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Adelphi · Syllabus ·
MBA 640 9041 Innovation Through Marketing and
Technology (2222) MBA-640
Spring 2022 Section 9041 6 Credits 04/13/2022 to 06/28/2022
 Faculty Contact
Mohamed Ezz mohamed.ezz@umgc.edu
 Course Description
Prerequisite: MBA 630. Apply principles of market research and branding to innovative offering. Use web analytics to make decisions in digital
marketing. Organize tasks in a marketing plan, assess market risk and opportunity, and collect data required to implement the marketing plan.
Develop financial projections and suitable metrics for tracking the marketing plan.
 Course Introduction
About this Course
In MBA 640, you will use market research to learn about customers’ needs, wants, and preferences—whether they are consumers or
businesses—and how to satisfy them to earn a profit. You will learn how to use data analytics to make informed decisions when marketing to
your customers and develop the flexibility to make the necessary changes when market conditions change, especially in this era of
globalization. Finally, you will learn about branding, its importance in differentiating your offerings from the competition, and why companies
regard their brands as important assets.
In teams, you and your classmates will develop a marketing plan for a business-to-business offering in the US market. You will research your
business’s customers, as well as its markets and industry, and develop a value proposition that highlights the benefits that your offering
provides to consumers. You will research opportunities and risks within your internal and external environments and analyze the competition.
Your team will learn how to segment and target markets and how to position your offerings in those markets. Your team will also learn how to
use branding, pricing, distribution, and integrated marketing communications (IMC) strategies to ensure the success of your marketing plan.
The team will use marketing metrics and financials to monitor implementation and take corrective measures in case of deviation from those
metrics.
Project 1: Researching Consumer Buying Behavior (2 weeks)
Project 2: Conducting a Brand Audit (2 weeks)
Project 3: Digital Marketing Analytics (3 weeks)
Project 4: Developing and Implementing a Marketing Plan (3 weeks)
About Project-based Learning
This course is part of a program of study designed to prepare you for academic and career success. UMGC designed the courses in this
program around an innovative approach to learning that is relevant, practical, and enjoyable. Throughout your program, you will practice the
knowledge, skills, and attitudes (hereafter collectively referred to as competencies) that employers require of individuals working in your
discipline. Together, core competencies and discipline-specific competencies create a competency profile for your program.
Core competencies are communications, critical thinking, quantitative reasoning, and leadership/teamwork, which employers consider
foundational for any career. Discipline-specific competencies are defined as the highly targeted knowledge, skills, and attitudes required of an
expert in your field of study. Proficiency is defined as meeting performance requirements, as explained in the Grading Information section of
this syllabus.
You will begin your program of study by concentrating on the core competencies of communications, critical thinking, quantitative reasoning,
and leadership/teamwork in the first course in your program. Becoming proficient in the core competencies is vital to your future program
success.
As you progress through the beginning, developing, and mastery stages of your program, you will draw on your core competencies while you
add and become proficient in discipline-specific competencies. To successfully complete your program of study, you will be required to
demonstrate acceptable proficiency in all competencies associated with your program’s competency profile—both core and discipline-specific.
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You will demonstrate your proficiency in a competency by engaging in project-based learning (PBL). The projects within this and all courses in
your program require you to immerse yourself in scenarios that draw upon workplace-oriented questions and challenges. You will often work
over an extended period as you employ multiple competencies to respond to a scenario and prepare a deliverable similar to one you might be
required to produce during your career.
Projects generally have multiple steps and may require participation in related discussions, classroom assessment techniques, self-reflections,
and supplemental learning activities that inform the evaluation of project performance. Projects and their related competencies are similar to
the assignments and their related learning outcomes you have encountered in other programs; they are simply more integrated and workrelevant. Projects have required due dates to reinforce the importance of meeting deadlines, as required in the workplace.
The integration of core and discipline-specific competencies, presented multiple times over your program of study, provides you with
opportunities to practice and improve. Achieving acceptable levels of proficiency for all competencies within a course and across a program
improves your mastery and your ability to apply your knowledge, skills, and attitudes beyond the classroom.
Learning Topics & Resources
The Learning Topics are accessible via active links to Learning Topics and Resources within the project steps. This enables you to experience
the direct application of the academic knowledge, related skills (reading, writing, calculating, researching, etc.), or attitudes (ways of thinking or
behaving associated with a discipline) necessary to complete the project.
Additional resources are available in the UMGC Library, which is easily accessible through a link under Resources on the classroom navigation
bar.
Required Textbooks
A. Lancaster, G., & Massingham, L. (2018). Essentials of marketing management (2nd ed.). Routledge
http://ezproxy.umgc.edu/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1581263&site=edslive&scope=site&profile=edsebook
B. Ferrara, M. H. (2013). Handbook of global marketing. Gale.
1. Building an international brand (https://link.gale.com/apps/doc/CX2759400009/GVRL?u=umd_umuc&sid=bookmarkGVRL&xid=ebb02cb8)
2. Managing a brand across multiple markets (https://link.gale.com/apps/doc/CX2759400035/GVRL?u=umd_umuc&sid=bookmarkGVRL&xid=6dac9663)
3. Global brand success stories (https://go-gale-com.ezproxy.umgc.edu/ps/retrieve.do?
resultListType=RELATED_DOCUMENT&userGroupName=umd_umuc&inPS=true&contentSegment=&prodId=GVRL&isETOC=true&docId=G
ALE%7CCX2759400037)
 Course Outcomes
Course outcomes are stated in the form of learning goals. Each learning goal is comprised of a number of competencies, which draw on the
program’s competency profile. Each competency has a number of related learning objectives, which are the demonstrable actions that
comprise the competency.
