MKT 2210 A01 Fundamentals of Marketing

WINTER 2019 107 Drake, MW, 1:00 – 2:15 pm

CONTENTS CONTENTS ............................................................. 1

INSTRUCTOR ......................................................... 1

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

COURSE OBJECTIVES ............................................. 1

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

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

ASSESSMENT OF LEARNING .................................. 4

MISSED EXAM AND LATE SUBMISSION POLICY .... 5

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

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

OUT-OF-CLASS COMMUNICATION ....................... 5

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

INTENDED LEARNING OUTCOMES ........................ 7

ACADEMIC INTEGRITY POLICY .............................. 8

STUDENT SERVICES AND SUPPORTS ..................... 9

UNDERGRADUATE RESEARCH PARTICIPATION PROGRAM ........................................................... 10

INSTRUCTOR Name: Brock Cordes Office: 666 Drake Centre Phone: 204-474-9179 Email: brock.cordes@umanitoba.ca Office hours: 30 minutes after class or by appointment COURSE DESCRIPTION Analysis of marketing problems, emphasizing various alternatives available for achieving economic efficiency in the distribution process; public policy with respect to marketing. COURSE OBJECTIVES This course is a foundation for: 1) future courses in marketing; and 2) a basic understanding of the marketing function for those who will not take other development courses in the marketing area. As such, it is for students with little or no marketing experience. The objectives of this course are twofold:

1. To gain an understanding of basic marketing concepts such as product development, marketing segmentation, marketing objectives, and the marketing mix.

2. To develop the student’s marketing decision-making skills so that the student will be able to analyze marketing environments and determine an appropriate marketing strategy for the situation at hand.

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COURSE MATERIALS Lamb, Hair et. al.: MKTG Fourth Canadian Edition, Nelson Education Ltd., 2019

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

Have you ever thought about where the products you buy come from? Who determined the brand name? Who set the price? Why are they available on line as well at retail stores? A marketer made these decisions. Marketing involves learning about and understanding consumers, and then developing and implementing a plan that delivers products/services that meet the needs of those consumers. Students who take courses in this area soon discover that the exciting field of marketing encompasses much more than sales and advertising. They learn about marketing research, consumer behaviour, branding, international marketing, marketing of social issues, etc.

Cases: Each student is to complete and submit two (2) cases throughout this semester. The due dates for the cases are as follows:

Case #1 Due in class on Monday, February 11, 2019 Case #2 Due in class on Monday, March 25, 2019

Titles of the assigned cases will be given out at a later date. Cases must be 4 pages in length excluding the title page.

Format for Case Writing: Instructions ***READ INSTRUCTIONS AND FORMAT CAREFULLY. ALL CASES MUST BE PRESENTED IN THIS FORMAT*** All cases must be in twelve-point type, with 3 cm margins on all sides, double-spaced and NO LONGER than the designated number of pages specified in the course outline excepting the title page. Cases that are “too long” will be docked by 50% of the case’s worth. For example, Case #1 will be marked out of 50% if it’s too long. However, two or three pages would not do justice to a case study of this nature.

1. Situation Analysis

Bold Heading

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Two or three paragraphs describing the circumstances and background of the case.

2. SWOT Analysis

Bold heading

Use 2 columns to list SWOT elements

Strengths (Bold this subheading) Weaknesses (Bold this subheading)

- Single space

- Point form (at least 2 points)

- Describe the INTERNAL STRENGTHS

- Single space

- Point form (at least 2 points)

- the INTERNAL WEAKNESSES

Opportunities (Bold this subheading) Threats (Bold this subheading)

- Single space

- Point form (at least 2 points)

- Describe the EXTERNAL

OPPORTUNITIES

- Single space

- Point form (at least 2 points)

- Describe the EXTERNAL THREATS

3. Problem Statement

Bold heading

Two or three paragraphs on the problem and/or the situation the organization is facing

4. Alternatives

Bold heading

Summarize the alternatives in one or two sentences

List three or four alternatives

List more than one “pro” and “con: associated with each alternative

Use point form in a vertical format (two columns) for the pros and cons under each alternative as follows:

Alternative #1: (State the alternative in bold). Describe the bold statement in 1 -2 sentences (not bold).

Pros: - bold this subheading Cons: - bold this subheading - List pros in VERTICAL point form - List pros in VERTICAL point form - Single space - Single space

Recommendation:

Bold heading

State the ONE alternative you are recommending in paragraph form.

Avoid “I” statements when writing the case. Use the third person singular form.

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In two or three paragraphs defend why you chose this alternative and how it will assist the company 1. Clearly outline specific steps of implementation 2. Explain how all cons will be overcome for the alternative you chose

Additional Notes:

Ensure that there is a cover sheet containing the case name, course name, number and section, your name, the professor’s name and the date

Number the pages

Conduct a spellcheck

Spell the professor’s name correctly

Follow the guidelines set out in the course outline with regards to proper case writing. USE HEADINGS!!!

EXAMS: All exams will consist of multiple-choice questions. They will cover both the text and any materials covered in class. The final exam will be comprehensive covering all materials (i.e. prior to and after the two scheduled mid-term exams) equal with emphasis on materials covered after the two midterm exams.

