School of Engineering

School of Engineering Department of Technology Management

TCMG 510 – 6T1

Foundations of Marketing for Engineers

Fall 2016

08/22/2016 –12/09/2016

Course Syllabus

Tuesday 6:15-8:45 pm, Room: Tech 163

[email protected]

Instructor: Prof. Christian Bach Ph.D., MBA, MS Room: Tech Building 153 [email protected]

Office Hours: Monday: upon appointment Tuesday: 12:00 1:00pm, 5:00 – 6:00 pm Wednesday, Thursday, Friday: 11:00 am – 12:00 pm (upon appointment)

1 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.

2 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.

Publication: Structure, Process and Outcome

In this graduate level course, to receive an A grade, you must demonstrate your ability to submit an academic publication in nine weeks. You have to publish before grading final.

Graduate level means that you must have the ability to produce an academic outcome in form of a paper and a poster. The deliverables are:

 Follow the scientific method

 Complete each week each exercise

 Dedicate at least 5hours per week (you will not succeed, if you skip exercises)

 Work under pressure (there is no time for excuses, delays and asking for work reduction)

 Deliver on time, perfect format, acceptable English

 Work fast and efficient (speed is essential for every success)

 Figure out format, content, etc. by yourself according to instructions and templates (don’t ask and don’t make the same things and mistakes ten times)

o Times New Roman 11pt, no spacing, headings, table of content, etc. (or according to template)

o Search for relevant articles in databases (EBSCO, ProQuest, JSTOR, Google Scholar, journals, etc.)

 Produce an individual academic work independently (for the exercises you should work in teams)

Text Books and Journals

Mohr, J. J., Sengupta, S., & Slater, S. (2010). Marketing of High-Technology Products and Innovations (3rd Edition) New York: Prentice Hall ISBN-13: 978-0136049968. (Mohr, Sengupta, & Slater, 2010)

Mohr, J. J., Sengupta, S., & Slater, S. (2010). Marketing of High-Technology Products and Innovations (3rd Int. Edition) ISBN-13: 978-9332536623 (around $21 at amazon.com)

Recommended:

Armstrong, Gary & Kotler, Phillip, Marketing – An Introduction, 12th edition, Prentice Hall. (Armstrong & Kotler, 2015)

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

Grammar Checker https://ed.grammarly.com/editor/view?analyzeJustCompleted=true&reportEmail=

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 Journals For Research, some free, http://internationaljournalsforresearch.com/

 International Journal for Research in Business, Management and Accounting $30

 International Journal for Research in Health Sciences and Nursing

 International Journal for Research in English Language, Literature and Humanities

 International Journal for Research in Social Science and Humanities Research

 International Journal for Research in Applied Sciences

 International Journal for Research in Agricultural Research

 International Journal for Research in Computer Science

 International Journal for Research in Civil Engineering

 International Journal for Research in Mechanical Engineering

 International Journal for Research in Electrical Engineering

 International Journal for Research in Electronics & Communication Engineering

 International Journal for Research in Applied Chemistry

 International Journal for Research in Applied Physics

 International Journal for Research in Mathematics and Mathematical Sciences

4  International Journal for Research in Biology & Pharmacy Research http://internationaljournalsforresearch.com/journals.php

Journal of Multidisciplinary Engineering Science and Technology (JMEST, ISSN: 3159-0040), Germany, $45 http://www.jmest.org/

Mitteilungen Klosterneuburg (Germany, Free, IF: 0.1) http://mitt-klosterneuburg.com/

International Journal of Innovation and Scientific Research ($60, IF: n/a) http://www.ijisr.issr-journals.org/aims.php

International Journal of Innovation and Applied Studies (SUNY, $80, IF:0.7) http://www.ijias.issr-journals.org/

Wulfenia (ISSN: 1561-882X), free, IF: 0.649 (no template) http://multidisciplinarywulfenia.org/index.html

International Journal of Trend in Research and Development, IN $40, (2C format) http://www.ijtrd.com/PayNow.aspx

World Wide Journal of Multidisciplinary Research and Development, IN $30, all subjects, IP:? (easy format) http://wwjmrd.com/instructions.html

Journal of Science and Technology (ISSN: 2225-7217) $58 (many journals), 2col template http://ejournalofscience.org/

