UNIVERSITY OF MANITOBA I. H. ASPER SCHOOL OF BUSINESS DEPARTMENT OF MARKETING. MKT 2210 A02/A03 FUNDAMENTALS OF MARKETING Winter 2015

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1 UNIVERSITY OF MANITOBA I. H. ASPER SCHOOL OF BUSINESS DEPARTMENT OF MARKETING MKT 2210 A02/A03 FUNDAMENTALS OF MARKETING Winter 2015 Professor: Luming Wang Office: Drake 676 Telephone: Office Hours: M 12:00 1:00 PM or by appointment Class Time and Location: MW 1:00 2:15 PM (A02) Drake 117 MW 2:30 3:45 PM (A03) Drake 117 Teaching Assistant (TA): Allison (Xiaotong) Wang (wangx323@myumanitoba.ca) TEXT Crane, Kerin, Hartley, and Rudelius, Marketing, 9 th Canadian Edition, McGraw-Hill Ryerson Ltd., ICLICKER Students must have an iclicker+. These devices will be used for preparedness checks and to run polling during class discussions or exercises. iclickers can be purchased at the university bookstore ($39.95 new; $29.96 used), rented from USMU ($6.30 for the term, plus a refundable $20 deposit), or borrowed from a friend. COURSE OBJECTIVES 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. 1

2 CLASS PROCEDURES AND POLICIES The course will incorporate lecture, group presentation, discussion, and other in-class activities. Lecture will reinforce and expand upon material found in the text. Group presentation, discussion, and other in-class activities are designed to foster active learning to bring new perspectives to course material. Students are expected to have read the text and assigned materials before class, so that discussion can occur during class time. Class discussions can make the learning experience more enjoyable and fulfilling for everyone involved. Try to attend each class as the final exam will cover all materials taught in class, including those not in the textbook. If changes in class meetings, exam procedures, material coverage, etc. are announced in class, you are responsible for knowing this information. General courtesies are expected in terms of controlling cell phone/ laptop sounds and personal conversations for everyone s comfort of learning in class. Grading-Grades will be determined as follows: Group presentation 20% Group class contribution 10% In-class assignments 20% Final Exam (as per university schedule) 45% Research Participation 5% The following letter-grading scheme will be used to determine the course grade: 95% and up A+ 90% --94% A 85% -- 89% B+ 80% -- 84% B 75% -- 79% C+ 70% -- 74% C 60% -- 69% D Below 60% F Please note that many faculties, departments and schools reserve the right to scale grades in order to maintain equity among sections and conformity to university, faculty, department or school norms. Students should therefore note that an unofficial grade given by an instructor might be changed by the faculty, department or school. Grades are not official until they appear on a student s academic record. Group presentation: The presentation is group work. Students should form groups of 1-4 members and inform the professor of who is in each group by January 12, If groups have not been formed by that date, the professor will assign members to groups. Members of each group should work together on the presentation. The professor will distribute a list of presentation topics and each group should pick one topic from the list. Each group s topic has to be approved by the professor and the approval is on a first come, first served basis. The professor will schedule the date of each presentation. Depending on the progress of this course, a presentation may be rescheduled to a later date (but not earlier). The presentation should last 2

3 about 20 minutes and will be followed by a Q&A session. The grade of the presentation will be based on evaluation by the audience (the rest of the class). Group class contribution: At least 24 hours before a presentation starts (which will be firmly enforced), (1) the presenting group must hand in a report to the TA by with the names of the group members and the content of the presentation; (2) each non-presenting group may send to the TA at most one question related to the presentation topic. 10 Group Class Contribution marks, at the end of the term, will be awarded to groups based on the quantity and quality of the questions they raise and send to the TA. No question asked within 24 hours before a presentation starts or on the spot will be counted as Group Class Contribution. Depending on how many questions are submitted, the presenting group may be given about 5 questions from the question pool to answer during the Q&A session. If the non-presenting groups who contribute to the selected questions are not at class, they miss the opportunity to earn the Group Class Contribution marks although they submit their questions before class. There will NOT be make-up Q&A session. The questions left may be assigned to the whole class as in-class assignment. A student s grade for the group presentation will be based on his/her group s grade and peer evaluation. Group Class Contribution will also be adjusted by peer evaluation. After the last day of class, each group member should the professor his/her evaluation of other group members performance. The evaluation should be on a scale of 1 to 5. 1 is for the lowest and 5 is for the best performance. If no evaluation is received from a certain student before the final exam, the professor will assume that the student gives evaluations of 5 to all his/her group members. Groups should do the presentation on the date scheduled by the professor. If a group misses its presentation, all group members will lose the grade for the presentation. There will NOT be make-up presentations. In-class Assignments (Open-book): 20 marks (normally 2-3 marks each assignment) will be awarded for in-class assignments that will be handed out randomly during the term. There will NOT be make-up in-class assignments. If you miss the assignment(s) for an acceptable reason (as listed in Asper School of Business Policy on Deferrals of Term Exams), the weight of the missed assignment(s) will be added onto the final exam. Those students who miss the assignment(s) without a valid reason will receive a mark of 0% on the assignment(s). Group projects, like any group work in the business world, can sometimes be a frustrating experience. It is often difficult to pick convenient times for everyone to meet. Group members sometimes feel that the division of labor is not equitable. However, learning how to effectively manage the group work experience and outcome is essential to successful professional performance; you need to not only contribute yourself but also encourage others to contribute to the group assignments. Setting clear and explicit expectations of the group at the outset and communicating frequently and openly throughout the semester are key. Exam (Closed-book): There will be one final exam and it will consist of multiple-choice questions only. Research Participation: 3 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. 3

