing Science

Management Research Review (Jugdev & Mathur, 2006)

Additional Journals:

Academy of Management Executive, Academy of Management Journal, Academy of Management Review,

Administrative Science Quarterly, Information Management, Information Systems Research, International Journal

of Industrial Organization, International Journal of Information Management, International Journal of

Management Reviews (important source for review articles), International Journal of Market Research,

International Journal of Operations & Production Management, International Journal of Research in Marketing,

International Marketing Review, International Small Business Journal, International Studies of Management and

Organization, Journal of Business, Journal of Business Research, Journal of Business Strategy, Journal of Business

Venturing, Journal of Common Marketing Studies, Journal of Consumer Marketing, Journal of Consumer Research,

Journal of Economic Behavior & Organization, Journal of Economics and Business, Journal of Macromarketing,

Journal of Management, Journal of Management Studies, ,Journal of Management Information Systems,

Management Science, MIS Quarterly, MIS Quarterly Executive, MIT Sloan Management Review, California

Management Review, Organization Science, Omega, Operations Research, Organization and Administrative

Sciences, Organizational Behavior and Human Decision Processes, The Information Manager, Sloan Management

Review, Sociological Methods & Research, Strategic Management Journal

4. Team Term Project and Presentation:

New Product/Service Marketing/Business Plan In the first session; 8 teams (2-4 members) will be formed. Each team will prepare a written new product/service

marketing/business plan (6 - 8 pages, double space, 12 point, Times New Roman). The Team must properly use

and cite in-text 5 - 10 academic articles from academic journals and list the references at the end of the paper

in mandatory APA style. The team can use articles that have been distributed by the instructor. The team will

present the Marketing Plan to the class.

All sources (pages from articles, books, web pages, etc.), used for the paper, must be turned into pdf and emailed

together with the project – make sure that you cite the sources in the text with page number of the paper and

reference them at the end of the paper in APA style.

The team must email following files two days before beginning of the last session to TCMG400 Gmail:

1. Softcopy_Email of Written Marketing/Business Plan, and

2. Endnote Library! (.enl file)

Cite sources properly in-text including page numbers

List references (articles, books, web pages, etc.) in mandatory APA style at the end of the paper

3. Power Point poster (and optional PowerPoint presentation)

4. Softcopy_Email pdf files of articles and other sources (web pages, etc.)

Two presentations are required for this project. Based on the feedback from the instructor and the class participants

on the first presentation (Part 1), the final presentation (Part 2) may propose a totally different marketing/business

plan from the one originally presented in Part 1, or may simply revise the material presented in the first presentation.

Part 1: (the first presentation) must address Items 2 – 8, 12

Part 2: (the final presentation) must cover all of the Items 1-12 listed below:

All recommendations and assumptions must be supported by facts (referred journal articles) that are clearly

referenced. A detailed outline is provided in the Marketing Plan.

Required sections of the Marketing/Business Plan:

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1.) Executive Summary

2.) Company Vision and Objectives

3.) Current Market Situation: Product or Service Objectives, Description (functions, features) and Value

Proposition (Benefits to the Buyer)

4.) Current Market Situation: Major Industry Characteristics, Trends, Regulations, etc.

5.) Current Market Situation: Market Opportunity and Segments (Who is the Targeted Customer? What is the size

of the market? Explain how the market will grow.

6.) Current Market Situation: Competition – Identify the major competitors and their key attributes

7.) Barriers to Entry (what you do to make it difficult for competitors to enter the market in your space)

8.) Major Risks and Contingencies

9.) SWOT Analysis

10.) Marketing Plan – Sales Objectives – market share, gross margins, marketing strategies and imperatives (pre-

launch, post- launch, positioning, distribution channels, pricing, branding, advertising and promotion, customer

retention and loyalty programs, marketing metrics and key performance indicators, etc.)

11.) Financials - (4 years of Profit and Loss Statements and Initial Start Up Sources & Uses of Funds.

12.) References

To receive a high grade, every member of the team must equally participate in presentations, its preparation

and delivery.

5. Individual Academic Report on a Causal Model & Suggested Topics:

Each student will prepare a written academic report (3000 – 4000+ words, 12 point, Times New Roman) on a

marketing topic, or topic related to the course. Students collect 5 academic journal articles on the topic of their

choice and write a report on the authors’ empirical findings and opinions about the topic and use real world cases

(e.g. from Armstrong/Kotler textbook) to discuss the selected factors and concepts (usefulness, pro/cons, etc.) while

stating their own opinions, arguments, recommendations and conclusion. An executive summary will be presented

to class using 1-3 Posters.

You may select from the suggested topics listed in the syllabus, or submit your own topic for approval. The paper

must be well written, typed and page numbered, be supported by research containing referred references and

be consistent with general expectations of graduate study.

You can use articles that have been distributed by the instructor. All sources (pages from articles, books, web pages,

etc.) you are using for the paper must be cited in-text including page numbers and be references at the end of the

paper in APA style.

The Report must contain (3000-4000+ words, or more): Meeting minimum requirements will result in a B+.

1. Title - page

2. Table of Content 3. Structured Abstract (no references), see example at:

http://www.emeraldinsight.com/journals.htm?issn=2040-8269&volume=33&issue=11&articleid=1886418&show=abstract

4. Introduction/Literature Overview, Importance of Research (40+ references)

a. What did I learn about Marketing? (150-300 own words)

b. Collect and quote definition of Marketing (up to 800 words) and discuss with cases.

c. Add list of 5-10+ definitions you have found in articles (use quote and cite with page number)

5. Research Methodology/design/approach: Review-Centric Research (LePine & Wilcox-King, 2010) e.g.

conceptual research (Meredith, 1993), (Dreher, 2000), action research (Winter, 1987), case study

research(Perry, 1998), (Eisenhardt, 1989), (Yin, 2003), grounded theory, ethnography (Schultze, 2000),

emic/etic research etc.

6. Build Model using Power Point template on BlackBoard and integrate into MS word document 7. Explanation of Model and analytical Reflection on its factors and goal (Schön, 1983)

a. At least one article must be from the “Journal of Marketing”

b. Explain each causal link in the model (explain each hypothesis, its virtue, importance and impact)


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c. Explain the causal impact of each factor (independent variable) on the goal/objective (independent

variable)

d. Define the independent and dependent variables by citing two or more references)

8. Importance of Model/Research and Potential Impact on

Organization/Society/Recommendations/Implications

a. Summarize importance of 5.

9. Conclusion/Discussion (including: Lessons Learned, Impact on Organization/Society)

10. The student must properly use and cite in the text 40 references in the paper – 30-60 references are the

norm.

11. References listed in mandatory APA-style.

12. Appendix1:

Write a section about the Scientific Method: Ch1 (Kerlinger & Lee, 2000) (add/use 5+ references)

a. What is the Scientific Method? (300-500 words from quoted material and comment on quoted

material in your own words)

b. Collect and quote definitions and discuss underlying Philosophies

c. Make a table of definitions you have found in articles (use quote and cite with page number)

13. Appendix2: Write a section about the Relations: Ch5 (Kerlinger & Lee, 2000) (add/use 5+ references)

a. What is the Relations? (300-500 words from quoted material and comment on quoted material in

your own words)

b. Write about dependent and independent variables of the model on page 99

c. Collect and quote definitions and discuss underlying Philosophies

d. Make a table of definitions you have found in articles (use quote and cite with page number)

Abstract Example:

Purpose – This paper aims to review how current policy instruments drive (or not) environmental innovation and,

by doing so, to reinvestigate the relationship between innovation and regulation.