To achieve the course learning goals, you must demonstrate proficiency in each competency, as informed by the related learning objectives, as
stated in the course projects. This course includes the following learning goals:
LG 1: Communication: You can communicate clearly in writing and speaking, meeting expectations for content, purpose, organization,
audience, and format.
LG 2: Critical Thinking and Analysis: You can apply logical processes to formulate clear, defensible ideas based on the analysis of facts and
ethical considerations.
LG 3: Quantitative Reasoning: You can use mathematical information, operations, and quantitative analyses to solve problems and inform
decision-making.
LG 4: Leadership, Facilitation, and Collaboration: You can lead, facilitate, and collaborate with individuals and teams to achieve organizational
objectives.
LG 5: Analyze consumer needs and preferences, and the feasibility of launching a new consumer product.
LG 6: Analyze branding elements of products, and make branding recommendations.
LG 7: Analyze market information in order to make informed strategy decisions and changes.
LG 8: Identify market risks and new opportunities, and recommend strategies for a company's competitive advantage.
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LG 9: Develop and implement a marketing plan using secondary information of a company's internal and external environments.
Each project contains a complete review of the competencies and learning objectives required to achieve each of the learning goals related to
this course.
 Course Materials
Click to access your course materials information (http://webapps.umgc.edu/grcmBook/BPage.cfm?C=MBA%20640&S=9041&Sem=2222)
 Grading Information
Your project work will be evaluated based on how well you demonstrate your abilities in terms of the competencies and learning objectives
associated with a project and course learning goals (see Course Introduction & Course Outcomes above). Projects are evaluated using a rubric
that states the competencies associated with the project. Your instructor will offer advice on specific competencies in the rubric, especially
when it may help you improve your future work. Your instructor will provide feedback on projects within four calendar days after you submit it.
Submitting Work
Timely submission of work is expected. Submitting projects on time demonstrates your ability to manage your work and is an indicator of
professionalism set by employers.
Due Dates
Projects have required due dates, as posted in the Class and Assignment Schedule and in the Class Calendar online. This is where your
instructor evaluates your entire project submission using a formal rubric for the purpose of determining a final project grade. Your instructor
evaluates your performance in relation to all project-related competencies. Feedback and final grades are posted in the gradebook.
Submit projects with any attachments to your individual Assignments folder unless otherwise specified in the project instructions. Name files
using [your last name + first initial]-[assignment].[filetype], with no spaces: e.g., doej-assign1.xls or doej-midterm.docx.
Note: Some projects incorporate milestone submissions. They are optional, non-graded opportunities for feedback that are built into project
steps. Not all projects have them. When incorporated into a project, milestones will have firm due dates. Students who miss milestone due
dates forego the opportunity for faculty feedback. Milestone submissions will not be resubmitted. Faculty will respond with substantive
feedback within 4 days following the submission of a milestone activity.
Evaluation Criteria
Projects are evaluated on the following scale and are defined as follows:
Exceeds performance requirements (EP): meets and exceeds all competencies related to a project at an exemplary level, equating to a
grade of A
Meets performance requirements (MP): meets all competencies related to a project at a satisfactory level, equating to a grade of B
Does not meet performance requirements (NP): does not meet all competencies related to a project at a satisfactory level, equating to a
grade of F
There are three important evaluation (grading) criteria to keep in mind:
1. You must earn an evaluation of MP or EP on all project-related competencies to earn a passing grade on a project.
2. You must earn an evaluation of MP or EP on all projects to successfully complete and pass this course.
3. You must earn a final course grade of A or B to move on to the next course in your program.
The project overall grade is assigned by the faculty. Every individual competency must receive at least an MP for the overall assignment to
receive an MP. By achieving an MP on all competencies and all projects, you have met the benchmark for performance in The Graduate School.
When evaluation of all competencies results in a mix of EPs and MPs for a project, the faculty assigns an overall evaluation (EP or MP) that
reflects the majority of the individual competency evaluations. In a situation where there are an even number of competencies, with 50 percent
earning EP and 50 percent earning MP, the faculty may assign either an EP or an MP to the project, based on practitioner/academic judgment
as to whether or not the overall performance met or truly exceeded the evaluation criteria of the competencies in the rubric.
Writing Skills
Graduate-level writing is an expectation for all student submissions. For graded submissions, an instructor will consider whether the level of
writing meets the following expectations: logical topic organization, correct sentence structure, accurate spelling, punctuation, grammar, word
choice and proper APA in-text and reference citation format.
