MKT 2210 A01 (3 CH) FUNDAMENTALS OF MARKETING

FALL 2019 103 Drake, MW 10:00 -11:15 AM

CONTENTS INSTRUCTOR ......................................................... 1

COURSE DESCRIPTION ........................................... 1

COURSE OBJECTIVES ............................................. 2

COURSE MATERIALS .............................................. 2

COURSE FORMAT .................................................. 2

ASSESSMENT OF LEARNING .................................. 2

MISSED EXAM AND LATE SUBMISSION POLICY .... 5

ATTENDANCE POLICY ............................................ 5

ELECTRONIC DEVICE POLICY ................................. 5

OUT-OF-CLASS COMMUNICATION ....................... 6

IMPORTANT DATES ............................................... 6

CLASS SCHEDULE ................................................... 6

INTENDED LEARNING OUTCOMES ...................... 10

ACADEMIC INTEGRITY POLICY ............................ 11

STUDENT SERVICES AND SUPPORTS ................... 13

ABOUT THE INSTRUCTOR .................................... 14

INSTRUCTOR Name: Luming Wang Office: 676 Drake Centre Phone: 204-474-6797 Email: luming.wang@umanitoba.ca Office hours: TR 1:00 PM to 2:00 PM or by appointment COURSE DESCRIPTION This course analyzes marketing problems, emphasizes various alternatives available for achieving economic efficiency in the distribution process, and discusses public policy with respect to marketing. This is the first marketing course that business undergraduates take and is a required course at all business schools. Marketing forms the backbone of both for-profit and non-profit organizations. It is also the major “touch point” of organizations with their customers. Anytime we buy a coffee at Tim Hortons, use Google to search information, or have our car oil changed at Midas, we are directly or indirectly in contact with the marketing departments of those organizations. It is through “marketing” that organizations generate new product development ideas, price, distribute, and promote their goods and services.

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COURSE OBJECTIVES This course is designed to give you a glimpse into the theory and practice of marketing. The major objectives of this course are to: 1. Help you understand the importance and role of marketing in business.

2. Introduce you to the basic marketing concepts and terminology including ethics and sustainability in marketing.

3. Develop your research and presentation skills through group projects.

COURSE MATERIALS Crane, Frederick G., Roger A. Kerin, Steven W. Hartley, and William Rudelius (2017), Marketing, 10th Canadian Edition, Toronto, Canada: McGraw-Hill Ryerson. (No course CONNECT is required.) Please respect copyright laws. Photocopying textbooks or other reading material is a violation of copyright laws and is unethical, unless permission to copy has been obtained. COURSE FORMAT The course will incorporate lecture, group project and presentation, discussion, and other in-class activities. Lecture will reinforce and expand upon material found in the text. Group project and presentation, discussion, and other in-class activities are designed to foster active learning to bring new perspectives to course material and to make the learning experience more enjoyable and fulfilling for everyone involved. ASSESSMENT OF LEARNING

Group project progress report 5%

Group project final report 15%

Group project presentation 15%

Take home assignment 5%

Class participation 5%

Research participation 5%

Midterm 15%

Final exam (as per university schedule) 35%

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Grading

Letter Grade Percentage out of 100 Grade Point Range Final Grade Point

A+ 93-100 4.25-4.5 4.5

A 85-92 3.75-4.24 4.0

B+ 80-84 3.25-3.74 3.5

B 73-79 2.75-3.24 3.0

C+ 65-72 2.25-2.74 2.5

C 60-64 2.0-2.24 2.0

D 50-59 Less than 2.0 1.0

F 49 and below 0

Exams: The in class midterm examination will test all material covered in chapters 1, 2, 3, 5, 8, and 9 of the textbook (see the “Course Organization” for details). The final examination will test all material covered throughout the entire course. The exact format of the exams will be discussed in class sufficiently in advance. Group Project: The project is group work. Students should form groups of 4-6 members and self-enroll on UM Learn by September 19, 2019 (Thursday). In order to do that, first, you need to sign in on UM Learn and click the course number (e.g., MKT 2210) and click Choose Group. You will see a screen that has the groups listed (from Group 1 to Group 12). Then you need to select the radio button next to the group in which you want to enroll.

Each group is required to select a Manitoba-based company and write a one-year marketing plan. An example has been posted on UM Learn. The project progress report is due at 2 pm on October 24, 2019 (Thursday) in electronic version. The final project report is due at 2 pm on November 7, 2019 (Thursday) in electronic version. Please submit both reports through UM Learn.

This marketing plan should include: 1. Executive Summary 2. Company Description 3. Strategic Focus 4. Situation Analysis 5. Business Portfolio Analysis 6. Market Product Analysis 7. Market and Product Goals 8. Marketing Mix 9. Implementation Plan 10. Monitoring and Evaluation --Group Project Progress Report Specifications The group project progress report should be no more than 10 typed pages (2 line spacing, 12 point font, 2 cm margins). It should cover the progress on each of the 10 components listed above.

