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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 301-1"
COURSE NAME: "Principles of Marketing "
SEMESTER & YEAR: Fall 2019
SYLLABUS

INSTRUCTOR: Alessandro Signorini
EMAIL: [email protected]
HOURS: TTH 11:30-12:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: EC 201, MA 208
OFFICE HOURS: Thursday 1130:1230

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.
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 NumberComments
Principles of MarketingKotler et al. London: 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 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.

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

DATE

Topics

Assignments

 

 

 

Mon. 1/18

Managing Profitable Customer Relationships

Chap 1

Wed. 1/20

Managing Profitable Customer Relationships

Chap 1

 

 

 

Mon. 1/25

Strategic planning

Chap 3

Wed. 1/27

Strategic planning

Chap 3

 

 

 

Mon. 2/1

Marketing environment

Chap 4

Wed. 2/3

Marketing environment

Chap 4

 

 

 

Mon. 2/8

Consumer buyer behavior

Chap 5

Wed. 2/10

Consumer buyer behavior

Chap 5

 

 

 

Mon. 2/15

Segmentation, Targeting, and Positioning

Chap 9

Wed. 2/17

Segmentation, Targeting, and Positioning

Chap 9

 

 

 

Mon. 2/22

Revision day

 

Wed. 2/24

Mid-term exam (Chapters 1, 3-5, 9)

 

 

 

 

Mon. 2/29

Group Project

 

Wed. 3/2

Group Project

 

Fri. 3/4

Group Project

 

 

 

 


DATE

Topics

Assignments

 

 

 

Mon. 3/7

Product mix

Chap 11

Wed. 3/9

Product mix

Chap 11

 

 

 

Mon. 3/14

New product development and life-cycle strategies

Chap 12

Wed. 3/16

New product development and life-cycle strategies

Chap 12

 

 

 

Mon. 3/21

Pricing considerations

Chap 14

Wed. 3/23

Pricing considerations

Chap 14

 

 

 

Mon. 3/28

Spring Break

 

Wed. 3/30

Spring Break

 

 

 

 

Mon. 4/4

Marketing Channels

Chap 19

Wed. 4/6

Integrated Marketing Communication

Chap 19

 

 

 

Mon. 4/11

Integrated Marketing Communication

Chap 15

Wed. 4/13

Case study exercise

 

 

 

 

Mon. 4/18

Group Project

 

Wed.4/20

Group Project

 

 

 

 

Mon. 4/25

National Holidays, no classes

 

Wed. 4/27

 

Revision day

 

 

 

 

4/30-5/6

Final exam (Chapters 11-12, 14-15, 19)

 

 

 

 

 

 

 

 

 

 

Mon. 10/12

Group Project

 

Wed. 10/14

Group Project

 

 

 

 



 

Mon. 2/17

Group Project

 

Wed. 2/19

 Group Project

 

 

 

 

Mon. 2/24

Revision day

 

Wed. 2/26

Mid-term exam (Chapters 1, 3-6, 9)

 

 

 

 


DATE

Topics

Assignments

 

 

 

Mon. 3/3

Product mix

Chap 11

Wed. 3/5

Product mix

Chap 11

 

 

 

Mon. 3/10

New product development and life-cycle strategies

Chap 12

Wed. 3/12

New product development and life-cycle strategies

Chap 12

 

 

 

Mon. 3/17

Spring Break

 

Wed. 3/19

Spring Break

 

 

 

 

Mon. 3/24

Pricing considerations

Chap 14

Wed. 3/26

Pricing considerations

Chap 14

 

 

 

Mon. 3/31

Marketing Channels

Chap 19

Wed. 4/2

Marketing Channels

Chap 19

Fri. 4/4

Group Work

 

 

 

 

Mon. 4/7

Integrated Marketing Communication

Chap 15

Wed. 4/9

Integrated Marketing Communication

Chap 15

 

 

 

Mon. 4/14

Group Project

 

Wed.4/16

Group Project

 

 

 

 

Mon. 4/21

Holiday – Eastern Monday

 

Wed. 4/23

Revision day

 

 

 

 

4/26-5/2

Final exam (Chapters 11-12, 14-15,