DEPARTMENT OF MARKETING MKT Principles of Marketing (Winter 2012)

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1 INSTRUCTOR INFORMATION DEPARTMENT OF MARKETING MKT Principles of Marketing (Winter 2012) Name: Anthony Francescucci Office Telephone Number: (416) ext Address: Office Location: TRS Consultation Hours: As posted on the Blackboard site (see course info and materials section for office hours PDF). All office hours are by appointment only. Please me at the address above to schedule a time during posted office hours. COURSE INFORMATION Pre-requisites and/or Exclusions: None Posting of Grades and Feedback on Work: Grades on assignments and tests will be posted on the Blackboard site for the course. All assignments submitted for grading will be handed back within three weeks, except for the final assignment which will be available for pick-up after official final grades are available. General Course Questions: Students are always encouraged to use class time or office hours to ask questions about the course readings, assignments, tests, project, etc. However, in certain instances students may chose to submit an electronic question. Students must use the General Course Questions discussion board as the method of asking questions electronically. Include a brief question in the reply to posting Subject line. Feel free to elaborate on your question in the textbox provided. General course questions sent to the course address will not be answered. You will be redirected to post the question on the discussion board above. General Course Questions discussion board postings posted Monday to Friday will generally be answered within 24 hours Usage: Students should use the course address when wanting to address individual student issues with the instructor. These s should be sent to the course address identified above. s sent Monday to Friday will generally be answered within 24 hours. Students are required to activate and maintain a Ryerson Matrix account. This 1

2 shall be the official means by which you will receive university & course communications. Faculty will not respond to student enquiries from any other address. See Pol# 157 found at for further information on this issue. s sent to the instructor s personal will not be answered. s of an individual student nature should be sent to the course address. CALENDAR COURSE DESCRIPTION This course introduces students to the fundamental building blocks of marketing: the theories, principles and concepts of market behavior; marketing metrics and marketing finance; and the skills to leverage this knowledge with IT tools to execute marketing strategies. Students begin to develop the quantitative and qualitative skills and knowledge to make effective and ethical decisions in both the consumer and business markets. Topics include marketing finance, the marketing mix, environmental scanning, segmenting, targeting and positioning. Students planning to enter the Marketing Management Major must obtain a 2.67 GPA (B-) in this course. COURSE OVERVIEW Learning Goals Learning Objectives Assurances of Learning General Learning Goals Performance to be demonstrated in specific terms Assessment (s) that correspond to the Communications Expresses ideas (orally and in writing) effectively and accurately including the use of the range of media that are widely used in business environments. Ethical understanding and reasoning Recognize and analyse ethical problems in order to choose and defend appropriate resolutions. Critical thinking Synthesize, analyse and interpret a range of information using qualitative and quantitative techniques for the purposes of making sound and ethical business decisions. Group and individual dynamics Demonstrate effective selfmanagement and perform effectively within heterogeneous teams. Students will participate effectively in case discussions in class. Students will submit appropriate written responses to questions related to marketing cases. Students will discuss the ethical dilemmas faced by specific companies in class case discussions Students will reflect on their assumptions and the evidence presented through class case discussions and hand-in assignments. Students will work in groups on the hand-in assignments and during in-class application exercises. learning objective. McMetric Midterm Management Specific Goals Performance to be demonstrated in specific terms Assessment(s) that correspond to the learning objective 2

3 Business functions Integrate all business functions, practices and related theories in order to address business problems and advance strategic business decisions Role of IT in business Demonstrate the effective use of communications and information technology (IT) for business applications and decision-making related to the advancement of strategic business goals. Finance theories and analysis Apply basic accounting and financial concepts and forms of analysis to interpret business situations and decisions. Program Learning Goals Situation Analysis Demonstrate an understanding of competitive analysis, environmental scan and SWOT to aid decisionmaking. STP Demonstrate an understanding of the theory and application of segmenting, targeting and positioning. Marketing Tactics Understand the 4 Ps of marketing and the underlying theories of marketing and market forces. Research and Integration Collect and integrate appropriate primary and secondary data to gain a deeper understanding of market forces and to inform decision-making. Marketing Metrics Identify and apply appropriate metrics to understand market forces and to inform decision-making. Students will discuss and analyse case situations that demand integrative thinking Students will learn spreadsheet skills that apply to marketing problems. Students will analyse a case specifically focused on breakeven analysis. Performance to be demonstrated in specific terms Students will use marketing theory to answer questions related to cases and other applications. Students will use marketing theory to answer questions related to cases and other applications. Students will use marketing theory to answer questions related to cases and other applications. Students will identify and collect data and do appropriate analysis and interpretation for assignment completion Students will complete metrics worksheets and interpret financial data in case scenarios McMetric Midterm Metrics Mastery Worksheets Assessment(s) that correspond to the learning objective McMetric Midterm Metrics Mastery Worksheets McMetric Midterm EVALUATION 3

