FUNDAMENTALS OF MARKETING, MKT 2210 (A06), Fall 2014 DEPARTMENT OF MARKETING

FUNDAMENTALS OF MARKETING, MKT 2210 (A06), Fall 2014
DEPARTMENT OF MARKETING
I.H. ASPER SCHOOL OF BUSINESS
UNIVERSITY OF MANITOBA
INSTRUCTOR:
Mehdi Akhgari
PLACE:
115 Drake
TIME:
Tues/Thurs 4:00 p.m. – 5:15 p.m.
OFFICE:
371D Drake Centre
OFFICE HOURS: Tuesday and Thursday, 5:30p.m. – 6:30p.m. or by appointment
E-MAIL:
[email protected]
TEXT:
Kerin, Hartley, Rudelius, Clements, and Skolnick (2012), The Core, (3rd Canadian edition), McGraw-Hill
Ryerson.
COURSE OVERVIEW:
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.
This course may be the only marketing course some of you will take, so coverage needs to be broad and
comprehensive. On the other hand, it will be one of several marketing courses for others, and it is therefore
important that it provides you with a good foundation. To meet these needs, emphasis will be placed on
developing the fundamental concepts of marketing and analytical skills through lecture, 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 OBJECTIVE:
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.
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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.
3) Acquired a solid knowledge and appreciation of marketing ethics and responsibilities.
CLASS PROCEDURES AND POLICIES
The course will incorporate both lecture and discussion, with extensive class preparation by you being
necessary to maximize learning in this course. Lectures will reinforce and expand upon material in the text.
Discussions, examples, and in-class activities are designed both to bring new perspectives to the material
and to foster active application of what we learn to solve business problems. Preparation for class will
require you to read the text before class.
GRADING SCHEMA
Attendance
Subject Pool Participation
Group Term Project (presentation & write-up)
Midterm Exam
Final Exam
A+
A
B+
B
C+
C
D
F
5%
5%
20%
35%
35%
90-100%
80-89%
75-79%
70-74%
65-69%
60-64%
50-59%
49% or less
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.
Attendance (5%)
To better succeed, students must actively participate in all classroom discussions; complete all assignments
and conduct an ongoing review of the concepts. Attendance is worth 5% of your total grade. It is the
student’s responsibility to sign in at every class.
Profile Card: You should submit a photo, your name, and email address. The photograph and the
information must be put on the profile cards that will be passed out in class. Please include a brief
description of your area of studies, expectations of the course and a short statement about marketing
experience and interests as well as your future plans and goals in marketing. I will use these cards to
keep track of your class participation and to get to know you.
Since I will be unable to record class participation information without the card, it is essential that you
get the filled card back to me by the second week of class.
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EXTRA CREDIT –up to 5%
Class members can earn up to 5 percentage points on the final grade by participating in extra activities.
The instructor will evaluate student performance. Activities that will qualify for earning additional credit
are as follows:
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Participation: Rarely are silent people successful in business. Therefore, class participation is
highly encouraged in this course to develop your ability to speak in public and contribute to a
business meeting. Moreover, it makes the class more enriching and interesting to you, as you can
often learn significantly from your colleagues' comments, questions, and experiences. Therefore,
it’s important that you participate in class discussions. Active participation in class discussions is
critical to the learning experience in this course. Class participation bonus is primarily based on the
quality of ideas and issues voiced during class discussions and in-class exercises. After each class, I
will assign a participation grade for that day (max 0.25 % each class). Effective class participation
includes: 1) asking questions about concepts from lectures or readings that you agree or disagree
with; 2) sharing your experiences or point of view with the class; 3) building on points raised by
others; 4) clarifying issues; or 5) relating topics discussed in previous class discussions.
Presentation (max 5 min) and a brief write up (to explain why it is related and what is the
interesting point) of a short video clip/Ad very related to the course topics (due date is the day when
the topic will be taught and the report/video should be sent 2 days before that day)—max 1 point
each
Presentation and a brief critique of an article, very related to the course topics (due date is the day
when the topic will be taught and the report should be sent 2 days before that day)—max 1 point
each
Arrange for guest speaker—1 point
Subject Pool Participation (5%)
You will be asked to participate in the student subject pool to earn 5% of your total grade for this course.
Professors and graduate students rely on subject pool participants to obtain data for their studies. 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.
Group Term Project (presentation—5 %, and write-ups—15%) 20%:
The group term project will be a case analysis. Details will be confirmed on Oct. 9, 2014 (Topics,
evaluation, date, guidelines, and titles) and due by Nov.25, 2014 in class. A group will comprise a
minimum of 4 students and a maximum of 6 students. Students may indicate group preferences or the
instructor can make the group assignments on their behalf. The oral portion of the presentation should
not exceed 12 minutes. It is the teams’ responsibilities to meet on their own time. The final report is due
on Nov.25th in class and to be tentatively presented on Nov.25 and 27 2014. All teams will be expected
to present their findings to the class and to a potential panel of external experts in a presentation and
question period. The project should be no more than 10 pages double-spaced in length (1 inch margins)
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not including cover page, appendices, and bibliography. Projects that are “too long” will be docked by
50% of the case’s worth such that it will be marked out of 50% if it’s too long. However less than 5
pages would not do justice to a case study of this nature. The case must be submitted via the course drop
box (D2L) or in class. Late submissions will not be accepted.
Note: you should draw on the concepts and analytic techniques from the course. Your challenge is 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
(details will be given out at a later date).
