MKTG 2270.10985 Introduction to Marketing Fall 2017 Instructor: Heidi Weigand Office: Homburg 202 Email: Heidi.weigand@smu.ca Phone: 902 496-6456 Office Hours: Mondays 10am to 11:00am, or by appointment Day, Time, and Location of Classes: MKTG 2270. 10057 (MW 8:30-9:45) Sobey 160 Credit Hours: 3 Course Prerequisite(s): MGMT1281, ECON1201, & ECON1202 COURSE DESCRIPTION Students are introduced to the basic marketing tools - segmentation, positioning, product, price, distribution, and promotion. Marketing research, buyer behaviour, planning, marketing in a global setting, and the relationship between marketing and society are also introduced. Teaching methods include lecture, current readings, videos, class exercises and case analysis. BACHELOR OF COMMERCE PROGRAM GOALS Critical thinking – Graduates critically assess situations and use appropriate problem-solving skills. Students will: • Formulate and justify positions on issues or situations using adequate and appropriate evidence • Recognize and demonstrate competence in analytical reasoning Information literacy – Graduates locate and use qualitative and quantitative information effectively using appropriate technology. Students will: • Determine, retrieve, evaluate and manage relevant information • Recognize and acknowledge copyright laws and intellectual property restrictions Communication – Graduates use professional communication skills to facilitate business relationships. Students will: • Prepare appropriate and effective written communications • Prepare and deliver effective oral presentations Ethics, corporate social responsibility, and leadership – Graduates exercise socially responsible leadership skills. Students will: • Recognize the ethical dimensions of situations • Consider a broad spectrum of stakeholders in the development of organizations’ social responsibilities • Recognize a variety of leadership styles and when each is appropriate • Work effectively as part of a team Global perspective – Graduates recognize the diversity and global opportunities their local, national, and world environments present. Students will: • Recognize the effects of different economic, political, cultural, social and technological environments and integrate them into their decision-making Business knowledge and competency – Graduates use their business knowledge and professional skills successfully. Students will: • Demonstrate a fundamental understanding of each of the functional areas of business, and how to effectively integrate and apply this knowledge • Assess the opportunities and risks faced by organizations of different size, ownership and governance structures COURSE OBJECTIVES Marketing is the business function that deals with customers’ unfulfilled needs and wants. The role of marketing in organizations is to identify and measure customer needs and wants, determine which target markets the organization can serve, decide on the appropriate products and services to serve these markets, and determine the optimal methods of pricing, promoting, and distributing the products or services. Successful organizations are those that integrate the objectives and resources of the organization with the needs and opportunities in the marketplace. In today’s competitive environment, market-oriented thinking is a necessity. A successful implementation of the marketing concept requires knowledge of the internal (company) and external (competitors and customers) environments, and how they are influenced by marketing-mix variables. After completing this course, if you have attended class regularly, read the assigned material, and applied the teaching presented in the course, you will be able to: • demonstrate knowledge of the range of activities involved in marketing products and services and the connections between marketing, other functional areas, and the organization’s goals. • demonstrate knowledge of fundamental marketing terms and concepts. • anticipate, identify, and analyze ethical issues in marketing decision/actions. • demonstrate an understanding of the basic decisions encountered by marketing managers. • demonstrate an understanding of the interrelationship between marketing mix variables. • demonstrate an understanding of the different decisions involved in the introduction, growth, maintenance, and demarketing of products/services • apply marketing principles and concepts to practical decisions. Demonstrate an ability to: o identify the information required to develop and evaluate alternatives o systematically analyze the information o in particular, apply buyer behavior analyses to marketing decisions • demonstrate an understanding of organizations’ responsibilities to consumers and society and recognize how these responsibilities are translated into action. • demonstrate effective time management skills by meeting deadlines and completing assignments on time. • present and defend ideas in a professional manner through written and oral presentations. • demonstrate active listening and communication skills by working in teams. • demonstrate an ability to search for, critically evaluate, and synthesize information from several sources. • provide evidence to support a decision or opinion. INSTRUCTIONAL APPROACH A goal for the classroom is to have a positive, attentive, courteous environment that is conducive to learning. Being on time, being alert and participating in discussions and activities contribute to the learning experience. Class will be a combination of instructor lectures, class discussions based on readings or videos, case analysis and/or in-class exercises or activities. Students are required to complete the assigned readings prior to class sessions during which those readings are examined. REQUIRED AND RECOMMENDED TEXTS AND/OR MATERIALS Armstrong, Kotler, Trifts, and Buchwitz (2016), Marketing: An Introduction, 6th Canadian Edition, Pearson Canada Inc. MKTG 2270.1 A& E Casepack (Available for purchase online from the Ivey School of Business). You will be emailed a link to the Ivey Business School case sales site, where you can purchase the case pack