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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 301-3"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR: Spring 2016
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:
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.
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 al.Prentice Hall Europe978-0-273-74297-5     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class attendanceStudents 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.10%
Marketing researchStudents 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 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 examinationFinal exam will be comprehensive. 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 written English. 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.

More than two absences may result in up to 10 percent being 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

Introduction to Principles of Marketing

Stakeholders and environments: P.E.S.T.E.L. analysis, micro and macro-environment

How to build a stakeholder map

Strategic planning: S.W.O.T. analysis, marketing strategies, growth strategies





Consumers’ buying behavior

Business Markets

Marketing research : how to conduct a marketing research

Primary and secondary research

C.R.M., Customer Relationship Management

Segmentation and positioning: how to segment the market

Segment's profile

Positioning map: how do customers perceive companies?

Products and services marketing

Pricing strategies

Integrated Marketing Communication

Distribution: direct distribution and indirect distribution.



The role of intermediaries in marketing

The Marketing plan