Another objective of the group term project is to help students to effectively and successfully collaborate
with different work styles and skill sets in order to reach common goals. Part of our project evaluation
will include anonymous Peer evaluations by your team members at the end of the term. The peer
evaluation report is due on November 27th, 2014. These will be used by the instructor to help evaluate
the contributions of individual members of the teams in the project. Failure to submit your evaluation on
time will result in a 25% deduction from your final group assignment grade.
Class members may ask questions of clarification during the presentation, but major substantive
questions will be held until the presentation is completed. Group members will be expected to defend
their case analyses and recommendations. All members of the group will participate equally in the writeup, presentation and handling of questions. The presentation should be clear, concise, equally shared by
team members, and analytical well defended. The ability to answer questions effectively will be
evaluated as well.
Group Conflict - 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.
NOTE: If a student is found not to be contributing to the group at a sufficient level as deemed by
all remaining group members and the instructor – the group can request to have that student
removed from their group. This student will then have to complete the project individually. This
provision is in effect until 3 weeks before the project is due.
You will be asked to form groups of no more than 6 people and inform me of who is in each group by
October 2, 2014. If groups have not been formed by that date, I will assign members to a group.
Note: It is the student’s responsibility to schedule an appointment with the instructor if they
require help in researching and/or developing this project. This project must be initiated and
completed exclusively for this particular course.
Examinations (70%)
There will be two examinations (closed-book) including: midterm exam and final exam. These exams will
consist of multiple choice and short essay questions, covering both assigned reading and lecture material.
There will NOT be make-up midterm exam. If you miss the midterm exam for an acceptable reason (as
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listed in Asper School of Business Policy on Deferrals of Term Exams), the weight of the missed exam will
be added onto the final exam. Those students who miss the midterm without a valid reason will receive a
mark of 0% on the midterm. Any student who misses their midterm exam must contact the instructor no
later than 2 days following the mid-term to provide valid reason documentation (e.g. a medical
excuse/note from a medical practitioner).
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.
Other Pertinent Information:
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It is the student’s responsibility to check their email accounts and course website (D2L) on a
regular basis.
All course resources used in class will be posted on the course website (D2L). These include PPT
presentations, website links to cases, data and video, assignments, information and other relevant
resources provided as part of the course curriculum etc.
Students are expected to submit their work according to the specifications provided by the instructor
regarding format, presentation, content, date and submission.
Instructor will communicate with the students via their academic email or through (D2L).
Please refer to the University Calendar for regulations regarding plagiarism and cheating. Violation of these
regulations will result either in a failing grade or in expulsion from the faculty.
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
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Class Schedule:
Week
1
2
3
4
5
6
7
8
9
10
11
12
Topic
Readings
Chapters and assignments
Class
Date
1
2
3
4
5
6
7
8
9
Sep 2
Sep 4
Sep 9
Sep 11
Sep 16
Sep 18
Sep 23
Sep 25
Sep 30
No Class
Course Overview
Marketing Fundamentals Introduction
Marketing Environment
Consumer Behaviour
Consumer Behaviour
Market Research
Customer Relationship Management
Customer Relationship Management
10
Oct 2
B2B Marketing
11
Oct 7
12
Oct 9
13
Oct 14
Segmentation, targeting and positioning
Segmentation, targeting and positioning
Group Term Project – Terms & Scope
Products and Brands
14
Oct 16
MID-TERM EXAM (in-class)
15
Oct 21
16
17
18
19
Oct 23
Oct 28
Oct 30
Nov 4
20
Nov 6
21
22
23
24
Nov 11
Nov 13
Nov 18
Nov 20
Products and Brands /New Product
Development
New Product Development
Pricing
Pricing
Distribution and Supply Chain
Distribution and Supply Chain /
Retailing and Wholesaling
Retailing and Wholesaling
Marketing Communications
Marketing Communications
Marketing and Strategic Planning
25
Nov 25
Group Term Project Presentations
26
Nov 27
Group Term Project Presentations
27
Dec 2
Final exam preparation and review
Dec 8-19
FINAL EXAM – DATE TO BE
CONFIRMED
13
14
15
FUNDAMENTALS OF MARKETING, MKT 2210 (A06), Fall 2014
Course outline
Chap 1
Chap 2
Chap 3
Chap 3
Chap 4
Chap 13
Chap 13
Chap 5
Group preferences due
Chap 6
Chap 6
Chap 7
Chapters included in midterm 1,2,3,4,5,6, 13
Chap 7 & 8
Chap 8
Chap 9
Chap 9
Chap 10
Chap 10 & 11
Chap 11
Chap 12
Chap 12
Chap 14
Report (write up) due to
Instructor(in class)
Peer Evaluation for Group
Term Project Due
Final exam review
Chapters 7,8,9,10,11,12,14
This course outline is subject to change.
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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.
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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). 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 not participate. This choice cannot be made retroactively if you miss a
study. There will be no makeup studies.
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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
[email protected]. 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
[email protected].
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UNIVERSITY OF MANITOBA
Faculty of Management
Medical Absenteeism Form
Student Identification: (please print clearly)
______________________________
Last Name
___________________ ___________ ________________________
First Name
Middle Initial U of M Student 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:
date)
____________________________(indicate start
until ____________________________ (indicate end
date)
___________________________________
Physician’s Signature
_________________________________
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 .
FUNDAMENTALS OF MARKETING, MKT 2210 (A06), Fall 2014 This course outline is subject to change.
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