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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-2"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Fall Semester 2012
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SYLLABUS
INSTRUCTOR:
Salvatore Antonella
HOURS:
TTH 16:30-17:45
TOTAL NO. OF CONTACT HOURS:
CREDITS:
3
PREREQUISITES:
Prerequisites: EC 201, MA 208
OFFICE HOURS:
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COURSE DESCRIPTION:
The basic purpose of this course is to provide students with a basic understanding of the marketing concepts and theories, the marketing strategy and the marketing process. Specifically these are:
Develop a framework for market-led thinking.
Develop an understanding of a firm’s motivations and options for market-led expansion
Develop ability to use Market Audits, Consumer learning models and Product –life cycle theories.
Develop a positioning map, do segment profiles, 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.
Explore how to acquire data and how to use the data for effective decision making.
Develop both written and oral and persuasive communication skills through oral presentations, case analysis and discussion and competitive presentation of marketing plans.
Develop critical thinking, be prepared to accept criticism and to act on it, develop decision making skills.
Develop and improve creativity, planning, organizing, problem solving, and team skills.
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SUMMARY OF COURSE CONTENT:
This course will give students a broad 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 analyse 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 implement market and competitive audits, 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:
Demonstrate an understanding of basic marketing concepts and theories and how they may be applied to both the macro and micro environments.
Demonstrate awareness of qualitative marketing research techniques.
Demonstrate familiarity with the elements of the marketing offer
Demonstrate the ability to write a realistic, coherent market assessment and develop a plan for a target market for a given case study.
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Principles of Marketing | Philp Kotler et al. | Pearson | 978 0273 71156 8 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class Attendance | <p style="text-align: justify; margin: 6pt 0in 3pt;"><span style="font-family: times new roman, serif; font-size: 14pt;">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<b><i>.</i></b></span></p> | 10 |
| Market Intelligence | <p style="text-align: justify; margin: 6pt 0in 0pt;"><span style="font-family: times new roman, serif; font-size: 14pt;">Students will conduct a primary research. In learning about how market research is conducted, students will be asked to read up on intelligence gathering methods, participate in the exercise, carry out observation research, and prepare a short presentation. Grade will be determined both by the student’s own contribution, as well as the team's effort in gathering, evaluating and presenting secondary resources, conducting primary research on the topic assigned and presenting results to the class</span></p> | 15 |
| Mid Term Exam | <p style="text-align: justify; margin: 6pt 0in 0pt;"><span style="font-family: times new roman, serif; font-size: 14pt;">Examination may include essay questions, cases, references to cases studied in the course. Full credit for essay questions will depend on the development and quality of the student’s argument, the depth of the discussion of relevant marketing principles and theories, the ability to use appropriate marketing terminology, the inclusion of relevant examples from cases or exercises studied in class, as well as the overall quality of the student’s written English. </span></p> | 25 |
| Marketing Plan | <p style="text-align: justify; margin: 6pt 0in 0pt;"><span style="font-family: times new roman, serif; font-size: 14pt;">throughout the course students will be given cases to review and analyze. Unless authorized, late work will result in a zero (0) not an F. </span></p> | 20 |
| Final Exam | <span style="font-family: times new roman, serif; color: black; font-size: 14pt;">Examination may include essay questions, cases, references to cases studied in the course. Full credit for essay questions will depend on the development and quality of the student’s argument, the depth of the discussion of relevant marketing principles and theories, the ability to use appropriate marketing terminology, the inclusion of relevant examples from cases or exercises studied in class, as well as the overall quality of the student’s written English. </span> | 30 |
-ASSESSMENT CRITERIA:
Letter grades awarded for this course will normally correspond to the following numerical scores:
A (94-100 points); A- ( 90-93); B+ ( 87-89 points); B (84-86 points); B- (80-83 points); C+ ( 77-79 points); C (74-76 points); C- ( 70-73 points); D+ (67-69 points); D ( 64-66 points); D- (60-63 points); F ( 59 points or less).
Grading Criteria
A Work of this quality directly addresses the question or problem raised and provides coherent well structured persuasive arguments, displays an extensive knowledge of relevant information or content as well as its application. 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 evaluate theory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference 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 or confused.
-ATTENDANCE REQUIREMENTS:
Constructive class participation is expected. Unconstructive participation will be discouraged.
More than three absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.
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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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The concepts
The marketing concept
The marketing process
Needs and wants
The value proposition
Customer relationship management
Sustainable marketing
Social criticisms of marketing
Consumer movements
Environmentalism
Strategic marketing
Strategic planning
The strategic plan
The marketing plan
The marketing environment
Companies’ macro and micro-environment
Consumer markets
Consumers’ behavior
Consumers’ decision process
Buying behaviors
Business to business markets
Marketing research
Relationship marketing
Segmenting and positioning
Market segmentation
Market targeting
Differentiation and positioning
Positioning map
Competition strategies
Competitive analysis
Competition strategies
Product
Product and branding strategies
Product life cycle
New product development
Service marketing
Price
Pricing objectives
Pricing strategies
Communication
I.M.C, Integrated marketing communications
Advertising
Public relations
Personal selling
Sales promotions
Distribution
Marketing channels
Logistics
Supply chain
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