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A written submission may meet passing requirements with a few errors in the aforementioned writing skills; more than a few errors can result
in a project that fails to meet passing requirements. If a written submission fails to meet passing requirements, the instructor will notify the
student of the types of errors needing revision or correction prior to the student’s option to resubmit a project in accordance with the
Resubmission of Work policy, described in the next section.
Resubmission of Work
Upon initial submission, faculty will record specific comments, advice, and feedback. Depending on your grade, you may have the opportunity
to rework and resubmit your project.
Students who submit on the due date and earn a Does not Meet Performance Requirements (NP) on a competency/project must
resubmit their work in an attempt to achieve a Meets or Exceeds Performance Requirements (MP or EP) on the project.
Students who submit on the due date and who earn a Meets Performance Requirements (MP) on the project have the option to resubmit
their work to possibly improve their grade; if their resubmitted work meets exemplary standards, faculty can assign an Exceeds
Performance Requirements (EP) grade.
Under the situations described above, the time for resubmitting work is limited, there are “windows” for resubmitting work. You may resubmit
your project up to two (2) times within the two (2) weeks following the submission’s original due date. No resubmissions will be accepted
after the two week period. You are therefore encouraged to act on faculty feedback promptly within the resubmission timeframe.
If you earn an NP and do not resubmit your work, or you resubmit after the two week period, you will earn an NP for the project, generally
resulting in a failing grade for the course, unless you are eligible for a grade of Incomplete.
If a student anticipates missing a project due date for an acceptable reason (life, work, family, medical issues, etc.), he/she is should contact
his/her faculty in advance to come to an agreement on a revised due date. If the student submits on time per the revised due date, the above
resubmission guidelines apply.
If you do not contact your faculty in advance and miss a due date, you will have two weeks from the date of the original deadline to submit your
work, and no resubmissions are permitted.
Note: Students are limited to ONE resubmission in Week 11, and it must be made PRIOR to the last day of class, allowing enough time for
faculty to grade the assignment (project).
Course Grade Calculation
All evaluations (including multiple submissions) are recorded in the classroom. You must earn a final course grade of B (Meets Performance
Requirements – MP) or A (Exceeds Performance Requirements –EP) to move on to the next course in your program.
You need to earn at least 3 EPs in the 4 projects in MBA 640 to earn an A course grade.
Note: The faculty will keep you apprised of project grades in the classroom. You are responsible for contacting the faculty member if you do
not receive a grade by 7 days after submitting your work in the classroom.
A table of the Graduate School Grading Policy is presented in the Academic Policy section.
Grade of Incomplete (“I”)
UMGC Policy 170.71 Policy on the Grade of Incomplete (http://www.umgc.edu/policies/academicpolicies/aa17071.cfm) applies to all
students, in addition to the guidelines outlined below which apply specifically to the doctoral program and graduate programs requiring DCL
600, PRO 600 and CBR 600.
1. The grade of “I” may only be considered by your faculty if you have completed at least 60 percent of the total coursework requirements
and have demonstrated proficiency of at least B (Meets performance requirements – MP) on submitted coursework.
2. It is your responsibility to request an “I” in writing before the end of the term. The faculty member will provide a decision on the “I” request
within three (3) calendar days of your request.
3. Your request for an “I” must include one of the two following options for completing the coursework and resolving the “I.” This selection
affects your ability to advance to the next course in the program in the next term.
1. 7-Day Incomplete
1. Under this option you have seven (7) calendar days from the last day of the term to complete and submit the outstanding
coursework as identified by your faculty to satisfy the terms of the “I”. You may submit each remaining project one time only
during the “I” period.
2. It is your responsibility to complete and submit the remaining course work within seven (7) calendar days from the last day of the
term. Your faculty will submit a grade change, converting the “I” to a permanent grade, within three (3) calendar days of receiving
your completed work. You must earn a final course grade of B (Meets Performance Requirements – MP) or A (Exceeds
Performance Requirements – EP) to move on to the next course in your program.
3. If during the 7-day period you determine that you will not be able to complete the outstanding coursework by the 7th day, you
may request in writing an extension of the “I” to the 60-Day option (below) before the end of the 7-day period. If the 60-Day option
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is granted, you will have sixty (60) calendar days from the last day of the term to complete and submit the remaining coursework.
Your faculty will provide a decision on the “I” extension within three (3) days of your request.
4. If by the 7th day you neither complete the outstanding coursework nor request an extension to the 60-Day Option, the “I” will
convert to a permanent grade of “F.” Faculty may not issue a terminal “I” grade.
5. In the event you earn a grade of “F” under the 7-Day option, you will not be eligible to continue on to the next course in the next
term. If you are already registered for the next course, you will be automatically dropped from the next course prior to the first
day of the next term. In this event, you should consult with you academic advisor about next possible steps. By maintaining
“Good Academic Standing” (See Policy 158.01 (http://www.umgc.edu/policies/academicpolicies/aa15801.cfm)) you may be able
to repeat the course in order to try to earn a grade of “B and continue on to any further courses in the program.