Design/methodology/approach – A comprehensive literature review on innovation and environmental regulation

created a theoretical foundation of the paper. Using the grounded theory, a model was developed and evaluated

using interviews. This is a timely topic as the new shape of recent environmental regulation appears to be fairly

strict. A new model is presented to encapsulate highly dynamic interaction of environmental innovation and

regulation to provide results that reflect on the present innovation behavior and its implications.

Findings – The model highlights various diffusion pathways that are triggered by the main three drivers of

innovation namely government (regulation), market (competition and cost) and technology which has the possibility

of an autonomous diffusion.

Research limitations/implications – The empirical data are limited to 13 qualitative experts' interviews within

industry, consultancies and governmental departments.

Practical implications – The suggested model is particularly useful for policy makers to better understand the

innovation dynamics and its diffusion pathways to design smarter regulations that incentivize rather than force

organizations to comply with regulation.

Originality/value – The paper shows how regulation drives (or not) innovation and how various diffusion pathways

can be used by external stakeholders to direct and promote innovation.

Paper Structure:

1. Title page

2. Table of Content

3. Structured Abstract

4. Introduction

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5. Methodology

6. Explanation of Model

7. Importance of Model

8. Conclusion

9. References

10. Appendix1

11. Appendix2

See: http://www.emeraldinsight.com/journals.htm?issn=2040-8269&volume=33&issue=11&articleid=1886418&show=abstract

Each student will present the executive summary of their paper to the class and submit:

1. Written Academic Report (3000-4000+- words)

2. Upload into TrunItIn

3. Power Point poster

4. Email pdf files of 3 articles and other sources (web pages, etc.)

Cite sources properly in-text including page numbers

List references (articles, books, web pages, etc.) in mandatory APA style at the end of the paper

Students are required to upload their papers into Turn-It-In before submission.

Scientific Method:

1. Theory - (some knowledge and insight exist, but reality is uncertain)

2. Independent Variables, Dependent Variable, Hypothesis (Model) – (limited in scope and to research

method/approach)

3. Measurement - (valid for a specific time and place and restricted to research scope)

4. Interpretation - (might deepen knowledge and insights, but is tentative and can be completely out of

time/place scope)

The scientific method can be applied to any circumstances (e.g. smog case *). The knowledge that is gained is

largely opinion driven and the interpretation can easily be at the opposite ends of the knowledge or truth continuum.

Because a theory in business is always limited thus tentative, an interpretation ranges from at best partial right to

completely wrong at a specific time and place. This time-dependency of a theory requires flexible and timely

decision making and adjustment to a constantly changing business environment.

*http://news.yahoo.com/obama-yields-smog-rule-face-gop-demands-211108647.html

Dear Students:

It is part of the exercise that you select a topic by yourself.

Go to the" Journal of Marketing" or any other marketing journal and select an article you like and identify the

dependent variable. Then get four more articles each with one independent variable that relate to your dependent

variable. Than go on with adding 4 more articles for each independent and dependent variable until you have your

story.

Best wishes, cb

TurnItIn Instructions:

Create your account:


http://news.yahoo.com/obama-yields-smog-rule-face-gop-demands-211108647.html

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1. Go to: TurnItIn.com

2. Click: Create Account

3. Click: student

4. Follow the instructions

5. Find your class: obtain classID and password from your instructor

6. Go to class and find assignment

Submit paper:

7. Click: Submit paper

8. Enter: Last Name, First Name, Submission Title

9. Click: Upload

10. Check: Preview Paper

11. Click: Submit

View paper report (if allowed)

12. Click: go to inbox

13. Click: xx%

14. See TurnItIn Report

Grading Guidelines for Paper: Mandatory points considered for final grading (individual academic report and team project):

1. Format: Contains all or more section of the paper structure (see above)

2. Number of journal articles and factors: at least 20 journal articles <20=B; 20=B+; 21-30=A-; >35+ A

including 4 factors, 1 goal (full developed and discussed) and a strong 2page argument in your own words

about the Importance of the Model (must be of conference paper quality).

3. Endnote proficiency: spelling errors (names, titles, use of capital letters), completeness (e.g., author, year,

title, journal, issue, volume, pages), complete journal names, APA style, number of referenced journal

articles (at least 10), number and proper use of in-text citations.

4. Turn-It-In: upload at TurnItIn.com (under 10% excluding references and quotes)

5. Completeness of submitted material: Email pdf files of articles used in the paper (at least 3-5 main

articles)

6. Proper format and use of quotations and quoted material: in-text citations with page number, etc. (all

references in the Endnote library must be properly cited in the text of the paper).

7. Quality of remarks and comments: Explanation of quoted material (in your own words)

8. Paper structure: Title, Abstract/Executive Summary, Keywords, Introduction, Body Text arrangement

(figures, tables, useful drawings/pictures, etc. to guide the reader and explain), Conclusion (importance of

topic, lessons learned, recommendations, future research)

9. Model: consistency of model, quality of hypotheses, in addition quality of:


b. Add list of 5-15 definitions you have found in articles (use quote and cite with page number)

10. 1000 words: Report must contain at least 1000 words of your own language: Use cases and commons

sense examples to explain and persuade

11. Content: Persuasiveness of importance and arguments

12. Presentation: Persuasiveness of model’s importance in a real business environment (sell the model and

yourself)

Grades

A = Paper and poster of conference publication quality

A- = Paper and poster near conference publication quality

B+ = Paper and poster meet course minimum requirements

≤ B = Paper and poster below course minimum requirements

Poster Presentation Guidelines: Points considered for enhancing communication skills:

1. Quality of presentation: persuasiveness, articulation, confidence

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2. Timeliness of submission

Topics for Individual Academic Report:

Networks Organizations, Layered Networks (Achrol & Kotler, 1999)

Internal Market Networks and the Role of Marketing (Achrol & Kotler, 1999)

Internal Marketing, Network Marketing (Bach, Sarkis, & Zhang, 2009)

Origin and Comparison of the Marketing Concept (see list of articles: Early Marketing Literature at the end)

The changing Face of Marketing – 50 years and counting (HBR)

Compare three alternative marketing perspectives: relationship marketing, the network approach, and the

service-dominant logic (Li & Petrick, 2008)

Relationship Marketing

Brand Marketing

Consult Reference Library in Appendix for more Topics

Topics for Practice/Case-based Individual Academic Report (requires approval):

Best Practices for Marketing a Product in Your Home Country (Pick an existing or new product or service)

Best Practices for Entrepreneurship in Your Home Country (Pick two businesses started by Entrepreneurs

and compare them

Develop a Marketing and Promotion Plan for e-Marketing for a Business

Compare the Top Two (2) Customer Relationship Management (CRM) Software Packages- Features,

Functions, Benefits, Pricing, Competitive Positioning, Advantages, Disadvantages

Analyze the Relationship between Marketing, Customer Service and Sales – Roles, Responsibilities, Interfaces

of Two Companies

Marketing and Technology (Pick two technologies and analyze how they are impacting marketing and the

business to help organizations grow)

Pros and Cons of Different Methods for Raising Capital ( e.g. sources, advantages and disadvantages of each

source and other considerations)

Conduct a Comparison of Innovation Best Practices of Two Leading Companies (one in consumer; one in

industrial/business or two in the high tech market)

Comparison of Two Best in Class Customer Loyalty Programs – Why, What, How and Results

Creating a Global Brand – Why, what, how and how much?

