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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-1"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Spring 2024
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SYLLABUS
INSTRUCTOR:
Alessandro Feri
EMAIL: [email protected]
HOURS:
TTH 4:30 PM 5:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: EC 201, MA 208
OFFICE HOURS:
To be scheduled upon students' request
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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.
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SUMMARY OF COURSE CONTENT:
The course offers at first an overview of the marketing function, its importance to strategic decision making in business, and its practical relation to other functions within the organization and in the external environment. The course requires both the comprehension and the ability to apply marketing principles and theories for managerial decision making. Students explore how marketers analyze and segment markets, select certain segments to “target” and then position their products and services to respond to the needs of those segments. They investigate the challenges involved in the design of the "Marketing Mix", including researching, creating, promoting, pricing and distributing products to target customers. The course also touches upon the impact of globalization, new technologies, as well as ethical and social responsibilities in the marketing process.
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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
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TEXTBOOK:
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REQUIRED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Principles of Marketing (2021) | Philip T. Kotler & Gary Armstrong | Pearson | ISBN 9781292341132 | | 18th Global Edition |
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Midterm exam | A set of questions to assess your grasp of the course materials and identify areas you need to work on. | 20% |
| End term group presentation | Group presentation (20 minutes + 5 minutes Q&A). Formulate a marketing strategy for an organization (TBS). | 30% |
| Final exam | Closed book examination. | 30% |
| Class attendance and participation | Class attendance is mandatory and critical to the success of class discussions. Participation will be assessed based on active contributions, questions, comments and reflections. | 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 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 mandatory and critical to the success of class discussions.
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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.
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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.
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SCHEDULE
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Week 1 Introduction to the Module and Assessments
Week 2 Marketing Strategy: Value, Engagement and Relationships
Week 3 Marketing Environment
Week 4 Consumer Behavior
Week 5 Creating Value for Target Customers
Week 6 Midterm exam
Week 7 Product Mix
Week 8 Integrated Marketing Communication
Week 9 Brands and Branding
Week 10 Sustainable Marketing: Social Responsibility and Ethics
Week 11 Pricing Considerations
Week 12 Marketing Channels
Week 13 Group presentations
Week 14 Exam preparation
Week 15 Final exam
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