2. 60-Day Incomplete
1. Under this option you have sixty (60) calendar days from the last day of the term to complete and submit the remaining
coursework as identified by the faculty member to satisfy the terms of the “I”. You may submit each remaining project one time
only during the “I” period.
2. If you are approved for an “I” under the 60-Day option you will not be eligible to continue on to the next course in the next term.
Students with an “I” under this option who have already registered for the next course will be automatically dropped from the next
course prior to the first day of the next term. In this event, you are responsible for enrolling in the next course if and when you are
eligible. Academic advisors are available to assist you regarding enrollment.
3. It is your responsibility to complete and submit the remaining course work before the 60-day deadline. Your faculty member will
submit a grade change, converting the “I” to a permanent grade within three (3) calendar days of receiving your completed work.
You must earn a final course grade of B (Meets Performance Requirements – MP) or A (Exceeds Performance Requirements –
EP) to move on to the next course in your program.
4. If by the 60th day you do not complete and submit the outstanding coursework, the “I” will convert to a permanent grade of “F.”
Faculty may not issue a terminal “I” grade.
5. You may not appeal for an extension beyond the 60-Day Option.
6. The Office of the Registrar will notify you when the change from an “I’ to a permanent grade is finalized.
 Project Descriptions
Project 1: Researching Consumer Buying Behavior (2 weeks)
A. Skills Gap Analysis
The students will use an Excel-based skills gap analysis instrument to self-evaluate their knowledge and skills before beginning the
assignment. After they complete their self-evaluation, they will use the textbox at the bottom of the worksheet to write a 400–500 words
reflection describing two to three gaps that they will work to reduce, why they selected them, and the activities they will pursue to develop their
selected competencies.
B. Researching Consumer Behavior:
- The student will act as a consultant to help ACME company to conduct a consumer buying behavior analysis in its markets in order to decide
on whether or not to launch a new product.
Project 2: Conducting a Brand Audit (2 weeks)
Still working for the consultancy company in Project 1, the student here is a branding consultant that has been contracted by Slate Inc. to
provide a report on the market performance of their two biggest competitors’ brands. Slate Inc. has requested a brand analysis report on these
two competing brands to inform its decisions on the direction of its own branding strategy. In addition, there will be graded class discussions.
Project 3: Digital Marketing Analytics (3 weeks)
In this project, you will learn about digital marketing, customer relationship management, and search engine optimization. You will also do a
Google Analytics exercise and will be involved in graded class discussions.
Project 4: Developing and Implementing a Marketing Plan (3 weeks)
In this team project, your will develop a marketing plan for a B2B product. You will explore the B2B environment, research and analyze an
industry, and learn about strategic alliances. You will also gain a more in-depth knowledge about the components of a marketing plan.
 Academic Policies
ACADEMIC INTEGRITY
University of Maryland Global Campus (UMGC) has adopted a Philosophy of Academic Integrity (https://www.umgc.edu/currentstudents/learning-resources/academic-integrity/philosophy.cfm) to guide the university’s commitment to a culture of academic integrity and
authentic education encompassing a set of dispositions and behaviors that are socially beneficial, educationally critical, and professionally
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necessary.
All members of the University community must maintain the highest level of integrity across the academic experience. For students,
intellectually honest academic work represents independent analysis, acknowledges all sources of information that contribute to the ideas
being explored, and ensures the ability to engage in life and work authentically. Your instructor is your primary resource for how to uphold the
highest ethical standards in the context of this course’s specific requirements.
Turnitin is enabled within the classroom to support the development and assessment of authentic student writing. To learn more about
Turnitin, the feedback it provides, how to use feedback to improve your work, and your options regarding the inclusion of your work in the
Turnitin database, visit University guides for Turnitin at sites.umgc.edu/library/libresources/turnitin.cfm
(https://sites.umgc.edu/library/libresources/turnitin.cfm) and https://sites.umgc.edu/library/libresources/turnitin.cfm#studentcopyright
(https://sites.umgc.edu/library/libresources/turnitin.cfm#studentcopyright).
Other Academic Integrity resources and guidelines are found at https://www.umgc.edu/current-students/learning-resources/academicintegrity/index.cfm (https://www.umgc.edu/current-students/learning-resources/academic-integrity/index.cfm).
CLASSROOM CIVILITY
University of Maryland Global Campus is committed to the success of our global community and values the diverse identities and
backgrounds of our students, faculty, and staff. Each one of us has a broader life and set of experiences beyond UMGC that we bring with us to
each interaction. Sharing your story with your classmates provides opportunities to learn, relate, and gain inspiration from each other.
Engagement often begins with introductions at the beginning of the course. Sharing your preferred name, preferred pronouns, and other details
about yourself and your life builds a foundation for connection, understanding, and a richer and more personalized learning experience.
We also recognize that some of life’s responsibilities and challenges outside of the classroom, such as childcare, a change in employment
status, or illness, have an impact on success in a course. To the extent you are comfortable, we encourage you to communicate with your
faculty member or Success Coach about any concerns you have for this course or as a student at UMGC so we can help you navigate potential
obstacles and stay on track to achieve your goals.
