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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-3"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Spring Semester 2012
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SYLLABUS
INSTRUCTOR:
Fuller Susan
EMAIL: [email protected]
HOURS:
TTH 16:00-17:15
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: EC 201, MA 208
OFFICE HOURS:
Before or after class, by appointment
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COURSE DESCRIPTION:
The basic
purpose of this course is to provide students with a basic understanding of
marketing concepts and strategy and the marketing process. Specifically these
are:
1. Develop a framework for
market-led thinking.
2. Develop an understanding
of a firm’s motivations and options for market-led expansion
3. Develop ability to use
Market Audits, Consumer learning models, and Product –life cycle theories, to
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.
4. Explore acquisition and
sources of market information, both public and proprietary, and use them to
evaluate market potential and the delivered added value of market
offers.
5. Through a marketing
computer simulation students will have a hands-on experience using marketing
tools to understand the need to adapt marketing strategy and tactics to achieve
marketing objectives. Students gain knowledge about the new product development
process, market segmentation and targeting and related adjustments to product,
place, price and promotion variables to achieve their positioning strategy.
Success in delivering value to both the firm and its target markets is measured
by Return on Marketing Investments ROMI.
6. Develop both written and
oral informative and persuasive communication skills through article
presentations, case analysis and discussion and competitive presentation of
marketing plans.
7. Develop critical thinking
and decision making skills through competing in a computer simulated market
simulation.
8. Develop and improve
creativity, planning, organizing, problem
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SUMMARY OF COURSE CONTENT:
As
a core course for the Marketing and Business Administration majors and is
designed to give the student a broad appreciation of the fundamentals of the
strategic marketing planning process including: methods and tools of market
assessment, customer segmentation analysis, development of the value
proposition, 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 may expect to spend a significant amount of time in
reading course materials and learning to analyze and discuss case studies. A
computer simulation is used to help students learn to choose and apply market
research to formulate market propositions and to use financial tools to assess
market results over time. The simulation requires students to scan market
segments for changes in product/service demand, shopping habits to create and
improve sustainable and competitive value propositions.
Fostering
a sustainable environment (one committed to delivering value for both buyers and
sellers over the long term), is an important goal for this course is based on
the student’s ability to apply the Marketing Concept philosophy, one which is
built on effective intelligence gathering which is used identify and evaluate
gaps: key opportunities and threat present in both the macro and micro business
environments. In this course, the student will begin to learn how
to implement market and competitive audits, analyze environmental trend,
forecast changing market demand and develop competitive marketing strategies.
This
course requires both understanding of (knowledge and insight), as well as the
ability to apply (skill) marketing
principles to improve managerial decision making. Students should find this
course both stimulating and challenging. Throughout this course,
students will be required to develop and improve their ability to organize and
plan work both on an individual as well as a team basis. Success
of class discussions, written work (including exam papers) and oral
presentations depend on strong persuasive argumentation. Students
needing assistance in organizing their arguments (quantitatively and
qualitatively) are invited to make good use of the University’s writing and math
labs.
Constructive
class participation is expected. Unconstructive participation will be
discouraged.
The pace of
this course will be brisk and success will depend on the student’s ability to
effectively plan his/her time. Each class session’s material will build on
previously discussed topics. Students who complete all assigned work prior to
each class session and periodically review material already covered, may expect
to receive a C or better in the course.
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LEARNING OUTCOMES:
By the end of the course, students are expected :
1. To demonstrate an
understanding of basic marketing concepts and theories and how they may be
applied to business environments.
2. To demonstrate awareness
of qualitative marketing research techniques and be able to assess their
suitability for exploring and defining research problems facing marketers.
3. To demonstrate, through a
computer simulation, the ability to manage a budget, evaluate and select
profitable long-term target markets, develop a profitable pricing strategy
and effectively differentiate and position the marketing mix and
achieve a minimum target ROMI of 1.0.
4. To demonstrate
familiarity with the design elements of the marketing offer and the role and
effect such Buyer Readiness, Stage of Product Life Cycle, Cultural Values, and
Type of Adopter have on each element’s ability to synergistically deliver more
value than competitors to target buyers while achieving marketing objectives
of a specified firm.
5. To demonstrate the
ability to write a realistic, coherent market assessment and develop a plan for
a target market for a given case study.
6. Be prepared to
listen, prepared to share ideas, prepared to accept criticism and to act on it,
prepared to help others in the team - even if it is not their immediate role,
and prepared to accept others, to question, be questioned and to be persuaded by
different views, opinions and ideas.
