COURSE OUTLINE COURSE NUMBER: DPS 15350 1501 COURSE NAME: METHOD OF DELIVERY: INSTRUCTOR: MARKETING FUNDAMENTALS ONLINE DAVID SELCH, MBA, BSc Over the last 15 years, David Selch has worked with more than 50 of Fortune magazine s Global 300, helping them bring new products successfully to market. During his tenure as vice-president with the Canadian firm Vision Critical, the company grew to be both the 27th largest market research firm in the world, and Canada s 4th largest SaaS technology provider. Prior to Vision Critical, David served with The Angus Reid Group of Canada, The French market research conglomerate, Ipsos, and General Physics (GP) Strategies. A science-geek at heart, David has focused on market research in high-tech verticals: new cancer drugs from Merck and Amgen; sonic innovations from Dolby Labs; novel surgical equipment from Ethicon; and assorted gadgetry from HP, Lenovo, Samsung, Seagate, Logitech, and Microsoft. Along the way, he s helped WellPoint, Chevron, and Bank of America optimize their consumer programs. David s area of research is Services Science, an emergent field that, although only recently defined (2006), accounts for more than 70% of our economy. His company, Selch Marshalled, consults in areas related to the marketing and sales of pure Services. A New Yorker by birth but a Winnipegger by choice, he says the best part of his week is the time he spends with the eager minds at UWinnipeg. INSTRUCTOR CONTACT: VIRTUAL OFFICE HOURS: COURSE WEBSITE OR NEXUS: d.selch@uwinnipeg.ca Via Skype at time TBD https://nexus.uwinnipeg.ca/ COURSE OPENS: Monday, January 4, 2016 COURSE CLOSES: Saturday, March 26, 2016 EXAMINATION DATES: Mid-term Exam (Online within Nexus) Friday, February 20, 2015 Final Exam (Instructor-supervised) Monday, March 28, 2016 6:00 pm 9:00 pm Location: 2BC57, Buhler Centre, 460 Portage Ave. 515 Portage Avenue Winnipeg, Manitoba R3B 2E9 T 204.982.6633 Fax 204.944.0115 pace.uwinnipeg.ca
See link for full examination details: http://pace.uwinnipegcourses.ca/sites/default/files/pdfs/forms/invigilation%20information%20f or%20online%20learners.pdf Authorized equipment for all exams will be pens, pencils, and eraser. Unauthorized equipment or material will include all electronic devices, including cell phones and written course material. Your instructor may authorize additional material or equipment for this course. Photo ID will be required for all PACE exams. PLEASE NOTE: Students will be required to complete and receive a grade of 60% or greater on the final examination in order to receive a final grade of D or greater in the course TIME COMMITMENT: Students should plan on spending 6+ hours per week over the 12-week program. REQUIRED READINGS: Crane, F., Kerin, R., Hartley, S., & Rudelius, W. (2014). Marketing (9 th Cnd. ed.). Whitby, ON: McGraw-Hill Ryerson. ISBN-13: 9780070878693 PRE-COURSE READING: Chapters 1, 2 & 3 SUPPLIES: Computer (MAC or PC) with reliable high-speed Internet access able to host the following applications: o Internet Browser (Internet Explorer, Safari, and Chrome supported) o Microsoft Word or similar word-processing application able to store files in MS-Wordcompatible format. Other processor formats will not be accepted. o Skype COURSE DESCRIPTION: This course introduces students to key factors of Big-M-Marketing (Strategy, The 4 P s, Positioning to need, etc.) that determine the course a business must take to increase shareholder value. As part of this introduction, students will become familiar with the practices of Small-M-Marketing that take place within the Marketing Department, such as advertising and promotion, market research, and segmentation. Successful students will have an understanding of the challenges and duties of business managers, and be able to apply the tools used to meet those challenges. LEARNING OUTCOMES: On completion of this course, students will: Apply marketing terminology, concepts and principles to current marketing situations using the case methodology approach; Examine the current competitive environment and identify factors influencing product market boundaries; Understand the principles of market orientation and how to integrate competitive intelligence to the overall marketing strategy; Apply a variety of analytical marketing tools to segment and target different consumer groups, and position products strategically; Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 2
Understand how social media, advertising, public relations, and branding fit under the integrated marketing communications umbrella; Explore ways to differentiate products and services through brand identity, and examine brand equity and accountability from an organizational and customer perspective; Develop a framework for analyzing marketing situations and consider how consumer buying patterns impact product life cycle, new product development, and pricing strategy; Learn the key components of and develop an integrated marketing plan. DISCLAIMER: Please consider this course outline as a general guide. Time constraints and other unforeseen factors may require some adaptation of the course materials. LECTURE SCHEDULE: SCHEDULE LECTURE TOPICS PRE-READING MODULE 1 Week 1 Introduction to This Course Introduction to Nexus Overview of Marketing Strategic Planning for Competitive Advantage The Business Environment Module One Case Study (CS1) Module One Quiz (MQ1) Chapters 1-2- 3 ASSIGNMENTS & QUIZZES DUE Create your LinkedIn Profile and join the class group Upload pic to Nexus Watch introductory video on Nexus Run demo exam in Nexus Download course outline from Nexus MODULE 2 Week 2 MODULE 3 Week 3 Consumer Behavior Business-to-Business Marketing Reaching Global Markets Module Two Case Study (CS2) Module Two Quiz (MQ2) Ethic & Social Responsibility Market Research Understanding the Market Market Segmentation Targeting the Market Chapters 5-6-7 Note: Readings do not always follow chapter order Chapters 4-8-9 Due January 9 CS1 & MQ1 Due last day of Module Two January 16 CS2 & MQ2 Due last day of Module Three January 23 Module Three Case Study (CS3) Module Three Quiz (MQ3) Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 3
