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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 301-2"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR: Fall 2022
SYLLABUS

INSTRUCTOR: Angelo Baccelloni
EMAIL: [email protected]
HOURS: MW 8:30 AM 9:45 AM
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 with five overarching themes: value creation, brand building, accountability, technology and sustainability.

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 MarketingPhil T. Kotler, Gary Armstrong, Lloyd C. Harris, Hongwei HePearson978-1292269566  Hard Copy  
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:

ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY

Inexcused absences and late arrival in class will lower your class participation grade.
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.  

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 Topics Reading
1 Marketing: Creating and Capturing Customer Value Chapter 1
Marketing: Creating and Capturing Customer Value Chapter 1
2 Marketing Strategy Chapter 2
Analyzing the Marketing Environment Chapter 3
3 Consumer Markets and Consumer Buyer Behavior Chapter 5
Consumer Markets and Consumer Buyer Behavior Chapter 5
4 Company Case Chapter 5
Customer-Driven Marketing Strategy Chapter 7
5 Customer-Driven Marketing Strategy Chapter 7
Company Case Chapter 7
Products, Services, and Brands Chapter 8
6 Products, Services, and Brands Chapter 8
Company Case Chapter 8
7 Midterm Exam
New Product Development and Product Life-Cycle Strategies Chapter 9
8 New Product Development and Product Life-Cycle Strategies Chapter 9
Company Case
9 Pricing Chapter 10
Company Case
10 Marketing Channels Chapter 12
Integrated Marketing Communications Chapter 14
11 Integrated Marketing Communications Chapter 14
Company Case
12 Sustainable Marketing: Social Responsibility and Ethics Chapter 20
Sustainable Marketing: Social Responsibility and Ethics Chapter 20
13 Company Case
Team presentations
14 Pre-assessment and exam preparation