Syllabus

Master of Business Administration

BUMK 515: Marketing Innovation – Fall B 2025

Credits - 3

Description

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.

Materials

Albrecht, M. G., Green, M. C., & Hoffman, L. M. (2023). Principles of Marketing. OpenStax. 

All other course materials will be provided and linked in Brightspace. 

Learning Objectives and Outcomes

  • 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.

Assignments

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.

Week 1 – Foundations + Team Formation

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.

Week 2 – Segmentation, Targeting & Positioning (STP)

Analyze your case market, develop a segmentation grid, choose a target segment, and create a perceptual map.

Week 3 – Integrated Marketing Communications

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.

Week 4 – Marketing Analytics: Pricing & Break-Even

Calculate the break-even point for a product, clearly showing work and assumptions, and propose a pricing strategy.

Week 5 – Sponsorship Strategy & ROI

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.

Week 6 – Products & Digital Products

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.

Week 7 – Channel Management: Supply vs. Value Chain

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

Week 8 – Final CMP: Professional Deck and Presentation to Stakeholders

Integrate all prior work into a polished, industry-standard written CMP and deliver a professional client-style presentation.

Grading Policy

Your grade in this course will be determined by the following criteria:

Grade Breakdown

AssignmentPoints
Academic Integrity Agreement1
Group Contract3
Week 1 Leveling Quiz3
Week 2 Discussion: Finding the Right Audience3
Week 2 Assignment: Marketing Segmentation (STP and Perceptual Map)7
Week 3 Discussion: Promotional Example3
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 Discussion3
Week 6 Assignment: Product Inventory/ Description7
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 Feedback3
Week 8: Course Check in Brief Survey1
Total Points100

Grade Scale

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

Schedule

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
  • Week 1 Discussion: Marketing Confessions & Introductions
  • Week 1 Assignment: Team Formation (Group Contract)
  • Week 1: Quiz
  • Initial Discussion Posts due FRIDAY at 11:59 PM ET
  • Discussion Responses due Sunday at 11:59 PM ET
  • Assignments due Sunday at 11:59 PM ET
  • Quiz due Sunday at 11:59 PM ET
2 STP — Segmentation, Targeting & Positioning
  • Week 2 Discussion: Finding the Right Audience (STP)
  • Week 2 Assignment: STP Exercise  & Perceptual Map
  • Initial Discussion Posts due Thursday at 11:59 PM ET
  • Discussion Responses due Sunday at 11:59 PM ET
  • Assignment due Sunday at 11:59 PM ET
3 Integrated Marketing Communications (IMC)
  • Week 3 Discussion: IMC — Deconstructing a Promotional Example
  • Week 3 Assignment (Group): Promotional Mix Mini-Deck & IMC Organizer
  • Initial Discussion Posts due Thursday at 11:59 PM ET
  • Discussion Responses due Sunday at 11:59 PM ET
  • Assignment due Sunday at 11:59 PM ET
4 Marketing Analytics & Pricing
  • Week 4 Discussion: Price, Value & Tariffs — Analytics in Practice
  • Week 4 Assignment (Individual OR Group): Break-Even Pricing Exercise
  • Initial Discussion Posts due Thursday at 11:59 PM ET
  • Discussion Responses due Sunday at 11:59 PM ET
  • Assignment due Sunday at 11:59 PM ET
5 Sponsorship and ROI
  • Week 5 Discussion: CMP Project Check in
  • Week 5 Case Study: Sponsorship ROI Analysis
  • Initial Discussion Posts due Thursday at 11:59 PM ET
  • Discussion Responses due Sunday at 11:59 PM ET
  • Assignment due Sunday at 11:59 PM ET
6 Products & Digital Products 
  • Week 6 Discussion: Tangible vs. Digital Products
  • Week 6 Assignment (Group): Product & Digital Product Inventory
  • Initial Discussion Posts due Thursday at 11:59 PM ET
  • Discussion Responses due Sunday at 11:59 PM ET
  • Assignment due Sunday at 11:59 PM ET
7 Channel Management (Place)
  • Week 7 Discussion: CMP Outline and Peer Feedback
  • Week 7 Assignment (Individual OR Group): Supply-Chain Map & Value-Chain Map
  • Group Collaboration Evaluation
  • Initial Discussion Posts due Thursday at 11:59 PM ET
  • Discussion Responses due Sunday at 11:59 PM ET
  • Assignment due Sunday at 11:59 PM ET
  • Quiz due Sunday at 11:59 PM ET
8 Final Comprehensive Marketing Plan & Presentation (capstone)
  • Week 8 Discussion: Final Reflection & Presentation Showcase
  • Week 8 Assignment (Group): Final Comprehensive Marketing Plan
  • Course Check in (Google Forms Survey)
  • Initial Discussion Posts due THURSDAY at 11:59 PM ET
  • Optional Discussion Responses due FRIDAY at 11:59 PM ET
  • Final Plan due FRIDAY at 11:59 PM ET

Student Resources

Online Student Support

Your Enrollment and Retention Counselor is a resource for you. Please don't hesitate to contact them for assistance, including, but not limited to course planning, current problems or issues in a course, technology concerns, or personal emergencies.