SCHEDULE LECTURE TOPICS PRE-READING MODULE 4 Week 4 Developing New Products and Services Managing Brands The Nature of Services Chapters 10-11- 12 ASSIGNMENTS & QUIZZES DUE CS3 & MQ3 Due last day of Module Four January 30 MODULE 5 Week 5 Module Four Case Study (CS4) Module Four Quiz (MQ4) Pricing Products and Services Personal Selling and Sales Management Chapters 13-18 CS4 & MQ4 Due last day of Module Five February 6 MODULE 6 Week 6 & 7 MODULE 7 Week 8 Module Five Case Study (CS5) Module Five Quiz (MQ5) Major Project Begins Mid-term exam must be submitted by 11:59pm on Saturday February 20 Market Channels and Supply Chains Retailing Major Project Chapters 14-15 CS5 & MQ5 2-paragraph description of Major Project scenario Due last day of Module Six February 20 MODULE 8 Week 9 Module Seven Case Study (CS7) Module Seven Quiz (MQ7) Integrated Marketing Communications Advertising, including Direct Marketing Public Relations Chapters 16-17 CS7 & MQ7 Due last day of Module Eight March 5 Module Eight Case Study (CS8) Module Eight Quiz (MQ8) MODULE 9 Week 10 The Strategic Marketing Chapters 19-20 CS8 & MQ8 Due last day of Module Nine Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 4
SCHEDULE LECTURE TOPICS PRE-READING Process Social Media to Connect with Customers ASSIGNMENTS & QUIZZES DUE March 12 MODULE 10 Week 11 & 12 March 28, 2016 Module Nine Case Study (CS9) Module Nine Quiz (MQ9) Major Project due by end of Module Ten Study and Final Submissions Final Exam (Instructor-supervised) Monday, March 28, 2016 6:00 9:00 pm Maximum time allowance: 3 hours Note: exam will begin promptly at 6:00 pm. Location: Buhler Centre, 460 Portage Ave. CS9 & MQ9 Major Project Due last day of Module Ten March 26, 2015 Overview of Modules: The course consists of 10 modules. Eight of these are study modules and two are evaluation modules. The study modules are one week long and the evaluation modules are two weeks long. All work associated with the module must be completed during the module period. The module closes at 11:59pm on the last day of the module.. Study Modules: Each study module consists of the following work: - Lecture: A short introductory lecture by the course designer that frames the module and augments the material. - Reading assignments: Two or three chapters from the textbook, Marketing. This is typically 50-60 pages. The reading assignments have been front end loaded so there is more reading during the first half of the course, prior to the start of the major assignment. - YouTube assignments: These have been selected to reinforce and complement the textbook in an interesting and engaging fashion. Individual clips typically range from 5-30 minutes, but the weekly work load will be less than 40 minutes. - Module Case Study: Each case study is created to highlight the new material from the module. That said, answering the case study questions will require students to draw on everything they have learned up until that point in the class. Case studies must be submitted by the end of the module. - Module Quiz: The module quizzes cover the module material. The quiz must be completed by the end of the module. Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 5
Evaluation Modules: Modules Six and Ten are evaluation modules. No new course material is covered during the evaluation modules. Instead, the following special work is due. - Module Six: o Students begin the major assignment. o The mid-term exam is open during this module, and students may complete the exam any time during these two weeks. - Module Ten: o Students complete and submit the major assignment by the end of Module Ten. o The final exam takes place at the end of this two-week module. METHOD OF EVALUATION: VALUE ITEM OF WORK DETAILS DUE DATE 16% Eight weekly case studies @ 2 marks 16% Eight weekly quizzes @ 2 marks 15% Mid-term Exam Midterm exam completed online within Nexus 35% Final Exam Final exam completed in person at University of Winnipeg or at a prearranged invigilation site. Friday, February 20, 2015 Monday, March 28, 2016 18% Major Project: March 26, 2015 Exams and Quizzes: Format: The weekly quizzes and the midterm exam are done online, within the Nexus framework. Tests are timed. Module quizzes are typically 25-30 minutes. The midterm is allotted two hours. Tests are open for a certain period of time, typically one week (two weeks for the midterm). During that week, a student may begin a test at any time. However, once begun, the timer is ticking and the exam must be completed within the allotted time. Tests will consist of a mix of questions types: multiple choice, short answer, and short essay. Some questions will require you to recall material, other questions to apply that material. For example, if Porter s Five Forces are discussed in the textbook, you might be expected to simply list them, or you might be expected to apply them to solve a business issue. A short practice quiz is available within Nexus. Use this quiz to become familiar with the exam submission process. Students will complete the final exam in person at the University of Winnipeg. If you are unable to take this exam in person, you must contact the PACE office to make other arrangements by January 9 th. Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 6
