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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-5"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Fall 2025
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SYLLABUS
INSTRUCTOR:
Emilio Foxell
EMAIL: [email protected]
HOURS:
MW 10:00 AM 11:15 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: MA 208, MGT 301
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.
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.
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LEARNING OUTCOMES:
The aim of the course is to provide students with an understanding of marketing concepts and theories, the marketing process and marketing strategy. Specifically, students will learn and practice the following skills.
Develop a marketing framework and a market-led approach.
Develop marketing approaches taking account of product life-cycle theories.
Develop the ability to use Market Audits, Consumer learning models.
Develop the use of segmentation, targeting and positioning, consumer profiles.
Analyze the micro and macro environments in which firms compete using frameworks and models to identify demand threats and opportunities that a firms should take into consideration when developing strategies and adapt to change.
Explore methods of data-acquisition used in marketing and communications.
Develop written and oral and persuasive communication skills through presentations, case analysis, discussions and presentations.
Develop critical thinking, through learning from good practice but also to be prepared to critique the actions of firms in a case-study context.
Develop and improve decision-making skills and problem-solving, the capacity for creativity and innovation, planning, organizational and team skills.
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Principles of Marketing, Global Edition, 19th edition | Kotler | Pearson Higher Ed, 2023 | 978-1-292-34113-2 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class participation | Cases, readings and exercises in class | 10% |
| Marketing test | | 20% |
| Mid-term exam | | 30% |
| Final exam | Group project, individual grade | 35% |
| Attendance | | 5% |
-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:
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.
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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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Introduction: What is Marketing
The product and its life cycle
Segmentation, Targeting and Positioning (positioning maps)
The 4Ps and the Marketing Mix
Branding and Brand Identity
Marketing and Sustainability
Creativity and innovation in market led new product development
Marketing Test (20% of final grade)
Marketing Information Research
Consumer Behavior
Retail Marketing and Marketing Channels
Advertising and Promotion
Pricing and Positioning
Market Segmentation and Luxury
Product Marketing and Packaging
Marketing Examination (30% of final grade)
Marketing Plan
Work on your final project
Final Project Presentation
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