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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 301"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR: Summer Session II 2022
SYLLABUS

INSTRUCTOR: Ian Roberts
EMAIL: [email protected]
HOURS: MTWTH 11:10 AM 1:00 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: EC 201, MA 208
OFFICE HOURS:

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. Other topics include consumer behavior, marketing research and consumer insights, promotions, pricing, and e-marketing. Students will be able to analyze opportunities and threats in both the macro and micro-environments. In this course, students will begin to learn how to conduct a competitive analysis, analyze environmental trend, and develop competitive marketing strategies.
SUMMARY OF COURSE CONTENT:

Marketing is the art, science and craft of creating, communicating, delivering and capturing customer value. This course presents the fundamental principles of marketing and explains the analytical and practical tools that marketers use to understand their environment and create value for their customers through the strategic marketing planning process. The course covers customer value, marketing strategy, consumer behaviour, segmentation, positioning, products and new product development, pricing, supply chains and integrated communications. 

LEARNING OUTCOMES:

By the end of the course students will be able to:

·         Develop critical thinking skills in marketing;

·         Demonstrate ability to write and speak about marketing issues in a well-structured manner;

·         Recognize marketing information needs, and locate, evaluate and use information effectively;

·         Appraise market, industry and corporate data using quantitative methods.

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Principles of Marketing Global Edition (18th ed.) 2021Philip Kotler, Gary ArmstrongPearson Education Limited978-1-292-34113-2     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class participation 10%
Midterm exam 20%
Group presentation 5%
Group project 30%
Final exam 25%
Case study presentations 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:
Students are allowed three absences during the semester, for whatever reason. There is no need to explain or justify these three absences and they will have no effect on the final grade. However, every additional absence, will result in a reduction of one grade level for the overall course (e.g. a final grade of B will be lowered to B- and so forth). 
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

Week Day Date Topics Reading Case study
1 Tues 05/07/22 Marketing: Creating and Capturing Customer Value Chapter 1
Wed 06/07/22 Analyzing the Marketing Environment Chapter 3
Thu 07/07/22 Consumer Markets and Consumer Buyer Behavior Chapter 5 Heinz
Fri 08/07/22 Team project/marketing plan (due 04/08/2022)
2 Mon 11/07/22 Consumer Markets and Consumer Buyer Behavior Chapter 5
Tues 12/07/22 Consumer Markets and Consumer Buyer Behavior Chapter 5
Wed 13/07/22 Customer-Driven Marketing Strategy Chapter 7 5-Hour Energy
Thu 14/07/22 Customer-Driven Marketing Strategy Chapter 7
3 Mon 18/07/22 Customer-Driven Marketing Strategy Chapter 7
Tues 19/07/22 Midterm Exam
Wed 20/07/22 Products, Services, and Brands Chapter 8 MINI
Thu 21/07/22 Products, Services, and Brands Chapter 8
4 Mon 25/07/22 Products, Services, and Brands Chapter 9
Tues 26/07/22 New Product Development and Product Life-Cycle Strategies Chapter 9 Toyota
Wed 27/07/22 New Product Development and Product Life-Cycle Strategies Chapter 9
Thu 28/07/22 Pricing Chapter 10 Gilette
5 Mon 01/08/22 Pricing Chapter 10
Tues 02/08/22 Marketing Channels Chapter 12
Wed 03/08/22 Integrated Marketing Communications Chapter 14 Nestlé
Thu 04/08/22 Team presentations  
Friday 05/08/22 Final Exam