4 The grade for this course is composed of the sum of the points received for each of the following components: Type of Assessment Group/Individual Percent Week of McMetric Midterm Individual 30 Feb. 13 Group Groups of Mar. 26 Individual 40 Apr Mastery Worksheets Individual 10 Ongoing TOTAL 100 DESCRIPTION OF ASSESSMENTS MCMetric Midterm The midterm focuses on marketing theory, application, metrics mastery, online resource material and class material. It will be 75 minutes in length, and will have a 50% theory application portion and a 50% metrics portion. There is one written assignment during the semester, which is due during the designated week, but on the specific day determined by the instructor. The assignment is done in self-selected groups of 4 or 5. Each student must be enrolled in a group to get credit for this assignment. Students can only enroll in a group if they have permission from the other group members in that group. Enrolling yourself in a group without the permission of the other group members does not guarantee you will get credit for this assignment. It is the responsibility of the group to notify the professor of any students who have enrolled in their group who do not have permission to be in the group, before the deadline of the assignment or before an assignment is submitted to blackboard whichever comes first. The description of the assignment will be made available during the semester. Marks are allocated for both content and format. The assignment must be submitted electronically via blackboard. No hardcopies will be accepted for this assignment. The assignments must be posted in the assignment section on blackboard by 11:59pm on the due date (see tentative sequence and schedule below for due dates and Academic Consideration section under Policies and Course Practices for late penalties). An electronic Peer Group Evaluations must be completed by all group members for the assignment. The assignment submitted must contain a separate title page containing the names and student numbers of the individuals who worked on the assignment, as well as the group number. s with missing names and / or student numbers will not be graded. Only 1 member per group needs to submit the assignment, both in paper format and through turnitin.com. 4

5 The final exam will be two hours (120 minutes) in length, will have multiple choice questions, a metrics case scenario and will be comprehensive in that material from the entire course will be tested. In order to pass the course, students must pass a combination of the McMetrics midterm and the final examination. Students who miss the midterm or the final examination for a justifiable reason (see POLICIES AND COURSE PRACTICES section) will be given an opportunity to write a makeup test or examination on a designated day in a designated location to be determined by the instructor. All make-up tests and examinations will be in essay format. Mastery Worksheets A part of each class is allocated to marketing metrics. Worksheets related to the metrics topics are completed by students during class time and/or as homework. Without notice and on a random week basis, the instructor may ask students to submit the completed worksheets to count toward their mark in metrics mastery. You must be in class (or virtual class) to be able to submit and receive a grade for the worksheet. More detailed information is available on Blackboard about each of the assessments. Students will receive the results of their first test/term work before the final deadline for dropping courses without academic penalty. Other Learning Tools (no marks assigned for these) In-module Study Quizzes (required): When reading the materials in the online modules (at at the end of each module, you will be required to complete the quizzes before you can progress (gain access) to the next module of readings. These are easy quizzes to answer and you can complete them as many times as necessary to achieve a score of 100%. These quizzes are designed to help you recall the materials you have just read. You must achieve a score of 100% to progress to the next module. The quizzes help to ensure your recall of the material you have read before you progress to the next module. The test bank used for this course is unlike usual test banks in that there are almost no definitiontype or memorization-type questions/answers. In other words, questions are conceptual or application-based. Likewise, students cannot turn to a page in the online resource and find the right answer. Being successful on assessments that employ the test bank requires deep understanding of marketing concepts and the ability to apply them appropriately to business situations. Therefore, you are strongly encouraged to take advantage of the Metrics Mastery Quizzes and Practices tests available to you on blackboard. Metrics Mastery Quizzes on Blackboard (optional): These are optional multiple-choice metrics quizzes, which you can complete on your own to practice the metrics we review during class. You can complete these quizzes as often as you like. While these quizzes are not required, previous students have found them helpful in increasing their success on mid-terms and final exams. Practice Tests on Blackboard (optional): 5

