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COURSE NAME: "Principles of Marketing "
SEMESTER & YEAR: Summer Session I 2017

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
HOURS: MTWTH 2:00 PM 3:45 PM
PREREQUISITES: Prerequisites: EC 201, MA 208

This course provides students with an understanding of the process of planning and executing the conception, pricing, promotion, and distribution of goods and services. Major areas: selecting target markets, market positioning, and marketing mix strategy. Skill development in demand/competitive analysis, value creation, teamwork, and effective communication. Teaching methodology is case study-based and group work is emphasized.

This course will give students a solid understanding of the fundamentals of the strategic marketing planning process including: methods and tools of market assessment, customer segmentation analysis, development of the value proposition, positioning and planning of marketing tactics designed to deliver value to targeted stakeholders. Emphasis is placed on the need to align marketing principles and theories with the management skills needed for the preparation of a marketing plan.

Students will be able to analyze opportunities and threats in both the macro and micro-environments. Students will also conduct a marketing research gathering data for effective decision-making and will develop their ability to evaluate gaps.

In this course, students will begin to learn how to conduct a competitive analysis, analyze environmental trend, forecast changing market demand and develop competitive marketing strategies.

This course requires both understanding of, as well as the ability to apply marketing principles and theories for managerial decision-making. Class discussions, written works, oral presentations and exams, will help students to develop and improve their ability to work on an individual basis as well as on a team basis. Students needing assistance in organizing their arguments (quantitatively and qualitatively) are invited to make good use of the University’s writing and math labs.


The basic purpose of this course is to provide students with a basic understanding of the marketing concepts and theories, the marketing strategy and the marketing process.  Specifically these are:

Develop a framework for market-led thinking.

Develop ability to use Market Audits, Consumer learning models and Product –life cycle theories.

Develop a positioning map, do segment profiles, analyze the micro and macro environments in which firms compete in order to identify demand problems and opportunities that a firms should take into consideration when developing strategies that enable it to effectively adapt to change.

Explore how to acquire data and how to analyze data and use them for effective decision-making.

Develop both written and oral and persuasive communication skills through presentations, case analysis and discussion and competitive presentation of marketing plans.

Develop critical thinking, be prepared to accept criticism and to act on it, develop decision-making skills.

Develop and improve creativity, planning, organizing, problem solving, and team skills.

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Principles of Marketing, 6th European EditionPhilip Kotler et alPrentice HallISBN: 978-0-273-74297-5  

Attendance and class participation 10%
Segment's profile 25%
Mid-term exam 30%
Final exam 35%

AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the cours
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.


Students are expected to attend all scheduled class meetings presented in the course outline. Since success in the marketing field requires a high level of interpersonal skills, grading to a greater extent that in other classes will be based on active class participation, interaction with the instructor and with the other students, the major emphasis is on the quality of the contribution made and not the quantity.

Students are expected to read the assigned company cases and work on class exercises. Grade will be determined by the student’s contribution, interaction and critical thinking.

Constructive class participation is expected. Unconstructive participation will be discouraged.

The class participation grade will reflect your preparation, attendance, quality and frequency of participation.

More than two absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.


As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.


May 22 Introduction to Principles of Marketing 

Market philosophies. Exercise 1: value proposition

May 23 Sustainable marketing. Stakeholders map. Case 1: Nestlé case study, class discussion

May 24 Stakeholders and environments. Stakeholders’ map. Case 2: Primark case study

May 25 The CEO and co-founder of Shoparound.co will be in class as guest speaker

May 29 Strategic planning, Marketing strategies

May 30 Marketing strategies Exercise: S.W.O.T analysis

May 31 The CEO of QOOWEAR will be in class as guest speaker. 

June 1 Segmentation and positioning. Assignment I: build your segment's profile

June 5 Segmentation and positioning. Mid-term review

June 6 Mid-term exam (30% of the final grade)

June 7 C.R.M. Customer relationship management. Work on assignment I

June 8 Consumers' buying behavior. Case 3: Porsche case study

June 12 You will present in class the segment's profile (Assignment 15% of the final grade)

June 13 Products and services. Differences between products and services.

Case 4: Vodka Absolut case study

June 14 Pricing strategies

June 15 Integrated Marketing Communication Advertising. Cases 5: Toyota and German Wings

June 19 Distribution channels Managing Intermediaries. Case 6: Coca Cola in Africa

June 20 Competition analysis

June 21 The marketing plan

June 22 Review

June 23 Final exam (35% of the final grade)