4 IMPORTANT: Effective September 1, 2013, the U of M will only use your university 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 s from your UofM account. Remember to include your full name, student number and faculty in all correspondence. For more information visit: 4

5 COURSE ORGANIZATION The following schedule is provided as a general guideline. Depending on the flow of the course, it could change slightly, so students should keep current on in-class activities. Part Month Topic Chapter 1 January Syllabus; Presentation group formation; Marketing and its practices; Marketing intelligence and environmental scan; Consumer behaviour 2 February Marketing strategy; Marketing research; Segmentation; Positioning; Sales management 3 March Developing new product; Product life cycle; Managing brands; Pricing; Channels 4 April Marketing mix and beyond; Marketing implementation and control Final exam Chapter 1, 2, 5 Chapter 3, 8, 9,18 Chapter 10, 11, 13, 14 Chapter 16, 17, 19 5

6 Presentation Topics and Tentative Schedule Jan 12: Other (1 bonus points) Jan 14: Marketing environmental scan (1 bonus points) Jan 19: Consumer purchase decision process (1 bonus points) Jan 21: Setting strategic directions Jan 26: The strategic marketing process Jan 28: Psychological influences on the consumer purchase decision process Feb 2: Socio-cultural influences on the consumer purchase decision process Feb 4: The personal selling process Feb 9: The sales management process Feb 11: Marketing research: problem definition Feb 23: Marketing research: formal research design Feb 25: Steps in segmenting and targeting markets Mar 2: Positioning the product Mar 4: Why do new products or services succeed or fail? Mar 9: The new-product process Mar 11: Product life cycle Mar 16: Managing the product life cycle Mar 18: Branding and brand management Mar 23: Packaging and labelling Mar 25: Steps in setting price (Step 1-3) Mar 30: Steps in setting price (Step 4-6) Apr 1: Channel structure and organization Apr 6: Channel choice and management Apr 8: The promotional elements Other topics you are interested in (must be approved by the professor before you start preparing). 6

7 Grading of Presentations The grading of presentations will be done by the audience. To be considered as having good quality, a presentation should have 1. Good content. The presentation should cover the important points about a certain topic. The important points should include, but not limited to, the major points in the textbook. The presenting group can add any other points they consider as important. In addition, the presentation should be up to date. Some of the material and descriptions in the textbook are not up to date. If the presenting group finds those parts and updates them in the presentation, it will be more likely to receive a favorable grade. Interesting stuff, if possible. But the presenting group has to make sure that the stuff is relevant to your presentation topic and is of academic nature. Don t bring anything that may be offensive to anyone. 2. Good organization. The presentation should have a well-defined structure easily understood by the audience. 3. Clear delivery. The presenting group should explain the material clearly to the audience. 4. Informative discussion. The audience is encouraged to ask questions. The professor may also ask questions. The presenters should be ready to answer the questions and the answer will be considered in grading. Each member of the audience should consider each factor above and give an evaluation about the presentation on the scale of 1 to 5 with 1 for the worst and 5 for the best performance. Tips for getting good presentation evaluation: don t just read from notes. Try to explain everything in your own words. Have a lot of eye contact with the audience. 7

8 Undergraduate Subject Pool Program Overview All students in Fundamentals of Marketing (MKT 2210) have the opportunity to participate in three research studies during the Winter 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 study will earn you a proportional grade (1.67%). 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 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: 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 each study, 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 your instructor and contact the Behavioral Research Committee at mktg_research@umanitoba.ca. The Behavioral Research Committee will assign a research paper, to be graded as pass/fail, as an alternative way to earn experimental participation credit. You will need to choose this option prior to the completion of the study in which you will 8

9 not participate. This choice cannot be made retroactively if you miss a study. There will be no makeup studies. 9

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. This alternative assignment is designed to take approximately one hour of time, the same time that would be spent if you were participating in the research program. 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 mktg_research@umanitoba.ca. Credit will be given to the student as if they participated in the research study. Any questions about the assignment or suggestions for articles should be directed to mktg_research@umanitoba.ca. 10

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. 11

12 Student Identification: (please print clearly) UNIVERSITY OF MANITOBA Faculty of Management Medical Absenteeism Form Last Name First Name Middle Initial U of M Student Identification 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 Postal Code Telephone Number Fax Number 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: Physician s Signature (indicate start date) 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. 12