International Organization of Scientific Invention ($100, India), no template http://iosi.in/index.php/publication-fees  IOSI Journal of Engineering and Computer science

 IOSI Journal Of Microbiology, Biotechnology And Food Science

 IOSI Journal of Social Science and Humanities

 IOSI Journal Of Biology And Applied Sciences

Journal of The International Association of Advanced Technology and Science, many journals, $50, India, IF: no http://www.jiaats.com/our-Journals.php

World Journal of Engineering and Technology, many journal, India, $??? http://www.scirp.org/Index.aspx

Selected Management Journals:

Saudi Journal of Business and Management Studies, $25, Dubai, easy format http://scholarsmepub.com/sjmps/

Saudi Journal of Humanities and Social Sciences, $25, Dubai, easy format http://scholarsmepub.com/sjmps/

5 Saudi Journal of Engineering and Technology, $25, Dubai, easy format http://scholarsmepub.com/sjet/

Invention Journal of Research Technology in Engineering & Management (IJRTEM), IN $65, http://www.ijrtem.com/index.html

International Organization of Scientific Invention ($100, India), no template http://iosi.in/index.php/publication-fees  IOSI Journal of Social Science and Humanities

 Journal Of Management And Economics

International Journal of Management & Information Technology, $50, IF: 0.69, easy format http://cirworld.com/index.php/ijmit/index Template: http://cirworld.com/index.php/ijmit/about/submissions#authorGuidelines

Journal of Advances in Natural Sciences, $50, IF: 0.69, easy format http://cirworld.com/index.php/jns/index

Other Journals

International Journal of Business and Social Science (IJBSS), USA, TX, $200, EBSCO, ProQuest-n/c, (APA) http://www.ijbssnet.com/ http://ijbssnet.com/index.php/index (EBSCO, etc.)

Journal of Science and Technology (ISSN: 2225-7217) $58 (many journals), 2col template http://ejournalofscience.org/  Social Science

Selected Biomedical Journals:

Social Business, free, EBSCO confirmed, http://www.westburn-publishers.com/social-business/social-business.html

Journal of Customer Behaviour, EBSCO confirmed, http://www.westburn-publishers.com/journal-of-customer-behaviour/journal-of-customer-behaviour.html

EBSCO Journals Biomedical

Everybody has to publish in: International Journal of Applied pharmaceutical sciences and Biological Sciences, free!!!!, IF: 0.37, easy format http://ijapsbs.com/

Saudi Journal of Medical and Pharmaceutical Sciences, $25, Dubai, easy format http://scholarsmepub.com/sjmps/

6 Saudi Journal of Engineering and Technology, $25, Dubai, easy format http://scholarsmepub.com/sjet/

Journal of Advances in Biology & Biotechnology, 2col format, $25 http://www.sciencedomain.org/journal-home.php?id=39 http://sciencedomain.org/page/abstracting-indexing (EBSCO, PubMed, etc.) http://sciencedomain.org/page/publication-charge ($25)

Journal of Advances in Biotechnology, IF:0.7, $100, http://cirjbt.com/ Has $20 option for formatting and editing! http://cirworld.com/cir/fee-structure/

Journal of Agriculture and Life Sciences (JALS), USA, TX, $160, EBSCO n/c, ProQuest,etc, ( easy APA) http://www.jalsnet.com/ http://ijbssnet.com/index.php/index (EBSCO, etc.)

Other Journals Biomedical

International Journal of Engineering Technology and Scientific Innovation, $60, 2col format, India •Biomechanical&Biomedical Engineering http://ijetsi.org/scope.php

International Organization of Scientific Invention ($100, India) http://iosi.in/index.php/publication-fees  IOSI Journal Of Microbiology, Biotechnology And Food Science

 IOSI Journal Of Biology And Applied Sciences

Universal Journal of Biomedical Engineering, $250, EBSCO http://www.hrpub.org/journals/jour_index.php?id=06 (EBSCO)

American International Journal of Contemporary Research, EBSCO, ISSN 2162-139X (Print), ISSN 2162-142X http://www.aijcrnet.com/index.php/journals-link

Journal of Biomedical Science and Engineering http://www.scirp.org/journal/jbise/