Questions? Please reach out to your student success team member.

UNE Libraries:

  • Library Access for all students: Your library login ID and password are the same as the ones you use to log into Brightspace.
  • Research by Subject: Business & Entrepreneurship Collection
  • Library Questions: Ask a librarian or phone library staff at (207) 602-2361 or (207) 221-4330.

UNE Student Academic Success Center

UNE's Student Academic Success Center (SASC) offers a range of free online services to support your academic achievement. Writing support, ESOL support, study strategy and learning style consultations, as well as downloadable resources, are available to all matriculating students. To make an appointment for any of these services, go to une.tutortrac.com. For more information and to view and download writing and studying resources, please visit:

Accommodations

Any student who would like to request, or ask any questions regarding, academic adjustments or accommodations must contact the Student Access Center at (207) 221-4438 or pcstudentaccess@une.edu. Student Access Center staff will evaluate the student's documentation and determine eligibility of accommodation(s) through the Student Access Center registration procedure.

Online Peer Support

Togetherall is a 24/7 communication and emotional support platform monitored by trained clinicians. It’s a safe place online to get things off your chest, have conversations, express yourself creatively, and learn how to manage your mental health. If sharing isn’t your thing, Togetherall has other tools and courses to help you look after yourself with plenty of resources to explore. Whether you’re struggling to cope, feeling low, or just need a place to talk, Togetherall can help you explore your feelings in a safe supportive environment. You can join Togetherall using your UNE email address.

Information Technology Services (ITS)

Students should notify their student success team member and instructor in the event of a problem relating to a course. This notification should occur promptly and proactively to support timely resolution.

ITS Contact: Toll-Free Help Desk 24 hours/7 days per week 

Phone: Mon-Fri: (207) 602-2487

After Hours/Weekends: (877) 518-4673

Career Ready Program

UNE Online supports its online students and alumni in their career journey!

The Career Ready Program provides tools and resources to help students explore and hone in on their career goals, search for jobs, create and improve professional documents, build professional network, learn interview skills, grow as a professional, and more. Come back often, at any time, as you move through your journey from career readiness as a student to career growth, satisfaction, and success as alumni.

Policies

Passing Grade Statement

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.

Artificial Intelligence (AI) Statement

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:

  • Ensure that all submitted academic work adequately demonstrates student learning (i.e., that the student, rather than a machine, has met the learning outcomes related to the assessment).
  • Acknowledge, in written assessments and extra-curricular applications, the role played by AI tools in producing the student’s work (this can usually be done in a citation or by including a session transcript).
  • Take ultimate responsibility for accuracy of results, think critically about them, and never substitute them for professional human judgment.
  • Monitor GenAI output for bias and risks for vulnerable populations and underrepresented groups.

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.

Turnitin Originality Check and Plagiarism Detection Tool

UNE uses Turnitin to help deter plagiarism and to foster the proper attribution of sources. Turnitin provides comparative reports for submitted assignments that reflect similarities in other written works. This can include, but is not limited to, previously submitted assignments, internet articles, research journals, and academic databases.

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.

Technology Requirements

Please review the technical requirements for UNE Online Graduate Programs: Technical Requirements.

Late Policy

Students are responsible for submitting work by the date indicated in Brightspace.

Please make every effort ahead of time to contact your instructor and your enrollment and retention counselor if you are not able to meet an assignment deadline. Arrangements for extenuating circumstances may be considered by faculty.

Student Handbook - Policies and Procedures

The policies contained within this document apply to all students at the University of New England. It is each student's responsibility to know the contents of this handbook.

UNE Student Handbook

UNE Course Withdrawal

Please contact your Enrollment and Retention Counselor if you are considering dropping or withdrawing from a course. Tuition charges may still apply. Students are strongly urged to consult with Student Financial Services, as course withdrawals may affect financial aid or Veterans benefits.

Attendance Policy

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.

Academic Integrity

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:

  1. Cheating, copying, or the offering or receiving of unauthorized assistance or information.
  2. Fabrication or falsification of data, results, or sources for papers or reports.
  3. Action which destroys or alters the work of another student.
  4. Multiple submissions of the same paper or report for assignments in more than one course without permission of each instructor.
  5. Plagiarism, the appropriation of records, research, materials, ideas, or the language of other persons or writers and the submission of them as one's own.