FACULTY of MANAGEMENT MARKETING MGT 2020 Z Fall 2015

FACULTY of MANAGEMENT MARKETING MGT 2020 Z Fall 2015 FRIDAY 6:00-8:50 PM ROOM: G305 INSTRUCTOR OFFICE HOURS COURSE MATERIALS Required Textbook: Raymond Bilodeau Ray.bilodeau@uleth.ca By appointment Marketing, 9 th e., Crane, Kerin, Hartley, Rudelius, McGraw-Hill, ISBN: 13: 9780070878693 PREREQUISITES/ CO-REQUISITES/EQUIVALENTS Recommended Background: Economics 1010 AND Economics 1012 Equivalent: Management 3020 (prior to 2012/2013) COURSE DESCRIPTION This course is intended to be an introductory course in marketing. Emphasis is placed on the marketing mix and its strategic application to an increasingly complex business environment. In particular, the detailed areas of product, promotion, price and distribution are examined in reference to achieving company objectives with an understanding and consideration given for a company s micro and macro environment. Videos, case studies MGT 2020 Z Fall 2015 1

and examples will be used to tie concepts to real world application. An understanding of where information comes from for decisions, marketing strategies, research, consumer behaviour, product classification and the development, distribution, promotion and pricing will be looked at. This course focuses on understanding the fundamentals of marketing strategies that allow companies to succeed in today s interactive marketplace. We will examine the importance of creating satisfaction through customer relationships. We will investigate the development of marketing, from early times to today s focus on relationship marketing, and its contributions to society. Students will learn the universal functions of marketing, and the relationship between ethical business practices and marketplace success. Throughout this course there will be discussions of customer loyalty and the lifetime value of a customer. COURSE LEARNING OBJECTIVES Part 1: Defining Marketing and the Marketing Process Chapter 1 - Marketing: Managing Profitable Customer Relationships 1. Define marketing and outline the steps in the marketing process 2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts 3. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy 4. Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return 5. Describe the major trends and forces that are changing the marketing landscape in this age of relationships Chapter 2 - Company and Marketing Strategy: Partnering to Build Customer Relationships 1. Explain marketing s role in strategic planning and how marketing works with its partners to create and deliver customer value 2. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence them Part 2: Understanding the Marketplace and Consumers Chapter 3 - The Marketing Environment 1. Describe the environmental forces that affect the company s ability to serve its customers 2. Explain how changes in the demographic and economic environments affect marketing decisions 3. Identify the major trends in the firm s natural and technological environments 4. Explain the key changes in the political and cultural environments 5. Discuss how companies can react to the marketing environment Chapter 4 - Marketing and Society: Social Responsibility and Marketing Ethics 1. Understand marketing s multiple responsibilities, and identify the major social and ethical criticisms of marketing 2. Define consumerism and environmentalism and explain how they affect marketing strategies 3. Describe the principles of socially responsible marketing 4. Explain the role of ethics in marketing MGT 2020 Z Fall 2015 2

Chapter 5 - Managing Marketing Information 1. Explain the importance of information to the company and its understanding of the marketplace 2. Define the marketing information system and discuss its parts 3. Outline the steps in the marketing research process Chapter 6 - Consumer Markets and Consumer Buyer Behaviour 1. Define the consumer market and construct a simple model of consumer buyer behaviour 2. Name the four major factors that influence consumer buyer behaviour 3. List and understand the major types of buying decision behaviour and the stages in the buyer decision process 4. Describe the adoption and diffusion process for new products Chapter 7 - Business Markets and Business Buyer Behaviour 1. Define the business market and explain how business markets differ from consumer markets 2. Identify the major factors that influence business buyer behaviour 3. List and define the steps in the business buying decision process 4. Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix Chapter 8 - Segmentation, Targeting, & Positioning: Building the Right Relationships with the Right Customers 1. Define the three steps of target marketing: market segmentation, target marketing, and market positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive market segments and choose a target marketing strategy 4. Discuss how companies position their products for maximum competitive advantage in the marketplace Chapter 9 - Product, Services, and Branding Strategies 1. Define product and the major classifications of products and services 2. Describe the decisions that companies make regarding their individual products and services, product lines, and product mixes 3. Discuss branding strategy the decisions companies make in building and managing their brands 4. Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require 5. Discuss two additional product issues: socially responsible product decisions and international product and services marketing Chapter 10 - New-Product Development and Life-Cycle Strategies 1. Describe the stages of the product life cycle 2. Describe how marketing strategies change during the product s life cycle Chapter 11 - Pricing 1. Identify and define the internal factors affecting a firm s pricing decisions 2. Identify and define the external factors affecting pricing decisions, including the impact of consumer perceptions of price and value 3. Contrast the two general approaches to setting prices 4. Discuss how companies adjust their prices to take into account different types of customers and situations 5. Discuss the key issues related to initiating and responding to price changes MGT 2020 Z Fall 2015 3

