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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-2"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Spring 2025
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SYLLABUS
INSTRUCTOR:
Tetyana Kholod
EMAIL: [email protected]
HOURS:
MW 6:00 - 7:15 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:
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:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Principles of Marketing (2021) | Philip T. Kotler & Gary Armstrong | Pearson | ISBN 9781292341132 | TXT HF5415 .K636 2021 | 18th Global Edition | Ebook | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| In-class quiz | Students will take short quiz 4 times during the semester (5% each) of which the lowest score will be dropped | 15% |
| Case Study | | 10% |
| Class Participation | Active class participation will be recorded each class and will be calculated in the end of the semester based on the top participation in the class. | 20% |
| Final Exam | Closed book written examination | 15% |
| Group Project Presentation | Students have to develop a marketing plan and present it at midterm (15%) and in the end of the semester (25%) | 40% |
-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. Each missed class will result in 1 point deducted from the final grade (please, check the procedure to ask for the excused absence through the Dean's Office).
You can miss 3 classes without any excuse and still get a full attendance. In case you are still within the 3 allowed absences you do not need to ask for the excuse from the Dean as it will be counted as absence in any case (excused or not).
7 or more absences may result in the Failing grade for the class as at that point the learning objectives of the class will not be considered reached.
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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 Course and Assessments
Week 2 Marketing Strategy: Value, Engagement and Relationships
Week 3 Marketing Environment. Quiz1
Week 4 Consumer Behavior
Week 5 Creating Value for Target Customers. Quiz2
Week 6 Midterm presentations
Week 7 Product Mix.
Week 8 Integrated Marketing Communication.
Week 9 Brands and Branding. Quiz3
Week 10 Sustainable Marketing: Social Responsibility and Ethics.
Week 11 Pricing Considerations. Case Study assignment.
Week 12 Marketing Channels. Quiz4
Week 13 Group presentations
Week 14 Exam preparation
Week 15 Final exam
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