The Importance of Continuous Innovation in Organizations – Why, What, How - with examples of two

companies

Commercialization, Rollout and Launch of New Products – Issues, Checklists, Infrastructure Readiness and

Other Considerations

What are the Critical Success Factors for Successful Entrepreneurs with at least three examples

Management Succession in a Family Business – Issues, Constraints and Opportunities

The Value and Importance of Market Segmentation and Micromarketing

Compare the Effectiveness of Internet versus Traditional Market Research Techniques

Intrapreneurship and Corporate Venture Creation – Why, What and How?

Other topics will be considered with the approval of the instructor

Search terms for Topics for online: scholar.google, JSTOR, ScienceDirect, EBSCO, ect.

1. Critical Success Factors for Successful Entrepreneurs

2. New Products

3. Innovation Best Practices

4. Marketing and Promotion Plan

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5. e-Marketing

6. Global Brand

7. Intrapreneurship

8. Effectiveness of Internet

9. Importance of Continuous Innovation

10. Marketing and Technology

11. Best Practices for Entrepreneurship

12. Network Marketing

13. Internal Marketing

14. Raising Capital

15. Competitive Advantage (through Marketing, Entrepreneurship, and Innovation)

16. The 4+ P’s of the Marketing Mix (price, promotion, place, product and + people, etc.)

17. Customer Service, customer value, creating customer value, capturing customer value

18. New product

19. Customer Loyalty Programs

20. Effectiveness of Internet

21. Traditional Market Research

22. Consumer buying behavior

23. Business buying behavior

24. Retailing, Wholesaling

25. Sales promotion internet

26. Globalization

27. Customer relationship management; customer loyalty; customer retention; customer equity

28. Customer driven marketing strategy

29. Marketing strategy; Marketing Mix

30. Return on Marketing investment

31. Microenvironment; Macroenvironment; Market Segmentation; Demographic Environment; Political/Social

Environment

32. Marketing Information; Marketing Research; Ethnographic Research

33. Consumer Behavior; Buyer Decision Process

34. Market Segmentation; Market Targeting; Differentiation and Positioning

35. Product Service; Services Marketing;

36. Branding Strategy; Brand Equity

37. Product Life Cycle; Pricing; Product Mix; Public Policy Pricing

38. Supply Chain; Value Delivering Network; Channel Behavior; Channel Management

39. Promotion Mix; Integrated Marketing Communications

40. Advertising; Public Relations; Personal Selling; Sales Promotion

41. Direct Marketing; Online Marketing; Viral Marketing; Internet Marketing

42. Global Marketing; Sustainable Marketing

43. Check Textbooks for more search terms

From “Journal of Marketing”:

1. Pricing (Ray, Wood, & Messinger, 2012)

2. Innovation (Schreier, Fuchs, & Dahl, 2012)

3. Advertising (Currim, Jooseop, & Kim, 2012)

4. Pricing 2 (Homburg, Jensen, & Hahn, 2012)

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5. Consumers (Sridhar & Srinivasan, 2012)

6. Consumer Behavior (Hennig-Thurau, Marchand, & Marx, 2012)

7. Quality (Golder, Mitra, & Moorman, 2012)

8. Innovation 2 (Cui & O'Connor, 2012)

9. Brand Equity (Stahl, Heitmann, Lehmann, & Neslin, 2012)

10. Consumer Preferences (Chen, Marmorstein, Tsiros, & Rao, 2012)

11. Brand Concepts (Torelli, Özsomer, Carvalho, Keh, & Maehle, 2012)

12. Social Marketing (Robinson, Irmak, & Jayachandran, 2012)

13. Sales (Wieseke, Kraus, Ahearne, & Mikolon, 2012)

14. Customer Orientation (Zablah, Franke, Brown, & Bartholomew, 2012)

15. Marketing Performance (Homburg, Artz, & Wieseke, 2012)

16. Retail (Avery, Steenburgh, Deighton, & Caravella, 2012)

17. Firm Innovativeness (Rubera & Kirca, 2012)

18. Brand (Batra, Ahuvia, & Bagozzi, 2012)

19. Customer Equity (Schulze, Skiera, & Wiesel, 2012)

20. Consumer Participation (Troye & Supphellen, 2012)

21. Industrial Productivity (Rust & Huang, 2012)

22. See the “Journal of Marketing” for more search terms

Note: All research papers must include relevant marketing, entrepreneurial and/or innovation principles and

practices using examples of one or more real case study companies or situations.

Evaluation

Class Participation, News & Attendance 10%

Team Project 20%

Homework Assignments (H1-6) 15%

Academic Assignments (A1-4) 15%

Individual Academic Report and Presentations 40%

100%

Point/Grade conversion for Homework and Assignments

Points Grade Points Grade

5.00 A 3.00 C

4.67 A- 2.67 C-

4.33 B+ 2.33 D+

4.00 B 2.00 D

3.67 B- 1.67 D-

3.33 C+

Make sure you address the all points properly.

Grading Guidelines Points Comments

1. Model format and

consistency /5

2. In-text citations /5

3. English /5 4. Abstract Structure /5

5. Methodology section /5

6. Content quality /5

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7. Introduction section /5

8. Importance clarity /5

9. Impact clarity /5

10. Conclusion section /5

11. References quality /5

12. Endnote library /5

13. Figures Tables /5

14. Paper overall format /5

15. References quality /5

16. Late submission

Course Policies

Ethics policy - Don't lie or cheat.

Open book policy - If you don't open your books, you flunk.

You need to buy the textbook!

Read the syllabus.

Read exam question before answering it.

The syllabus is tentative. Report errors or omissions in the syllabus. – Don’t use them as excuse.

In-class announcements are the rule – not the syllabus.

Course Structure

Lecturing is only one of the three approaches used in this course. Knowledge will be acquired through facilitated

case/article discussions and student presentations. Students are expected to engage actively in preparing for and

presenting the case materials. For completing the assignments and project, students may need to do additional

research, and look for information and knowledge that is not covered by the textbook and the lectures. It is assumed

that a major learning objective for this course is to cultivate students’ capability in searching, identifying,

evaluating, and integrating relevant knowledge that may or may not be provided in the class.

Schedule & Assignments Note: this is a working outline, and may be revised to meet the needs of class participants.

Date Topics and Assignments Reading (before class)

Marketing

Session #1 Aug27,14

Course Overview and Endnote Installation

- Submission is mandatory due at each Saturday midnight for all Posters,

Assignments and Homework: [email protected]

20% grade reduction for submission until Sunday midnight; 50% for

submission after Sunday midnight.

- Material will be uploaded on BlackBoard – be on time - to learn and

practice of individual and team discipline and responsibility! Being late is

not acceptable in any form of successful business!

- There are Poster and Paper samples from other students posted on

BlackBoard. Remember that these are proprietary and the intellectual

property of the student. As always in business, it is your responsibility to

respect others property!

Formation of Teams (2-3 members):

Discuss potential project topics

Instruction for Exercise1 (Achrol & Kotler, 1999)


16

Team Project: Marketing/Business Plan of a New Product

Individual Project: Academic paper

Poster and Power Point presentations

1. Redirect student to 164 from Mandeville

2. Hand out Syllabus

3. Assign Teams

4. Assign Teamwork and Homework

a. Explain Homework structure with example

b. Explain Poster with template

i. T1 poster of Chapter1, submit poster Sunday

ii. T2 poster of Chapter 2, submit poster Sunday

iii. T7 poster of Case 1, submit poster Sunday

iv. T3-6 submit homework for next session

5. Install Endnote and enter one reference manually

6. Instruct Turn-It-In log in and procedures

See updated schedule in separate file.