Chapter 12 - Distribution Channels and Supply Chain Management 1. Explain why companies use distribution channels and discuss the functions these channels perform 2. Discuss how channel members interact and how they organize to perform the work of the channel 3. Identify the major channel alternatives open to a company Chapter 13 - Retailing and Wholesaling 1. Explain the roles of retailers and wholesalers in the distribution channel 2. Describe the major types of retailers and give examples of each 3. Identify the major types of wholesalers and give examples of each 4. Explain the marketing decisions facing retailers and wholesalers Chapter 14 - Integrated Marketing Communications Strategy 1. Name and define the tools of the marketing communications mix Chapter 15 - Advertising, Sales Promotion, and Public Relations 1. Define the roles of advertising, sales promotion, and public relations in the promotion mix 2. Describe the major decisions involved in developing an advertising program 3. Explain how sales-promotion campaigns are developed and implemented 4. Explain how companies use public relations to communicate with their publics Chapter 16 - Personal Selling and Direct Marketing 1. Discuss the role of a company s salespeople in creating value for customers and building customer relationships 2. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing 3. Define direct marketing and discuss its benefits to customers and companies 4. Identify and discuss the major forms of direct marketing Part 4: Extending Marketing Chapter 17 - Marketing in the Digital Age 1. Describe the four major ecommerce domains 2. Discuss how companies go about conducting ecommerce to profitably deliver more value to customers 3. Overview the promise and challenges that ecommerce presents for the future METHOD OF ASSESSMENT ASSIGNMENT VALUE DUE DATE Exams (30% midterm & 30 % final) 60% October 16 & December 18 Quiz (4 x 2.5%) 10% TBA Projects 25% December 4 Participation 5% Ongoing Total 100% MGT 2020 Z Fall 2015 4

PERFORMANCE ASSESSMENTS Exams: There will be two in-class exams in this course. They are not cumulative. No early or late exams will be given, except in extreme cases such as recorded illness (produce medical certificate) or documented death in the immediate family. Exams will be a mixture of short answer and essay questions. All materials discussed in class and all assigned readings are fair game for exams. Group Project: You will complete a social marketing plan during this course. The purpose of this project is to give you practice in applying the concepts learned in class and to hone your critical thinking skills. The 2 Ps of Participation 1. Presence: Class attendance is an important part of the learning process. Textbook provides information and reference; however, a book is neither sufficient for all of the information, nor is it the best way to learn. A sign-up sheet to record your attendance will be circulated every day of the class (other than the introductory first class) where you sign your name at the start of every class. It is entirely your responsibility to ensure that you put your name and signature on the sign-up sheet. These sign-up sheets will be used as proof of attendance, which will determine your participation score. 5% participation marks will be recorded twice during the semester. Half a percentage point will be deducted for every missed lecture. Attendance is excused when you are sick (produce medical certificate) or there is a death in your immediate family or if you are representing the university at an event. In any case, you should inform me before or right after missing the lecture. Please bring a written proof for your absences. If you miss a class, you should read the assigned text pages, download and study the class notes from the web, and copy someone s notes from class. After doing these things I will be happy to meet with you to discuss anything you do not understand. 2. Professionalism: Professional behaviour is a minimal requirement. You are in the process of preparing to take on a professional position. As such, it is important to practice behaving in a professional manner. You do not receive extra points for being professional, because it is expected behaviour. You may be docked points, however, for unprofessional behaviour. Unprofessional behaviour encompasses a wide variety of negative behaviours, including but not limited to delayed submission of assignments, negative attitude, arriving late to classes, leaving the classroom during the lectures, holding side conversations during class, reading other materials or doing other things during class, sleeping, and inappropriately inconveniencing others. Your final grade may be docked up to 10% for lack of professionalism. It is not my job to remind you guys to meet deadlines. Refer to the syllabus and group project handout for what is expected and when it is due. If you miss your deadlines, you will automatically lose points. MGT 2020 Z Fall 2015 5