6 These are optional multiple-choice quizzes that test your understanding of the theory covered in the course. You may complete these practice tests up to 5 times. Again, while the tests are not part of your formal evaluation in MKT100, previous students have found them helpful for increasing their success on mid-terms and final exams. TEACHING METHODS This course will incorporate the following teaching learning/ methods: lectures, cases, problembased learning, group projects, in-class and electronic debates and discussions. This is an interactive course, so students are expected to come to class having read the assigned materials and prepared to participate. Please bring your tent cards every week. TEXTS AND READING LISTS Required: Online learning resource accessed through Payment will be through PayPal or by credit card. You must have a valid credit card in order to make the transaction. Register using your Ryerson matrix only and a password of your choice. It is essential that you use your Ryerson user name as we need to synch your grades on the in-module quizzes with your Blackboard grades and this is the only common identifier. Ryerson has a very comprehensive code of student conduct (please review this policy in its entirety at This policy sets out an expectation that our students respect copyright. Although we have given students who have paid the access fee the opportunity to download one copy of the web material for their own personal use, students have no right to duplicate or distribute additional copies as this is a breach of copyright. Such behaviour is a violation of the academic integrity code and could have academic consequences for students who engage in such behaviour. TOPICS TENTATIVE SEQUENCE AND SCHEDULE Because this course is interactive and applied, students must complete the readings in advance. Current case scenarios are posted on Blackboard weekly and are discussed in class. Because these situations may have just occurred, they cannot be uploaded in advance. Students must check Blackboard prior to class each week to ensure that they have the material to prepare for that week s class. Wk Date Topics Readings Due Dates 1 Jan. 11 Introduction Module 1 Overview of Course 2 Jan. 18 Situation Analysis Module 2 3 Jan. 25 Situation Analysis Module 2 4 Feb. 1 Situation Analysis Module 2 6

7 Metrics 5 Feb. 8 Ethics Module 3 6 Feb. 15 McMetric Midterm Modules 1 3, Metrics 1-4 Feb. 22 Reading Week 7 Feb. 29 Consumer Behaviour Module 4 8 Mar. 7 STP Module 5 9 Mar. 14 STP Module 5 10 Mar Ps Product Module 6 11 Mar Ps Price and Promotion Module 7 and 8 12 Apr. 4 4 Ps Promotion and Module 9 and 10 Distribution 13 Apr. 11 REVIEW Available due 14 Apr. 16 to 28 FINAL EXAMINATION Students must pass a combination of this exam and the Midterm in order to pass the course. The final exam consists of a combination of multiple choice and metrics scenarios. It reviews some of Modules 1 through 3, but focuses mainly on modules 4 through 10 including online material, cases, metrics, class discussions, theories, concepts and applications. OTHER COURSE ISSUES All communication about the course or material related to the course will be posted on the Blackboard course site. In addition, all student study resources can be accessed through Blackboard. Students are expected to check the site regularly for updates. ALL WRITTEN WORK (except metrics mastery) MUST BE SUBMITTED TO TURNITIN.COM THROUGH BLACKBOARD. Student must keep a copy of their digital receipt (noting their Paper ID ) that is ed from turnitin.com until after they have received a grade for the work submitted via turnitin.com. If a student does not receive a receipt from Turnitin.com, they must consider that their assignment has not been received by the instructor and therefore must attempt to resubmit before the deadline. If the instructor does not received the assignment by the specified deadline and the student cannot provide a digital receipt, the instructor will consider that the assignment has not been submitted by the deadline and will therefore apply the applicable penalty as stated above. POLICIES AND COURSE PRACTICES Course Management Every effort will be made to manage the course as stated. However, adjustments may be 7