Individual

1 Poster: Individual Academic Report

2 Poster: Team book chapter

1 Poster: Team Case

4 Assignments

1 Midterm Exam

3 Homework – optional

1 Final Exam optional

Individual Term Paper Assignments

1 Individual Academic Report (Term Paper) on a Marketing topic (8-10

pages, 40 references)

A1: in-class assignment: Exercise 1, Endnote (1 reference)

A2: in-class assignment: Introduction (10+ references)

A3: in-class assignment: Model and 5 references in Paper structure

A4: in-class assignment: Research Method section

A5: Mid-term exam Complete Paper structure (preliminary final

paper)

Students must submit “in-class assignments” during class! A1-A4 in

session 6.

Team book chapter and Individual Assignments

2 Book chapters

1 Case

1 Innovation article

1s: Files

1) Syllabus

2) Syllabus schedule

3) ch1 (Kerlinger, 1973)

4) ch5 (Kerlinger & Lee, 2000)

5) A1 Exercise1 file

17

6) poster(s) examples

Marketing and Research Method

2s: Team1: ch1Marketing (Armstrong & Kotler, 2011) (Team poster)

2s: Team2: ch2M (Team poster)

2s: Team4: Case1 – Prius Toyota (Team poster)

2s: optional Team5-8: Homework1 – Prius Toyota (Individual)

2s: Assignment1: Endnote Exercise(Individual)

2s:Team 7,8: A1 in-class assignment: Exercise 1, Endnote (use

optional A1-4 template, or A5 template)



3s: Team2: Case2 – Enterprise-Rent-A-Car (Team poster)

3s: optional Team1-4: Homework2 – Enterprise-Rent-A-Car

3s: Team 5,6: A2 in-class assignment: Introduction



4s: Team1,3,7: Case3 – Zara (Team poster)

4s: optional Team 2-6, 8: Homework3 – Zara

4s: Assignment2: Marketing Model (optional)

4s: Team 1,2: A3 in-class assignment: Model and references in Paper

structure

5s: Team1: ch1Research Method (Kerlinger & Lee, 2000)

5s: Team2: ch5Research Method (Kerlinger & Lee, 2000)



5s: Model and Paper structure (Midterm Exam)

5s: Team 3,4: A4 in class assignment: Research Method section

6s: Team3: ch9

6s: Team4: ch10

6s: optional Team1-4: Homework4

6s: submit Exercises for grading (A1-A4) – (this is not your paper

and not the mid-term exam-use A5 template); A5 template is not

your final paper!

7s: Team5: ch11 (Team poster)


7s: optional Team5-8: Homework5 (optional)

7s: TurnItIn



8s: Team5,6,8: Case6 – Share Net (BlackBoard) (Team poster)

8s: optional Team1-4, 7-8: Homework6 – Share Net (Individual)

9s: Team1-4: Individual Academic Report poster presentation

10s: Team5-8: Individual Academic Report poster presentation

10s: submit Mid-term Exam (complete Paper structure)

Innovation 11s: Team1: Drucker (2000)

18

11s: Team2: Hamel (2006)

11s: Team3: Hansen (2007)

11s: Team4: Pisano (2008)

12s: Team5: Bettencourt (2008)

12s: Team6: Kim (2004)

12s: Team7: Scott (2006)

12s: Team8: (Zaur, 2008)

12s: Team9: (Selden & MacMillan, 2006)

Team Project (15-20 pages, 20-30 references)

13s: Team Project Presentations

14s: Guest Speaker or Video Case

Session #2

Sep3,14

T1: Ch1

T2: Ch2

T7: Ch1-RM

T8: Ch5-RM

H1: T5-8

A1: in class

Endnote

T5: C1-Poster

Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer


Introduction (30min): Ch1 and Ch2 (Armstrong and Kotler 2013)

Discuss Marketing Plan components

Posters: A poster is a communication tool where you present and

market yourself, your ideas and show level of professionalism.

Team Case1: Prius/Toyota (Black Board) – due Sunday: - Assigned Team presents case using poster(s). Explain case according to

textbook and answer questions by quoting sentences from the textbook.

- Assigned Team formulates 4 Questions and moderate class discussion to

answer Qs.

H1: Prius/Toyota (Black Board) – due Sunday: Email/Submit Written Homework

A1: in-class assignment: Exercise 1, Endnote (1 reference)

All students must submit assignment during the session.

Exercise:1. MS Word File

a) with exactly this references in the library:

Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy.

Journal of Marketing, 63(4 Special Issue), 146-163.

b) with exactly this in-text citation: (Achrol & Kotler, 1999)

2. pdf. File of downloaded article

1. Exercise: Find and save Article from Journal of Marketing

Go to UB website https://www.bridgeport.edu

Select: “Click here to sign in!”

Sign in: using your login information

Click: “Looking for a specific electronic journal title/citation”

(1) Enter: “Journal of Marketing” and (2)Select: “Exact” and (3)

Click “Go”

Read Book 1:

- Chapters1,2

Read:

- Exercise1

- Assignment1

https://www.bridgeport.edu/

19

Click: “Journal of Marketing” → new window appears

Click: “Go” → in new window → new window appears

Scroll down until you see 1999 issues

Click on: “1999; Vol.63”

Scroll down until you see “Next” after article 10.

Click: “Next”

Go to article 13.

(13. Marketing in the network economy

Ravi S Achrol, Philip Kotler. Journal of Marketing. Chicago: 1999. Vol.

63; p. 146 (18 pages)

Click on:” Full Text - PDF (3 MB)”

Save article as pdf. (lable: Achrol99 Marketing network econo)

2. Exercise: Enter article Reference into Endnote

Open Endnote program

Select: “New Library” (upper left corner)

Enter name of your library (e.g. MyLibrary TCMG…)

Enlarge window

Select: “References” and “New References” from top tool bar

Go back to article of 1. Exercise and Select and copy entire Article

Information

Paste into Endnote “Title” field

Open pdf. of article to get missing information, or go to

“scholar.googl.com” to get missing information

Exactly fill in Reference:

1. Authors: Last Name, First Name (Achrol, Ravi S.)

2. Year

3. Title

4. Journal

5. Volume

6. Issue

7. Pages

Make sure not to have spelling and formatting errors! Close reference to save (e.g. x in upper right corner)

3. Exercise: Enter article Reference into Paper

Change output style to “APA”

Open your Endnote library and go to arrow “Current Style” and

select “Select Another Style…” from scroll down menu

Find “APA 5th

” and click “Choose”

Open a word file and have the Achrol99 reference selected in

Endnote

Click: “Insert Selected Citation(s)”

Endnote will automatically create the in-text citation: (Achrol &

Kotler, 1999)

Endnote will automatically create entire reference at the end of the

paper: Achrol, R. S., & Kotler, P. (1999). Marketing in the network

economy. Journal of Marketing, 63(4 Special Issue 1999), 146-163.

Each student is prepared to comment and explain on an important

issue using the textbook.

http://proquest.umi.com.libproxy.bridgeport.edu:9000/pqdlink?RQT=572&TS=1263332891&clientId=17957&VType=PQD&VName=PQD&VInst=PROD&PMID=28402&PCID=1067288&SrtM=0&SrchMode=3&aid=1

http://proquest.umi.com.libproxy.bridgeport.edu:9000/pqdlink?index=12&did=46028556&SrchMode=3&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1263381127&clientId=17957&aid=1



20

Session #3

Sep10,14

A2: in class

T3: Ch3

T4: Ch4

H2: T1-4

T6: C2-Poster

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights


Introduction: Ch3 and Ch4

Team Book-Presentation – due Sunday midnight: Assigned Teams create and present two or more Posters for each chapter

(20min).

A2: in-class assignment: Introduction section: Write an introduction

section on your topic and use Endnote and produce 10+ references.

