Marketing for Competitive Advantage – BUSI 745

CG • Section 8WK • 07/01/2018 to 12/31/2199 • Modified 09/05/2023

Course Description

This course will examine the development of marketing strategy from the perspective of shifting demand patterns due to changes in consumer behavior, market segmentation, persona development, and the economic environment. Marketing strategy will be developed and examined through the lens of a Christian Worldview.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


In order to market successfully and efficiently, a marketer must thoroughly understand and properly apply the principles of managing a marketing strategy. The student will explore the changing consumer market and expectations from their target market. 

Course Assignment

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (6)

Discussions are collaborative learning experiences. Therefore, the student is required to complete six distinct discussions. The six threads must be a minimum of 750 words each with replies of 250 words each. All discussions must contain references that adhere to current APA format.

Each student must choose an existing consumer product/service to analyze for the Disruptive Marketing Plan. Students will submit a proposal of 750–1000 words in regards to his/her idea using the provided template. Three references are required, including one Journal of Marketing reference.

Marketing Paper Assignments (2)

This course requires two papers: one based on the classic work of Theodore Levitt, ‘Marketing Myopia’ and the other based on the work of Frederick Reichheld regarding brand loyalty.

Marketing Paper: Myopia Assignment

Students will write 1000 words minimum on the classic Theodore Levitt 1960 paper called Marketing Myopia. This assignment supports student’s thinking as he/she prepares for the seminar paper on market disruption. Three scholarly authored references are required, including the Marketing Myopia article. The paper must adhere to current APA format.

Marketing Paper: Brand Loyalty Assignment

Students will write 1000 words minimum on brand loyalty. Along with the Reichheld article included in the Reading and Study folder, students are expected to research and find two other Reichheld sources plus two Marketing Journal articles by any authors to support his/her write-up on the importance of Loyalty. Students must integrate a scriptural reference and include how it connects to brand loyalty and being a Christian. The paper must adhere to current APA format.

Based on the Disruptive Marketing Plan: Brand Proposal Paper Assignment approval, students will complete a 4,500–6,500 word paper on his/her ‘disruptive’ innovative new idea for this brand using the template provided. Ten authored references are required. Web sites may be used as well, but they do not count towards the ten authored sources. Included in the ten sources must be five (not previously used or assigned in this course) peer-reviewed Marketing journal references that are NEW to this paper. Students may use assigned readings as well, but they do not count towards the new ten academic sources.