Students are expected to work together cooperatively, and treat fellow students and faculty with respect, showing professionalism and
courtesy in all interactions. Please review the Code of Civility for more guidance on interacting in UMGC classrooms:
https://www.umgc.edu/current-students/student-life-and-support/student-handbook/civility-code.cfm (https://www.umgc.edu/currentstudents/student-life-and-support/student-handbook/civility-code.cfm).
POLICIES AND GUIDELINES
UMGC is committed to ensuring that all individuals are treated equally according to Policy 040.30 Affirmative Action, Equal Opportunity, and
Sexual Harassment (https://www.umgc.edu/administration/policies-and-reporting/policies/administration-policies/affirmative-action-andequal-opportunity.cfm).
Students with disabilities who need accommodations in a course should contact the Office of Accessibility Services (OAS) at
accessibilityservices@umgc.edu (mailto:accessibilityservices@umgc.edu), or call 800-888-8682 or 240-684-2287.
The following academic policies and procedures apply to this course and your studies at UMGC.
Academic Integrity Policy (http://www.umgc.edu/policies/academicpolicies/aa15025.cfm) The University expects all members of the
150.25
university community—students, faculty, and staff—to use guidelines to work with and promote integrity. If you are aware of any
academic misconduct, please contact integrity@umgc.edu. All cases of academic misconduct will be addressed in accordance with
Policy 150.25 (http://www.umgc.edu/policies/academicpolicies/aa15025.cfm) and associated procedures.
You are expected to engage in new learning that furthers your development of knowledge, skills, and abilities in each course.
According to this policy, you may not submit a substantial portion of any coursework that you have submitted to any course
previously without express written approval through assignment guidelines or other forms of communication.
You must use UMGC course materials responsibly. Uploading course materials to any website outside of UMGC’s online classroom
is prohibited by this policy.
151.00
Code of Student Conduct (https://www.umgc.edu/administration/policies-and-reporting/policies/student-affairs/code-of-studentconduct.cfm)
170.40
The following policy describes the requirements for the award of each degree:
Degree Completion Requirements for the Graduate School (https://www.umgc.edu/administration/policies-andreporting/policies/academic-affairs/graduate-school-degree-completion-requirements.cfm)
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170.71
Policy on Grade of Incomplete (https://www.umgc.edu/administration/policies-and-reporting/policies/academic-affairs/grade-ofincomplete-policy.cfm) - The grade of I is exceptional and only considered for students who have completed 60% of their coursework
with a grade of B or better for graduate courses or C or better for undergraduate courses and request an I before the end of the term.
See the GRADING section above for additional details on how the grade of Incomplete is administered in this course.
170.72
Course Withdrawal Policy (https://www.umgc.edu/administration/policies-and-reporting/policies/academic-affairs/coursewithdrawal.cfm) - Students must follow drop and withdrawal procedures and deadlines available at https://www.umgc.edu/
(https://www.umgc.edu/) under Academic Calendar.
130.80
Procedures for Review of Alleged Arbitrary and Capricious Grading (https://www.umgc.edu/administration/policies-andreporting/policies/academic-affairs/capricious-grading-review.cfm) – appeals may be made on final course grades as described
herein.
190.00
Intellectual Property (https://www.umgc.edu/administration/policies-and-reporting/policies/research/intellectual-property.cfm) - All
university faculty, staff, and students must comply with University guidelines on the use of copyrighted material. Uploading UMGC or
faculty copyrighted material without authorization degrades and corrupts the integrity of the teaching and learning experience and is
a potential violation of UMGC policy and copyright law. You must obtain permission to post UMGC or other's copyrighted material to
third-party websites, including social learning network sites. UMGC reserves the right to take appropriate action to remove
copyrighted material uploaded without authorization.
205.06
Calculation Of Grade-Point Average (GPA) for Inclusion on Transcripts and Transcript Requests
(https://www.umgc.edu/administration/policies-and-reporting/policies/academic-affairs/grade-point-average-calculation-forinclusion-on-transcripts-and-transcript-requests.cfm) – Note: Undergraduate and graduate courses have different Grading Policies.
See Course Syllabus for Grading Policies.
270.00
Acceptable Use (https://www.umgc.edu/administration/policies-and-reporting/policies/fiscal-and-business-affairs/acceptableuse.cfm) - The security of the online classroom is critical to ensuring a strong culture of academic integrity and authentic education
at the University. It is a violation of the University’s policies for anyone to share logon, password, and any other secure information
about a UMGC online account, including credentials required to access the online learning environment.
GRADING
According to UMGC's grading policy, the following marks are used:
Graduate
A
EP - Exceeds Performance Requirements
(90-100%)
B
MP - Meets Performance Requirements
(80-89%)*
C
(70-79%)**
NP – Does Not Meet Performance Requirements; not
available for this course
D
N/A**
F
NP – Does Not Meet Performance Requirements
(69% or below)
FN
Failure-Non attendance
G
Grade Pending
P
Passing
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S
Satisfactory
U
Unsatisfactory
I
Incomplete
AU
Audit
W
Withdrew
* The grade of "B" represents the benchmark for graduate courses. You must maintain a term and cumulative Grade Point Average (GPA) of 3.0
or higher. If a final grade earned in a class places you on Academic Probation, you must repeat that class in the next semester of attendance.
