BU.410.320.xx –Principles of Marketing –Instructor’s Name-Page 1 of 6
/Principles of Marketing
3CreditsBU.410.320.xx
Class Day/Time & Start/End date
Semester
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Instructor
Full Name
Contact Information
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Office Hours
Day/s Times
Required Text and Learning Materials
Kotler, Philip, Armstrong, Gary. Principles of Marketing: 13th Edition, Upper Saddle River, New
Jersey: Prentice Hall, 2010. (Please note: the latest edition of the textbook will be adopted if there is one available. Please check out our online bookstore for most updated textbook information As of 12/19/2011, the latest version is 14thedition. ISBN: 9780132167123)
Note: Audio Book is available to be downloaded from and on ITunes University
This book is one of the leading references in usetoday with a very high “keep” ratemany students take this book to their job rather than sell it at the end of the semester.
Readings:
It is strongly recommended that all students regularly read the Wall Street Journal, Fortune, and Business Week all of which are available electronically through the JHU library. I urge you to direct our attention to any material you come across which would be of interest to the class.
Blackboard Site
A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at Support for Blackboard is available at 1-866-669-6138.
Course Evaluation
As a research and learning community, the Carey Business School is committed to continuous improvement. The faculty strongly encourages students to provide complete and honest feedback for this course. Please take this activity seriously because we depend on your feedback to help us improve so you and your colleagues will benefit. Information on how to complete the evaluation will be provided towards the end of the course.
Disability Services
Johns Hopkins University and the Carey Business School are committed to making all academic programs, support services, and facilities accessible. To determine eligibility for accommodations, please contact the Carey Disability Services Office at time of admission and allow at least four weeks prior to the beginning of the first class meeting. Students should contact Rachel Hall in the Disability Services office by phone at 410-234-9243, by fax at 443-529-1552, or email: .
Important Academic Policies and Services
- Honor Code
- Statement of Diversity and Inclusion
- Tutoring
- Carey Writing Center
- Inclement Weather Policy
Students are strongly encouraged to consult the Johns Hopkins Carey Business School Student Handbook and Academic Catalog and the School website detailed information regarding the above items.
Course Description:
Why do some products fail in the marketplace while others succeed? The answer often lies in marketing—understanding and meeting the needs of the consumer. Students in this course examine strategies for successfully targeting markets and positioning products as they apply the four elements of marketing: developing product lines, determining pricing strategies, selecting appropriate distribution channels, and designing promotional strategies. Participants learn the steps in designing a marketing plan that incorporates these concepts.
Course Overview:
The Principles of Marketing course in the Johns Hopkins University’s Carey Business School program is designed for Students to gain knowledge about the characteristics of, and applications of all aspects of marketing; including but not limited to consumer and business buying decision behavior, marketing segmentation, targeting, the distinctions between product and service strategies, differentiation/positioning strategies, and sales channels, customer service, and more.
General undergraduate competencies will be introduced or reinforced as follows:
- Ability to write and speak proficiently; function effectively as a team member
- Application of critical thinking skills to analyze situations and issues
- Ability to locate, evaluate and use information to solve problems
Student Learning Objectives for This Course
All Carey graduates are expected to demonstrate competence on four Learning Goals, operationalized in eight Learning Objectives. These learning goals and objectives are supported by the courses Carey offers. For a complete list of Carey learning goals and objectives, please refer to the website
The learning objectives for this course are:
- Become familiar with the range of decisions implicit in strategic marketing management and planning, and develop skill in using a variety of analytical frameworks for making such decisions.
- Demonstrate an understanding of how markets contrast in terms of their characteristics, their stages of development, and the nature of their competition.
- Develop skills in a variety of marketing management tools, ranging from new product entry strategy to product life-cycle management.
- Understand the market planning process.
- Identify and implement team management strategies and tactics in project work.
Attendance PolicyandParticipation
Attendance and participation are 10%of your course grade. Participants are expected to attend all scheduled class sessions. Each class will include opportunities for teams to work together. Failure to attend class will result in an inability to achieve the objectives of the course. Excessive absence will result in loss of points for team participation. Full attendance and active participation are required for you to succeed in this course. This emphasis reflects the fact that students can always learn from interactions with each other, since they are sharing their own experiences in addition to those of the instructor.
Assignments
- Homework Assignment #1 Mission Statements: 5 Points
This assignment is due Class #2 [Date]. Details may be found on Blackboard.
- Mid Term Exam: 30 Points
There will be one exam for this course. The exam will be a mid-term exam divided into two components. Part I will be provided as a take home component and Part II will be taken in class. Part I of the exam will be available via Blackboard Dateand is due at 1:00pm on Date. Part II will be taken in-class on Date. The exam will summarize key concepts to date. It will consist of a brief case and essay answer questions for you to make evident your proficiency with the material covered. Questions will explore your understanding of important terminology, as well as your ability to apply marketing principles to a specific situation. Answers will be evaluated for accurate interpretation of concepts, thorough handling of issues, and creative identification of ideas and appropriate use of supporting analytics. You will be allowed open book and open notes. The exam will cover Chapters 1 – 14.
- Strategic Alliances Learning Module: 15 Points
The second homework assignment is due Session #8 [Date]. The specific assignment will be posted on Blackboard.
Projects
All assignments are due at the beginning of class on the designated due date. No work will be accepted late.
