Marketing Innovation is a course designed to introduce and provide tactical content in marketing for managers and future managers. It takes a very digital, innovation, and technology-driven approach to marketing, and graduates will learn how to research, design, build and implement marketing strategies and tactics for a variety of industries and contexts. As consumer behaviors evolve and product consumption becomes increasingly digital in nature, students will examine how marketing can be used to drive innovation, digital transformation, data-driven marketing segmentation, and product positioning. The course emphasizes practical applications, case studies, and strategic problem-solving.
Explain the role of marketing in managerial decision-making.
Create a comprehensive marketing plan.
Segment a market, target appropriate audiences, and position a product effectively.
Demonstrate proficiency in core marketing concepts and practices.
Investigate a market using online research tools and sources.
Analyze integrated marketing communications and their strategic use across channels.
Apply marketing theories and strategies to real-world industry scenarios.
The culminating assignment for this course is a Comprehensive Marketing Plan (CMP) that integrates every element of the marketer’s toolkit. Developed collaboratively in groups, this plan will be built iteratively through weekly deliverables. Each group will apply these tools to one of four real-world case studies: Hancock Lumber, Maine Mariners, Genesys, or SailGP.
Case folders will include company narratives, data, exhibits, interviews, and competitive industry insights to support your work. Final presentations will be delivered either live via Zoom or submitted as recorded briefs via Brightspace, simulating a pitch to company stakeholders.
Form your team, establish collaboration norms, select your case study, and complete a baseline quiz to ensure everyone shares a foundational understanding of core marketing concepts.
Analyze your case market, develop a segmentation grid, choose a target segment, and create a perceptual map.
Design a cohesive promotional mix plan linked to your Week 2 findings. Detail key message pillars, tone, and messaging strategy and medium, ensuring your communications align with your positioning and resonate with your target audience.
Calculate the break-even point for a product, clearly showing work and assumptions, and propose a pricing strategy.
Select a sponsorship property aligned with your target audience and brand objectives. Provide cost and activation estimates, and project potential ROI to demonstrate the value of the sponsorship within your broader plan.
Note: There is an option for a non case related assignment this week.
Create an exhaustive inventory of your case company’s offerings, including both tangible and digital products or services. Provide concise descriptions that capture key features, benefits, and value propositions.
Produce two visual maps: a detailed supply chain showing all steps from sourcing to delivery, and a value chain showing only value-added steps. Highlight areas where efficiency or value enhancements could be leveraged in your strategy.
Note: There is an option for a non case related assignment this week
Integrate all prior work into a polished, industry-standard written CMP and deliver a professional client-style presentation.
Your grade in this course will be determined by the following criteria:
Assignment | Points |
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Academic Integrity Agreement | 1 |
Group Contract | 3 |
Week 1 Leveling Quiz | 3 |
Week 2 Discussion: Finding the Right Audience | 3 |
Week 2 Assignment: Marketing Segmentation (STP and Perceptual Map) | 7 |
Week 3 Discussion: Promotional Example | 3 |
Week 3 Assignment: Promotional Mix (IMC) | 7 |
Week 4 Discussion: | 3 |
Week 4 Assignment: Break Even Pricing Exercise | 4 |
Week 5 Discussion: CMP Progress Sharing | 3 |
Week 5 Assignment: Sponsorship and ROI | 7 |
Week 6 Discussion | 3 |
Week 6 Assignment: Product Inventory/ Description | 7 |
Week 7 Discussion: Share your CMP outline for feedback | 3 |
Week 7 Assignment: Supply Chain and Value Chain (Channel Management) | 7 |
Week 8 Assignment: CMP Final Presentation and Project Submission | 30 |
Week 8 Discussion: Presentation Sharing and Peer Feedback | 3 |
Week 8: Course Check in Brief Survey | 1 |
Total Points | 100 |
Grade | Points Grade | Point Average (GPA) |
A | 94 – 100% | 4.00 |
A- | 90 – 93% | 3.75 |
B+ | 87 – 89% | 3.50 |
B | 84 – 86% | 3.00 |
B- | 80 – 83% | 2.75 |
C+ | 77 – 79% | 2.50 |
C | 74 – 76% | 2.00 |
C- | 70 – 73% | 1.75 |
D | 64 – 69% | 1.00 |
F | 00 – 63% | 0.00 |
Fall B Session Dates: 10/22/2025 – 12/12/2025
Week 1: Wednesday – Sunday
Week 2: Monday – Sunday
Week 3: Monday – Sunday
Week 4: Monday – Sunday
Week 5: Monday – Sunday
Week 6: Monday – Sunday
Week 7: Monday – Sunday
Week 8: Monday – Friday
WEEK | TOPICS | ASSESSMENTS | DUE |
1 | Foundations of Marketing Innovation |
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2 | STP — Segmentation, Targeting & Positioning |
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3 | Integrated Marketing Communications (IMC) |
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4 | Marketing Analytics & Pricing |
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5 | Sponsorship and ROI |
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6 | Products & Digital Products |
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7 | Channel Management (Place) |
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8 | Final Comprehensive Marketing Plan & Presentation (capstone) |
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A grade of 80% or higher is required to pass the course. A grade lower than 80% will result in you having to repeat the course. Obtaining two "Fs" in the program will result in dismissal from the program.
Generative AI (GenAI) applications (like ChatGPT) have proven to be powerful and effective tools, and students are encouraged to become familiar with and use them. However, as with any tool, students must use GenAI in ways that support their roles as learners and professionals. The use of AI in academic work falls under our academic integrity agreement, ensuring that all AI applications are used in alignment with our commitment to honest and responsible learning.
In situations in which AI tools are used as a resource, students must:
As GenAI continues to evolve, students should also stay abreast of best practices and changing risks and benefits.
Please note that individual courses or assignments may have specific guidelines regarding AI use — please refer to your faculty’s directions or assignment instructions for details.
The Student Orientation has a module "Artificial Intelligence Literacy for Students", please refer to this module for more information about navigating the use of AI.
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Make sure to cite your sources appropriately as well as use your own words in synthesizing information from published literature.
You can learn more about Turnitin in the guide on how to navigate your Similarity Report.
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Students taking online graduate courses through the College of Business will be administratively dropped for non-participation if a graded assignment/discussion post is not submitted before Sunday at 11:59 p.m. ET of the first week. Reinstatement is at the purview of the Dean’s Office.
The University of New England values academic integrity in all aspects of the educational experience. Academic dishonesty in any form undermines this standard and devalues the original contributions of others. It is the responsibility of all members of the University community to actively uphold the integrity of the academy; failure to act, for any reason, is not acceptable. For information about plagiarism and academic misconduct, please visit UNE Plagiarism Policies.
Academic dishonesty includes, but is not limited to the following: