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COURSE NAME: "Principles of Marketing "
SEMESTER & YEAR: Fall 2019

INSTRUCTOR: Thomas Aichner
EMAIL: [email protected]
HOURS: MW 8:30-9:45 AM
PREREQUISITES: Prerequisites: EC 201, MA 208
OFFICE HOURS: MW 10:00-11:00 AM

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.
Top marketers share a common goal: putting the consumer at the heart of marketing. Today’s marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers. Then, more than just making a sale, today’s marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers’ conversations and lives.
• Define marketing and outline the steps in the marketing process
• Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy
• Explain marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value
• Understand the importance of information in gaining insights about the marketplace and customers
• Describe the adoption and diffusion process for new products
• Define the business market and explain how business markets (B2B) differ from consumer markets (B2C)
• Define the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning
• Describe the decisions companies make regarding their individual products and services, product lines, and product mixes
• Discuss branding strategy—the decisions companies make in building and managing their brands
• Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle
• Discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices
• Identify the major channel alternatives open to a company
• Define the promotion mix tools for communicating customer value
• Describe the major decisions involved in developing an advertising program
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Principles of Marketing, 17th EditionKotler, P.T. and Armstrong, G. (2018)Pearson9780134492513  

Group project 3 students per team, critical comparison of IT with US brand, max 3,000 words20
Midterm 11 hour, multiple-choice questions, one essay question20
Midterm 21 hour, multiple-choice questions, one essay question20
Final Exam2 hours, multiple-choice questions, case study with a number of essay questions40

A Work 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.
B This 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.
C This is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
D This 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.
F This 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 is required and checked.

Students with absence exceeding 20% should withdraw from the course, or risk having an "F" grade in the course.

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.
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.




List of topics covered



Defining marketing and the marketing process

  • Understanding the marketplace and customer needs
  • Designing a customer value-driven marketing strategy and plan
  • The changing marketing landscape



Company and marketing strategy

  • Company-wide strategic planning: defining marketing’s role
  • Planning marketing
  • Marketing strategy and the marketing mix
  • Marketing return on investment



Analyzing the marketing environment

  • The microenvironment and macroenvironment
  • The demographic and economic environments
  • The natural and technological environments
  • The political-social and cultural environments



Managing marketing information to gain customer insights

  • Marketing information and customer insights
  • Assessing information needs and developing data
  • Marketing research
  • Analyzing and using marketing information


1st midterm exam:


Everything discussed
in weeks 1, 2, 3, 4

Consumer markets and buyer behavior

  • Characteristics affecting consumer behavior
  • Buying decision behavior and the buyer decision process
  • The buyer decision process for new products



Business markets and business buyer behavior

  • Business buyer behavior
  • The business buyer decision process
  • Institutional and government markets



Customer value-driven marketing strategy: Creating value for target customers

  • Market segmentation
  • Market targeting
  • Differentiation and positioning



Products, services, and brands: Building customer value

  • What is a product?
  • Product and service decisions
  • Services marketing
  • Branding strategy: Building strong brands


2nd midterm exam:

Everything discussed
in weeks 5, 6, 7, 8

Developing new products and managing the product life cycle

  • The new product development process
  • Product life-cycle strategies




  • Major pricing strategies
  • Internal and external considerations affecting price decisions
  • New product pricing strategies
  • Product mix pricing strategies
  • Price adjustment strategies
  • Price changes



Case study


Deadline for submitting
the group project:

Marketing channels: Delivering customer value

  • Supply chains and the value delivery network
  • Channel behavior and organization
  • Channel design decisions
  • Channel management decisions
  • Marketing logistics and supply chain management



Engaging consumers and communicating customer value

  • Integrated marketing communications
  • Developing effective marketing communication
  • Setting the total promotion budget and mix



Advertising and public relations

  • Major advertising decisions
  • Public relation tools



Goods-dominant (G-D) logic vs. service-dominant
(S-D) logic

  • Goods vs. services: Rethinking the orientation
  • The 11 Foundational Premises of S-D Logic