Mgt 2020Y - Marketing Fall 2013 Wednesday: 6:00 8:50pm, S4037. Wednesdays 9:00-10:00pm or by appointment.

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1 Mgt 2020Y - Marketing Fall 2013 Wednesday: 6:00 8:50pm, S4037 INSTRUCTOR OFFICE HOURS Don Haidey Phone : Wednesdays 9:00-10:00pm or by appointment. COURSE MATERIALS Required Textbook: Marketing, Crane, Kerin, Hartley, & Rudelius, 8 th Canadian Edition (Order through bookstore.uleth.ca) PREREQUISITES/ CO-REQUISITES/EQUIVALENTS Many Introductory Marketing courses are considered equivalents. Please check with an advisor if this applies to you. Recommended Background: Economics 1010 AND Economics 1012 Equivalent: Management 3020 (prior to 2012/2013) COURSE DESCRIPTION The marketing function of organization; decision areas in the external environment, marketing strategies, research, consumer behavior, product classification and development, distribution, promotion and pricing. The purpose of this course is to provide a comprehensive review of fundamental marketing management concepts and to help you develop skills that will prepare you for your career. This course is a prerequisite for senior marketing courses. COURSE LEARNING OBJECTIVES 1. Demonstrate a strong understanding of the fundamental concepts of marketing management from a conceptual and practical standpoint. 2. Apply marketing concepts and terminology in the analysis of marketing decisions. 3. Further develop communication skills and gain confidence in contributing to group discussions. 4. Develop skills in managing group dynamics and working in team environments. MGT 2020Y Fall

2 METHOD OF ASSESSMENT Class Participation Each class 10% Midterm Exam #1 October 9 25% Assignments October 23 10% Term Project and Presentation November 20 25% Final Exam December 11 30% Total 100% PERFORMANCE ASSESSMENTS A. Class Participation Discussion of the assigned readings, presentations and in-class activities are an essential element of classroom learning. As such, student participation will be graded after each class using the following scale. Throughout the semester, you are encouraged to lead at least one short class discussion on a marketing issue of the week. This can be any issue reported in the press. Your role in leading the discussion is to raise one pertinent question that relates the issue to the course. Please bring one copy of the article with you. 0 Not in attendance for entire class 1 Attended entire class, was listening and respectful of colleagues 2 Made one comment or asked a question or was listening and respectful o colleagues 3 Made more than one comment; Good involvement throughout class discussion. 4 Strong contributions or points made in class. B. Assignments There will be one assignment throughout the semester designed to apply the course content. The assignment will include field research and will include a short class presentation. The assignment must be completed in groups or 3 or 4 people. C. Term Project and Presentation The term project is designed to allow students to investigate a product or product line from marketer s perspective. The submission should demonstrate an understanding of the linkages between the MGT 2020Y Fall

3 marketing mix and the strategic initiatives of the firm and how the marketing mix responds to the needs of a target market. Students will report their findings in a professional high impact presentation at end of the semester. This project must be completed in groups of 3 or 4 people. D. Exams The format of the exams may include multiple choice, short answer and case application questions. The content will cover material from the text book, lectures, class discussions, cases and videos. Deferred exams will not be the same format as the in-class exam. This could include an assigned research essay. Exam accommodations cannot be made for travel plans. GRADING SCHEME Percent Letter Grade Grade Points Percent Mark Letter Grade Points Mark Grade A A A B B B C C C D D F 0 MGT 2020Y Fall

4 COURSE POLICIES 1. Prerequisites. It is the responsibility of students to check the prerequisites for courses before registration. If students are found to be registered in a course for which they do not have the prerequisites, and they have not received prior permission from the appropriate program chair, they can be de-registered. If this occurs after the drop/add date, tuition will not be refunded. 2. Examinations. Alternative arrangements for writing a missed exam may be made at the discretion of the instructor. Deferrals may only be granted in extenuating circumstances such as extreme illness or other serious circumstances beyond the student s control. Work commitments, holidays or traffic are not considered legitimate reasons for missing an exam. Students who fail to write final exams must provide satisfactory evidence of illness or extenuating circumstances AND must have the approval of the Dean for a makeup exam. For missed exams, a grade of F (0 marks) will be given. Deferred final exams can only be written at times set by the school and instructor. Please note that if a final exam deferral is granted, the date will be set by the instructor and department. Students who fail to write final exams must provide satisfactory evidence of illness or extenuating circumstances AND must have the approval of the Dean for a makeup exam. For missed exams, a grade of F (0 marks) will be given. 3. Exam policies: For security reasons, students may not leave the examination site during the first thirty (30) minutes nor enter after the first thirty (30) minutes. Data or internet-enabled phones (i.e. Blackberry, I-Phone etc.), laptops or other electronic devices may not be used during examinations without prior approval of the instructor. Students, who are found to have an electronic device on their person or desk during an examination, could be in breach of the electronic devices policy, which could result in a 0 grade on the exam. Please see additional examination policies in the 2013/2014 University Calendar, page Academic Dishonesty. In cases of academic misconduct, you will receive an F on the assignment and/or you will receive an F in the course. Students can find further information in the Calendar. Ethical Conduct: The University s policies are described in the calendar and all students are expected to read and comply with them. Special care should be taken to understand and avoid the Academic Offenses of Plagiarism and Cheating listed in the Student Discipline Policy. Students will respect the basic standards of intellectual integrity, including, but not limited to, refraining from plagiarism, cheating or copying someone else s work. In addition, students are expected to take an active role in encouraging other members of the academic community to refrain from academic dishonesty, and are asked to advise the instructor if they are aware of any such violations. This provision applies to any work submitted as a group project. Plagiarism: to steal and pass off the ideas and words of another as one s own (Webster s). Plagiarism will not be tolerated and will automatically result in a zero grade for the submission. Any student caught plagiarizing may also be subject to additional University sanctions. For the current university policy on Cheating and Plagiarism, please consult University of Lethbridge calendar. The University of Lethbridge subscribes to a plagiarism detection service. Students may be required to submit their written work in electronic form for plagiarism checking. MGT 2020Y Fall

5 Course Schedule Date Topic Readings/Assignments 1 Sept 4 Course Introductions Marketing: Creating and Capturing Customer Value Company and Marketing Strategy Sustainable Marketing, Social Responsibility and Ethics Chapter 1 Chapter 2 Chapter 3 2 Sept 11 Analyzing the Market Environment Managing Marketing Information to Gain Customer Insight 3 Sept 18 Understanding Consumer and Business Buyer Behavior Segmentation, Targeting and Positioning Chapter 4 Chapter 5 Chapter 6 Chapter 7 4 Sept 25 Segmentation, Targeting and Positioning cont d Chapter 7 5 Oct 2 Service Assignment Exercise 6 Oct 9 Midterm Exam 7 Oct 16 Developing and Managing Products and Services Brand Strategy and Management Chapter 8 Chapter 9 8 Oct 23 Service Assignment Presentations 9 Oct 30 Pricing: Understanding and Capturing Value Marketing Channels: Retailing and Wholesaling Chapter 10 Chapter Nov 6 Communicating Value: Adverting and Public Relations Chapter Nov 13 Personal Selling and Sales Promotion Direct and Online Marketing Chapter 13 Chapter Nov 20 Project Presentations Projects Due All Groups 13 Nov 27 Project Presentations Final Exam December 11 th Note: Changes to the schedule will be announced in class. MGT 2020Y Fall

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