UNIVERSITY OF MANITOBA I.H. ASPER SCHOOL OF BUSINESS DEPARTMENT OF MARKETING FUNDAMENTALS OF MARKETING MKT2210-A03 WINTER 2014

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1 UNIVERSITY OF MANITOBA I.H. ASPER SCHOOL OF BUSINESS DEPARTMENT OF MARKETING FUNDAMENTALS OF MARKETING MKT2210-A03 WINTER 2014 Instructor: Office: Office Hours: Class Time: Location: David Kernaghan 653 Drake Tuesday/Thursday. 1:00 p.m. 2:00 p.m. with a confirmed appointment. Monday/Wednesday 2:30pm - 3:45 pm 105 Drake Centre Text Crane, Kerin, Hartley, and Rudelius, Marketing, 8 th Canadian Edition, McGraw-Hill Ryerson Ltd., Course Objectives/Learning Outcomes This course surveys the marketing practices of organizations. It includes analysis of customer behavior and markets, and methods of satisfying them. Students will be introduced to theories, applications and case studies relating to: Customer Satisfaction, Consumer Behaviour, Market Segmentation, Product Development, Pricing/Promotion models, Marketing Logistics, Personal Selling, and Strategic Marketing processes. Teaching Method This class will follow an informal lecture-discussion format. Students should be prepared to discuss readings that are assigned for each class. Lectures and textbook readings which focus on theoretical concepts may be supplemented with case studies of real-world examples. Students are encouraged to read relevant items in the public press and bring them to share with the class to help develop critical thinking skills, which will enhance your ability to analyze cases. IMPORTANT: Effective September 1, 2013, the U of M will only use your university account for official communications, including messages from your instructors, department or faculty, academic advisors, and other administrative offices. If you have not already been doing so, please send all s from your U of M account. Remember to include your full name, student number and faculty in all correspondence. For more information visit:

2 Grade Percentage GPA Distribution Letter Grade A % 4.5 A 85-89% 4.0 B % 3.5 B 75-79% 3.0 C % 2.5 C 60-69% 2.0 D 50-59% 1.0 F <50% 0 March 19, Last date for Voluntary Withdrawal from courses in Winter 2014 Term. Evaluation Final grades will be based on the following components: Mid-Term Test 20 % Group Project - report 20 % Participation (two components) 20 % Group Project - presentation 10 % Final Exam 30 % TOTAL 100 % Mid-Term Test (20%): This test will take up to 70 minutes and will include multiple choice as well as short-answer questions. The short-answer questions will require you to understand and explain your answers using proper sentence and paragraph structures. Bullet points are acceptable providing each point also has a supporting statement. For any student who should miss this test for exceptional circumstances, the weight of the test will be added to the final examination. Absence due to illness or other legitimate reasons will require a medical certificate or other appropriate documentation. If you miss the test for nonlegitimate reasons, the missed grade will automatically be zero. There will be NO make-up tests. The instructor must be advised within 7 working days of the examination date and receive suitable documentation. Participation There are two components to the Participation Score: (i) Group Contribution, (ii) Class time. Group Contribution (10%) At the end of the course, each student will receive a confidential from the Instructor which will invite you to comment on the performance of each team member. Your performance as a valuable team member is worth up to ten marks.

3 Class Time (10%) In some classes, you will participate in case studies, short exercises, and group work (including team evaluations during group presentations). The involvement of every student in these activities is essential to the success of the activities and also to their value as learning tools. Your involvement in these activities will reflect on your participation mark. Class time is a critical component of learning course material. Attendance is not considered optional; missing several classes will affect your overall participation grade. Group Project Report (20%) In teams of five or six, your challenge is to create a one-year Marketing plan for an existing store, product, or service of a Manitoba-based company. The components that are critical to marketing success (and should be addressed in your paper) are: 1. Executive Summary 2. Brief Company Description 3. Strategic Plan/Focus 4. Situation Analysis 5. Market product/service focus 6. Marketing program strategy and tactics 7. Marketing Mix 8. Financial projections 9. Implementation Plan 10. Monitoring and Evaluation Note: Groups will choose their own Manitoba-based company but must first get approval of their selection from the Instructor. Given the groups cannot select the same business, businesses will reserved on a first come, first serve basis. The report will be a maximum of ten pages; double spaced (excluding the title page, and a reference page). The paper will use 12-point Times New Roman text and one-inch (2.54 cm) margins. Your score will be based on the overall project; not your individual input into the paper. Group Project - Presentation (10 marks) Your group will present your case analysis to the class. Each presentation will be limited to 20 minutes; 15 for the presentation and 5 for questions. Your individual presentation skills will be evaluated by the instructor. This score will be based on your individual performance.