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--Group Project Final Report Specifications This marketing plan should be no more than 20 typed pages (2 line spacing, 12 point font, 2 cm margins) excluding figures, tables, references, title page, table of contents, and appendices. --Group Project Presentation Specifications The oral presentation should not exceed 20 minutes, followed by a 5 minutes Q&A session. The presentation time should be spent presenting and defending your marketing plan. Note: You should draw on the concepts and analytic techniques from the course. Your challenge is now 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 is translated into practice. --Grading of Group Projects Grading of group project progress report will be based on your progress on each of the 10 components of a marketing plan. Grading of group project final report will be based on the clarity with which you structure and present the company's position, the insight into the issues that your selected answers demonstrate, and the quality of your recommended answers to address them. Grading of group project oral presentation will be based on the quality of the presentation (including content, organization, delivery, and discussion). All group members are encouraged to participate relatively equally. If a group misses its presentation, all group members will lose the grade for the presentation. There will NOT be make-up presentations. No evaluative response will be given to any group before all presentations are done. A student’s grade for the group project will be based on his/her group’s grade (including progress report, final report and presentation) and peer evaluation. After the last day of class, each group member may submit his/her evaluation of other group members’ performance in terms of their contributions to the group project through UM Learn. The evaluation should be on a scale of 1 to 5: 1 is for the worst and 5 is for the best performance. If no evaluation is received from a certain student before the final exam, it is assumed that the student gives evaluations of 5 to all his/her group members. Class Participation: On presentation days, the students will be asked to sign in. Along with the professor’s evaluation of students’ contributions to each class discussion such as offering insightful ideas and asking clarifying and meaningful questions to extend understanding, a maximum credit of 5% will be allocated. No make-up class participation will be given. Take Home Assignment: Students are required to self-study and obtain a certificate from Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage). An electronic copy of your certificate is due at 2 pm on November 7, 2019 (Thursday) and needs to be submitted through UM Learn. Details are attached at the end of the course outline.

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Research Participation: 3 research studies are carried out during the term for a maximum of 5% for total participation. An explanation is attached at the end of the course outline. MISSED EXAM AND LATE SUBMISSION POLICY Make-up midterm will be given for a medical reason, travel for an approved academic event (the Undergraduate Program Committee has a list of those), or family emergencies. In each of the above cases, documentation will be required. Specifically, if you have to miss the midterm for medical reasons, you should inform me by phone before the exam has begun (call or leave a voice mail at 204-474-6797) and subsequently provide a doctor’s note. Informing me after the exam is not sufficient. If your absence is for an official university-related reason (e.g., academic conference or inter-university competition), the professor/coach organizing the visit will have to inform me before the exam. ANY and ALL requests to write the final exam at a different time must be vetted by the Undergraduate Office of the student’s home faculty according to Senate approved procedures. Professors should not be making informal arrangements for individual students under any circumstances as in the governing documents regarding Final Exams and Final Grades (http://umanitoba.ca/admin/governance/governing_documents/academic/1299.html). Late submissions of progress report, take home assignment, and final report will be docked 10% of the total marks of the reports per day after the due date. ATTENDANCE POLICY Attendance will be taken on presentation days. Arriving in class over 10 minutes late or leaving more than 10 minutes early (without my prior approval) will be considered absent for that class. Marking attendance for a friend who is absent is Academic Dishonesty and will be dealt with severely. ELECTRONIC DEVICE POLICY You may to use a laptop or tablet for note-taking. If you are using a laptop, please sit in the last row to avoid distracting those sitting behind you. Practice self-control—don’t browse the Internet or check your e-mail/social media messages in class. You may be interested in reading this article.

You are not allowed to use a cell phone in class, even if it were to access UM Learn or take notes. Switch your phone to silent mode before class begins. Texting during class will result in a 1 mark penalty in the course grade; the penalty will double for every subsequent incidence of your texting.

If you wish to audio/video record any lectures, please obtain my permission before doing so.

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OUT-OF-CLASS COMMUNICATION Class notes and related course materials:

Available on course website: https://universityofmanitoba.desire2learn.com/d2l/login

Sign in using your University of Manitoba UMnetID

From your Fall 2019 list of courses, click on the course title “MKT 2210”

Click on “Resources”, then “Content” REFERENCING STYLE FOR WRITTEN WORK In the group project for this course, you are expected to use the APA style of referencing, for both the in-text citations and the Bibliography. To learn about the APA style, please consult a librarian in the Management Library or look up http://libguides.lib.umanitoba.ca/citationmanagers/referencemanagers. IMPORTANT DATES September 19, 2019, group formation deadline October 16, 2019, midterm (in class) October 24, 2019, 2 pm, the project progress report is due November 7, 2019, 2 pm, the project final report is due; take home assignment is due November 12 to 15, 2019, no class, term break November 18, 2019, voluntary withdrawal deadline December 9 to 20, 2019, final exam (as per university schedule) CLASS SCHEDULE The following schedule is provided as a general guideline. Please note, the instructor reserves the right to modify the schedule and topics covered as necessary. It is possible that more topics than shown may be covered or not all topics listed will be covered.

