| SYLLABUS INSTRUCTOR: Paolo Cellini EMAIL: paolo.cellini@johncabot.edu HOURS: MTWTH 9:00 AM - 10:50 AM TOTAL NO. OF CONTACT HOURS: 45 CREDITS: 3 PREREQUISITES: Prerequisites: EC 201, MA 208 OFFICE HOURS: 9-11 | ||||||||||||||||||
| COURSE DESCRIPTION: 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. Other topics include consumer behavior, marketing research and consumer insights, promotions, pricing, and e-marketing. Students will be able to analyze opportunities and threats in both the macro and micro-environments. In this course, students will begin to learn how to conduct a competitive analysis, analyze environmental trend, and develop competitive marketing strategies. | ||||||||||||||||||
| SUMMARY OF COURSE CONTENT: Course Description 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 gather 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 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. Course Objectives 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 and quantitative analysis. -Analyze data market and industry using quantitative methods. -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 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 it 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. 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. -Demonstrate how companies develop relationships with customers. -Improve their written and oral presentation skills. Students who have successfully completed the course will be able to present their ideas effectively and persuasively, supporting them with strong arguments and engaging with their audience. -Develop decision-making skills. -Develop quantitative skills.
Syllabus July 3 Introduction : What is Marketing July 4 Markting Function Case 1: Apple Inc. July 5 Segmentation and Targeting Case 2: Nike July 6 Marketing Strategy Case 3: Coca-Cola: July 10 Ethics and Social Responsibility Case 4: Patagonia: July 11 Marketing Examination (30% of your final grade) July 12 Marketing Information Research Case 5: Amazon July 13 Consumer Behavior Case 6: Starbucks: July 17 Start working on the project July 18 Positioning Case 7: Tesla: July 19 Branding Case 8: Google: July 20 Product Marketing Case9: GoPro: June 24 Marketing test (20% of your grade) July 25 Pricing Strategies Case 10: Zara: July 26 Place: Distribution Channels Case 11: Walmart: July 27 Promotion Case 12: Red Bull: July 31 Marketing Globally Case 13 McDonald’s August 1 Marketing Plan Case 14 Airbnb: August 2 Work on your final project August 3 Final Project Presentation | ||||||||||||||||||
| 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. -Demonstrate how companies develop relationships with customers. -Improve their written and oral presentation skills. Students who have successfully completed the course will be able to present their ideas effectively and persuasively, supporting them with strong arguments and engaging with their audience. -Develop decision-making skills. -Develop quantitative skills. | ||||||||||||||||||
TEXTBOOK:
| ||||||||||||||||||
REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| ||||||||||||||||||
| GRADING POLICY -ASSESSMENT METHODS:
-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 ____________ | ||||||||||||||||||
| 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 | ||||||||||||||||||
Syllabus July 3 Introduction : What is Marketing July 4 Markting Function Case 1: Apple Inc. July 5 Segmentation and Targeting Case 2: Nike July 6 Marketing Strategy Case 3: Coca-Cola: July 10 Ethics and Social Responsibility Case 4: Patagonia: July 11 Marketing Examination (30% of your final grade) July 12 Marketing Information Research Case 5: Amazon July 13 Consumer Behavior Case 6: Starbucks: July 17 Start working on the project July 18 Positioning Case 7: Tesla: July 19 Branding Case 8: Google: July 20 Product Marketing Case9: GoPro: June 24 Marketing test (20% of your grade) July 25 Pricing Strategies Case 10: Zara: July 26 Place: Distribution Channels Case 11: Walmart: July 27 Promotion Case 12: Red Bull: July 31 Marketing Globally Case 13 McDonald’s August 1 Marketing Plan Case 14 Airbnb: August 2 Work on your final project August 3 Final Project Presentation | ||||||||||||||||||
- Instructor: Paolo Cellini