Call for Papers: Sponsored by Canadian Center of Science and Education (many journals, free) http://web.callforpapers.info/

Other Journals

International Journal of Engineering Technology and Scientific, $60, http://ijetsi.org/scope.php

7 Journal of Science and Technology (ISSN: 2225-7217) $58 (many journals), 2col template http://ejournalofscience.org/  Computer Sciences

 Information Technology

 Biology & Biochemistry

 Molecular Biology & Genetics

JAK-STAT http://www.tandfonline.com/action/authorSubmission?journalCode=kjks20&page=instructions#.VzpWy2zmpCk http://www.tandfonline.com/

Journal of The International Association of Advanced Technology and Science (many journals, free?) http://www.jiaats.com/

Engineering Publication House, Canada, $?, IF: 1.3 http://ephjournal.com/

International Journal of Sciences: Basic and Applied Research, $105 http://gssrr.org/

Drug Development Research http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1098- 2299/homepage/ForAuthors.html#ELECTRONIC_GUIDELINES

Human Frontier Science Program Journal http://www.hfsp-journal.org/index.html

Jökull Journal, IF: 1.6 http://www.jokulljournal.com/submission.html

Journal of Research in Business and Management, $75 (India) http://questjournals.org/jrbm/publication-charges.html

International Journal of New Technologies in Science and Engineering (IJNTSE); $50, IF: 6 http://www.ijntse.com/author_guidelines.php

Journal of Business & Economics (JBE) (EBSCO, Proquest) (Free!!!) http://www.au.edu.pk/jbe/ Business, Marketing, Entrepreneurship, etc.

International Journal of Business and Management (Canada sponsored, free) http://web.callforpapers.info/2013/06/international-journal-of-business-and-management-2/

International Journal of Biology (Canada sponsored, free) http://web.callforpapers.info/2013/04/125/

8 International Journal of Research in Business and Technology ($75) http://www.ijrbtonline.com/index.php/ijrbt

International Journal of Engineering & Technical Research ($50, Impact Factor: 1.315) https://www.erpublication.org/IJETR/

Journal of Advances in Biology & Biotechnology ($50 special) http://www.sciencedomain.org/journal-home.php?id=39

The International Journal of Business & Management ($65, IF: 1.2) The International Journal of Humanities & Social Studies (IF:0.9) The International Journal of Science & Technology (IF: 1.0) http://www.theijbm.com/

International Journal of Development Research, ProQuest – n/c, http://www.journalijdr.com/

Journal of Empirical Research on Human Research Ethics (SAGE) http://www.sagepub.com/journals/Journal202321/manuscriptSubmission

Theoretical Frameworks in Qualitative Research http://www.sagepub.com/books/Book240859&priorityCode=E14RM171

European International Journal of Science and Technology (many journals) ($50-100)

Journal of Advances in Biology & Biotechnology http://www.sciencedomain.org/journal-home.php?id=39 http://sciencedomain.org/page/abstracting-indexing (EBSCO, PubMed, etc.)!!

Many other Journals  Biological Science

 Medical Science

 Multidisciplinary

 Social Science

o Asian Journal of Agricultural Extension, Economics & Sociology

o British Journal of Economics, Management & Trade

o British Journal of Education, Society & Behavioural Science

European International Journal of Applied Science and Technology (Babatunde) ($150, IF: ; print and online) International Journal of Arts and Commerce (IJAC) International Journal of Liberal Arts & Social Sciences International Journal of Interdisciplinary Scientific Research http://www.cekinfo.org.uk/EIJST

British Journal of Applied Science & Technology (ISSN: 2231-0843) ($50-100) http://www.sciencedomains.org/page.php?id=publication-charge

9 British Biotechnology Journal ($50) http://www.sciencedomain.org/journal-home.php?id=11

British Journal of Environment and Climate Change ($50) http://www.sciencedomain.org/journal-home.php?id=10

Journal of Emerging Trends in Computing and Information Sciences ($78) http://www.cisjournal.org/Default.aspx

International Journal of Advanced Computer Technology ($150) http://www.ijact.org/

International Journal of Advanced Computer Technology “COMPUSOFT” (Impact Factor: 6.06, $80 Oct14) http://ijact.in/

