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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 301-3"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR: Spring 2024
SYLLABUS

INSTRUCTOR: Claudio Giordani
EMAIL: [email protected]
 HOURS: TTH 8:30 AM 9:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: EC 201, MA 208
OFFICE HOURS: Wednesday 12pm-13pm
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:
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.
This course requires both understanding of, as well as the ability to apply marketing principles and theories for managerial decision-making. Class discussions, written works, oral presentations and exams, will help students to develop and improve their ability to work on an individual basis as well as on a team basis. Students needing assistance in organizing their arguments (quantitatively and qualitatively) are invited to make good use of the University’s writing and math labs.
 
LEARNING OUTCOMES:

The basic purpose of this course is to provide students with a basic understanding of the marketing concepts and theories, the marketing strategy and the marketing process.  Specifically these are:
Develop a framework for market-led thinking.
Develop ability to use Market Audits, Consumer learning models and Product –life cycle theories.
Develop a positioning map, do segment profiles, analyze the micro and macro environments in which firms compete in order to identify demand problems and opportunities that a firms should take into consideration when developing strategies that enable it to effectively adapt to change.
Explore how to acquire data and how to analyze data and use them for effective decision-making.
Develop both written and oral and persuasive communication skills through presentations, case analysis and discussion and competitive presentation of marketing plans.
Develop critical thinking, be prepared to accept criticism and to act on it, develop decision-making skills.
Develop and improve creativity, planning, organizing, problem solving, and team skills.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Principles of MarketingPhilip Pearson978-1-292-26956-6 8th European EditionHard Copy  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class participationCases, readings and exercises in class10%
Marketing test 2 25%
Final project 40%
Attendance 5%
Marketing test 1 20%

-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 cours
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 expected to attend all scheduled class meetings presented in the course outline. Absences, arriving late or leaving early, will reduce your attendance grade.

Participation grade

  • (90-100%): Consistent, high-level involvement in class discussions demonstrated through asking questions, answering questions, offering original comments, and providing evidence of analytical skills and critical thinking.   
  •  (80-89%): Consistent contributions to class discussions primarily through asking questions or answering questions. Some questions or comments consolidate the general theme under discussion. 
  •  (70-79%): Periodic contributions to class discussion. Answers questions or offers commentary only occasionally. Needs to be called upon to participate.  
  • (<70%): Passive member of audience. Very few, and trivial, comments and questions during class. When called on, fails to demonstrate adequate knowledge of the issue raised in the question.

Use of technology in class and Moodle platform

Use of laptops and mobile phones in class is not permitted. You will be notified when you can use your laptop during reviews and group projects. All written communications, announcements, special assignments, and the like will be posted on or sent through Moodle. Students are required to check Moodle frequently so as not to miss any important items. Ignorance shall not constitute justification.

Students are expected to attend all scheduled class meetings presented in the course outline. Since success in the marketing field requires a high level of interpersonal skills, grading to a greater extent that in other classes will be based on active class participation, interaction with the instructor and with the other students, the major emphasis is on the quality of the contribution made and not the quantity. The class participation grade will reflect your preparation, attendance, quality and frequency of participation. 
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

DEFINING MARKETING AND THE MARKETING PROCESS

  • Marketing: Creating Customer Value and Engagement

  • Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships


EXERCISE: Value Proposition


UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

  • Analyzing the Marketing Environment

  • Managing Marketing Information to Gain Customer Insights

  • Consumer Markets and Buyer Behavior

  • Business Markets and Business Buyer Behavior


DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX

  • Customer Value-Driven Marketing Strategy: Creating Value for Target Customers


EXERCISE: Segment’s profile and positioning maps


  • Products, Services, and Brands: Building Customer Value

  • Developing New Products and Managing the Product Life Cycle

  • Pricing: Understanding and Capturing Customer Value

  • Pricing Strategies: Additional Considerations

  • Marketing Channels: Delivering Customer Value

  • Retailing and Wholesaling

  • Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy

  • Advertising and Public Relations

  • Personal Selling and Sales Promotion

  • Direct, Online, Social Media, and Mobile Marketing


EXTENDING MARKETING


  • Creating Competitive Advantage

  • The Global Marketplace

  • Sustainable Marketing: Social Responsibility and Ethics

 

Guest speakers and company representatives will be invited in class (i.e. Google, Dell among others)