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Instructor: Office: E-­‐mail: Office Hours: Class Times: UNIVERSITY OF MANITOBA I. H. ASPER SCHOOL OF BUSINESS DEPARTMENT OF MARKETING MKT 2210 A02/A03 FUNDAMENTALS OF MARKETING Winter 2016 Grant Wainikka 356 Drake [email protected] Mon/Wed 10:00am – 11:00am, or, by appointment A02 -­‐ M/W 1:00pm -­‐ 2:15pm, Room 115 Drake A03 – M/W 4:00pm -­‐ 5:15pm, Room 103 Drake Course Objectives/Learning Outcomes MKT 2210 is an introductory course. Students are introduced to the marketing concepts and the role of marketing within the overall business framework. The basic tools of marketing are introduced: market segmentation, positioning, product, price, distribution, and promotion, together with marketing research, consumer behavior, planning, and global marketing. A critical theme of the course is the need for the marketing mix to fit with the requirements of consumers, the competitive environment, company strengths, and society (i.e., community, and, the environment). These issues are considered from strategic and tactical perspectives. The course objectives are as follows: 1) To introduce students to the foundational areas associated with marketing. 2) To introduce students to ways of applying these concepts to contemporary marketing practice. 3) To expose students to the role that marketing plays in helping organizations increase their competitiveness. 4) To consider different forms of business organizations, and how marketing impacts these organizations. 5) To introduce students to the concepts of ethics and sustainability that are required for responsible marketing practice. Required Text Crane, Kerin, et alia, Marketing, 9th Canadian edition, McGraw-­‐Hill Ryerson Evaluation 1) Class Participation -­‐ 5% 2) Term Tests (2 x 15%) -­‐ 30% 3) Group Project -­‐ 30% 4) Final Exam -­‐ 35% Class Participation (5%) The content and structure of this course involves discussion, debate, and conversation. As a result of this, it is critically important that everyone participates in the classroom. There are two components of class participation that students will be graded on: attendance and engagement. My expectation is that students attend every class. In cases where a student cannot make it, s/he is advised to let me know via email beforehand in order to prevent being penalized on their participation grade. The second component of class participation is the level of engagement that students show in-­‐
class. This means that sharing your point of view and asking questions is happily encouraged. However, we have all been in classes where someone does a lot of talking and sharing but doesn’t add much to the discussion. Thus, participation points will be given based on thoughtful and reflective engagement with the course materials in class discussions. Participation, Attendance & Professionalism Criteria Outstanding (5%): Demonstrates consistent on-­‐time attendance, preparation, and constructively contributes to all class activities and discussions; consistently demonstrates insight by asking questions, making statements that add to and facilitate the class discussion, or building upon others' comments. Consistently demonstrates respect for professor and other classmates. Very Good (4 %): Demonstrates consistent on-­‐time attendance, preparation, and constructively contributes in all class activities and discussions; demonstrates insight by asking questions or making statements that are relevant, add to, and facilitate the class discussion. Fair (3%): Demonstrates consistent attendance and preparation; occasionally contributes to class discussions, regularly participates in other class activities; may occasionally arrive late to class. Generally demonstrates respect for professor and other classmates. Poor (2.5%): Demonstrates inconsistent attendance/timeliness/contribution in class activities; may occasionally be unengaged in class activities and/or is disruptive/distracting or disrespectful in class; is frequently not prepared, regularly arrives late to class; occasionally reads the newspaper, falls asleep or uses laptop/cell phone, etc. during class. Fail (0-­‐2.5%): Demonstrates consistently poor attendance and consistently poor preparation; is unengaged or fails to contribute in class activities; may be disruptive/distracting or disrespectful in class to others; occasionally reads the newspaper, falls asleep or uses laptop/cell phone, etc. during class. Term Tests (15% each) 30% of the final grade will be composed of two in-­‐class tests worth 15% each. These tests will consist of a mix of multiple choice and short answer questions. They will be based on the readings (textbook and other assigned readings) and class lectures. Test 1 – Feb. 10, 2016 Test 2 – Mar. 14, 2016 Group Assignment (30% -­‐ paper 20%, presentation 10%) Premise In groups of 5-­‐6 students, your challenge is to create a detailed one-­‐year Marketing plan for an existing store, product, or service from a Manitoba-­‐based company. All components that are critical to marketing success should be addressed. These components include (but are not necessarily limited to): 1. Executive Summary 2. 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 may choose their own Manitoba-­‐based company but must first get approval from the Instructor. Quantitative Specifications The report cannot exceed 12 typed pages (1.5 line spacing, 12 point font, 2 cm margins) not including appendices and bibliography. Qualitative Specifications The oral portion of the presentation should not exceed 15 minutes which should be spent presenting and defending the company's marketing plan. Note: you should draw on the concepts and analytic techniques from the course. The presentation should also leave 5 minutes (for a total of 20 minutes) for questions and answers. Part of the evaluation for this will be based on your group’s ability to engage the class. Your challenge is now to demonstrate that you can deal with complex, substantive marketing issues effectively. This is a simulation of the real world experience of completing a marketing plan. Theory translated into practice. Grading Grading will be based on the clarity with which you structure and present the company's position, the insight into the issues that your selected answers demonstrate, and the quality of your recommended answers to address them. The quality of the presentation delivery, in which all group members should participate relatively equally, will also be a factor. Due date: Mar., 21, 2016. Note: A hard copy of the Group Assignment is due in class , and should be stapled (no binders/plastic page covers). Late submissions will not be accepted. Exam Requirements •