1. Go to BlackBoard (BB)

2. Open folder “1-5 sessions Marketing material”

3. Open folder “Templates: Paper structure, Model A1”

4. Download file “A3_Paper structure template”

5. Download file “Achrol99 network marketing”

6. Download file “A1_Model template_TCMG”

7. Open file “Achrol99 network marketing”

8. Copy/paste following sentence into the Introduction section of “A3_Paper

structure template”:

There is growing literature on network theory in marketing

(e.g., Achrol 1991; Achrol, Reve, and Stern 1983; Anderson,

Hakansson, and Johanson 1994; Gadde and Mattson 1987;

Hakansson and Snehota 1995; lacobucci and Hopkins 1992;

Webster 1992).

9. Add quotes and source with page number:

“There is growing literature on network theory in marketing

(e.g., Achrol 1991; Achrol, Reve, and Stern 1983; Anderson,

Hakansson, and Johanson 1994; Gadde and Mattson 1987;

Hakansson and Snehota 1995; lacobucci and Hopkins 1992;

Webster 1992) in (Achrol & Kotler, 1999) p. 147”.

10. Add all references into your Endnote and replace the in-text citations

Team Case2: Enterprise Rent-A-Car (Black Board) – due Sunday: - Assigned Team presents case using poster(s). Explain case according to



answer Qs.

H2: Enterprise Rent-A-Car (Black Board) – due Sunday: Email/Submit Written Homework



Read Book 1:

- Chapters3,4

Read: Factors

Affecting Initial Trust

(optional)

21

Session #4

Sep17,14

T5: Ch5

T6: Ch6

H3: T5-8

A2: Model

T1,7: C3-

Poster

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy




(20min).

Team Case3: Zara (Black Board) – due Sunday: - Assigned Team presents case using poster(s). Explain case according to



answer Qs.

H3: Zara (Black Board) – due Sunday: Email/Submit Written Homework

A3 in class assignment: Build Marketing Model with 1 goal and 4

Factors using 5 academic journal articles: Use articles such as (Achrol & Kotler, 1999), (Bach et al., 2009) or go to

the Journal of Marketing and select articles of your choice.

You can find a template for the Model on the Black Board

For the goal and each hypothesis take one direct sentence/paragraph

from an article and quote properly. You can use the references cited

in the articles.

Email/Submit Written Homework and Assignment to Gmail.



Read Book 1:

- Chapters5,6

Session #5

Sep24,14

T7: Ch7

T8: Ch8

A4: Research

Method

section

Products, Services, and Brands

Developing New Products and Managing the Product Life Cycle



Team Book-Presentation – due Sunday: Assigned Teams create and present two or more Posters for each chapter

(20min).

A4: in-class assignment: Research Method section Write a Research Method section.

Assignment5: Individual paper

Use model from A2 and start describing goal, each factor, model, etc. in

your own words. Start writing your individual report paper following

structure below:

1. Table of content

Read Book 1:

- Chapter7,8

Marketing Plan

22

2. Executive Summary/Abstract

3. Introduction/Importance of Research

4. Methodology

5. Objectives/Scope

6. Explanation of Model/Analysis/

7. Importance of Model/Research and Potential Impact

8. Recommendations/Implications/Lessons Learned

9. Conclusion

10. The student must properly use and cite in the text at least

10 references in the paper 11. List of references and sources in mandatory APA-style.

Team Presentation (optional): Each team explains components of a

Marketing Plan sections to the class: a sample Marketing Plan is posted

on BlackBoard:

Sections I. A-D and II. A, B

Sections II. C-I

Sections III. A, B, C

Sections III. D, E1

Sections III. E2, 3

Sections III. E4

Sections III. F and IV.

Sections V. A-D

Assignment3: Individual Report: Discussion, Q&A



Session #6

Oct1,14

T1: Ch9

T2: Ch10

H4: T1-4

T8: C4-Poster

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value


Introduction: Ch9,10


(20min).

Team Case4: TBD – due Sunday: - Assigned Team presents case using poster(s). Explain case according to



answer Qs.

Mid-term Exam (A1-4)

(each student submit A1-A4 for grading)

submit Exercises for grading (A1-A4) – (this is not your paper and

not the mid-term exam-use A5 template); A5 template is not your

final paper! Deadline midnight.

Read Book 1:

- Chapter9,10

23

Team Project Topic Presentation: (optional) 2.) Company Vision and Objectives

3.) Current Market Situation: Product or Service Objectives, Description

(functions, features) and Value Proposition (Benefits to the Buyer)

9.) SWOT Analysis


issue using the textbook. Session #7

Oct8,14

T3: Ch11

T4: Ch12

H5: T5-8

T3: C5-Poster

Retailing and Wholesaling

Communicating Customer Value




(20min).

Team Case5: TBD– due Sunday midnight: - Assigned Team presents case using poster(s). Explain case according to



answer Qs.



Read Book 1:

- Chapter11,12

Session #8

Oct15,14

T5:Ch13

T6:Ch14

H6: T1-4

T2,4: C6-

Poster

Personal Selling and Sales Promotion

Direct and Online Marketing




(20min).

H6: Case: Share Net – Homework and Team Poster (Black Board) –

due Sunday midnight - Assigned Team presents case using poster(s). Explain case according to



answer Qs.

Submit written answers to following case questions:

1) What entrepreneurial behaviors does the company display? Consider

intra-preneurship and other types of entrepreneurships.

2) What did you learn from network marketing that you can apply to the

company Siemens case? Describe the marketing efforts the company has

undertaken. Make a list of research areas, marketing concepts and factors

the company has used and a list you would recommend the company to

Read Book 1:

- Chapter13,14

24

use. Consider internal marketing, network marketing, innovative concepts

and processes.

3) What recommendations would you suggest to increase the company’s’

competitive advantages? What opinions, issues, assumptions or facts can

you identify from other cases or academic articles? Cite at least one.

4) What measures would you recommend? As mentioned in the case, the

knowledge management program is in jeopardy, because of cost cutting

efforts and no real financial or other measures that support continuous

funding.



Session #9

Oct22,14

A5: final paper


Individual Paper Topic

(each student submit paper with full structure)

Due: Individual Poster, Team 1-4 Email/Submit: electronic copy of Individual Paper and Poster

Focus of you paper: Why is your Model Important? 1. What impact it has on an organization? Lessons learned.

2. What impact it has to improve people? Effectiveness

3. What is the gain for business?

4. What is the need of it?

5. Why should you hire me?

6. Why should you continue employee me?

7. Why should you give money for my project?

8. You make it important whatever you are doing!

Answer following questions in your own words as part of your paper:

Collect and quote definitions of Marketing (up to 800 words) and discuss

with cases.

List definition in table and develop figures (e.g. classify, categorize, etc).

What did I learn about Marketing? (150-300 words)

Individual paper and team projects: Use Turn-It-In to produce a paper

below 10% excluded all quoted material and bibliography. You need to

discuss material.

Turn-It-In: (create TurnItIn version of your paper)

1. remove your name and all identification

Individual Academic

report

25

2. keep below 15% (excluding quoted material)

Grading (see section 5. above):

1. Quoted material will be graded for correct format, number of in-text

citations, correct Endnote entry and correct format of references.

2. Explanation and discussion will be graded for content, consistency,

persuasiveness of importance, clearness of explanation, adherence to the

topic, etc.

3. Paper will be graded for structure (title, abstract, introduction, body

text, conclusion, and reference library), format and content.