Case Studies: Each of the eight study modules has a case study assigned. In a case study, a real life business problem is detailed. The student must study the scenario, and, based on theory presented in the course, make recommendations to the business managers about how to result the problem. GRADING OPTIONS: Letter-graded: Students must choose the letter-graded option in order to apply a course towards credit in a UWPACE diploma or certificate program. Non-graded: Students who do not wish to be graded may elect to receive a certification of participation as record of attendance in a specific course or seminar but must make this request in writing to the instructor before the 75% point in the course. MINIMUM GRADE: Students must receive a minimum grade of C, or better, in all courses within the program requirements to graduate. ACADEMIC MISCONDUCT: Please refer to the Academic Misconduct Policy in the University of Winnipeg General Calendar, 2015-2016, under Student Discipline, Section 8a, or see: For Policy - http://www.uwinnipeg.ca/index/cms-filesystemaction/pdfs/admin/policies/ampolicy012115.pdf For Procedure - http://www.uwinnipeg.ca/index/cms-filesystemaction/pdfs/admin/policies/amprocedures012115.pdf PLAGIARISM, CHEATING AND UNAUTHORIZED COLLABORATION: In the matter of plagiarism and cheating, please be aware that a student may not submit the same item of work for credit in two different courses. If you are referring to a document, article, book, news clipping or other media source, you should refer to the source in your exam or in your assignment. Grades, for any item of work where plagiarism or cheating is suspected, will be withheld until the issue is resolved. Plagiarism and cheating may consist of, but is not limited to: Copying the work of another individual; Using unauthorized materials during an exam; Collaborating with another student during the exam; Collaborating with other students on individual assignments (including brainstorming) without an instructor's knowledge or consent; Plagiarizing and/or paraphrasing in order to represent a piece of work as your own; Falsifying or modifying an exam document, or another item of work, without authorization in order to obtain additional credit; Using, buying, selling, stealing or soliciting any contents of an exam; Taking a test for another student or permitting another student to take a test for oneself. Using any form of banned electronic communication devices (including cell phones, translation devices, tablets, laptops, etc.) during an examination or testing situation. Unauthorized collaboration: Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 7
Individual assignments call for independent work. Unauthorized collaboration occurs when two or more students work together without the permission of an instructor and submit similar items of work for grading on an individual assignment. Unauthorized collaboration is a form of plagiarism. Please consult the course instructor and the University s Academic Misconduct Policy for clarification on any matter concerning academic plagiarism and cheating. UWINNIPEG ACADEMIC WRITING STANDARD For all formal written course work, students must follow the writing standards prescribed in the Publication Manual of the American Psychological Association (APA). This publication is the authoritative source for academic reference and citation. It also defines the limits between acceptable and excessive quotation. Please refer to this manual before submitting an assignment for grading. Special note: the journal assignments are an informal form of writing and therefore, do not need to adhere to University of Winnipeg academic writing standards. MID-TERM EXAMINATION: No make-up exams will be scheduled for mid-term examinations. For individuals with legitimate absence (i.e., illness supported by a medical certificate relative to the date of the class missed), the value of the midterm examination will be added to the value of the final examination. Individuals who do not have a legitimate absence will receive a grade of zero for this item of work. QUIZZES: No make-up sessions will be scheduled for missed quizzes. For individuals with legitimate absence (i.e., illness supported by a medical certificate relative to the date of the class missed), the value of the quiz will be added to the value of the final examination. Individuals who do not have a legitimate absence will receive a grade of zero for this item of work. DEFERRED EXAMINATION REQUESTS: All examinations should be written at the time specified by the University. Please note that the University may grant an examination deferral based on extenuating circumstances, such as documented illness or health reasons, severe personal difficulties, religious observance, or for other unforeseen circumstances. Under these circumstances, students should notify the University prior to the start of the exam session (wherever possible) and request a deferred examination through the formal accommodation process. To formalize the request for academic accommodation, students must submit a Deferred Examination Request Form, the appropriate verification (such as a medical certificate or an obituary, etc.) and the administrative fee to the PACE Registration Office within five (5) days of the original examination date. Students may download this form from the PACE website at http://pace.uwinnipegcourses.ca/forms-publications, Application for Deferred Examination Form (PDF) or obtain a copy from the PACE Registration Office. Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 8
