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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-1"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Fall 2018
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SYLLABUS
INSTRUCTOR:
Alessandro Signorini
EMAIL: [email protected]
HOURS:
TTH 1:30-2:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: EC 201, MA 208
OFFICE HOURS:
Thursday 1130:1230
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COURSE DESCRIPTION:
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.
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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.
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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
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Principles of Marketing | Kotler et al. (2008) | Prentice Hall Europe | 978-0-273-71156-8 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Mid-term | | 25% |
| Final exam | | 35% |
| Group project mid-term | | 15% |
| Group Project final term | | 15% |
| 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:
Class attendance is absolutely mandatory and critical to the success of class discussions. After the first two unexcused absences, the students will lose 5 percentage points of their overall weighted average for the each successive absence.
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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.
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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.
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SCHEDULE
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DATE
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Topics
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Assignments
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Mon. 1/18
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Managing Profitable Customer Relationships
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Chap 1
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Wed. 1/20
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Managing Profitable Customer Relationships
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Chap 1
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Mon. 1/25
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Strategic planning
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Chap 3
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Wed. 1/27
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Strategic planning
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Chap 3
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Mon. 2/1
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Marketing environment
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Chap 4
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Wed. 2/3
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Marketing environment
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Chap 4
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Mon. 2/8
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Consumer buyer behavior
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Chap 5
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Wed. 2/10
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Consumer buyer behavior
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Chap 5
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Mon. 2/15
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Segmentation, Targeting, and Positioning
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Chap 9
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Wed. 2/17
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Segmentation, Targeting, and Positioning
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Chap 9
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Mon. 2/22
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Revision day
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Wed. 2/24
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Mid-term exam (Chapters 1, 3-5, 9)
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Mon. 2/29
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Group Project
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Wed. 3/2
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Group Project
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Fri. 3/4
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Group Project
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DATE
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Topics
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Assignments
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Mon. 3/7
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Product mix
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Chap 11
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Wed. 3/9
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Product mix
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Chap 11
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Mon. 3/14
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New product development and life-cycle strategies
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Chap 12
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Wed. 3/16
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New product development and life-cycle strategies
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Chap 12
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Mon. 3/21
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Pricing considerations
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Chap 14
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Wed. 3/23
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Pricing considerations
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Chap 14
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Mon. 3/28
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Spring Break
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Wed. 3/30
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Spring Break
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Mon. 4/4
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Marketing Channels
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Chap 19
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Wed. 4/6
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Integrated Marketing Communication
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Chap 19
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Mon. 4/11
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Integrated Marketing Communication
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Chap 15
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Wed. 4/13
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Case study exercise
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Mon. 4/18
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Group Project
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Wed.4/20
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Group Project
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Mon. 4/25
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National Holidays, no classes
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Wed. 4/27
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Revision day
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4/30-5/6
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Final exam (Chapters 11-12, 14-15, 19)
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Mon. 10/12
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Group Project
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Wed. 10/14
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Group Project
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Mon. 2/17
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Group Project
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Wed. 2/19
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Group Project
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Mon. 2/24
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Revision day
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Wed. 2/26
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Mid-term exam (Chapters 1, 3-6, 9)
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DATE
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Topics
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Assignments
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Mon. 3/3
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Product mix
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Chap 11
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Wed. 3/5
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Product mix
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Chap 11
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Mon. 3/10
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New product development and life-cycle strategies
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Chap 12
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Wed. 3/12
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New product development and life-cycle strategies
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Chap 12
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Mon. 3/17
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Spring Break
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Wed. 3/19
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Spring Break
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Mon. 3/24
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Pricing considerations
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Chap 14
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Wed. 3/26
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Pricing considerations
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Chap 14
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Mon. 3/31
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Marketing Channels
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Chap 19
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Wed. 4/2
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Marketing Channels
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Chap 19
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Fri. 4/4
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Group Work
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Mon. 4/7
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Integrated Marketing Communication
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Chap 15
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Wed. 4/9
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Integrated Marketing Communication
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Chap 15
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Mon. 4/14
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Group Project
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Wed.4/16
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Group Project
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Mon. 4/21
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Holiday – Eastern Monday
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Wed. 4/23
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Revision day
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4/26-5/2
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Final exam (Chapters 11-12, 14-15,
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