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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 301"
COURSE NAME: "Principles of Marketing"
SEMESTER & YEAR:
Summer Session I 2016
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SYLLABUS
INSTRUCTOR:
Charles Schewe
EMAIL: [email protected]
HOURS:
MTWTH 11:00 AM 12:45 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:
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 marketing research, gathering data for effective
decision-making and will develop their ability to evaluate gaps in needed data.
In this course, students will begin
to learn how to conduct a competitive analysis, analyze environmental trends,
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 use of the University’s writing and math labs.
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LEARNING OUTCOMES:
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Demonstrate an understanding of
basic marketing concepts, theories and principles and how they may be applied
to both macro and micro-environments.
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Demonstrate understanding
information gathering techniques and how important it is to intimately know
what motivates consumers.
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Fully understand the 4 Ps of
marketing: product, price, place and promotion.
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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 | Philip Kotler et al, | Prentice Hall Europe | 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 |
Attendance | | 10% |
Participation, company cases, exercises | | 10% |
Mid term exam | | 40% |
Final exam | | 40% |
-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 cours 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. Class attendance is
absolutely mandatory and critical to the success of class discussions. After
the first two unexcused absences, the students will lose the equivalent of 5
examination points for the each successive absence. 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. -
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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 Nature of Marketing
Strategic planning and Marketing Management
Marketing and Its Environment
Marketing Strategies
Marketing Information Gathering and Research
Consumer Behavior
Mid-Term Exam
Segmentation and Positioning
Products and services.
Pricing strategies
Distribution channels
Integrated Marketing Communication.
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