Session #10

Oct29,14


Due: Individual Poster, Team 5-8 Email/Submit: electronic copy of Individual Paper and Poster

Send your preliminary papers asap and do following:

1. Copy/paste PowerPoint slide of your model into a word file.

2. Copy/paste the quotes into word file (not the entire slide).

3. Create Title page

4. Create Table of Content

5. Define and explain the goal and the four factors as said in the

articles

6. Explain why the goal is important

7. Explain why each factors is important and how it is lined to the

goal

8. Explain why your model is important

9. Explain what impact your model has on the organization (how

does it help to improve the organization, people, etc., what do

you want to achieve, etc.)

10. Create Endnote library

11. Create in-text citations (quotes with page number)

12. Send asap or Sunday midnight

Individual Academic

report

Innovation

Session #11

Nov5,14

TProject:P1

T1-4: article


Introduction: Team 1-4 present Part I of Team project

The Discipline of Innovation

Team Presentation: Assigned Team develops and presents poster:

Team1: Drucker (2000)

Team2: Hamel (2006)

Team3: Hansen (2007)

Team4: Pisano (2008). (15min each).

Team Project Presentation Part 1 (Team 1-4): Interim Marketing/Business Plan Presentation (must cover items 2 - 8 of

Read HBR articles:

26

section 6 in syllabus)

Individual paper discussion (optional)

Session #12

Nov12,14

TProject:P1

T5-8: article

Introduction: Team 5-8 present Part I of Team project


Managing Innovation: Tools and Approaches “How to do it”*

Team Presentation: Assigned Team develops and presents poster:

Team5: Bettencourt (2008).

Team6: Kim (2004).

Team7: Scott (2006).

Team8: Pugh (2008). (15min each).

Team Project Presentation Part 1 (Team 5-8): Interim Marketing/Business Plan Presentation (must cover items 2 - 8 of

section 6 in syllabus)

Individual paper discussion (optional)

Read HBR articles:

-

Session #13

Nov19,14

Due: Team Project Presentation

Email/Submit: electronic copy of Team Business Plan and Poster

Session #14

Dec03,14 Due: final Individual Academic Report

Guest Lecture

Submit: Individual Paper (final)

Friday 05. December 2014

Session #15

Dec09, 14 Final Exam (optional)

http://online.wsj.com/article/SB10001424052970203388804576617590234179896.html?ru=yahoo&mod=yahoo_hs

Innovation Articles (Black Board):

Session 11:

1. Drucker, P. F. (2002). "The Discipline of Innovation " Harvard Business Review 80(8): 95-103. (Drucker,

2002)

2. Hamel, G. (2006). "The Why, What, and How of Management Innovation." Harvard Business Review 84(2):

72-84. (Hamel, 2006)

3. Hansen, M. T. and J. Birkinshaw (2007). "The Innovation Value Chain." Harvard Business Review 85(6): 121-

130. (Hansen & Birkinshaw, 2007)

4. Pisano, G. P. and R. Verganti (2008). "Which Kind of Collaboration Is Right for You?" Harvard Business

Review 86(12): 78-86. (Pisano & Verganti, 2008)

Session 12:

1. Bettencourt, L. A. and A. W. Ulwick (2008). "The Customer-Centered Innovation Map." Harvard Business

Review 86(5): 109-114. (Bettencourt & Ulwick, 2008)

http://online.wsj.com/article/SB10001424052970203388804576617590234179896.html?ru=yahoo&mod=yahoo_hs

27

2. Kim, W. C. and R. Mauborgne (2004). "Value Innovation." Harvard Business Review 82(7/8): 172-180. (Kim

& Mauborgne, 2004)

3. Scott, A. D., M. Eyring, et al. (2006). "Mapping Your Innovation Strategy." Harvard Business Review 84(5):

104-113. (Scott, Eyring, & Gibson, 2006)

4. Spender, J. C. (1996). Making Knowledge the Basis of a Dynamic Theory of the Firm. Strategic Management

Journal, 17(ArticleType: research-article / Issue Title: Special Issue: Knowledge and the Firm / Full publication

date: Winter, 1996 / Copyright © 1996 John Wiley & Sons), 45-62. (Spender, 1996)

Grading procedure

1. Number of journal articles and factor: at least 10 journal articles and 4 factors, the more the higher the grade

2. Endnote proficiency: spelling errors (names, titles, use of capital letters), completeness (e.g., author, year, title,

journal, issue, volume, pages), complete journal names, APA style, number of referenced journal articles (at

least 10), number and proper use of in-text citations.

3. TurnItIn: upload at TurnItIn.com (under 10% excluding references and quotes, at least 2000 own words)

4. Completeness of submitted material: Email pdf files of articles used in the paper (at least 3-5 main articles)

5. Proper format and use of quotations and quoted material: in-text citations with page number, etc. (all

references in the Endnote library must be properly cited in the text of the paper).

6. Quality of remarks: Explanation of quoted material (in your own words)

7. Paper structure: Title, Abstract/Executive Summary, Keywords, Introduction, Body Text arrangement

(figures, tables, useful drawings/pictures, etc. to guide the reader and explain), Conclusion (importance of topic,

lessons learned, recommendations, future research)

8. Model: consistency of model, quality of hypotheses, in addition quality of:


b. What did I learn about Entrepreneurship? (150-300 own words)

c. What did I learn about Leadership? (150-300 words)

d. Add list of 5-15 definitions you have found in articles (use quote and cite with page number)

9. 2/3 Explanations and Discussions: Use cases and commons sense examples to explain and persuade

10. Content: Persuasiveness of importance and arguments

11. Presentation: Persuasiveness of model’s importance in a real business environment (sell the model and

yourself)

Suggested Articles for Individual Academic Report(Treacy, 2004)

Marketing Articles for Individual Academic Report Topic: (Treacy, 2004)

1. Aksoy, L., Cooil, B., Groening, C., Keiningham, T. L., & YalÃ§Ä±n, A. (2008). The Long-Term Stock Market

Valuation of Customer Satisfaction. Journal of Marketing, 72(4), 105-122.

2. Armstrong, G., & Kotler, P. (2009). Marketing: An Introduction 9th edition. Upper Saddle River, NJ: Pearson.

3. Bach, C., Sarkis, J., & Zhang, J. (2009). Toward the use of internal marketing in networks. International

Journal of Business Excellence, 2(1), 30 - 49.

4. Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2008). Financial Value of Brands in Mergers and

Acquisitions: Is Value in the Eye of the Beholder? Journal of Marketing, 72(6), 49-64.

5. Ballantyne, D., & Varey, R. J. (2006). Creating value-in-use through marketing interaction: the exchange logic

of relating, communicating and knowing. Marketing Theory, 6(3), 335-348.

6. Bennett, R., Mousley, W., & Ali-Choudhury, R. (2008). Transfer of Marketing Knowledge Within Business-

Nonprofit Collaborations. Journal of Nonprofit & Public Sector Marketing, 20(1), 37-70.

7. Brasel, S. A., & Gips, J. (2008). Breaking Through Fast-Forwarding: Brand Information and Visual Attention.

Journal of Marketing, 72(6), 31-48.

8. Brun, A., & Castelli, C. (2008). Supply chain strategy in the fashion industry: Developing a portfolio model

depending on product, retail channel and brand. International Journal of Production Economics, 116(2), 169-

181.

9. Bush, R. P., & Underwood, I., James H. (2007). Using CRM to Manage Marketing Productivity. Journal of

Relationship Marketing, 6(2), 89.

28

10. Choi, S., & Mattila, A. S. (2008). Perceived controllability and service expectations: Influences on customer

reactions following service failure. Journal of Business Research

11. Marketing research in Korea: Special joint issue of journal of business research and journal of the Korean

academy of marketing science, 61(1), 24-30.