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TEXTBOOK:
Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
Principles of Marketing 5th European Edition | Philip Kotler et al | Prentice Hall Europe | 978-0-273-74327-9 | | | | | |
Marketing Game! | C. Mason & W.D. Perreault, Jr. | Boston, Irwin, 2002 | 0-256-13988-1 B | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
Market Planning (exercises 6 and 8) | Market Planning
Phases 1 and 2 Secondary and Primary Research Worth 20 percent
A team/individual activity that involves collecting secondary and
primary market research. Students will be required to gather;
intelligence on the JCU market demand for various products and services.
Teams will use different research methods to gather primary data and
will make a short presentation of the method used, results of data
mining and; and critical evaluation of the intelligence gathering
experience.
Grades will be determined both by individual contributions, as well as
the team's overall performance in gathering, evaluating and presenting
secondary resources, conducting primary research on the target market
assigned and presenting results to the class using effective
communication tools such as PowerPoint slides, handouts, exhibits,
in-class demonstrations.
Data collected should provide insight and data for segment profiles
(benefits sought, buying behavior, usage, and buyer readiness) as well
as a value proposition gap assessment.
Phase 3 Marketing Plan Worth 20 percent.
he final course project is the creation of a marketing plan based on
data collected in phases 1 & 2. Students are required to apply
all tools and models learned throughout the course.
Please note. Unless authorized, late work will result in a zero (0) not;
an F (1-59%). If you are having any problems contact your instructor at
least 24 hours in advance by phone and/or e-mail. (see course syllabus
in MKT 301 MYJCU) | 40 % (each exercise worth 20 %) |
Marketing Computer Simulation | Each student is assigned a firm to manage in a designated industry
made up of four competing firms.Decisions are normally made weekly for a
total of 5 (five) periods (decisions). The goal is to learn how to use
both qualitative and quantitative data to create an improved and more
profitable value proposition for a chosen target market. The goal is to
effectively differentiate the marketing position, using a revised
marketing mix, and achieving a minimum marketing MROI of 1.0 ( 75%) for
your firm.
Please note that spreadsheets are used extensively in this exercise and
that once normally one class per decision will be held in the Tiber
Computer Lab. | 10% |
Midterm and Final Exam | There will be two exams (a midterm 15% and final exam 30%.) Examinations
are in essay format referring to cases, exercises, readings,
simulations etc. studied in the MKT 301 course. Full credit for essay
questions will depend on the development and quality of your argument,
the depth of your discussion of relevant marketing principles and
theories, your ability to use appropriate marketing terminology , your
inclusion of relevant examples from cases or exercises studied in class,
as well as the overall quality of your written English.
Make-up exams will only be administered in accordance with established
university police (see University catalog). | 45% |
Class participation / attendance | 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 with the major
emphasis on the quality of the contribution made and not the quantity
Students who come to class with the intention of being a "spectator",
may expect to see their final course grade lowered by as much as 5%.
In marketing, we study the exchange process, which requires
understanding and meeting customer expectations (in this case your
instructor's). In MKT 301 at JCU, students are expected to take an
active part in course "exchanges."This means: be creative! Pay
particular attention to "packaging" yourself as well as your work so
that you succeed in exceeding customer expectations and "delighting"
your customer! Students have any difficulties in fulfilling this
requirement, are requested to speak with the instructor early on in the
course. | 5% |
-ASSESSMENT CRITERIA:
Assessment Guidelines for assigning main letter grades: A, B, C,D, and F.
A: Work of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensiveknowledge 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.
B: This 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.
C: This is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
D: This 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.
F: This 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:
Attendance/Participation:
No absence 100%; One absence
90% Two absences 60% Three absences 0%. More than three absences may
results in up to 10
percent being subtracted from your final grade, and you may be
asked to withdraw from the course.
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Please refer to the university
catalog for the attendance and absence policy |
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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 Topics: Markets , Demand and Value Cases: 1 Exercises: 1 &2 Readings: 1
Week 2 Topics: Marketing Strategies Cases: 2 &3 Exercises: 3 & 4 Readings: 5
Week 3 Topics: Consumer Markets Cases: 4 Exercises: 5 &6 Readings: 2 Simulation: Budgetig exercise
Week 4 Topic: Marketing Research Execute Exercise 6 Readings 2 Presentation 1
Week 5 Topic: Market Segmentation Exercise 7 begins Presentation 1
Week 6 Topic Differentiation Strategies Readings 6 Simulation Level 1
Week 7 Topic: Review and EXAM 1
Week 8 Topic Product/Service Strategies Simulation Level 1
Week 9 Pricing Strategies Simulation Level 1
Week 10 Communication Strategies Simulation Level 2
Week 11 Distribution Strategies Simulation Level 2
Week 12 Field Work
Week 13 Marketing Plan Presentation
Week 14 Review and submit final written plan
FINAL EXAM
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