BUS 210 (040 & 041): Introduction to Marketing Spring 2017 Semester
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1 Course Outline BUS 210 (040 & 041): Introduction to Marketing Spring 2017 Semester Instructor: Sana Rashid, B.A, MBA Marketing Consultant, Marketing lecturer Class Time: May 8 June 21 MW 6:30 to 09:15 CL Sana.rashid@uregina.ca Office Hours: By Appointment Course Objectives This course is designed to help students identify and understand basic marketing concepts, learn the nature of some key marketing terms, learn how to solve marketing issues that may arise, sorts out how to identify a competitive opportunity, create exceptional value, as well as teach students how to attract and retain loyal customers while making profit. There is an art to marketing; getting the many moving parts pointed in the right direction will help students master this art, students will learn how to identify opportunities in a competitive environment and create actions to capture these opportunities. We will look at how to formulate a competitive edge and how to create new brands that makes huge impression in the marketplace. We will tackle ethical complexities that can arise in a competitive environment; we will look at the external marketing environment and social responsibilities in the marketplace. We will use practical marketing issues, related topics, and case studies that will help students connect with the real marketing environment. Classes will be a mix of lectures, case discussions, videos and hopefully guest speakers. The teams for the class project will have an opportunity to present their projects to the class. Emphasis will be put on public speaking skills as well as content. Attendance Students are expected to attend all classes; absence can potentially interfere with academic performance, students bear the responsibility for fulfilling all course requirements in a timely and responsible manner. Required Text and Case Studies There will be two cases, Gateway and Shoes for Moos, which will be provided in PDF form and charged to each student s account (approximately $3.75per case). The required text for this class is MKTG: 3 rd Canadian Edition. This is an easy read and a user-friendly text book that balances theory with practice. 1
2 Team Project Teams will be asked to formulate a marketing plan for a company of their choice; more details about the project will be available. Grade Allocation for Course Activities Attendance & Participation (this is to reward students for being 10% involved in the class) A couple of short class assignments will be assigned randomly. (Students who miss more than three classes will be penalized) Case analysis 5% Mid-Term Chapters 1,2,3,4,5,6,7,8, and 9 20% Term Project ( details will follow) 30% Teams will be randomly assigned) 1st Deliverable: Project Overview 2 nd Deliverable: Stage 1 marketing plan 3 rd Deliverable: Formal Marketing Plan 4 th Deliverable: Group Presentation 5 th Deliverable: Students will be asked to award teammembers a percentage rating of the assigned grade indicative of contribution. If a student contributes minimal effort, the instructor reserves the right to remove such a student from the Term Project, and, assign a zero for that portion of the grade. Final Exam (comprehensive, may reference text and in-class content including cases) 5% 10% 10% 5% 35% Special Note Plagiarism includes missing references, in-text citations, and quotation marks. Students who plagiarize unintentionally most often do so by failing to include all necessary in-text citations. In-text citations must be included for any and all information located through research. This includes anything that was not from your own previous knowledge or your own personal analysis of the research, even if the information is paraphrased, a direct quotation, a fact, a number, a statistic, someone else s opinion, or was found through multiple sources. Remember; cite the ideas, not just the words." For a student in their first semester at the University of Regina, a first offence, whether intentional or not, would typically carry a penalty of a notation in their student file and 3% off of their final grade in the course. For a student who has already attended the University of Regina at least one semester, a first offence, whether intentional or not, would typically carry a penalty of a notation in their student file and a 0% on the assignment. (These penalties apply only to the business faculty and are typical only, as they do not take into account the Associate Dean s investigation into individual circumstances.) In order to avoid such penalties, it is critical that you provide complete referencing and in-text citations, even if the formatting isn t perfect. You are encouraged to err on the side of caution and to over-cite rather than to exclude necessary information. If a student has a need for special accommodation due to a physical and/or learning disability, please contact the Coordinator of Special Needs Services at