When students attempt an examination even though they are not fit to do so, the examination results will normally stand. Under some extenuating circumstances, students may petition the PACE Academic Review Committee to make exception to academic regulation to dismiss the original examination results and request permission to re-write the examination on grounds of illness along with the appropriate verification (see above). ASSIGNMENT: No make-up arrangements will be made when a student misses an assignment. For individuals with legitimate reason (i.e., illness supported by a medical certificate relative to the date of the assignment missed), the value of the assignment will be added to weighted value of another assignment. Individuals who do not have a legitimate absence will receive a grade of zero for this item of work. POLICY FOR LATE ASSIGNMENTS: All assignments will be given a due date. Students must comply with this deadline and submit their assignments on time in order to avoid a late penalty. It is the student's responsibility to retain an electronic copy of ALL assignments submitted for grading. Special consideration may be given to students who, for unforeseen or exceptional circumstances, are not able to meet the deadline as assigned. OTHER EXPECTATIONS/GENERAL INFORMATION/GENERAL POLICIES: Students are responsible for any course-related announcements or information that may be posted to the Course Website. Students are responsible for ensuring they meet the minimum technological requirements for full participation in all aspects of the course (http://pace.uwinnipegcourses.ca/sites/default/files/pdfs/forms/technical%20requirements%20for% 20Online%20Students.pdf) The failure of personal computers and/or internet connectivity is not a valid reason to miss assignment or quiz deadlines, excepting when such incidents are a direct result of outages of the university system used for this course (i.e. Nexus). Students with less reliable internet access are encouraged to avoid writing quizzes at the last minute to minimize the possibility of missed deadlines. Regular participation in online discussion is a key component of this course. Students are responsible for checking the Course Website and the discussion boards twice a week at a minimum. You are expected to respond to group members in a timely manner (within 36 hours). During weeks in which group assignments are due more frequent contact may be required. VOLUNTARY WITHDRAWAL: Students can voluntarily withdraw from a course up to the 75% point in a course without any academic penalty. It is the student s responsibility to withdraw this course to ensure no academic penalty is incurred ACADEMIC ACCOMODATIONS: Students with documented disabilities, temporary or chronic medical conditions, requiring academic accommodations for tests/exams (e.g., private space) or during lectures/laboratories (e.g., note-takers) are encouraged to contact Accessibility Services (AS) at (204) 786-9771 or accessibilityservices@uwinnipeg.ca to discuss appropriate options. All information about a student s disability or medical condition remains confidential. http://www.uwinnipeg.ca/accessibility Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 9
RESOURCES AND COMMUNICATION: We will be using Nexus as the online course management system for this course. Use the userid and password that you received when you registered to log in at http://nexus.uwinnipeg.ca/. If you have difficulty logging in, you should contact the Help Desk at 204 786 9149 or via email at help.desk@uwinnipeg.ca. UWPACE GRADING SYSTEM: Letter-Graded A+ 96-100 A 91-95 A- 83-90 B+ 75-82 B 70-74 C+ 66-69 C 57-65 D 50-56 F Failure Pass/Fail P F Non-Graded CP NC I Pass Failure Certificate of Participation (based on >75% attendance) No Certificate of Participation (based on <75% attendance) Incomplete ACCESSING FINAL GRADE RESULTS: Final grades for this course will be posted on WebAdvisor. To access your WebAdvisor account, please refer to the user name and password letter for instruction. Please contact the Registration Office if you have not received this information from the University or contact the Help Desk at 204-786-9149 or help.desk@uwinnipeg.ca to reset your account if you have lost this information. DISCLAIMER: Please retain a copy of this course outline for reference purposes and/or future academic endeavor. Note: The Professional Studies Program Area archives course outlines in PDF format for a period of five years and charges an administrative fee for archived course outline requests. Course Outline (Online Winter 2016): Marketing Fundamentals (DPS 15350 1501), D. Selch 10