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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301-2"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Fall 2015
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SYLLABUS
INSTRUCTOR:
Susan Fuller
EMAIL: [email protected]
HOURS:
TTH 4:30 PM 5:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: EC 201, MA 208
OFFICE HOURS:
On Tuesday and Thursday Afternoons, by appointment
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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:
The basic purpose of this course is to provide students with a basic understanding of marketing concepts, strategy and the marketing planning process. Specifically these include:
1. Developing a framework for market-led thinking.
2. Developing an understanding of a firm’s motivations and options for market-led expansion
3. Developing the ability to implement 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 as well as opportunities that a firms should take into consideration when developing strategies that enable it to effectively adapt to change.
4. Explore 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 gain hands-on experience using marketing tools to understand the need to adapt marketing strategy and tactics to achieve marketing objectives. Students learn the new product development process, how to effectively segment and target profitable markets and adjust 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 level of profits and Return on Marketing Investments ROMI.
6. Developing written and oral informative and persuasive communication skills through article presentations, case analysis and discussion and competitive presentation of marketing plans.
7. Improving critical thinking and decision making skills through competing in a computer simulated market simulation and designing a client oriented marketing plan.
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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 6th European Edition | Kotler, Philio 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 |
| Market Plan (Graded Assignment, three parts) | Marketing Plan (Worth 30 % of course grade)
Phases 1 and 2 (Worth 15% of Course Grade) Exploratory Research
This team/individual activity involves collecting secondary and primary market data. Teams will be required to gather intelligence on the JCU market demand for various local 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. Critical evaluation of the intelligence gathered is an important input for a marketing plan. 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 and Presentation ( Worth 15% of Course Grade).
The final course project is the creation of a marketing plan based on data collected in phases 1 & 2. Student Teams are required to apply all tools and models learned throughout the course to design and present a new improved value proposition for a selected target market.
Please note that unless authorized, late work will result in a zero (0) not; an F (1-59%). Any student/team having problems should contact the instructor at least 24 hours in advance of assignment by email. | 30% |
| Computer market simulation | Assists the student in learning how to use both qualitative and quantitative data to design improved, profitable, and sustainable value propositions for chosen target markets. The goal is to effectively differentiate the market offer, over time, through revised marketing mixes, to achieve a minimum marketing MROI of 1.0 ( 75%) for your firm. Please note that Excel spreadsheets are used extensively in this exercise for cost management. Normally one class per decision will be held in the Tiber Computer Lab where students work independently on assessing segment and competitive behavior. | 10% |
| Midterm and Final exams | There will be two exams (a midterm 15% and a 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 written arguments, the depth of the discussion of relevant marketing principles and theories, your ability to use appropriate marketing terminology , inclusion of relevant examples from cases or exercises studied in the course, as well as the overall quality of English composition. Make-up exams will only be administered in accordance with established university police (see University catalog). | 45% |
| Class participation (10%) / attendance (5%) | The course is structure as a learning lab, as such all 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 than 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 5-10%. As marketing studies the value exchange process, students are expected to learn what and exceeding customer expectations (in this case your instructor's) really means.
In MKT 301 at JCU, students are expected to take an active part in the course's "value exchanges."This means: be creative! Pay particular attention to details such as "packaging" yourself as well as your work so that you succeed in exceeding expectations and "delighting" your target market! Any student have any difficulties in fulfilling this requirement, is requested to speak with the instructor early on in the course. | 15% |
-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 cou
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:
No absence 100%; One unexcused absence 90% Two absences 60% Three unexcused absences 0%. More than three unexcused absences may results in up to 10 percent being subtracted from a student's final grade. With four or more absences, the Instructor reserves the right to request a student to withdraw from the course.
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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:Concepts: Markets Text: Chapter 1 - Demand and Perceived Value: Exercises: Moodle Readings
Week 2 Topics: Marketing Strategy, Text Chapters 2 & 3, Case: Exercises: Moodle Readings:
Week 3 Topics: Understanding Customers and Consumer Markets Chapter 4 , 5 & 7 Cases: Exercises: Moodle Readings:
Week 4 Topic: Segmentation and profiling TMG Text Moodle Readings ** note this week includes a make-up compulsory Friday class for Thanksgiving holiday.
Week 5 Topic: Intelligence gathering Text Chapter 8 Presentation Marketing Research Methods review
Exam Review
Week 6 Topic EXAM 15% Product/Service/ Image Product Strategies Text chapter 9
Week 7 Topic: Value Propositions Text Chapters 10,11, Differentiation Strategies Moodle Readings Simulation Level 1
Week 8 Topic Pricing Strategies Simulation Level 1
Week 9 Communication Strategies Text chapters 14, 15, 16 & 17Simulation Level 2
Week 10 Distribution Strategies Text Chapters 12 & 13 Simulation Level 2
Week 11 Global Strategies Text Chapters 18,19 & 20 Simulation Level 2
Week 12 Marketing Plan Team consultations
Week 13 Oral Presentations of Team's Marketing Plan
Week 14 Review
FINAL EXAM 30%
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