GRADING SCHEME Percent Mark Letter Grade Percent Mark Letter Grade 95-100 A+ 90-94 A 86-89 A- 82-85 B+ 78-81 B 74-77 B- 70-73 C+ 66-69 C 62-65 C- 58-61 D+ 50-57 D 0-49 F 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 the y 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. Mid-term Examinations and Quizzes. Alternative arrangements for writing a missed midterm examination or quiz may be made at the discretion of the instructor. Deferrals may only be granted in extenuating circumstances beyond the student s control. 3. Final Examinations. Students who fail to write final examinations must provide satisfactory evidence of illness or extenuating circumstances AND must have the approval of the Dean for a makeup exam. Work commitments, holidays or traffic are not considered legitimate reasons for missing an exam. For unsubstantiated missed final exams that are not approved for makeup by a Dean, 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 a deferred final examination must provide satisfactory evidence of illness or extenuating circumstances AND must have the approval of the Dean for a makeup exam. Work commitments, holidays or traffic are not considered legitimate reasons for missing an exam. For missed deferred exams, a grade of F (0 marks) will be given. 4. Conduct of Examinations: The instructor may articulate regulations for late entry to and early exit from the examination room. Instructors may also prescribe or restrict materials that may be used during the exam. No material aids including such items as: mobile phones, computers, or other digital devices, may be brought into the examination site without prior approval from the instructor. Please see additional examination policies in the 2015/2016 University Calendar, page 80. MGT 2020 Z Fall 2015 6

5. Academic Dishonesty and Plagiarism: Academic Dishonesty and 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. The University of Lethbridge subscribes to an electronic plagiarism detection service. Students may be required to submit their written work in electronic form for plagiarism checking. 6. Student Conduct: The University s policies are described in the calendar and all students are expected to read, familiarize, and comply with them. Special care should be taken to understand the Student Discipline Policy for academic and non-academic offenses as listed in part 4, sections 4 through 8 of the 2015/2016 Academic Calendar. Students will respect the basic standards of intellectual integrity, including, but not limited to, refraining from plagiarism, cheating or duplicating 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. MGT 2020 Z Fall 2015 7

CLASS SCHEDULE Below is a tentative outline. Recognizing that teaching excellence requires a degree of flexibility and responsiveness to both students' needs and emergent circumstances, adjustments to the course outline may sometimes be necessary, provided that no student is disadvantaged by the change. DATE TOPIC PRE-CLASS READING Wk 1 September 11 Wk 2 September 18 Wk 3 September 25 Wk 4 October 2 Wk 5 October 9 Wk 6 October 16 Wk 7 October 23 Wk 8 October 30 Wk 9 November 6 Wk 10 November 13 Wk 11 November 20 Wk 12 November 27 Wk 13 December 4 Wk 14 Final Exam December 18 Topics: Course overview, Introduction to Marketing Chapter 1 Strategy & Scanning the Environment Chapters 2 & 3 Ethics and Consumer Behaviour Chapters 4 & 5 Organizational Markets and Market Research Chapters 6 & 8 Market Segmentation, Targeting and Positioning Chapters 9 MIDTERM (Chapters 1-6, 8,9) Developing New Products and Services Chapter 10 Managing Products, Brands and Services Chapters 11 & 12 Pricing and Managing Channels and Supply Chains Chapters 13 & 14 IMC, Direct Marketing, Advertising, Sales Promotion, and Chapters 16 & 17 Public Relations Personal Selling and Sales Management Chapter 18 Group Project work Group Project due and Presentations FINAL (Chapters 10-18) MGT 2020 Z Fall 2015 8