12. Christensen, C. M., Kaufman, S. P., & Shih, W. C. (2008). Innovation Killers. Harvard Business Review, 86(1),

98-105.

13. Dabholkar, P. A., & Abston, K. A. (2008). The role of customer contact employees as external customers: A

conceptual framework for marketing strategy and future research. Journal of Business Research, 61(9), 959-

967.

14. Day, G. S. (2007). Is It Real? Can We Win? Is It Worth Doing? Harvard Business Review, 85(12), 110-120.

15. De Clercq, D., & Rangarajan, D. (2008). The Role of Perceived Relational Support in

Entrepreneurâ€“Customer Dyads. Entrepreneurship: Theory & Practice, 32(4), 659-683.

16. Dickie, J. (2005). Direct Marketing Trends for 2006. CRM Magazine, 9(10), 22.

17. Fang, E. E. (2008). Customer Participation and the Trade-Off Between New Product Innovativeness and Speed

to Market. Journal of Marketing, 72(4), 90-104.

18. Fang, E. E., Palmatier, R. W., Scheer, L. K., & Li, N. (2008). Trust at Different Organizational Levels. Journal

of Marketing Communications, 72(2), 80-98.

19. Furrer, O., & Sollberger, P. (2007). The dynamics and evolution of the service marketing literature: 1993–2003.

Service Business, 1(2), 93-179.

20. Ghani, W. I., Childs, N. M., & Szewczyk, S. H. (2007). Food marketing practices and anti-obesity policy:

impact on shareholder wealth. Marketing Management Journal, 17(1), 123-135.

21. Gottfredson, M., & Aspinall, K. (2005). Innovation vs Complexity. (cover story). Harvard Business Review,

83(11), 62-71.

22. Gounaris, S. P., Panigyrakis, G. G., & Chatzipanagiotou, K. C. (2007). Measuring the effectiveness of

marketing information systems: An empirically validated instrument. Marketing Intelligence & Planning, 25(6),

612 - 631.

23. Hagel III, J., Brown, J. S., & Davison, L. (2008). SHAPING STRATEGY in a World of Constant Disruption.

Harvard Business Review, 86(10), 80-89.

24. Homburg, C., Droll, M., & Totzek, D. (2008). Customer Prioritization: Does It Pay Off, and How Should It Be

Implemented? Journal of Marketing, 72(5), 110-130.

25. Hwang, I.-S., & Chi, D.-J. (2005). Relationships among Internal Marketing, Employee Job Satisfaction and

International Hotel Performance: An Empirical Study. International Journal of Management, 22(2), 285-.

26. King, S. F., & Burgess, T. F. (2007). Understanding success and failure in customer relationship management.

Industrial Marketing Management(In Press).

27. LaPlaca, P. J. (2008). Commentary on "The Essence of Business Marketing. . ." by Lichtenthal, Mummalaneni,

and Wilson: The JBBM Comes of Age. Journal of Business-to-Business Marketing, 15(2), 180-191.

28. Li, X. R., & Petrick, J. F. (2008). Tourism Marketing in an Era of Paradigm Shift. Journal of Travel Research,

46(3), 235-244.

29. Lichtenthal, J. D., Mummalaneni, V., & Wilson, D. T. (2008). The Essence of Business Marketing Theory,

Research, and Tactics: Contributions from the Journal of Business-to-Business Marketing. Journal of Business-

to-Business Marketing, 15(2), 91-179.

30. Luo, X. (2008). When Marketing Strategy First Meets Wall Street: Marketing Spendings and Firms' Initial

Public Offerings. Journal of Marketing, 72(5), 98-109.

31. Luo, X., & Homburg, C. (2008). Satisfaction, Complaint, and the Stock Value Gap. Journal of Marketing,

72(4), 29-43.

32. MacMillan, I. C., & Selden, L. (2008). The Incumbent's Advantage. Harvard Business Review, 86(10), 111-

121.

33. Moyer, D. (2008). Why Buy? Harvard Business Review, 86(9), 140.

34. Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1),

98 - 106.

35. Network, P. (2008). Brand Management. PM Network, 22(11), 32.

36. Palmatier, R. W. (2008). Interfirm Relational Drivers of Customer Value. Journal of Marketing, 72(4), 76-89.

37. Payne, A., Ballantyne, D., & Christopher, M. (2005). A stakeholder approach to relationship marketing

strategy: The development and use of the “six markets” model. European Journal of Marketing, 39(7/8), 855 -

871.

29

38. Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of

Marketing, 69, 167-176.

39. Ramani, G., & Kumar, V. (2008). Interaction Orientation and Firm Performance. Journal of Marketing

Communications, 72(1), 27-45.

40. Rao, R. S., Chandy, R. K., & Prabhu, J. C. (2008). The Fruits of Legitimacy:Why Some New Ventures Gain

More from Innovation Than Others. Journal of Marketing, 72(4), 58-75.

41. Sherrell, D. L., & Bejou, D. (2007). Assessing the Productivity of Relationship Marketing: Moving Toward a

Paradigm. Journal of Relationship Marketing, 6(2), 3.

42. Thompson, S. A., & Sinha, R. K. (2008). Brand Communities and New Product Adoption: The Influence and

Limits of Oppositional Loyalty. Journal of Marketing, 72(6), 65-80.

43. Ueltschy, L. C., Ueltschy, M. L., & Fachinelli, A. C. (2007). The impact of culture on the generation of trust in

global supply chain relationships. Marketing Management Journal, 17(1), 15-26.

44. van der Merwe, R., Berthon, P., Pitt, L., & Barnes, B. (2007). Analysing 'theory networks': identifying the

pivotal theories in marketing and their characteristics. Journal of Marketing Management, 23(3/4), 181-206.

45. van Doorn, J., & Verhoef, P. C. (2008). Critical Incidents and the Impact of Satisfaction on Customer Share.


46. Voss, G. B., & Voss, Z. G. (2008). Competitive Density and the Customer Acquisition-Retention Trade-Off.


47. Wang, Y. (2008). Examining the Level of Sophistication and Success of Destination Marketing Systems:

Impacts of Organizational Factors. Journal of Travel & Tourism Marketing, 24(1), 81-98.

48. Wu, W.-Y., & Cheng, C.-F. (2007). The optimal internal marketing strategy in services under open economy.

Applied Economics Letters, 1(1), 1-5.

49. Yli-Renko, H., & Janakiraman, R. (2008). How Customer Portfolio Affects New Product Development in

Technology-Based Entrepreneurial Firms. Journal of Marketing, 72(5), 131-148.

50. Zampetakis, L. A., & Moustakis, V. (2007). Fostering corporate entrepreneurship through internal marketing:

Implications for change in the public sector. European Journal of Innovation Management, 10(4), 413-433.

51. Zineldin, M., & Philipson, S. (2007). Kotler and Borden are not dead: myth of relationship marketing and truth

of the 4Ps. Journal of Consumer Marketing, 24(4).

Early Marketing Literature:

1. Agnew, H. E., & Coutant, F. R. (1936). The Journal of Marketing Makes Its Bow. Journal of Marketing, 1(1),

2.

2. Cassels, J. M. (1936). The Significance of Early Economic Thought on Marketing. Journal of Marketing, 1(2),

129-133.

3. Cherington, P. T. (1937). Marketing Marketing. The Journal of Marketing, 1(3), 223-225 CR - Copyright

© 1937 American Marketing Association.

4. Conover, M. (1920). Marketing Bureaus. The American Political Science Review, 14(3), 455-457 CR -

Copyright © 1920 American Political Science Association.

