Arab Academy for Science and Technology & Maritime Transport

College of Management & Technology

MBA program

Course Outline
Advanced Marketing
Instructor: Ahmed Elsamadicy
asamadicy@aast.edu, samadicy@hotmail.com

"We are all surrounded by

marketing and each one of
us is already a marketer in
our own way" Russell, E. (2010)
"The Fundamentals of Marketing".

Course description
An advanced study of marketing theory relating to contemporary issues. Emphasis is
on providing students with in-depth knowledge of key topics and asking them to
critically evaluate the field. Examples of topics covered include branding, marketing
strategy, ethics, corporate social responsibility, digital marketing, and sustainability.

Goals of the course

The goal of the course is to examine current topics in Branding, Marketing Strategy
and Social Responsibility. Customers, Companies and other Stakeholders are facing
an increasingly dynamic and interactive business environment which is posing
challenges for branding and marketing strategy. Diverse issues are being faced such
as digital transformation, consequences of climate change, scarcity of resources,
consumer’s reactions to ethics, the impact of corporate behaviours, changes in social
expectation and values, and the introduction of new regulations and instruments. The
course examines how these issues impact on, or are impacted by, marketing practice,
consumers’ response, and academic “thought”.
Ahmed Elsamadicy
asamadicy@aast.edu
By examining various points of view, students will gain a better understanding of the
evolving role of marketing within companies and society.

Learning Outcomes

 In-depth understanding of a broad range

of contemporary issues facing marketing
academics, practitioners and consumers
within the realm of branding, social
responsibility and/or sustainability.

 Ability to analyse research on

marketing’s impact on society and
organisational and societal approaches
to social
responsibility and sustainability.
 Enhanced skills in defending opinions academically.
 Extended personal boundaries on the future role of marketing.

Learning and teaching

 The course runs for ten weeks. Classes will meet for three hours each week.
Although your lecturers will provide an overview of topics, the course will primarily
be based on assigned readings with discussions facilitated by the lecturer. For
these discussion-based classes, each student will be expected to have read in
advance the relevant material as set out by the lecturer.
Groups will be required to present two reviews to the class and create class
exercises.
It is required that everyone in the class will review all the assigned readings before
class and be prepared to discuss any aspect of the topics. Each topic is expected to
take about an hour to review. You are encouraged to prepare summaries
(objectives, messages, relevance and contribution). These summaries will be useful
for you open book exam.
 The presentation should consider:
o 1. Objectives

Ahmed Elsamadicy
asamadicy@aast.edu
 o 2. Overview of the topic/case
o 3. Messages
o 4. Importance of the topic
o 5. Relevance and contribution to topic (academic and practical)
o 6. Relevance to the Egyptian market
o 7. ANSWERING CASE QUESTIONS
o In addition, the presenters are required to provide a short group exercise for the class to
work on to further understand the article. Your presentation should be for about 25-30
minutes.