3 Expectations from Students A level of professionalism is expected from all students. In addition to following regulations of the University of Regina, the following are expected of all students: Similar to a business meeting you are expected to be on time for class. It is unprofessional to arrive late or leave early. Be prepared to actively participate in class. Respect your classmate; do not hold conversations with other students when instructor or another student is speaking. Turn off all cell phones upon entering the classroom and place them where the instructor doesn t see them. It is not professional to accept phone calls, text message, etc. during class. Do not wear head phones during the lecture. 3
4 Sections: 003/033 May 8 June 21 MW 6:30 to 09:15 CL 125. Schedule Subject to Revision Mon-May 8 01 An Introduction to Marketing - Pre-read Chapter 1 Wed-May The Marketing Environment, Social Responsibility and Ethics / Strategic Planning for Competitive Advantage - pre-read Chapters 2 & 3 Mon-May Developing a Global Vision / Marketing Research pre-read Chapters 4 & 5 Wed-May Consumer Decision Making (B2C) / Business Marketing (B2B) pre-read Chapters 6 & 7 Project choice of company Deliverable 1 due Mon-May 22 No Class (Victoria Day) Wed-May Segmenting, Targeting and Positioning / Product Concepts pre-read Chapters 8 & 9 Project Deliverable 2 due Mon-May Mid-terms Exam: Includes Class Content & Chapters &9) Wed- May Developing and Managing Products/Services and Non-profit pre-read Chapters 10 & 11 Mon- June 5 Wed- June 7 Mon- June 12 Wed- June Setting the Right Price / Marketing Channels & Supply Chain Management pre-read Chapters 12 & Case Study: Running the Numbers pre-read Shoes 4 Moos / Retailing/ Marketing Communication pre-read Chapters 14 & Case Study: Painted into a Corner pre-read Gateway / Advertising, PR and Direct Response / Sales Promo and Personal Selling pre-read Chapters 16 & 17. Project Deliverable 3 due 11 Social Media and Promotion / Customer Relationship Management- preread Chapter 18 &19 Mon- June Project Deliverable 4 & 5 Group Presentations (Teams 1,2,3,4, & 5) Wed- June Project Deliverable 4 & 5 Group Presentations (Teams 6,7,8,9,& 10) Final Exam Review will be discussed Final Exam June 26, 2017 Mon 7:00 to 10:00 Location TBA Final Exam June 26, 2017 Mon 7:00 to 10:00 Location TBA Enjoy the class! 4
5 Feeling Stressed? Always worried? Some stress is normal when you re going to university but 1 in 5 students will suffer from enough distress that they would benefit from counseling. What can I do? The U of R offers several counseling services free of charge for students at the U of R. These sessions are confidential and easy to access for students simply go to the second floor of Riddell, Room 251 to make an appointment. When should you go? Knowing when to schedule an appointment can be tough. Some common issues you might need help with include test anxiety, if you ve experienced a trauma like losing a family member or a close friend, or if you ve recently ended a relationship. If the feelings you re experiencing are more intense and severe counseling services can also provide urgent service within 3 days and referrals as needed. What options are available for me? Personal Counseling This is a great option if you d like one on one attention for things like anxiety and panic, relationship conflict, depression, grief and loss, academic issues, body image and substance abuse. Up to 5 sessions are free per semester. Try it talking about your problems can be more helpful than you might think! Group Counseling Simply put, you re not alone. Many students are experiencing the same things as you. The U of R offers a wide variety of group counseling opportunities that can help teach many skills for managing your mental health, including: Meditation and relaxation, Healthy relationships, Stress Management and Self-Care. But I can t afford counseling Seeking counseling doesn t have to be cost prohibitive. Many students can benefit from the 5 free sessions offered by the University as a benefit of being a student. If you need more sessions make sure you contact URSU and visit Many expenses that are related to mental health, including going to a psychologist, are partially covered by your Student Health and Dental Plan! What else can I do? Self-care - taking better care of yourself can help you out. Eating better, working out, smoking and drinking less and balancing school with fun can all help with mental health! 5
6 Counseling Services Have a problem but don t know how to fix it? URSU s Student Advocate can help you free of charge! Academic Appeals Disciplinary Appeals Emergency Bursaries Notary Public Rentalsman Appeals Student Loan Appeals advocate@ursu.ca to schedule an appointment today! 6
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