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Students need to be prepared to show photo ID at the tests and will be required to do so at the final exam Basic calculators or financial calculators may be used for the exams. Cell Phones with calculators, PDA’s, other Organizers, or programmable calculators will NOT be permitted to be used as calculators. Cell phones must be turned off during all classes and exams. The use of electronic translators by students with English as a second language is permitted. Students must be punctual. Those who enter the test room ten minutes later than the starting time scheduled will NOT be permitted to write the tests/exam The failure to take a quiz, test, or exam without an acceptable medical or compassionate excuse results in a mark of 0% for that part of the course. Policies and Procedures Deferred Exams The deferred exam date will be May 6, 2016 at 1pm in Drake room 104. Please refer to University of Manitoba’s Policy 1305 – Exam Regulations (http://umanitoba.ca/admin/governance/governing_documents/academic/454.htm) or the Undergraduate Program Office for rules and regulations concerning deferred exams. Electronics in Classes Electronic devices may be used judiciously. If you are using a computer for note taking, please sit in the back rows as the illumination from screens is distracting to people sitting behind you. Cell phones are to be off. If you require that your phone is to be kept on for a legitimate emergency, please notify the Instructor before class. 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. Recording and video-­‐recording of classes The instructor(s) and/or the University hold copyright over the course materials, presentations and lectures which form part of this course. No audio or video recording of lectures or presentations is allowed. Course materials (both paper and digital) are for the student’s private study and research, and are not to be reproduced, distributed, or posted online without permission. If you have a disability and require audio or video recordings, or materials in alternative formats, please make arrangements through Student Accessibility Services. Student Accessibility Services Any student who, because of a disability of any kind, may require some special arrangements in order to meet course requirements should contact either Student Accessibility Services at 474-­‐
6213 or the instructor as soon as possible to make the necessary accommodations. Tentative Grading Scheme 90 – 100: A+ 85 – 89: A 76 – 84: B+ 70 – 75: B 66 – 69: C+ 60 – 65: C 50 – 59: D <50: F Notice The final date for withdrawal without academic penalty is March 18, 2015. Please feel free to see me before withdrawing in case I can help in any way. Tentative Course Outline and Schedule Schedule is subject to change at the discretion of the Instructor. All topics may not be covered. All dates are in 2016. Date Jan. 6 Jan. 11 Jan. 13 Jan. 18 Jan. 20 Jan. 25 Jan. 27 Feb. 1 Feb. 3 Feb. 8 Feb. 10 Feb. 22 Feb. 24 Feb. 29 Mar. 2 Mar. 7 Mar. 9 Mar. 14 Mar. 16 Mar. 21 Mar. 23 Mar. 28 Mar. 30 Apr. 4 Apr. 6 Topic Readings/Activities Introduction to Marketing Course Outline Defining Marketing: Customer Value, Satisfaction, Relationships, Experiences Developing Successful Marketing Strategies Developing Successful Marketing Strategies Marketing Plans/Metrics Scanning the Marketing Environment CSR & Ethicality Consumer Behaviour Organizational Markets Reaching Global Markets Market Research Test 1 Segmentation/Positioning Segmentation/Positioning Product Management Product Management Managing Services Pricing Pricing Marketing Channels/Distribution Test 2 Promotion Group Paper Promotion Brining it all Together Presentations Presentations
Presentations
Presentations
Brining it all Together Final exam review Crane – Ch. 1 Crane – Ch. 1, 2
Crane – Ch. 2, 2A
Crane – Ch. 2. 2A
Crane – Ch. 3
Crane – Ch. 4
Crane – Ch. 5
Crane – Ch. 6
Crane – Ch. 7
Crane – Ch. 8
Crane – Ch. 9 Crane – Ch. 9, 11 Crane – Ch. 11, 12 Crane – Ch. 13 Crane – Ch. 13, 13A Crane – Ch. 14, 15 Crane – Ch. 16, 17 Crane – Ch. 19 AACSB Assurance of Learning Goals and Objectives.
The Asper School of Business is proudly accredited by AACSB. Accreditation requires a
process of continuous improvement of the School and our students. Part of “student
improvement” is ensuring that students graduate with the knowledge and skills they need
to succeed in their careers. To do so, the Asper School has set the learning goals and
objectives listed below for the Undergraduate Program. The checked goal(s) and
objective(s) will be addressed in this course (MKT 3230) and done so by means of the
items listed next to the checkmark.
Goals and Objective in the Undergraduate Program
1
Determine which quantitative analysis technique is
appropriate for solving a specific problem.
ü
B.
Use the appropriate quantitative method in a technically
correct way to solve a business problem.
Analyze quantitative output and arrive at a conclusion.
ü
ü
Written Communication
ü
Written group assignment
B.
Use correct English grammar and mechanics in their written
work.
Communicate in a coherent and logical manner
ü
C.
Present ideas in a clear and organized fashion.
ü
Written group
assignments/presentations
Written group
assignments/presentations
Ethical Thinking
A.
Identify ethical issues in a problem or case situation
ü
B.
C.
Identify the stakeholders in the situation.
Analyze the consequences of alternatives from an ethical
standpoint.
Discuss the ethical implications of the decision.
ü
Many course topics address
this topic including –
conformity/group purchasing
behaviour, conspicuous
consumption, JND in
advertising
See above
ü
ü
Case analyses
Entire course
D.
4
Lectures address appropriate
use of various quantitative
marketing metrics
Quantitative analysis in case
assignments
Some course topics address
this including – Attitude
formation and ranking
(Fishbein), Decision rules,
Evoked set formation
A.
A.
3
Course Item(s)
Relevant to these Goals
and Objectives
Quantitative Reasoning
C.
2
Goals and
Objectives
Addressed
in this
Course
Core Business Knowledge
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.