Week Date Topic Chapter

Week 1 Sept 9/11 Syllabus; Creating Customer Value, Relationships, and Experiences Through Marketing

Chapter 1

Week 2 Sept 16 Group project and Google Digital Garage

Sept 18 Developing Successful Marketing Strategies

Chapters 2

Sept 19 Group formation deadline

Week 3 Sept 23/25 Scanning the Marketing Environment; Consumer Behaviour

Chapters 3, 5

Week 4 Sept 30/Oct 2 Marketing Research: From Information to Action; Marketing Segmentation, Targeting, and Positioning

Chapters 8, 9

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Week 5 Oct 7/9 Midterm Review; Developing New Products and Services; Managing Product and Brands

Chapters 10, 11

Week 6 Oct 14 Thanksgiving day; No class

Oct 16 In class Midterm (grades will be posted on UM Learn within two weeks)

Week 7 Oct 21/23 Pricing Products and Services; Managing Marketing Channels

Chapter 13, 14 (part)

Oct 24, 2 PM Group project progress report due

Week 8 Oct 28/30 Progress report discussion

Week 9 Nov 4/6 Promotional Elements Chapters 16, 17, 18

Nov 7, 2 PM Group project final report due Take home assignment due

Week 10 Nov 11/13 Remembrance day; No class-Term Break

Week 11 Nov 18/20 Group project presentations (Groups 1, 2, 3, 4)

Week 12 Nov 25/27 Group project presentations (Groups 5, 6, 7, 8)

Week 13 Dec 2/4 Group project presentations (Groups 9, 10, 11, 12)

Undergraduate Research Participation Program

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 study 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.

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Procedure

First, you must create an account in SONA, the system we use to manage participation. 1. Go to http://manitoba-asper.sona-systems.com 3. Click on Request an account here 4. On the following page, complete the following “REQUIRED” information:

First Name Last Name Create a User ID (Use your UManitoba username) e-mail address (Please un-spam us, otherwise we may not be able to reach out to you with vital information) Enter a working telephone number

5. Click on request account 6. Your password will be e-mailed to you. 7. Once you get your password, go back to http://manitoba-asper.sona-systems.com and change your password. You must complete studies for MKT 2210. All studies for MKT2210 will have the words “MKT 2210” in the Study Title. If you participate in other studies, you will not receive credit for MKT 2210. For each study, please sign-up for a session in which you will participate. The Behavioural Research Committee keeps track of your participation and will notify your instructor of your participation at the end of the term. If you have any questions, please email the coordinator at mktg_research@umanitoba.ca. If you find yourself unable or are unwilling to participate in a particular study, please inform the coordinator at mktg_research@umanitoba.ca that you would like to participate in the alternative assignment option (see details below). 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.

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

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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 should be directed to the Online Subject Pool Coordinator for the academic term at mktg_research@umanitoba.ca.

Take Home Assignment Students are required to self-study and obtain a certificate from Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage). Choose “Fundamentals of Digital Marketing” in the course list. There are 26 topics and students need to study each of them to prepare for the test to obtain the Digital Garage Certificate of Online Proficiency, which will earn you the full 5% component of your course grade. No proportional grade will be granted. Note that the 5% is part of the 100% for the course and is not extra credit.

• Course overview • 7 sections (divided into 26 topics) • Take a business online (4 topics) • Make it easy for people to find a business on the web (5 topics) • Reach more people locally, on social media or on mobile (7 topics) • Reach more customers with advertising (4 topics) • Track and measure web traffic (3 topics) • Sell products or services online (2 topics) • Take a business global (1 topics) • 106 videos (around 12 hours) with transcripts • 106 put into practice questions • 26 quizzes • 1 certification exam

• Certification exam • 40 questions

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INTENDED LEARNING OUTCOMES

AACSB Assurance of Learning Goals and Objectives The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of “student improvement” is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark.