Projects Assessment and Learning Outcomes 40 Points (Analysis and Presentations)
Each student will be assigned to a team consisting of 3-5 of their fellow students for purposes of completing their class projects. There will be one major project for this course, consisting of three components:
- A Comparative Analysis (10%) of two companies which compete in the same marketplace (one is a market leader and highly successful; the other is failing and in need of substantial changes). The team will analyze the two competitors and determine why the successful company has done well and why the failing company has not. Students will play the role of consultants engaged by the failing company’s Board of Directors. (See Blackboard Template)
- A Strategic Plan (10%) that describes how the team would resurrect the failing company above. The students will act in an assumed executive capacity for this company, representing the CEO, the VP of Marketing, the VP of Sales, etc. The presentation will assume an audience of Wall Street analysts. (See Blackboard Template)
- A Marketing Plan (20%) which outlines the specific marketing initiatives and programs that the new management team will utilize to resurrect the failing company. (See Blackboard Template)
Both presentations will be given during Class #10 [Date].
The teams will prepare PowerPoint presentations of roughly 10-15 charts for items 1 and 2 above. Presentation formats will be given in class that identifies the topics to be addressed. Content will be the key for the two presentations, with possible minor adjustments based on the quality of the actual delivery. As a general rule, all members of a given team will typically receive the same grade for their respective projects, thereby encouraging as much cooperation as possible. However, the instructor reserves the right to lower an individual student’s grade on this project if he believes that this student did not contribute equally to or perform their share of the overall team effort. This applies to both the Marketing Plan and the presentations.
Each team will make a 20-minute in-class presentation and submit a hardcopy of the PowerPoint slides, which you may choose to, annotate in notes. The PowerPoint presentation will summarize the key points of the data, analysis, and recommendations, presented in a compelling and convincing manner. Some in-class working time will be provided to facilitate teamwork. You are strongly urged to work on the project throughout the term, identifying issues and analyses that you may want to address based on each week’s reading assignment.
The marketing plan must be typed, in good English form, and follows the general format of a marketing plan presented in your textbook:
- Executive Summary/Table of Contents
- Current Marketing Situation
- Opportunity and Issue Analysis
- Objectives
- Marketing Strategy
- Action Programs/Tactics
- Financial Overview
- Implementation Controls
A more detailed format to follow for the marketing plan will be provided to you during the second meeting of class. The written portion and a hard copy of the slides must be submitted to the instructor prior to the start of the presentation. The instructor will be available as a consultant to any individual, or to any group, throughout the process.
Your grade will be based on the rating for the project overall (team score), as well as the evaluation of the sections for which you personally are responsible (individual contribution). Your team score may be adjusted upwards or downwards based on a simple peer evaluation system we will use to recognize significant differences in individual contributions. Dimensions will include on time attendance at meetings, helping keep the groups cohesive, number of useful ideas contributed, quality of work and quantity of work. Your ratings are due at the start of class in hard copy format on Class #10 [Date]. Failure to turn in peer evaluations on time will result in a 2-point deduction in your final grade. All assignments are due at the beginning of class on the designated due date. No work will be accepted late.
Evaluation and Grading
All assignments must be turned in on the day due. Late work will not be accepted.
All work is to be typed and compliant (e.g. References)American Psychological Association standards.
Assignment / Learning Outcome / WeightAttendance and Participation / N/A / 10%
Homework Assignment – Mission Statement / N/A / 5%
Mid-Term Exam / 1,4 / 30%
Comparative Analysis Project/ / 1,2,5 / 40%
Strategic Alliances Assignment / 1,3,4,5 / 15%
Important notes about grading policy:
The grade for good performance in a course will be a B+/B. The grade of A- will only be awarded for excellent performance. The grade of A will be reserved for those who demonstrate extraordinarily excellent performance. *The grades of D+, D, and D- are not awarded at the graduate level. Grade appeals will ONLY be considered in the case of a documented clerical error.
Grading standards for all papers will include appropriate use of Standard English, coherency, organization, and clarity. Please take advantage of spell and grammar checking tools. References, if relevant, must be properly documented in your footnotes and or end/notes. Your final grade will be determined on the basis of your knowledge of the subject area and your ability to apply that knowledge in a sounded and grounded manner.
COURSE SCHEDULE and ASSIGNMENTS
Date of Class and Class Number / Topics Covered / AssignmentsRequired Reading
Class 1 /
- Course Overview
- Introduction to Marketing
Class 2 /
- Strategic planning
- Marketing Strategy
Mission Statement Assignment Due
Class 3 /- Marketing Environment
- Analyzing Consumer Markets
- Analyzing Consumer Markets
Thanksgiving Holiday
No Class / Thanksgiving Holiday
No Class
Class 4 /
- Segmentation, Targeting and Positioning
- Products and Services
- NPI and Product Life-cycles
Class 5 /
- Pricing
- Pricing Strategies
- Competitive Advantage
Part I - Mid-Term Exam Available via Blackboard
Class 6 / Group Project time / Part I - Mid-Term Exam Due
Part II – In-class Exam
- Christmas Holiday
- Christmas Holiday
Class 7 /
- Marketing Channels
- Advertising
Class 8 /
- ATT versus Verizon
- Personal Branding
Class 9 /
- Adobe Connect Virtual Class
- Team Time
Class 10 / Team presentations /
- Presentation Deck
- Peer Evaluations
- Marketing Plan
Copyright Statement
Unless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and expected to be used by class participants only. The recording and rebroadcasting of such material, by any means, is forbidden. Violations are subject to sanctions under the Honor Code.