International Journal of Engineering, Science and Innovative Technology (IF: 1.7, $100 upon acceptance) http://ijesit.com/recentissue.php?issueid=1

International Journal of Business Research and Management (IJBRM) ($ 200;IF: 0) http://www.cscjournals.org/journals/IJBRM/description.php

Asian Journal of Management Sciences and Education (AJMSE) ($100, ICV: 6.1) (EBSCO) Asian Journal of Social Sciences & Humanities (AJSSH) Asian Journal of Natural & Applied Sciences http://www.ajmse.leena-luna.co.jp/authors.php

International Journal of Advances in Management and Economics (IJAME) ($?,) http://www.managementjournal.info/ Human Resource Management, Accounting, Strategic Management, Marketing, Supply Chain Management, Entrepreneurship, Information Technology, Leadership Development, Organizational Behavior, etc.

International Journal of Management and Administrative Sciences ($150) http://www.ijmas.org/callforpapers.htm

Research Journal of Business and Management (RJBM) ($100) http://www.pressacademia.org/journals/rjbm 1. Journal of Business, Economics and Finance (JBEF) 2. Journals of Economics, Finance and Accounting (JEFA) 3. Journal of Engineering Management and Economics (JEME) 4. Jornal of Management, Markating and Logistics (JMML) 5. Journal of Risk and Financial Engineering (JRFE) 6. Research Journal of Business and Management (RJBM)

Find Open Access Journals at the University at Albany online Library http://library.albany.edu/ http://xg9ax2jm9j.search.serialssolutions.com/

10 11 12 Final submission: Friday last day for class midnight

Dear Students:

Please submit following files Friday last day for class midnight in one email.

This is your final email that must include:

1. Final paper (must be uploaded in TurnItIn) 2. Poster of final paper presentation 3. Journal version of your paper 4. Journal submission confirmation 5. Endnote library 6. Individual poster of book chapter / individual article 7. Individual article / book chapter pdf 8. TurnItIn report (first page with percentage)

Deadline of journal submission is 20. April, 2016 to following journals of your choice:

Journal of Multidisciplinary Engineering Science and Technology (JMEST, ISSN: 3159-0040), Germany, $45 http://www.jmest.org/

International Journal of Innovation and Applied Studies (SUNY, $80, IF:0.7)

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

International Journal of Innovation and Scientific Research ($60, IF: n/a) http://www.ijisr.issr-journals.org/aims.php

Deadline of journal submission of following journals is open:

Mitteilungen Klosterneuburg (Germany, Free, IF: 0.1) http://mitt-klosterneuburg.com/

Wulfenia (ISSN: 1561-882X), free, IF: 0.649 http://multidisciplinarywulfenia.org/index.html

Do following steps for journal submission:

You also can find a journal that fits your topic better!

1. Go to the journal website 2. Find the journal paper template 3. Copy/Paste from your final paper appropriate material into the journal paper template 4. Submit to the journal 5. Make a copy of the journal submission confirmation and attach to your final email 6. Optional: Go to the editing service at the Academic Resource Center at the 5th floor of the library before publishing

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:

14 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)

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

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

15 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 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 (10 - 15 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.)

16 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 (optional) 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: 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): Meeting following minimum requirements is a B+.

1. Title - page 2. Table of Content

17 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 Canvas 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) 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.

18 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

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:

19 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: 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

Research Process: Overview

20 Review-centric Research Case Study Research, (LePine2010) Research findings, Experiments

Theoretical Foundation • Build knowledge base (Model, 30 ref) • Get familiar with a field confident/competitive • Know others experimental findings format/structure and opinions assign paper subject matter expertise • Operationalization of constructs, communication: paper/poster Exploratory Research • Categorizing opinions, findings add to resume Process: • science • scientific method • Build you own opinion dep.+ind. vari+relation Evaluation Research • New construct / model building Y = X1 + X2 + X3 + … • Process, Frameworks, Figures • research method

• Build you own theory Theory Building • New Insight (Eisenhardt, LePine, etc.) • Contribution • Recommendation • Lessons Learned

Figure1: Research Process Overview

Research Process: step-by-step guide:

1Step: Theoretical Foundation

30 references exercise: Theoretical Foundation (model, endnote, science, scientific method)

Dear Student,

For the third session you need to finish and submit the 30 references exercise.

