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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 301-3"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR: Spring 2017
SYLLABUS

INSTRUCTOR: Laurence Leigh
EMAIL: [email protected]
HOURS: MW 1:30 PM 2:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: EC 201, MA 208
OFFICE HOURS: Wed 11.00 - 12:00

COURSE DESCRIPTION:
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.
SUMMARY OF COURSE CONTENT:

Micro- and macro-environmental analysis, marketing mix, market segmentation and segmentation strategies, positioning, consumer needs, product and new product development, channels of distribution, communication process and strategies, IT and new technologies, social and ethical responsibilities.

LEARNING OUTCOMES:

At the end of the semester, students should be able to:

1)     Interpret the role of the marketing function and its importance to strategic decision making in business

2)     Analyze the relationship between the marketing function and other functions within the organization and in the external environment

3)     Design a marketing mix and explain the elements of that mix

4)     Evaluate the levers that marketers have to build relationships with consumers

5)     Develop creative and original decision making skills

6)     Improve their written and oral presentation skills

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Principles of Marketing. Kotler et al.Prentice Hall Europe978-0-273-71156-8      
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Mid Term 25
Final Exam 35
Group Project 30
Class Participation 10

-ASSESSMENT CRITERIA:
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 course.
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.

-ATTENDANCE REQUIREMENTS:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until May 5th.

Class attendance is absolutely mandatory and critical to the success of class discussions. If you are unable to attend because of a medical or other emergency, please send an e-mail to me before class. Unexcused absences will affect your class participation grade.



ACADEMIC HONESTY
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.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
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.

SCHEDULE

Jan 16, 18                                             Managing Profitable Customer Relationships                      Chap 1                

Jan 23, 25.                                            Strategic planning                                                                      Chap 3                       

Jan 30, Feb 1.                                      Marketing environment                                                            Chap 4

Feb 6, 8                                                Consumer buyer behavior                                                        Chap 5

Feb 13, 15                                           Segmentation, Targeting, and Positioning                             Chap 9   

Feb 20, 22.                                          Revision day                        Mid-Term exam (Chapters 1, 3, 4, 5, 9)                                

Feb 27, March 1.                                Product mix                                                                                 Chap 11

March 6, 8                                           New product development                                                      Chap 12

March 13, 15.                                      Pricing considerations                                                              Chap 14

March 20, 22                                       Integrated Marketing Communication                                  Chap 15

March 27, 29                                       Marketing Channels                                                                  Chap 19

April 3, 7                                              Spring Break       

April 10, 12                                          TBA

April 19                                                TBA

April 24 – 26                                        Project Presentations

April 29 – May 5                                                                                Final exam (Chapters 11, 12, 14, 15, 19)