4 Final Exam (3 hours) (30%): The final exam will be a 3-hour (180-minute) exam (designed to be completed in 150 minutes). It will cover all readings, cases, and group presentations. This exam will consist of multiplechoice questions and/or short-answer questions, plus a case study. Also: Students WILL BE REQUIRED to show photo ID at the final exam Cell phones must be turned off. The use of electronic translators or dictionaries by students with English as a second language is permitted but must be approved and checked by the instructor. Students must be punctual. Those who enter the test room ten minutes later than the starting time scheduled MAY NOT be allowed to write the tests/exam. Classroom Expectations Marketing covers many interesting topics; we will engage in case studies to explore these topics. During class discussions, you are expected to: - Treat your classmates with dignity and respect. - Provide your classmates with the opportunity to contribute share the airtime! - Be prepared for class by having read the assigned chapters. - Shut off and put away your technology (except your laptop to review course-related material). Course Webpage: I will use the course website to post course slides. Late Assignments: I will not grant extensions or accept late assignments. I will consider extenuating medical circumstances accompanied by a medical form; (refer to attached Appendix). Unclaimed Assignments: Pursuant to the FIPPA Review Committee s approved recommendations as of August 15, 2007, all unclaimed student assignments will become the property of the faculty and will be subject to destruction six months after the completion of any given academic term. Religious Holidays: The University of Manitoba acknowledges the right of all students to observe recognized holy days of their faith. Please inform me as soon as possible of your intended absence(s). Special Learning Needs: Students with special learning needs (who, for legitimate reasons, require extra time to write the exam, or who require aids or other supports) should advise me of this (with accompanying documentation from disability services) during the first week of the course in order to organize suitable accommodation and assessment arrangements. CLASS POLICY ON RE-GRADING Requests for re-grading of the mid-term test must be made in writing to the Instructor within one week of the return of your paper. The process is: (i) send an to the Instructor which identifies the question you wish remarked complete with a detailed justification, (ii) print out your , attach it to the test and return both documents to the Instructor. Please note the Instructor reserves the right to remark the entire test or assignment so your mark may go up or down.

5 Tentative Course Outline and Schedule Schedule is subject to change at the option of the instructor. Please note that it is possible that all topics listed on the outline may not be covered. Week Coverage Lecture / discussion topic January 6, 8 Chapters 1 & 2 January 13, 15 Chapters 3 & 4 January 20, 22 Chapters 5 & 6 January 27, 29 Chapters 7 & 8 Introduction to course. Chapter 1: Marketing: Value, Satisfaction, Relationships, Experiences. Chapter 2: Developing Successful Marketing Strategies. Chapter 3: Scanning the Marketing Environment. Chapter 4: Ethics and Social Responsibility in Marketing Chapter 5: Consumer Behaviour. Chapter 6: Organizational Markets and Buyer Behaviour Chapter 7: Reaching Global Markets Chapter 8: Market Research February 3 Chapter 9 Chapter 9: Market Segmentation, Targeting and Positioning Marketing February 5 MID TERM In Class Mid-Term Test (chapters 1 9) February 10, 12 Chapters 11 & 12 February 17, 19 February 24, 26 Case Study Chapter 13 March 3, 5 Chapters 13 & 14 March 10, 12 Chapters 15 & 16 March 17, 19 Chapters 17 & 18 Chapter 11: Managing Products and Brands Chapter 12: Managing Services Reading Week Feb No Classes Case Study; details to be provided in class. Chapter 13: Pricing Products and Services Chapter 13: Pricing Products and Services (continued) Chapter 14: Managing Marketing Channels and Supply Chains Chapter 15: Retailing Chapter 16: Integrated Marketing Communications and Direct Marketing Chapter 17: Advertising, Sales Promotion, and Public Relations Chapter 18: Personal Selling and Sales Management. March 24 Case Study Case Study; details to be provided in class. March 26, 31 Presentations Group Project - Presentations April 2, 7 Presentations Group Project - Presentations April 9 Review Class April Final Exam TBA