1.) required use of Endnote or similar 2.) there must be 30 quotes and 30 references 3.) your Endnote library has at least 34 references in APA style 4.) Format must be perfect

Please be prepared for class so we can address all issues and problems efficiently.

Best, cb

2Step: Exploratory and Evaluation Research (format: 4 + 3 + 2)

Format4 = Quote: (1) quote “ … “ (copy paste), (2) in-text citation, (3) page number of quote, (4) bold and underline variable.

21 Copy/paste a paragraph from the article that includes your variable – bold and underline your variable

Format3 = Exploratory Research : (1) open sentence with author e.g. Christian Bach, Patra, Pallis, Sherman, and Bajwa (2013), (2) end sentence with “in-text citation”: (Christian Bach et al., 2013), (3) bold and underline variable.

Repeat the author’s opinion in your own words.

Format2 = Exploratory Research : (1) end sentence with “in-text citation”: (Christian Bach et al., 2013), (2) bold and underline variable.

Write your own opinion/argument and support your opinion/argument by citing other author’s opinion / articles.

3Step: Add 10-20+ new articles and extend model to 16-100 new varaibles

The potential use of the new articles could be (1) better articles that fit your model, (2) for extending or replacing exiting variables (if you don’t like a previous variable don’t delete it, but move it to a table, (3) finalize a draft of your extended model (at least 12 more independent variables, up to 100).

Think about your contribution/new insight/recommendation/lessons learned/categorization/operationalization, which is your opinion about the subject matter. You now have developed your own a subject matter expertise on a specific topic.

Research Process

Record your Research – week1 Understand Science – week2 (Scientific method, structure, variables) (Endnote, Notes, Article Library, etc.) Mechanics of scientific thinking Organize and record all your efforts Find your own scientific way of thinking

Apply Science (Model) – week3 Build Theoretical Foundation (TF)- week4 (Causal Model, dependent and independent variables) (Find 50 journal articles) Mechanics of scientific modeling Build your own Models

Complete Research Cycles (mechanics) –week6 Research Cycles (creativity) (Deconstruct TF and Construct your Research) (Create your Research) Mechanics of scientific deconstruction Create your research and new insights Mechanics of new research and new insights

Sell Yourself (creativity) 20sec, 2min, 10min

Figure2: Research Process Steps

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)

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

23 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

5. e-Marketing

6. Global Brand

7. Intrapreneurship

24 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

25 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)

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)

26 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 and Report 20% Homework / Assignments 15% Academic Assignments 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 7. Introduction section /5 8. Importance clarity /5 9. Impact clarity /5 10. Conclusion section /5

27 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 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 Canvas – 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 Canvas. 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)  Team Project: Marketing/Business Plan of a New Product  Individual Project: Academic paper

28  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 b.i. T poster of Chapter1, submit poster Sunday b.ii. T poster of Chapter 2, submit poster Sunday b.iii. T poster of Case 1, submit poster Sunday b.iv. T3-8 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.

Work Load: Team and Individual 1 Individual Article – Individual Poster 1 Individual Academic Paper and Poster 2 Team Poster: Book Chapters 1 Team Poster: Team Case Report (10-15 pages, 1-2 posters for each team member) 1 Team Poster: (1,2) Kerlinger ch1,5; (3) Pine; (4) Eisenhardt/Dyer; (5) Lee

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.

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)

29 4) ch5 (Kerlinger & Lee, 2000)

5) A1 Exercise1 file

6) poster(s) examples

Session #2 Creating and Capturing Customer Value Read Book 1: Company and Marketing Strategy: Partnering to Build Customer - Chapters1,2

See updated schedule in separate file. Read: - Exercise1 Introduction (30min): Ch1 and Ch2 (Armstrong and Kotler 2015) - Assignment1  Discuss Marketing Plan components  Posters: A poster is a communication tool where you present and market yourself, your ideas and show level of professionalism.

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”  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)

30  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.

Session #3 Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Read Book 1: - Chapters3,4 See updated schedule in separate file.

