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Fundamentals of Marketing, MKT2210 A05, Winter 2014 Department of Marketing I.H. Asper School of Business, University of Manitoba INSTRUCTOR: PLACE: TIME: OFFICE: TELEPHONE: OFFICE HOURS: E-MAIL: Madeleine Arbez 115 Drake Tues/Thurs 10:00 a.m. – 11:15 a.m. Office 360, 204-480-1085 Tuesday and Thursday 11:15 a.m. to 1:00 p.m. or by appointment [email protected] TEXT: Roger A. Kerin, Steven W. Hartley, William Rudelius, Christina Clements, and Harvey Skolnick. the Core, Third Canadian Edition, McGraw-Hill Ryerson. COURSE OVERVIEW: Many believe that marketing is synonymous with advertising, communications, sales, promotions, direct mail, integrated marketing communications and many other terms. Marketing is about the management of all of these elements as part of a marketing mix aimed at reaching goals, generating revenues and profit. Fundamentals of Marketing will offer students an excellent opportunity to understand this adaptive science and how it influences us every day. It is an introductory course to marketing and a critical course to help students understand the fundamental skills, theories, principles and strategies. This course provides a solid foundation of marketing concepts required to help students move into a more specialized area or to complement their professional and personal development regardless of their area of expertise. The concepts to be discussed will include but not be limited to ethics, consumer behaviour, brand management, customer relationship management (CRM), segmentation and targeting, B2B marketing, distribution and supply, pricing, marketing research, product development, integrated marketing communications and more. The students will acquire strong marketing knowledge and develop their analytical skills through participation in class discussion, assignments, team projects, presentations, interactive research and guest speakers from the industry who will help draw the parallel between these important theoretical concepts and real life application. COURSE OBJECTIVES: By the end of the term, students will have: 1) Developed a keen understanding and appreciate the importance of the fundamentals of marketing and the role marketing plays in an organization and society. 2) Increased their analytic skills and be able to distinguish when to apply the various marketing concepts, theories and strategies for the best results in a real life situation. Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 1 3) Acquired a solid knowledge and appreciation of marketing ethics and responsibilities. GRADING & ASSIGNMENTS: Participation / Attendance In class assignments, quizzes, current news affairs Research Project Participation Case 1 – Individual Case 2 – Group Project 5% 20% 5% 10% 15% Exam – Midterm Exam – Final Total 20% 25% 100% GRADING SYSTEM 90 and up = A+ 85.00-89.99 = A 80.00-84.99 = B+ 75.00-79.99 = B 70.00-74.99 = C+ 65.00-69.99 = C 60.00-64.99 = D < 60 = F PARTICIPATION/ATTENDANCE (5%) To better succeed, students must actively participate in all classroom discussions; complete all assignments and conduct an ongoing review of the concepts. The participation/attendance is comprised of the following: a) Attendance - accounts for 3 of the 5 marks. The mark is based on the class attendance. It is the student’s responsibility to sign in at every class. A student can miss up to 8 classes without a valid excuse. Any student missing more than 8 classes will be given an automatic F. b) Participation - accounts for 2 of the 5 marks. Participation is based on the quantity and quality of the student’s contribution to the class discussion and overall participation. Participation also includes the student profile on D2L, sharing of views in the course forums and topics on D2L and other areas. IN CLASS ASSIGNMENTS, CURRENT NEWS AFFAIR AND QUIZZES (20%) Includes assignments, quizzes and marketing journal(s) as well as for other topics completed during the course. Assignments will be given 1 week to complete. All assignments are to be submitted in the assigned dropbox by the required deadlines; no printed copies will be accepted. Weighting of each assignment and quizzes may vary. Assessment of an assignment includes the quality of the content submitted, relevance to the topic, accuracy of the information, quality of the presentation and attention to grammar, spelling and other critical details. Students are expected to follow the format requested for the course, which is found on the course site (Consult D2L). Marketing Journals - The marketing journal is an important learning tool which helps students recognize the theories and concepts as well as make the connection between these and the local and world business, and current affairs they are exposed to on a daily basis. The journal helps develop critical thinking, analytical skills, application of theory and ability to communicate these views. Students will be expected to share their observations and critical analysis relating to one course topic and relate it to a current media story, event etc.in one (1) journal that is to be submitted. The journal must be a minimum of 500 to a maximum of 750 words. The format and evaluation rubrics for the journal will be confirmed on D2L. RESEARCH PROJECT PARTICIPATION (5%) Three research studies are carried out during the term for a maximum of 5 marks for total participation. An explanation is attached at the end of the course outline and more information will be provided at the beginning of the term. Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 2 CASE ANALYSIS: (CASE 1 – 10%, CASE 2 – 15%) Each student is to complete and submit two (2) cases throughout this semester. One case will be an individual case to be submitted to the instructor and the second case will be a group term project to be presented before the class and submitted to the instructor. Case #1 Individual Case – date, guidelines and titles to be confirmed at a later date. Case #2 Group Project – date, guidelines and titles to be confirmed at a later date. Case #1 - Individual Case Analysis - Topics, date, guidelines, and titles will be confirmed at a later date. Case must be typewritten with 1” margins on all sides, double-spaced, a maximum of twelve-point type and minimum of eleven-point type, and A MINIMUM of four (4) pages and A MAXIMUM of six (6) pages including the title page. Cases that are “too long” will be docked by 50% of the case’s worth. For example, Case #1 will be marked out of 5% if it’s too long. Case # 2 - Group Project - To be completed by groups of students (number of students will depend on size of c l a s s ). Topics, date, guidelines, titles will be confirmed at a later date. The instructor will confirm how groups will be determined in class. Students are expected to complete the case outside of class. Teams will be given (5-7 minutes per class) in order to review progress. Students will not be allowed to join a team after the members of the team have been confirmed and have held their first meeting. Each team will require a team leader. All students are expected to equally contribute to the case. Students not attending their team’s meetings and who have not contributed to the group case will receive an automatic F. The final report is due on March 31st and they are tentatively scheduled for presentation on April 1 and 3, 2014. (To be confirmed.) All teams will be expected to present their findings to the class and a potential panel in a 7-8-minute presentation. The Case 2 should a MAXIMUM of 10 pages including the title page and references, MINIMUM of 1.5 - maximum double spacing in length with a minimum of eleven-point type and maximum of twelve-point type. The project and PPT presentation are to be submitted in the designated dropbox. The objective of the group project is to help the students learn to collaborate and effectively work with different work styles and skill sets in order to reach common goals. As in the workplace, part of the project evaluation will include anonymous Peer evaluations by your team members at the end of the term. The peer evaluation report is due on the same date as the report. EXAMS (MID-TERM 20%, FINAL 25%) There will be two exams. The first exam will be held during the regularly scheduled class time and the University will set the date of the final exam. The mid-term exam will be 1 hour and 15 minutes; the final exam will be 3 hours. The exams will consist of both multiple choices, true/false questions and potentially short answer questions based on the text book lectures, and any additional class materials used (i.e. video cases, web resources, forum discussions, presentations etc.). The first exam will cover Chapters 1-7 and 13 and the last exam will cover Chapters 8-14. CLASS FORMAT: Class time will be spent in lecture and discussion of relevant marketing topics and review of the textbook concepts. Presentations and key information will be found on the course’s D2L site. In order to better understand the topics discussed, students are expected to have read the text material corresponding to the subject matter before the lecture/discussion of that topic. CLASS PARTICIPATION Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 3 Students are expected to participate in class in a respectful manner. Participation includes reading the material; asking questions; sharing their experience or point of view with the class; building on points raised by others; clarifying issues; or relating topics discussed to previous class discussions with the instructor or directly with their peers. Regular and punctual attendance is very important but not the only criterion for high class-participation grades. In order to optimize the students’ learning experience, all students will be expected to complete the following to help the instructor better understand the students, their needs and expectations: Students are required to update their profile on the D2L MKT 2210A04 course site. They should include a photo, a brief description of their area of studies, expectations of the course and a short statement about themselves, their interests and marketing experience and future goals on D2L. These will be used to keep track of students’ class participation grades and to get to know them. A sample is provided with required format and other information on D2L. It must be completed and submitted January 11th, 2014 by 11:59 p.m. COURSE RESOURCES FOR STUDENTS All course resources used in class will be posted on D2L course website such as PPT presentations, r e s o u r c e s s u c h a s website links to cases, data and video, assignments, information provided as part of the course curriculum etc. All assignments and work is to be submitted to the instructor via the dropboxes. McGraw Hill Connect also provides information for those who use the e-book version – 3rd Canadian edition. The instructor will communicate with the students via their academic email and D2L. It is the student’s responsibility to check their University of Manitoba email accounts and D2L course website on a regular basis. The instructor availability is confirmed in the course syllabus as well as on D2L and Aurora. It is the student’s responsibility to be fully versed on D2L, to be aware of the University policies and deadlines and to regularly visit the site for updates and resources. LATE CASE ASSIGNMENTS, MISSED EXAMS, EXAM RESCHEDULING: Late case submissions - will be graded on 70% of their on-time score with valid reason. They will not be accepted after they are 2 days late. Midterm Exam - Any student who misses their midterm exam must contact the instructor to make arrangements for a make-up exam. The student must have a medical excuse/note from a medical practitioner. The instructor will determine whether the student is to take a midterm exam or whether the weight of the missed midterm