6 Undergraduate Subject Pool Program 2014 Overview All students in Fundamentals of Marketing (MKT 2210) have the opportunity to participate in three research studies during the term for credit. These research studies may involve participating in marketing experiments, completing a questionnaire, and/or a computer simulation. Participation in all 3 research studies earns you the full 5% component of your course grade. Participating in only 1 or 2 studies will earn you a proportional grade. Note that the 5% is part of the 100% for the course and is not extra credit. You may participate in each study only once. Benefits of the Program This program is designed to give students a glimpse into how marketing theory is developed by participating in marketing research studies. Fundamentals of Marketing (MKT 2210) is an introduction to the knowledge base of marketing generated in part by such studies conducted in universities and businesses around the world. This program will help students understand how such research is conducted here in the Asper School of Business. Through participation in academic research studies, students also increase the value of their degrees. Reputations of universities are based to a large extent on the quality of the research conducted by their faculty. By participating in these studies, you are helping your professors publish in scholarly journals, consequently improving the reputation of the university from which you earned your degree. Procedure You will be notified via and in class prior to each study so that you may sign up to participate (you will have to sign up separately for each of the three studies). Each study will last a maximum of an hour and multiple sessions will be offered for each of these. The sign-ups will take place online via the following link: For each study, please sign-up for a session in which you will participate. It is your responsibility to keep track of when sign-up sheets are being posted, in case you miss the announcement. The Behavioural Research Committee keeps track of your participation and will notify your instructor of your participation at the end of the term. At the end of the term, you will be debriefed, i.e., you will be informed as to what was being studied in each study. This debriefing will allow you to see how marketing theory is developed through academic research. If you find yourself unable or are unwilling to participate in a particular study, please inform the coordinator at that you would like to participate in the alternative assignment option (see details below). You will need to choose this option prior to the completion of the study in which you will not participate. This choice cannot be made retroactively if you miss a study. There will be no makeup studies.

7 Alternative Assignment for MKT 2210 In the case of a student not wishing to participate in a research study or being unable to attend the scheduled sessions, the following option is offered as an alternative assignment that will take approximately one hour of time. Students are to find one research article in any of the following journals published in the last 2 years: Journal of Consumer Research Journal of Consumer Psychology Journal of Advertising Journal of Public Policy and Marketing Students will be required to read the article and submit a short one page summary of the main findings to This report is due before the end of the study session in which it is counting. For example, if it is used for Study 1, this summary is due before study 1 sessions have completed. Credit will be given to the student as if they participated in the research study. Any questions about the assignment should be directed to the Online Subject Pool Coordinator for the academic term.

8 Academic Integrity It is critical to the reputation of the Faculty of Management and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. Page 23 of the University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading "Plagiarism and Cheating." Specifically, acts of academic dishonesty include, but are not limited to: - using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words - duplicating a table, graph or diagram, in whole or in part, without referencing the source - paraphrasing the conceptual framework, research design, interpretation, or any other ideas of another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source - copying the answers of another student in any test, examination, or take-home assignment - providing answers to another student in any test, examination, or take-home assignment - taking any unauthorized materials into an examination or term test (crib notes) - impersonating another student or allowing another person to impersonate oneself for the purpose of submitting academic work or writing any test or examination - stealing or mutilating library materials - accessing test prior to the time and date of the sitting - changing name or answer(s) on a test after that test has been graded and returned - submitting the same paper or portions thereof for more than one assignment, without discussions with the instructors involved Group Projects and Group Work Students should be aware that group projects are subject to the same rules regarding academic dishonesty. Because of the unique nature of group projects, all group members should exercise special care to ensure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to a specific individual(s). Some courses, while not requiring group projects, encourage students to work together in groups (or at least do not prohibit it) before submitting individual assignments. Students are encouraged to discuss this issue as it relates to academic integrity with their instructor to avoid violating this policy. All suspected cases of academic dishonesty are passed to the Dean's office in order to ensure consistency of treatment.

9 University of Manitoba I.H. Asper School of Business MEDICAL ABSENTEEISM FORM STUDENT IDENTIFICATION: (PLEASE PRINT CLEARLY) Last Name First Name Middle Initial U of M Student Identification Number Course # Student s Signature Instructor Name Date TO BE COMPLETED BY THE ATTENDING PHYSICIAN: (after the above section is completed) (PLEASE PRINT CLEARLY) Physician s Last Name Physician s First Name Middle Initial Street Address City, Province Postal Code Telephone Number Fax Number To the attention of the physician: Your evaluation of the student s condition is being used for the purpose of determining whether or not the student has a valid reason to miss an important exam or assignment. Your professional evaluation is necessary to ensure that only valid cases are excused. I certify that the nature of the student s condition is severe enough to prevent the student from taking an exam or completing an assignment. If requested, my associates or I will verify for the above named instructor/administrator that this information is accurate. The student s condition will likely span the following dates: until (Indicate start date) (Indicate end date) Physician s Signature Date NOTES TO PHYSICIAN: Please make a note in the student/patient s file indicating that the student has given the above named instructor/administrator permission to verify with you, your staff, or your colleagues, that the information contained on this form is correct. Thank you for your professional evaluation of this student s condition. PLEASE ATTACH THIS FORM TO YOUR REGULAR OFFICE STATIONERY THAT INDICATES THE STUDENT VISITED YOUR OFFICE. NOTES TO STUDENT: The use of this form is at the option of the student. However, in order to obtain an excused absence for an assignment or exam the student must obtain a doctor s certification that the student s condition is severe enough to prevent the student from taking the exam or completing the assignment. It is NOT SUFFICIENT to provide a note that only indicates the student visited the doctor s office.

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