8 necessary during the term at the discretion of the instructor. If so, students will be advised, and alterations will be discussed prior to implementation in class and through an announcement on Blackboard. Academic Consideration Students must submit assignments on time and through blackboard only (no hardcopies will be accepted except metrics mastery). Failure to do so will result in a penalty of 10% per half hour or less that the assignment is late. Students need to inform the instructor of any situation that arises during the semester that may have an adverse affect on their academic performance and request any necessary considerations according to the policies well in advance. Failure to do so will jeopardize any academic appeals. o Medical certificates If a student is going to miss a deadline for an assignment, a test or an examination because of illness, he/she must submit a medical certificate (see for the certificate) to the instructor within 3 working days of the missed assignment deadline, test or examination. o Religious, Aboriginal and Spiritual Observance Requests for accommodation of specific religious or spiritual observance must be presented to the instructor no later than two weeks prior to the conflict in question (in the case of final examinations within two weeks of the release of the examination schedule). In extenuating circumstances this deadline may be extended. If the dates are not known well in advance because they are linked to other conditions, requests should be submitted as soon as possible in advance of the required observance. o Students with disabilities - In order to facilitate the academic success and access of students with disabilities, these students should register with the Access Centre Before the first graded work is due, students should also inform their instructor through an Accommodation Form for Professors that they are registered with the Access Centre and what accommodations are required. o Regrading or recalculation These requests must be made, in writing ( ), to the instructor within 10 working days of the (electronic) return of the graded assignment or the posting of grades on blackboard. The requests must be specific and detailed with reasons as to why the original grade was inappropriate, including any evidence from course notes, textbooks, etc. Asserting that the work deserves more marks or that the student disagrees with the mark is not sufficient support for the reassessment. For regrading of group work, all group members must agree to have the work reassessed. These are not grounds for appeal, but are matters for discussion between the student and the instructor. Other valid reasons must be approved by the instructor in advance. If you do not have a justifiable reason for an absence, you will not be given credit or marks for the work missed during that absence. Students who miss a test or examination for a justifiable reason will be given an opportunity to write a makeup test or examination on a designated day in a designated location to be determined by the instructor. All make-up tests and examinations will be in essay format. For more detailed information on these issues, please refer to Pol#134 at (Undergraduate Academic Consideration and Appeals) and Pol#150 (Accommodation of Student Religious Observance Obligations). 8

9 Academic Integrity Plagiarism is a serious academic offence and penalties range from zero in an assignment all the way to expulsion from the university. In any academic exercise, plagiarism occurs when one offers as one s own work the words, data, ideas, arguments, calculations, designs or productions of another without appropriate attribution or when one allows one s work to be copied. (See the Ryerson Library for APA style guide references: It is assumed that all examinations and work submitted for evaluation and course credit will be the product of individual effort, except in the case of team projects arranged for and approved by the course instructor. Submitting the same work to more than one course, without instructors approval, is also considered plagiarism. For more detailed information on these issues, please refer to the Student Code of Academic Conduct (see Pol#60 at and the Academic Integrity Website ( Standard for Work Students are expected to use an acceptable standard of business communication for all assignments. You are encouraged to obtain assistance from the Writing Centre ( for help with your written communications as needed. (See the Ryerson Library for APA style guide references: Maintaining a Professional Learning Environment During class time, except in emergency situations, laptop computers, cell phones and other electronic devices may only be used for academic activities (e.g., note-taking, class presentations). In order to ensure the least amount of disruption for other students and the instructor, students who use laptops for taking notes are asked to sit in the back two rows in all marketing classes. Therefore, students need to 'power up' ahead of time to ensure they have enough battery power for the duration of the class. Students not complying with this requirement may be asked to leave the class. Make-ups - s, Tests and Exams Should a student miss a mid-term test or equivalent (e.g. studio or presentation), with appropriate documentation, a make-up will be scheduled as soon as possible in the same semester. Make-ups will cover the same material as the original assessment but will not be of an identical format. Only if it is not possible to schedule such a make-up may the weight of the missed work be placed on the final exam, or another single assessment. This may not cause that exam or assessment to be worth more than 70% of the student s final grade. For more detailed information on assignment and test policies, please refer to Pol#145 at Examinations During examinations, students must display their Ryerson photo ID cards. All electronic devices, such as cell phones and mp3 players are prohibited. Students are also not permitted to wear hats or to have food or drink (unless it is in a clear container with no label). For more detailed information on examination policies, please refer to Pol#135 at 9

10 Academic Grading Policy Evaluation of student performance will follow established academic grading policy outlined in the Ryerson GPA Policy (See Pol#46 at The grading system is summarized below: Definition Letter Grade Grade Point Conversion Range A Excellent A A B Good B B C Satisfactory C C D Marginal D D Unsatisfactory F