exam will be added to the final exam weighting. The instructor may allow a student to take their midterm exam on a different or later date based on compassionate grounds. Final Exam – Any student missing a final exam must deal directly with the Undergrad Program office. The office will make the appropriate arrangements with the instructor. Note the instructor has the right to change the course outline within his/her discretion. IMPORTANT: Effective September 1, 2013, the U of M will only use your university email 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 emails from your UofM email account. Remember to include your full name, student number and faculty in all correspondence. For more information visit: http://umanitoba.ca/registrar/e-mail_policy Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 4 Week 1 2 3 4 5 6 7 8 DATE READING & ASSIGNMENTS Jan. 7th Introduction to course Jan. 9th Marketing Fundamentals Chapter 1 –Student profile due Jan. 14th The Marketing Environment Jan. 16th Market Research Chapter 2 Assignment 1–due January 22 Chapter 4 Jan. 21st The Consumer Behaviour Chapter 3 Jan. 23rd The Consumer Behaviour Jan. 28th Customer Relationship Management Chapter 3 - FORUM DISCUSSION D2L due January 29 Chapter 13 – Assignment 2 -due February 5 - Journal Jan. 30th Customer Relationship Management Chapter 13 Feb. 4th Chapter 5 Feb. 6th B2B Marketing Case #1 –Individual Project Terms & Scope Segmentation and Targeting Feb. 11th Feb. 13th Segmentation and Targeting MID-TERM EXAM Chapter 6 Chapters 1,2,3,4,5,6, 13 Feb.18th Feb.20th STUDY WEEK STUDY WEEK Feb. 25th Products and Brands Chapter 7 – Feb. 27th Products and Brands New Product Development Case #1– Individual – Due to Instructor Case #2 – Group Term Project – Terms & Scope New Product Development Pricing Case #2 – Group Term Project -Team Confirmation – Due March 31 Pricing Distribution and Supply Chain Chapter 7, Chapter 8 Assignment 4-due March 10 Distribution and Supply Chain Chapter 10 March 4th March 6th 9 TOPIC March 11th Marketing MKT 2210 A05, Winter 2014 Course outline Chapter 6 Assignment 3-due February 24 Chapter 8 Chapter 9 Chapter 9 Chapter 10 This course outline is subject to change. 5 CLASS SCHEDULE SUBJECT TO CHANGE / MODIFICATIONS THROUGHOUT THE SEMESTER 10 11 12 March 13th Retailing and Wholesaling March 18th Retailing and Wholesaling March 20th Marketing Communications March 25th Marketing Communications Chapter 12– March 27th Marketing and Strategic Planning Chapter 14 April 1st Case # 2 - Group Term Project Presentations – Case # 2 - Report Due Instructor Caseto#2the - Group Term Project Presentations April 3rd 14 April 8th Chapter 11 Chapter 11– Chapter 12 – Assignment 5 – due April 8 Exam review and preparation FINAL EXAM – DATE TO BE CONFIRMED by the University. Important deadlines: Student Profile - due online January 11. Assignment 1 – Chapter 2 -due January 22 Forum discussion D2L- topic to be determined - due Jan 29 Assignment 2 – Journal -Chapter 13 – due February 5 Case 1 – due March 1 Assignment 3 – Chapter 6, due February 24 Midterm – February 13 Study week February 18-20 Assignment 4 – Chapter 8, due March 10 Case 2 - Group Project – Project and Peer review - due March 31 Assignment 5 - Chapter 10 - due April 8 Final Exam – April – To be confirmed by the University Voluntary withdrawal Winter 2014 date – March 19, 2014 Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 9 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 email 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: http://manitoba.subjectpoolonline.com/Manitoba 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 [email protected] 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. Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 10 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 [email protected]. 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. Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 11 Academic Integrity It is critical to the reputation of the I.H. Asper School of Business 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. 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 tests 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 Many courses in the I.H. Asper School of Business require group projects. 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 insure 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. In the I.H. Asper School of Business all suspected cases of academic dishonesty are passed to the Dean's office in order to ensure consistency of treatment. Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 12 UNIVERSITY OF MANITOBA Faculty of Management Medical Absenteeism Form Student Identification: (please print clearly) ______________________________ Last Name ___________________ First Name ___________ _____________________ Middle Initial U of M Student Id Number I hereby authorize _____________________________ to verify with the attending physician or his/her (Name of Instructor/Administrator) staff or colleagues that the contents of this form are true. _______________________________________ Student’s Signature ___________________________________ Date To be completed by the attending physician: (after the above section is completed) ______________________________ Physician’s Last Name (please print clearly) Physician’s First Name ___________ Middle Initial Street Address ________________________________ City, Province Telephone Number _________________________________ Fax Number _____________ Postal Code 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: (indicate start date) ___________________________________ Physician’s Signature until ___________________________ (indicate end date) ________________________________ 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. Note 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. Marketing MKT 2210 A05, Winter 2014 This course outline is subject to change. 11