JCU Logo


COURSE NAME: "Principles of Marketing "
SEMESTER & YEAR: Fall 2017

INSTRUCTOR: Mackenzie Garrity
EMAIL: [email protected]
HOURS: TTH 8:30-9:45 AM
PREREQUISITES: Prerequisites: EC 201, MA 208

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.

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.



Course learning activities

The course learning activities comprise:

1)    Lectures: Lectures start by covering the basics of the marketing field and the necessary models and vocabulary to study marketing in depth.   Marketers are required to explore the external environment and segment the customer market to design a marketing strategy according to its characteristics. Lectures also outline how organizations establish durable and profitable relationship with consumers. In conclusion, lectures define the different components of a successful marketing strategy and marketing plan, with directly implementable knowledge that can be taken and used by the student. 

§  Lectures support the achievement of the learning objectives 1, 2, 3, 4.

2)    Case discussions: during the semester, numerous cases are presented, where students need to apply marketing concepts and design a marketing mix that is most likely to establish effective relationships with consumers.

§  Case discussions support the achievement of the learning objectives 3, 4, 5, 6

3)    Group projects: at the end of the first month, groups will be formed. Groups will have to choose a company and a specific product among the company product portfolio. Groups will have to analyze the marketing strategy that the company uses in order to market its product and offer suggestions on how to improve its marketing strategy in the form of a marketing plan. Group findings will be summarized in a oral presentation at the end of the semester.

§  Group projects support the achievement of the learning objectives 1, 2, 3, 4, 5, 6

4)    Mid-term and final exams: the exams evaluate the student’s knowledge of the marketing strategy as related to internal and external environment. The exams also assess the student’s comprehension of the elements of the marketing mix as well as their effects on consumer equity. The exams also assess student’s ability to apply marketing concepts to hands-on situations in the case section.

§  Mid-term and final exams support the achievement of the learning objectives 1, 2, 3, 4, 5, 6

5)    Quizzes: the quizzes assess the student’s knowledge of marketing theories and models. The quizzes are also designed to evaluate student’s comprehension of elements in the marketing mix. 

§  Quizzes support the achievement of the learning objectives 1, 2, 3, 4





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

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Principles of Marketing, Sixth European EditionKotler et al. London: Prentice Hall Europe, 2008978-0-273-71156-8  

Midterm 20%
Final Exam 25%
Group Presentation mid-term 15%
Group Project Final Presentation and Plan 20%
Class participation including in-class assignments 10%
Quizzes 10%

AThis work is relatively rare and is expected to stand out from the work of other students and: • Directly addresses the question or problem raised • Provides a coherent argument displaying an extensive knowledge of relevant information • Critically evaluates concepts and theory • Relates theory to practice • Reflects the student’s own argument and is not just a repetition of standard lecture and reference material • Is very accurate • Has an element of novelty if not originality • Provides evidence of reading beyond the required reading • Displays an awareness of methodological concerns and displays an awareness of the limitations of current knowledge
BThis is a highly competent level of performance and: • Directly addresses the question or problem raised • Provides a coherent argument drawing on relevant information • Shows some ability to evaluate concepts and theory and to relate theory to practice • Reflects the student’s own argument and is not just a repetition of standard lecture and reference material • Does not suffer from any major errors or omissions • Provides evidence of reading beyond the required reading • Displays an awareness of other approaches to the problem area
CThis level of performance demonstrates some knowledge and an element of understanding but is weak and: • Points made in the answer are not always well supported by argument and evidence • Relevant points have been omitted from the answer • There are some errors in the answer • Parts of the question remain unanswered • Answers may be unduly brief and possibly in note form
DThe best that can be said about students in this classification is that they have done just enough to persuade the instructor that they should not be failed and: • Answers lack a coherent grasp of the problems and issues raised in the question • Important information has been omitted from the answers and irrelevant points have been included • Answers are far too brief
FFailed students have been unable to convince the instructor that they have benefited from academic study and: • Fails to show any knowledge or understanding of the issues raised in the question • Reveals fundamental misunderstanding of the subject matter • Most of the material in the answer is irrelevant


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

Tardiness: students arriving more than 5 minutes late for class will be marked as absent (though they may stay and follow the lesson). 

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.


Course Scheduling and Class Activities

MKT 301 Principles of Marketing

Week 1
Class A: Intro to Marketing Ch. 1
Class B: Managing Profitable Customer Relationships Ch. 1

Week 2
Class A: Analyzing the marketing environment Ch. 3
Class B: Gaining Customer Insights Ch. 4

Week 3
Class A: Consumer Behavior Ch. 5
Class B: Consumer Behavior Ch. 5

Week 4
Class A: Marketing segmentation Ch. 7
Class B: Identifying Your Target Market Ch. 7 (Take Home Quiz Portion assigned)

Week 5
Class A: Product Marketing Ch. 8 (Segmentation Quiz)
Class B: Brand Strategy Ch. 8 

Week 6
Class A: Pricing Strategy Ch. 10 (Group Project Assigned)
Class B: Pricing Strategy Ch. 11

Week 7
Class A: In-class assignment
Class B: Midterm Review

Week 8
Class A: Midterm Exam (Ch. 1, 3-5, 7, 8, 10) 
Class B: Group Project Workday

Week 9
Class A: Integrated Marketing Communications Ch. 14
Class B: Integrated Marketing Communications Ch. 14

Week 10
Class A:  (Group Project midterm reports and video presentations due)
Class B: Advertising Ch. 15 (Promotion mix quiz)

Week 11
Class A: PR Ch. 15 
Class B: Direct & Online Marketing Ch. 17 (Group final Project assigned)

Week 12
Class A: Direct & Online Marketing Ch. 17
Class B: In-class assignment & Group Project Workday

Week 13
Class A: New Product Development Ch. 9

Week 14
Class A: Group Project Class Presentations
Class B: Final Exam Revision

Final Exam