** UMGC does not award the grade of D in graduate courses. The grade of C is not available for this course.
GRADE ROUNDING
Scores to individual assignments are calculated based on rubrics in the class and are not rounded to the whole point. The final grade for the
course is determined by weighted average and will be rounded to the nearest whole point using mathematical rule (grades with .5 and above to
be rounded to the next whole point).
EXTRA CREDIT
Assignments are designed to enable students to achieve course objectives and succeed in the program. In the interest of equity and fairness,
there will be no extra credit opportunities. All assignments are identified in the syllabus.
COURSE EVALUATION SURVEY
UMGC values its students' feedback. You will be asked to complete an online evaluation toward the end of the term. The primary purpose of
this evaluation process is to assess the effectiveness of classroom instruction in order to provide the best learning experience possible and
make continuous improvements to every class. Responses are kept confidential. Please take full advantage of this opportunity to provide your
feedback.
LIBRARY SUPPORT
Extensive library resources and services are available online, 24 hours a day, seven days a week at https://sites.umgc.edu/library/index.cfm
(https://sites.umgc.edu/library/index.cfm) to support you in your studies. The UMGC Library provides research assistance in creating search
strategies, selecting relevant databases, and evaluating and citing resources in a variety of formats via its Ask a Librarian service at
https://www.umgc.edu/library/libask/index.cfm (https://www.umgc.edu/library/libask/index.cfm).
EXTERNAL LINK DISCLAIMER
This course may contain links to external sites neither owned nor maintained by UMGC. UMGC bears no responsibility for the accuracy, legality,
or content of external sites or for that of subsequent links. In addition, the terms of use, security policies, and privacy policies may differ from
those of UMGC. Contact the external site for answers to questions regarding its content, terms of use, and policies.
LEARNING MANAGEMENT SYSTEM SUPPORT
Those requiring technical assistance can access Help@UMGC Support directly in LEO under the Help menu. Additional technical support is
available 24 hours a day, seven days a week via self-help and live chat at https://www.umgc.edu/help/ (https://www.umgc.edu/help/) or by
phone toll-free at 888-360-8682.
SYLLABUS CHANGES
All items on this syllabus are subject to change at the discretion of the Program Director and the Division of Academic Affairs.
 Class & Assignment Schedule
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MBA 640 9041 Innovation Through Marketing and Technology (2222) > Syllabus | Concourse
Important Note: Final Project Submissions should be posted in your Assignment folder by 11:59 pm at the end of the week indicated in the schedule.
Submission of milestones for faculty review and feedback is strongly encouraged but not required. Submission instructions are provided within each
project’s steps. The due dates, as noted in the schedule below, are fixed and must be complied with. The due date represents the latest date for a
submission. You may move through the project steps more quickly than the pace in this schedule. Please be sure to communicate regularly with your
professor, sharing your progress, asking for assignment clarification, seeking guidance and bringing issues that may affect your ability to meet deadlines
to your instructor’s attention prior to the passage of the required due date.
Week
Week 1
Tasks
Milestone Due Date
Introduce yourself (see Discussion Area)
Project Due Date
April 16th (Initial Gap
Analysis)
Review the Syllabus
Review all course projects and related competencies
Project 1: Read the course readings within Project 1 and start working on
the project.
A. Skills Gap Analysis
Use the the skills gap analysis instrument to self-evaluate your knowledge
and skills before beginning your assignment. Select the Project 1 worksheet
in the bottom left of the file to complete this step. When you have completed
your self-evaluation, use the textbox at the bottom of the worksheet to write
a reflection of 400–500 words describing two to three gaps you will work to
reduce, why you selected them, and the activities you will pursue to develop
your selected competencies.
B. Project 1: Conduct a Consumer Buying Behavior Study
By the end of Week 1, produce a six-page preliminary consumer buying
behavior report (excluding cover page, reference list, tables, graphs, and
exhibits) explaining your findings on consumer needs, wants, and
preferences in these markets. Make sure that your report is specific to
consumers of ACME’s potential product and not to consumers in general.
Refer to the Project instructions for full details.
April 19th
Incorporate feedback. Consult with your faculty member as required.
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Week 2
MBA 640 9041 Innovation Through Marketing and Technology (2222) > Syllabus | Concourse
A. Project 1: Conduct a Consumer Buying Behavior Study
April 22nd
Early in the week: Based on your research of consumer needs in our main
markets, describe your value proposition, or the benefits that ACME and its
potential new product would provide to customers. Remember, a value
proposition is essentially the promise that is made to the customer; the
value that the product provides to the consumers, and which would compel
them to buy it. Also provide a half-page recommendation to ACME on
whether or not to manufacture that product.
April 26th (Final Project 1)
April 26th (Team
agreement & project work
plan))
By the end of the week: Combine the first two deliverables into a single
report after making any necessary corrections and edit them to ensure that
there is clear flow of ideas from one section to the other. In addition, prepare
a one-page executive summary (following the cover page) that highlights
the most important findings of the report, and include a Go/No Go
recommendation. APA style should be applied to in-text citations and in the
reference list.
