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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-3"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Fall 2024
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SYLLABUS
INSTRUCTOR:
Angelo Baccelloni
EMAIL: [email protected]
HOURS:
TTH 3:00 PM 4:15 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: EC 201, MA 208
OFFICE HOURS:
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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:
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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LEARNING OUTCOMES:
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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TEXTBOOK:
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class participation | | 10% |
| Midterm exam | | 20% |
| Group project | | 30% |
| Group project presentations | | 10% |
| Final exam | | 30% |
-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:
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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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 |
Topics |
Reading |
| 1 |
Marketing: Creating and Capturing Customer Value |
Chapter 1 |
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Marketing: Creating and Capturing Customer Value |
Chapter 1 |
| 2 |
Marketing Strategy |
Chapter 2 |
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Analyzing the Marketing Environment |
Chapter 3 |
| 3 |
Consumer Markets and Consumer Buyer Behavior |
Chapter 5 |
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Consumer Markets and Consumer Buyer Behavior |
Chapter 5 |
| 4 |
Company Case |
Chapter 5 |
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Customer-Driven Marketing Strategy |
Chapter 7 |
| 5 |
Customer-Driven Marketing Strategy |
Chapter 7 |
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Company Case |
Chapter 7 |
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Products, Services, and Brands |
Chapter 8 |
| 6 |
Products, Services, and Brands |
Chapter 8 |
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Company Case |
Chapter 8 |
| 7 |
Midterm Exam |
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New Product Development and Product Life-Cycle Strategies |
Chapter 9 |
| 8 |
New Product Development and Product Life-Cycle Strategies |
Chapter 9 |
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Company Case |
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| 9 |
Pricing |
Chapter 10 |
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Company Case |
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| 10 |
Marketing Channels |
Chapter 12 |
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Integrated Marketing Communications |
Chapter 14 |
| 11 |
Integrated Marketing Communications |
Chapter 14 |
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Company Case |
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| 12 |
Sustainable Marketing: Social Responsibility and Ethics |
Chapter 20 |
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Sustainable Marketing: Social Responsibility and Ethics |
Chapter 20 |
| 13 |
Company Case |
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Team presentations |
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| 14 |
Pre-assessment and exam preparation |
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