Goals and Objectives in the Undergraduate Program

Goals and Objectives Addressed

in this Course

Course Item(s) Relevant to these

Goals and Objectives

1 Quantitative Reasoning

A. Determine which quantitative analysis technique is appropriate for solving a specific problem.

Lecture and class discussion

B. Use the appropriate quantitative method in a technically correct way to solve a business problem.

Lecture and class discussion

C. Analyze quantitative output and arrive at a conclusion.

Lecture and class discussion

2 Written Communication

A. Use correct English grammar and mechanics in their written work.

Assignment and

Group project

B. Communicate in a coherent and logical manner

Assignment and Group project

C. Present ideas in a clear and organized fashion.

Assignment and Group project

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

Lecture and class

discussion

B. Identify the stakeholders in the situation.

Lecture and class

discussion

C. Analyze the consequences of alternatives from an ethical standpoint.

Lecture and class

discussion

D. Discuss the ethical implications of the decision.

Lecture and class

discussion

4 Core Business Knowledge Entire course

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ACADEMIC INTEGRITY POLICY It is critical to the reputation of the 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 test 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 Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic integrity. All group members should exercise special care to ensure 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 specific individuals.

Some courses, while not requiring group projects, encourage students to work together in groups before submitting individual assignments. If it’s unclear whether it is allowed, students are encouraged to seek clarification from the instructor to avoid violating the academic integrity policy. In the Asper School of Business, all suspected cases of academic dishonesty in undergraduate courses are reported to the Dean's office and follow the approved disciplinary process. See following table for typical penalties for academic dishonesty in the Asper School.

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Typical Penalties for Academic Dishonesty in the Asper School

If the student is from another Faculty and the academic dishonesty is committed in an Asper course, the student’s Faculty could match or add penalties beyond the Asper School’s.

F-DISC on transcript indicates the F is for disciplinary reasons.

ACADEMIC DISHONESTY PENALTY

Cheating on exam (copying from or providing answers to another student)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Sharing exam questions electronically during exam

F-DISC in course Suspension from taking Asper courses for 2 years Notation of academic dishonesty in transcript

Possession of unauthorized material during exam (e.g., cheat notes)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Altering answer on returned exam and asking for re-grading

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Plagiarism on assignment F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Submitting paper bought online F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Inappropriate Collaboration (collaborating with individuals not explicitly authorized by instructor)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Group member had knowledge of inappropriate collaboration or plagiarism and played along

F-DISC in course Notation of academic dishonesty in transcript

Signing Attendance Sheet for classmate F-DISC in course Notation of academic dishonesty in transcript

Impersonation on exam Expelled from the University of Manitoba and reported to Winnipeg Police

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STUDENT SERVICES AND SUPPORTS

The University of Manitoba provides many different services that can enhance learning and provide support for a variety of academic and personal concerns. You are encouraged to visit the below websites to learn more about these services and supports. If you have any questions, please do not hesitate to contact your instructor or the Undergraduate Program Office.

For Information on… …follow this link

Admission, Registration, Tuition Fees, Important Dates, Final Exams, Graduation, and Transcripts

Registrar’s Office

Academic policies & procedures, regulations, Faculty-specific information, degree and major requirements

Academic Calendar

Help with research needs such as books, journals, sources of data, how to cite, and writing

Library Resources

Tutors, workshops, and resources to help you improve your learning, writing, time management, and test-taking skills

Writing and Learning Support

Support and advocacy for students with disabilities to help them in their academic work and progress

Student Accessibility Services

Copyright-related questions and resources to help you avoid plagiarism or intellectual property violations

Copyright Office

Student discipline bylaws, policies and procedures on academic integrity and misconduct, appeal procedures

Academic Integrity

Policies & procedures with respect to student discipline or misconduct, including academic integrity violations

Student Discipline

Students’ rights & responsibilities, policies & procedures, and support services for academic or discipline concerns

Student Advocacy

Your rights and responsibilities as a student, in both academic and non-academic contexts

Your rights and responsibilities

Full range of medical services for any physical or mental health issues

University Health Service

Information on health topics, including physical/mental health, alcohol/substance use harms, and sexual assault

Health and Wellness

Any aspect of mental health, including anxiety, stress, depression, help with relationships or other life concerns, crisis services, and counselling.

Student Counselling Centre

Support services available for help regarding any aspect of student and campus life, especially safety issues

Student Support Case Management

Resources available on campus, for environmental, mental, physical, socio-cultural, and spiritual well-being

Live Well @ UofM

Help with any concerns of harassment, discrimination, or sexual assault

Respectful Work and Learning Environment

Concerns involving violence or threats, protocols for reporting, and how the university addresses them

Violent or Threatening Behaviour

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ABOUT THE INSTRUCTOR Luming Wang is an Associate Professor of Marketing at the Asper School. She has a B.A. and a M.A. in finance from Nankai University, China. She has another M.A. in economics and a Ph.D. in marketing from University of Alberta, Canada. At the Asper School, Luming has taught courses at the Undergraduate (e.g., Fundamentals of Marketing) and Ph.D. levels (e.g., Marketing Models). Her research is in the area of machine learning and information privacy. Her publications have appeared in the Journals such as Journal of Marketing Research, Journal of Interactive Marketing, and Journal of Business Research.