Support your work with the course readings, scholarly sources, and reliable
nonscholarly sources. All sources need to be cited using APA formatting,
both within the text and in the reference list. The report should be organized
using headings and subheadings to improve its readability.
B. Teams: complete the team agreement and project work plan and post
them in your Study Group.
Refer to the Project instructions for full details.
Incorporate feedback. Consult with your faculty member as required.
Week 3
Project 2: Conducting a Brand Audit
After reviewing the Slate Inc. case file and the branding elements, do the
following:
May 3rd
A. Research Slate Inc.'s biggest two competitors:
Visit the websites of Slate’s two biggest competitors and review both
scholarly and reliable nonscholarly sources to explore their branding
decisions. Your research of the two companies should focus on the
branding elements discussed in the previous step.
Deliverable: By the end of Week 3, provide a reference list derived from your
research that has a minimum of three scholarly and 12 reliable, nonscholarly
sources (15 in all).
Refer to the Project instructions for full details.
Incorporate feedback. Consult with your faculty member as required.
B. Discuss the Competitors' Branding Strategies:
Go to the discussion area and begin by posting your main response by
Saturday midnight (latest!). Support your arguments with one scholarly and
one reliable nonscholarly source. Then respond to at least two postings in
the discussion group. Complete all discussion posts and responses by the
end of Week 3 midnight (latest!).
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April 30th (main post)
Discussion is due by May
3rd (Discussion lock date)
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Week 4
MBA 640 9041 Innovation Through Marketing and Technology (2222) > Syllabus | Concourse
A. Project 2: Conducting a brand audit
- Complete Your Brand Analysis Report:
Deliverable: Based on your research of the two companies’ brands, write an
8-9-page report (four pages on each company) that addresses the eight
branding elements mentioned in Project II instructions. In addition, as you
examine these branding elements, your report should also answer the
following questions:
May 10th (final project 2)
May 7th (Brand analysis
report with updated
reference list, but excluding
the executive summary,
recommendation, &
comparison table)
1. How strong are the companies’ brands in the market?
2. What are the factors contributing to their strengths and weaknesses?
3. How are these two brands competing against each other? How
strong is their global performance?
4. How do consumers perceive their brands?
5. Are there any sub-brands? Are there any brand extensions?
Your report should contain a one-page executive summary that highlights
the most important findings of your analysis. Also include a Go/No Go
recommendation, and a one-page table in an appendix that compares the
two brands. Be sure to include headings and subheadings to improve the
paper's readability.
Support your work with course readings, scholarly sources, and reliable
nonscholarly sources. All sources have to be cited using APA formatting,
both within the text and in the reference list.
Refer to the Project instructions for full details.
Incorporate feedback. Consult with your faculty member as required.
Week 5
Project 3: Digital Marketing Analytics
May 14th (main post)
Discussion is due by May
17th (Discussion lock
A. Activate your Google Analytics Demo Account
date)
B. Access Google Analytics for Beginners Tutorial
C. Read the course readings. Also, to be most effective in our upcoming
Discussions, supplement your knowledge of the above topics with your own
research related to Google Analytics and similar analytical tools.
D. Topics 1 & 2 Discussion: Review the Discussion Topics 1 & 2, and then go
to the discussion area, and begin by posting one main response to each of
the two topics (one of them has to be posted by Saturday midnight of Week
5 latest!). Then respond to at least two postings from the class. Complete
all discussion posts by the end of Week 5 of the course (latest!).
Refer to the Project instructions for full details.
Week 6
Project 3: Digital Marketing Analytics
A. Complete Google Analytics Tutorial
May 21st (main post)
Discussion is due by May
24th (Discussion lock
date)
B. Read the course readings. Also, to be most effective in our upcoming
Discussions, supplement your knowledge of the above topics with your own
research related to Google Analytics and similar analytical tools.
C. Topics 3 & 4 Discussion: Review the Discussion Topics, and then go to
the discussion area, and begin by posting one main response to each of the
two topics (one of them has to be posted by Saturday midnight of Week 6
latest!). Then respond to at least two postings from the class. Complete all
discussion posts by the end of Week 6 of the course (latest!).
Refer to the Project instructions for full details.
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Week 7
MBA 640 9041 Innovation Through Marketing and Technology (2222) > Syllabus | Concourse
Project 3: Digital Marketing Analytics
A. Review these instructions for how to activate your Google Analytics
demo account.
B. Scan Ying's memo for a list of 10 client questions for which you will use
Google Analytics to answer. The Google Analytics demo account will give
you access to data from the Google Merchandise Store, which in this project
represents CompanyOne’s data.
May 31st
No milestones!
Submit your answers to each of the ten questions in the dropbox located in
the final step of this project. Use a Word document to record your answers
and their accompanying screenshots.
Refer to the Project instructions for full details.
Week 8
Project 4: Marketing Strategy for a B2B Product
Project 4 asks you to put together a marketing plan for a client with the goal
of increasing sales to other businesses in the United States. This projects
has been broken down into several smaller tasks in multiple steps; each task
will help you create one piece of a complete marketing plan.