5. Converse, P. D., Reyer, K. D., White, W. L., & Warshawer, W. W. (1929). Marketing. The American Economic

Review, 19(1), 37-44 CR - Copyright © 1929 American Economic Association.

6. Coutant, F. R. (1936). Where Are We Bound in Marketing Research? Journal of Marketing, 1(1), 28-34.

7. Engle, N. H. (1936). Implications of the Robinson-Patman Act for Marketing. Journal of Marketing, 1(2), 75-

81.

8. Ferrell, O. C., & Weaver, M. K. (1978). Ethical beliefs of marketing managers: What they sau they believe and

do, compared with their perceptions of peers and top management. Journal of Marketing, 42(3), 69-73.

9. Griffin, C. E., Copeland, M. T., Clark, F. E., Filene, E. A., Beckman, T. N., Tosdal, H. R., et al. (1928).

Marketing. The American Economic Review, 18(1), 17-28 CR - Copyright © 1928 American Economic

Association.

10. Kotler, P. (1963). The Use of Mathematical Models in Marketing. Journal of Marketing, 27(4), 31-41.

11. Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36(2), 46-54.

12. Kotler, P. (1973). The Major Tasks of Marketing Management. Journal of Marketing, 37(4), 42-49.

13. Kotler, P., & Connor Jr., R. A. (1977). Marketing Professional Services. Journal of Marketing, 41(1), 71-76.

14. Kotler, P., & Levy, S. J. (1969a). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15.

15. Kotler, P., & Levy, S. J. (1969b). A New Form of Marketing Myopia: Rejoinder to Professor Luck. Journal of

Marketing, 33(3), 55-57.

30

16. Kotler, P., & Levy, S. J. (1973). Buying is Marketing Too! Journal of Marketing, 37(1), 54-59.

17. Kotler, P., & Zaltman, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of

Marketing, 35(3), 3-12.

18. Lyon, L. S., Seligman, E. R. A., Sheets, H. P., Lonsdale, J. G., Tosdal, H. R., Converse, P. D., et al. (1927).

Marketing. The American Economic Review, 17(1), 48-61 CR - Copyright © 1927 American Economic

Association.

19. McDermott, L. M. (1936). Why People Buy at Department Stores. Journal of Marketing, 1(1), 53-55.

20. Nystrom, P. H. (1936). Problems in Marketing. Journal of Marketing, 1(2), 170.

21. Weld, L. D. H. (1917). Marketing Functions and Mercantile Organization. The American Economic Review,

7(2), 306-318 CR - Copyright © 1917 American Economic Association.

Entrepreneurship Articles for Individual Academic Report Topic: (Treacy, 2004)

1. Ahn, M. J., & Meeks, M. (2008). Building a conducive environment for life science-based entrepreneurship and

industry clusters. Journal of Commercial Biotechnology, 14(1), 20-30.

2. DeKoven, M., Hazard, E. H., Goldberg, E., & Pokras, S. (2008). Got value? Determine it. Demonstrate it.

Communicate it. Realise it. Journal of Commercial Biotechnology, 14(4), 299-306.

3. Friedman, Y. (2008). Continuing education in biotechnology. Journal of Commercial Biotechnology, 14(4),

275-276.

4. Glick, J. L. (2008). Biotechnology business models work: Evidence from the pharmaceutical marketplace.

Journal of Commercial Biotechnology, 14(2), 106-117.

5. McCarthy, I. P., Pitt, L., Campbell, C., van der Merwe, R., & Salehi-Sangeri, E. (2007). Exploiting the business

opportunities in biotech connections: The power of social networks. Journal of Commercial Biotechnology,

13(4), 245-257.

6. Meyers, A. D. (2008). Enterprise for Life Scientists: Developing Innovation and Entrepreneurship in the

Biosciences. Journal of Commercial Biotechnology, 14(4), 355-356.

7. Meyers, A. D., & Hurley, P. (2008). Bioentrepreneurship education programmes in the United States. Journal

of Commercial Biotechnology, 14(1), 2-12.

8. Meyers, A. D., McCubbrey, D. J., & Watson, R. T. (2008). Open content textbooks: Educating the next

generation of bioentrepreneurs in developing economies. Journal of Commercial Biotechnology, 14(4), 277-

281.

9. Vanderbyl, S., & Kobelak, S. (2007). Critical success factors for biotechnology industry in Canada. Journal of

Commercial Biotechnology, 13(2), 68-77.

Others: (Breslin, 2008)

Law:

1. Korwek, E. L. (2008). Biotechnology and the Law. Journal of Commercial Biotechnology, 14(4), 357-358.

2. Kowalski, T. (2007). International Trade and Policies for Genetically Modified Products. Journal of

Commercial Biotechnology, 13(2), 137-137.

Innovation Articles for Individual Academic Report Topic:

1. Amabile, T. M., & Khaire, M. (2008). CREATIVITY and the ROLE OF THE LEADER. Harvard Business

Review, 86(10), 100-109.

2. Bettencourt, L. A., & Ulwick, A. W. (2008). The Customer-Centered Innovation Map. Harvard Business

Review, 86(5), 109-114.

3. Cohn, J., Katzenbach, J., & Vlak, G. (2008). Finding and Grooming Breakthrough Innovators. Harvard

Business Review, 86(12), 62-69.

4. Exton, R., & Totterdill, P. (2009). Workplace innovation: bridging knowledge and practice. AI & Society, 23(1),

3-15.

5. Garnier, J.-P. (2008). Rebuilding the R&D ENGINE in Big Pharma. Harvard Business Review, 86(5), 68-76.

6. Iyer, B., & Davenport, T. H. (2008). Reverse Engineering Google's Innovation Machine. Harvard Business

Review, 86(4), 58-68.

7. Kim, W. C., & Mauborgne, R. (2004). Value Innovation. Harvard Business Review, 82(7/8), 172-180.

31

8. Kleinbaum, A. M., & Tushman, M. L. (2008). Managing Corporate Social Networks. Harvard Business Review,

86(7/8), 26-27.

9. McAfee, A., & Brynjolfsson, E. (2008). Investing in the IT That Makes a Competitive Difference. Harvard

Business Review, 86(7/8), 98-107.

10. Megson, L. (2004). Deep Change: How Operational Innovation Can Transform Your Company. Harvard

Business Review, 82(7/8), 182-183.

11. Moore, G. A. (2004). Darwin and the Demon: Innovating Within Established Enterprises. Harvard Business

Review, 82(7/8), 86-92.

12. Scott, D. A., Eyring, M., & Gibson, C. B. (2006). Mapping Your Innovation Strategy. Harvard Business

Review, 84(5), 104-113.

13. Treacy, M. (2004, 2004/07//Jul/Aug2004). Innovation as a Last Resort. Harvard Business Review, pp. 29-30.

Others:

(Adams, Bessant, & Phelps, 2006): Innovation management measurement: A review

(Treacy, 2004)

Innovation Cases:

1. Catmull, E. (2008). How Pixar Fosters Collective Creativity. Harvard Business Review, 86(9), 64-72.

2. Fryer, B., & Stewart, T. A. (2008). Cisco sees the future, Harvard Business Review (Vol. 86, pp. 72-79).

3. Tarn, J. M., Pang, C., Yen, D. C., & Chen, J. (2009). Exploring the implementation and application of Bluetooth

technology in the shipping industry. Computer Standards & Interfaces, 31(1), 48-55.

4. Zaltman, G., Zaltman, L., Sturgess, D. J., Lee, A., Fujikawa, Y., & Carbone, L. (2008). The Sure Thing That

Flopped. Harvard Business Review, 86(7/8), 29-37.

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