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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Summer Session I 2015
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SYLLABUS
INSTRUCTOR:
Antonella Salvatore
EMAIL: [email protected]
HOURS:
MTWTH 2:00 PM 3:45 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 provides students with an understanding of the process of planning and executing the conception, pricing, promotion, and distribution of goods and services. Major areas: selecting target markets, market positioning, and marketing mix strategy. Skill development in demand/competitive analysis, value creation, teamwork, and effective communication. Teaching methodology is case study-based and group work is emphasized.
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SUMMARY OF COURSE CONTENT:
Introduction to Marketing
Micro and macro-environments: forces affecting companies and their decision making
SWOT analysis
Positioning and segmentation
Consumers' buying behavior
Competition analysis
Industry analysis: Porter's five forces
Marketing research
Marketing mix: product, price, promotiong and place
Product and its life cycle
Pricing strategies
Communication strategies
Distribution channels, intermediaries
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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 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.
Learn how to conduct a competitive analysis, analyze environmental trend, forecast changing market demand and develop competitive marketing strategies.
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Principles of Marketing | Philip Kotler et al | Prentice Hall | 978-0-273-74297-5 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class attendance | | 10% |
| Participation: class discussion and company cases | | 10% |
| Mid-term exam | | 35% |
| Final presentation | Group project | 45% |
-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
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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 to Principles of Marketing
Market philosophies
Sustainable marketing. Stakeholders map.
Stakeholders and environments
Strategic planning
Customers’ behavior.
Marketing research
Segmentation and positioning
C.R.M.
Products
Services: Differences between products and services.
Pricing strategies
Integrated Marketing Communication
Distribution channels
Managing Intermediaries
The Marketing plan
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