You will have three weeks, so you should complete all the steps of this
project by the end of Week 10. All Milestones are to be submitted in your
Study Group; only the completed Marketing Plan is to be submitted in both
your Study Group and in your your assignment folder so that the faculty
can post your grade.
When you submit your project, your work will be evaluated using the
competencies mentioned in the project. Refer to those competencies to
self-check your work before submission.
- Deliverables:
A. Situation analysis (Step 4): Start by reading the company case file and be
sure to consider the questions in Step 4, while you do additional research on
the company and its vision and mission statements. Do not forget to
include your value proposition, which essentially the value that the company
June 7th
(Step 4 & 5)
offers to its customers and compels them to buy its products.
B. Conduct an environmental scan for the company (Step 5): This includes
a SWOT analysis, a PESTEL analysis, and a Porter's Five Forces analysis.
These three analyses are important components of a marketing plan. While
the SWOT analysis is specific to the company, the PESTEL and Porter Five
Forces analysis are general to the customers, the markets, and the industry.
Support your work with the course readings, scholarly sources, and reliable
nonscholarly sources; as well as the UMGC Library databases, such as
Hoover's and ABI/INFORM. All sources need to be cited using APA
formatting, both within the text and in the reference list. The report should
be organized using headings and subheadings to improve its readability.
For the complete instructions, refer to the Project steps. Submit your
Milestones in your Study Group.
Incorporate feedback. Consult with your faculty member as required.
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MBA 640 9041 Innovation Through Marketing and Technology (2222) > Syllabus | Concourse
Project 4: Marketing Strategy for a B2B Product
- Deliverables:
June 14th
(Steps 6 - 9)
A. Research the company's US market (Step 6): Outline how the team
would conduct this analysis, while considering both current and potential
customers. Your analysis should answer the questions included in Step 6.
B. Develop marketing objectives (Step 7): Marketing objectives translate the
company's mission and business into long- and short-term goals. Marketing
objectives are usually quantitative and include sales (both in units or
dollars), market share, and profitability. They may also include qualitative
factors such as quality, customer satisfaction, and social responsibility
(Kerin & Hartley, 2017). Knowing exactly where you want to go is essential in
deciding how to get there. The objectives have to be measurable, specific,
and have a set time limit.
C. Conduct an STP (Step 8): Conduct segmenting, targeting, and
positioning of your market and product. Be sure to conduct the STP analysis
using real market information, and do not just explain what they are!
Remember, segmentation should be done using geographic, psychographic,
demographic, and behavioral criteria; while the targeting should be specific
e.g., which regions and size of customers.
D. Develop your marketing Strategy (Step 9): Develop your branding
strategies, pricing strategy, distribution and supply chain strategy, and
integrated marketing communication (IMC). Use real market information
derived through your research, and avoid being generic in your analysis.
Support your work with the course readings, scholarly sources, and reliable
nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance,
Barrons.com, Morningstar.com, Statista, Money, Forbes, Fortune, the
Financial Times, the Wall Street Journal, and the Harvard Business Review,
as well as the UMGC Library databases, such as Hoover's and ABI/INFORM.
All sources need to be cited using APA formatting, both within the text and in
the reference list. The report should be organized using headings and
subheadings to improve its readability.
For the complete instructions, refer to the Project steps. Submit your
Milestones in your Study Group.
Incorporate feedback. Consult with your faculty member as required.
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Week 10
MBA 640 9041 Innovation Through Marketing and Technology (2222) > Syllabus | Concourse
Project 4: Marketing Strategy for a B2B Product
June 17th (Step 10)
June 21st (Final Project 4)
- Deliverables:
A. Early in Week 10, Conduct your breakeven analysis (Step 10): Use your
projections for next year that are based on your market research. Only use
the formula in Step 10. Also, present your figures in a table at the end of the
analysis.
B. Early in Week 10, explain your implementation, controls, and
contingency plans (Step 10).
June 18th (Final Gap
analysis)
C. By the end of Week 10, Submit your final Marketing Plan (Step 11):
Submit the final Marketing Plan in both your Study Groups, and in the
assignment folder of each team member.
D. Complete your Skills Gap Analysis (Step 12): And write a 400 - 500 word
reflection that describes two to three gaps you worked to reduce over the
past 10 weeks and discusses whether and how much you improved. Also
think back on the learning activities you pursued to help you develop
competencies.
Support your work with the course readings, scholarly sources, and reliable
nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance,
Barrons.com, Morningstar.com, Statista, Money, Forbes, Fortune, the
Financial Times, the Wall Street Journal, and the Harvard Business Review,
as well as the UMGC Library databases, such as Hoover's and ABI/INFORM.
All sources need to be cited using APA formatting, both within the text and in
the reference list. The report should be organized using headings and
subheadings to improve its readability.
For the complete instructions, refer to the Project steps. Submit your
Milestones in your Study Group.
Incorporate feedback. Consult with your faculty member as required.
Week 11
Review faculty feedback, revise, and resubmit if necessary.
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