31 Introduction: Ch3 and Ch4 Read: Factors Affecting Initial Trust Team Book-Presentation – due Sunday midnight: (optional) 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 Canvas

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 (Canvas) – 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.

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

32 Each student is prepared to comment and explain on an important issue using the textbook.

Session #4 Understanding Consumer and Business Buyer Behavior Read Book 1: Customer-Driven Marketing Strategy - Chapters5,6

Introduction: Ch5 and Ch6

Team Book-Presentation – due Sunday midnight: Assigned Teams create and present two or more Posters for each chapter (20min).

Team Case3: Zara ( Canvas ) – 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.

H3: Zara ( Canvas ) – 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), (Christian 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 Canvas

 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.

Each student is prepared to comment and explain on an important issue using the textbook.

Session #5 Products, Services, and Brands Read Book 1: Developing New Products and Managing the Product Life Cycle - Chapter7,8

Introduction: Ch7 and Ch8

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.

33 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 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 Canvas: 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

Each student is prepared to comment and explain on an important issue using the textbook.

Session #6 See updated schedule in separate file.

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.

Team Project Topic Presentation: (optional) 2.) Company Vision and Objectives 3.) Current Market Situation: Product or Service Objectives, Description

34 (functions, features) and Value Proposition (Benefits to the Buyer) 9.) SWOT Analysis

Each student is prepared to comment and explain on an important issue using the textbook. Session #7 Introduction to the World of High-Technology Marketing Strategic Market Planning in High-Tech Firms Read Book 2: - Chapter1,2 See updated schedule in separate file.

Introduction: Ch1,2

Team Case5: TBD– due Sunday midnight: - 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.

Each student is prepared to comment and explain on an important issue using the textbook. Session #8 Culture and Climate Considerations for High-Tech Companies Market Orientation and Cross-Functional (Marketing-R&D) Interaction Read Book 2: - Chapter3,4 See updated schedule in separate file.

Introduction: Ch3,4

H6: Case: Share Net – Homework and Team Poster (Canvas) – due Sunday midnight - 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.

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 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

35 efforts and no real financial or other measures that support continuous funding.

Session #8 Partnerships, Alliances, and Customer Relationships Marketing Research in High-Tech Markets Read Book 2: - Chapter5,6 See updated schedule in separate file.

Introduction: Ch5,6

Team Project Presentation Part 1 (Team 1-4): Interim Marketing/Business Plan Presentation (must cover items 2 - 8 of section 6 in syllabus)

Individual paper discussion (optional)

Session #9 Understanding High-Tech Customers Technology and Product Management Read Book 2: - Chapter7,8 Introduction: Team 5-8 present Part I of Team project - See updated schedule in separate file.

Introduction: Ch7,8

Individual paper discussion (optional)

Session #11 Individual Academic See updated schedule in separate file. report

A5: final paper 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?

36 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 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 #12 Individual Academic See updated schedule in separate file. report

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

37 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

Session #13 Due: Team Project Presentation Email/ Submit: electronic copy of Team Business Plan and Poster

13s: Journal submission review

13s: Team1+2: Case1: ZipCar (Team posters + class discussion) 13s: Team3+4: Case2: Enterprise-Rent-A-Car (Team posters + class discussion) 13s: Team3+4: Case3 – Zara (Team posters + class discussion) 13s: Team5 + 6: Case4 – Share Net (Team poster)

Session #14 Due: final Individual Academic Report

Guest Lecture Submit: Individual Paper (final) Friday 09. December 2016

Session #15 Final Exam (optional) http://online.wsj.com/article/SB10001424052970203388804576617590234179896.html?ru=yahoo&mod=yahoo_hs

Innovation Articles (Canvas):

Session: 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: 1. Bettencourt, L. A. and A. W. Ulwick (2008). "The Customer-Centered Innovation Map." Harvard Business Review 86(5): 109-114. (Bettencourt & Ulwick, 2008)

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

39 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. 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.

40 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. 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. Journal of Marketing, 72(4), 123-142. 46. Voss, G. B., & Voss, Z. G. (2008). Competitive Density and the Customer Acquisition-Retention Trade- Off. Journal of Marketing, 72(6), 3-18. 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:

41 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. 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.

42 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. 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.

43 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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