UNIVERSITY OF MANITOBA I. H. ASPER SCHOOL OF BUSINESS DEPARTMENT OF MARKETING

UNIVERSITY OF MANITOBA
I. H. ASPER SCHOOL OF BUSINESS
DEPARTMENT OF MARKETING
MKT 2210 A02/A03 FUNDAMENTALS OF MARKETING
Winter 2015
Professor:
Office:
Telephone:
E-mail:
Office Hours:
Class Time and Location:
Teaching Assistant (TA):
Luming Wang
Drake 676
204-474-6797
[email protected]
M 12:00 – 1:00 PM or by appointment
MW 1:00 – 2:15 PM (A02) Drake 117
MW 2:30 – 3:45 PM (A03) Drake 117
Allison (Xiaotong) Wang ([email protected])
TEXT
Crane, Kerin, Hartley, and Rudelius, Marketing, 9th Canadian Edition, McGraw-Hill Ryerson
Ltd., 2014.
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.
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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
Group class contribution
In-class assignments
Final Exam (as per university schedule)
Research Participation
20%
10%
20%
45%
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, 2015. 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
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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 email 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 email 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.
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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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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
Chapter 1, 2, 5
2
February
3
March
4
April
Syllabus; Presentation group
formation; Marketing and its
practices; Marketing intelligence and
environmental scan; Consumer
behaviour
Marketing strategy; Marketing
research; Segmentation; Positioning;
Sales management
Developing new product; Product life
cycle; Managing brands; Pricing;
Channels
Marketing mix and beyond;
Marketing implementation and control
Final exam
Chapter 3, 8, 9,18
Chapter 10, 11, 13,
14
Chapter 16, 17, 19
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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).
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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.
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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 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 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
[email protected]. 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
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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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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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UNIVERSITY OF MANITOBA
Faculty of Management
Medical Absenteeism Form
Student Identification: (please print clearly)
______________________________
Last Name
Identification Number
___________________ ___________ __________________
First Name
Middle Initial U of M Student
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
_________________________________________
Street Address
___________________________________________
Telephone Number
Middle Initial
_______________________
City, Province
_______________
Postal Code
_________________________________
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:
____________________________
(indicate start date)
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.
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