Learning resources
Module Readings
Marketing Management
Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J: Pearson
Prentice Hall.
Branding Theory
Brodie R. J. (2009) “From Goods to Service Branding: An Integrative Perspective”,
Marketing Theory, 9 (1), 103-107
Brodie, R. J., Benson-Rea, M., & Medlin, C. J. (2017). Branding as a dynamic capability:
Strategic advantage from integrating meanings with identification. Marketing
Theory, 17(2), 183-199.
Brand Equity
Berry, L.L. (2000), "Cultivating Service Brand Equity." Journal of the Academy of
Marketing Science, 28, 1, 128-137.
Brand Extensions and Co-Branding
Motion J., Leitch S., and Brodie R. J. (2003) “Equity in Corporate Co-branding: The Case of
adidas and the All Blacks” European Journal of Marketing, 37 (7/8), 1080-1094.
Branding in Online Environments
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in
Conceptualization, scale development and validation. Journal of
Interactive Marketing, 28(2), 149-165.
Sensory Branding
Spence, C., & Gallace, A. (2011). Multisensory design: Reaching out to touch the
consumer. Psychology and Marketing, 28(3), 267-308. doi:10.1002/mar.20392
Labrecque, L. I., Patrick, V., & Milne, G. R. (2013). The Marketers’ Prismatic Palette: A Review
of Color Research and Future Directions. Psychology & Marketing, 30(2),
Ahmed Elsamadicy
asamadicy@aast.edu
 187-202.
Global Strategic Marketing
Cateora, Philip R., and John L. Graham (2015), International Marketing, Boston MA: Irwin
McGraw-Hill. 2 Christensen, Clayton M. (2015), The.
Introduction and Reflections on Ethics, Social Responsibility (SR), Sustainability, Business and
Marketing
Porter, M.E. and M. R. Kramer (2006). “Strategy and Society- The Link between
Competitive Advantage and Social Responsibility”, Harvard Business Review,
December, 78-92.
Bharadwaj, S. (2015). “Developing New Marketing Strategy Theory: Addressing the
Limitations of a Singular Focus on Firm Financial Performance”, AMS Review.
Incorporating SR into Marketing Strategy
Menon, A. and A. Menon (1997). "Enviropreneurial Marketing Strategy: The Emergence of
Corporate Environmentalism as Market Strategy”, Journal of Marketing, 61 (1), 51-67.
Galbreath, J. (2009). “Building Corporate Social Responsibility into Strategy”, European
Business Review, 21 (2), 109-127.
Additional readings
- Management Review
- Harvard Business Review
- Journal of Marketing Management
- Journal of Marketing
- Journal of the Academy of Marketing Science
- Journal of International Consumer Marketing
- Advances in Consumer Research
- European Journal of Marketing
- International Marketing Journal
Web sources:
www.prenhall.com/phlip,www.emerald.com, www.ama.com,
http://www.hbsp.harvard.edu/
Teaching methods

The course is structured to provide ample opportunity for interaction among students, and
between students and the instructor. Students are expected to read current periodicals and
journals to keep abreast of current international developments. The course will primarily
consist of lectures, discussions, students' presentations, cases, and group projects which
are designed to stimulate student interest, participation and learning.
The teaching methods employed are chosen to suit postgraduate students (DBA) and will
encourage them to give their own opinions, to apply concepts to practical cases, to bring in
their own experience if appropriate, and engage in critical debate. Participation will be
Ahmed Elsamadicy
asamadicy@aast.edu
fostered and wanted to both, ask doubts and questions that may arise from the class
sessions or the recommended text book, as well as to shed light on some marketing or
corporate issues that may enrich the overall class session.
Evaluation System
Achieving success in this course depends on:
- Attending lectures and pursuing different contemporary examples in the marketing field.
- Carrying out extra reading, and taking into consideration the guidance and additional
hand-outs delivered throughout the course.
- Demonstrating wider knowledge and reading by discussing alternative theories, and
viewpoints with examples.
- Participating in group discussions.
- Presenting innovative topic in the field of advanced marketing.
- Developing a creative and effective marketing plan for a company in as specific industry
of your choice.
Course grading
Group project 30%

Individual assignments 30%

Participation 10%

Final Exam 40%

Total 100%
Topics to be covered: On completion of this course the pool of the
following topics should be covered:

Topic
 Introduction
 Global Marketing
 Branding
 Green marketing/ Corporate Social Responsibility (CSR)
 International Tourism and Hospitality Marketing
 Digital/ Social Marketing (Emergence of AI (Artificial Intelligence) and the role
it plays in developing and promoting new products or services in any field
 Guerilla Marketing
 Sharing Economy Marketing. Air BNB and VRBO
 Political marketing (How marketing and market research is shaping outcomes
of elections in many countries)

Ahmed Elsamadicy
asamadicy@aast.edu
Wishing you all the best ☺

Ahmed Elsamadicy
asamadicy@aast.edu