Final Exam as Scheduled by the Registrar’s Office

Class time will be spent in lecture and discussion of relevant marketing topics. Students are expected to have read the text material corresponding to the subject matter before the lecture/discussion of that topic. ASSESSMENT OF LEARNING

Grades and Assignments: Research Study Participation 5%

Attendance 5% Individual Case #1 10% Individual Case #2 10% Exam One 20% Exam Two 20% Final Exam 30% Total 100%

Grading Scheme:

95 – 100: A+ 90 – 95: A 85 – 89: B+ 80 – 84: B 72 – 79: C+ 60 – 72: C 50 – 59: D Less than 50: F

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MISSED EXAM AND LATE SUBMISSION POLICY If you miss an exam for medical reasons, I can give you a make-up exam only if you provide a doctor’s note that certifies you were unfit to come to class on the day of the exam. In some cases, I may call the doctor’s office to verify the validity of the doctor’s note. The Asper School also has a list of events for which accommodations will be made for a missed term exam (not final exam). Make-up exams will not be given for any other reason. I cannot guarantee that the difficulty level of the makeup exam will be the same as the one the rest of the class got received. Do not make travel plans before the Final Exam. I cannot give a make-up because you booked a flight ticket for a date earlier than the scheduled Final Exam. In the event you have to miss the Final Exam for a valid reason as noted above, a request for a deferred exam must be made at your home Faculty’s Undergraduate Program Office (268 Drake, if you are an Asper student). As explained earlier, late submissions or assignments may lose marks. ATTENDANCE POLICY You are allowed to miss a maximum of 3 classes without a valid excuse. Excused absences include a medical reason (with doctor’s note), travel for an approved academic event as per this Faculty-approved list of events, death of a close family member, or religious observation. In each of the above cases, documentation will be required. No other reason is considered a valid excuse.

If a student has over 3 unexcused absences, this will result in an automatic grade reduction of one mark per excess absence in the course. There will be no exceptions to this rule. Attendance will be taken daily starting Day 1. Marking attendance for a friend who is absent is Academic Dishonesty and will be dealt with severely. Students are not permitted to exit the class during lecture period. ELECTRONIC DEVICE BANISHMENT POLICY You may not use a laptop or tablet for note-taking. 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 airplane mode or turn it off before class begins. You may not audio/video record any lectures. OUT-OF-CLASS COMMUNICATION PowerPoint files, assignment/project guidelines and other class-related files may be posted on UM Learn. Moreover, any announcements outside of class may be sent by e-mail from UM Learn. It is your responsibility to check your U of M e-mail account frequently so that you don’t miss these emails. There are many questions that cannot be answered succinctly over email. If you email me a question, please consider whether it can be easily and effectively answered by email. If it cannot, please talk to me at the beginning of class. If I receive a question that is difficulty to answer electronically or will require a lengthy response, I will ask you to discuss the topic in class instead.

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CLASS SCHEDULE

Dates Topics Text Chapters

Jan 7 Introduction

Jan 9 An Intro to Marketing Chapter 1

Jan 14 The Marketing Environment, Social Responsibility, and Ethics

Chapter 2

Jan 16 Strategic Planning for Competitive Advantage

Chapter 3

Jan 21 Developing a Global Vision Chapter 4

Jan 23 Market Research Chapter 5

Jan 28 Consumer Decision Making Chapter 6

Jan 30 Business Marketing Chapter 7

Feb 4 EXAM ONE – Chapters 1 – 7

Feb 6 Segmenting, Targeting, and Positioning Chapter 8

Feb 11 CASE #1 DUE

Feb 13 Case and Exam Preparation

Feb 18 Louis Riel Day, University Closed

Feb 20 Winter Term Break

Feb 25 Customer Relationship Management Chapter 9

Feb 27 Product Concepts Chapter 10

Mar 4 Developing and Managing Products Chapter 11

Mar 6 Services and Non -Profit Organization Marketing

Chapter 12

Mar 11 Setting the Right Price Chapter 13

Mar 13 EXAM TWO - Chapters 8 - 13

Mar 18 Marketing Channels and Supply Chain Management

Chapter 14

Mar 20 Retailing Chapter 15

Mar 25 CASE #2 DUE

Mar 27 Marketing Communications Chapter 16

Apr 1 Advertising, Public Relations, and Direct Response

Chapter 17

Apr 3 Sales Promotion and Personal Selling Chapter 18

Apr 8 Social Media Strategies Chapter 19

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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.

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

C. Analyze quantitative output and arrive at a conclusion.

2 Written Communication

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

√ Term paper

Assignments

Exams

B. Communicate in a coherent and logical manner √

Term paper

Assignments

Exams

C. Present ideas in a clear and organized fashion. √ Term paper

Assignments

Exams

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

√ Entire course

B. Identify the stakeholders in the situation. √ Entire course

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

√ Entire course

D. Discuss the ethical implications of the decision. √ Entire course

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4 Core Business Knowledge √ Entire course

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.

Typical Penalties for Academic Dishonesty in the Asper School

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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.

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 or concerns, please do not hesitate to contact your instructor or the Undergraduate Program Office.

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

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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.

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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. 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 2. Click on Request an account here 3. 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

4. Click on request account 5. Your password will be e-mailed to you. 6. 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

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