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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 301-1"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR: Fall 2014
SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
 HOURS: MW 8:30 AM 9:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: EC 201, MA 208
OFFICE HOURS:
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 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 analyze data and use them for effective decision-making.

Develop both written and oral and persuasive communication skills through 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.
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.
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 understanding of qualitative marketing research techniques.

Demonstrate the ability to write a realistic, coherent market assessment and develop a plan for a target market for a given case study.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Principles of MarketingPhilip Kotler et alPrentice Hall EuropeISBN: 978-0-273-74297-5     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class attendance 10%
Marketing researchStudents will conduct both a primary and secondary 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 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 collecting, evaluating and presenting secondary resources, conducting primary research on the topic assigned and presenting results to the class25%
Mid term examinationExamination 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. 30%
Final examinationStudents will be given cases to review and analyze. Unless authorized, late work will result in a zero (0) not an F. 35%

-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:

Constructive class participation is expected. Unconstructive participation will be discouraged.

Each absence will result in 5% subtracted from your participation grade.

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.
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.
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.
SCHEDULE

1 Sept Introduction to Principles of Marketing

3 Sept Market philosophies

8 Sept Sustainable marketing

10 Sept Stakeholders and environments

15 Sept Strategic planning

17 Sept Customers’ behavior

22 Sept Business Markets

24 Sept Marketing research

29 Sept Marketing research (Ms Livia Piotto)

1 Oct C.R.M.

6 Oct Mid-term review

8 Oct Mid-Term exam

13 Oct Segmentation and positioning

15 Oct Segmentation and positioning

20 Oct Marketing Research: team presentation

22 Oct Marketing Research: team presentation

27 Oct Product and service marketing

29 Oct Products

3 Nov Services

5 Nov Pricing strategy

10 Nov Integrated Marketing Communication

12 Nov Integrated Marketing Communication

17 Nov Distribution channels

19 Nov The Marketing plan (group project in class)

24 Nov The Marketing plan

26 Nov The Marketing plan

3 Dec Final review

Final exam and final presentation: date to be defined