for this course. The link is also posted on Brightspace. If you register after the first day of class, contact me for the link! -2- EVALUATION Term Tests (2@15% + 1@ 20%= 50%) There will be three tests during the semester. The dates of the tests are noted in the course outline. The second and third tests will not be cumulative. In the event that class is canceled due to weather or other external event on that particular day, then the test will take place on the next scheduled class date. It is your responsibility to bring pencils, pens, and basic calculators to the exam. Data devices and electronic dictionaries are not to be used. If you are caught using a cell-phone or other electronic device during the test, I will conclude that you are cheating and your mark on the test will be 0. There is no final exam in these sections of MKTG 2270. Marketing Audit (Report-15%; Oral presentation-5%= 20%) This is a group project and you will be formed into groups by the instructor after the add/drop date in mid-September. The marketing audit is an analysis of the market and marketing activity in a product/service category. The purpose is to describe the marketing efforts of a group of competing consumer products or services. Your job is to describe/analyze a productmarket category in terms of marketing related actions by at least four competitors. In this class, every group will be working on the same assignment. The topic of the marketing activity report will be Halifax Craft Beer Market. There is a separate handout on Brightspace on this particular element of the course. The report is worth 15% of your final grade. This is a term project and it is unlikely that you will do well if you leave it to the last 2 weeks of November. The final presentation is a 10-12-minute, professional presentation where you will share your insight and analysis. You may organize this presentation the way you want, although each person in the group must have a speaking part. If special requests are needed regarding media, it is critical to notify me in advance. Your group’s grade on the presentation will be based on how well organized and professional it appears and how well you communicate your ideas to the audience (that is, the audience should be able to understand your points, you should not appear defensive or unprepared when asked questions, etc.) Content is important, but will be given secondary consideration in the presentation (because it will be graded in the paper). Your group will be penalized severely if any members of your group appear unprofessional (in dress, manner, or level of preparation), so I would suggest you practice as a group before the presentation. All presentations will be held in class between November 22 and 27th. Your group will be asked to sign up for a presentation slot. Signup sheets will be posted at a later date. You are only expected to appear for your own presentation. You will not b e permitted to view any other group’s presentation. The presentation is worth 5% of your grade in the course. Please note that if your group does not appear for the presentation at the scheduled time, all members of the group will receive a grade of 0 on both the presentation and the project report. Individual Case Reports (25%) You will note that we have several individual case hand-ins in this course. On each day when we are discussing a case, you are required to be prepared to hand in a 1 page (single spaced) individual case report for that case. It should be single spaced (12 point font). Some guidelines are attached as Appendix II. Although you are required to write and bring 5 case reports, I may not review every case! I use a 0,1,2,3 grading scheme in evaluation these individual reports. It is explained in Appendix III. I do not provide much detailed feedback on these reports. Instead, I will provide feedback in the form of acronyms, which are outlined in Appendix IV. If I find that you have plagiarized any single individual case, you will receive a grade of 0 on this section of the course, regardless of your performance on other individual cases. One more thing, case reports are due at the beginning of class time and I will not be accepting reports after class or by e-mail, they must be submitted on-time in Brightspace in the assigned Dropbox. Class Participation (5%) Attendance and participation are very important in creating a class environment that is both interesting and meaningful to the learner. You should attend class regularly and on time; however, attendance alone is not enough (i.e., you will not receive participation credit by simply showing up for class). Likewise, it is difficult to participate fully if you do not attend class. You must be prepared to ask and answer questions, particularly on days when there is a case analysis/discussion. Class participation is also taking part in In-Class Activities, exercises or in unannounced quizzes. In-Class Activities (ICA) will include both at-home and in-class exercises and may involve group work. Some ICA may also include a short, informal class presentation. From time to time, students may be called upon to answer questions on the day’s material. It is, therefore, to your benefit to come to class prepared. Please take note that, it is not possible to make up unannounced quizzes or any ICA missed due to absence. Also take into consideration that repeated lateness to class or not attending class negatively affects your participation mark. -3- YOUR BIO: In order for me to get to know you better in class, each student is to bring a 1-page bio in the second class. The bio should contain a picture of yourself (left top part of the page), some sort of cartoon or graphic about marketing (right top part of the page and 8-10 points about you (bottom half of the page). These must be in hardcopy, black and white is fine. No electronic files will be accepted. GRADING SCHEME AND UNDERGRADUATE GRADING SYSTEM Graded Items Weight Term Tests 2@15% + 1@ 20%= 50%) Marketing Environmental Audit: Class Participation 50% Report**** 15% Presentation** ** Individual Case Reports 5% 5% 25% TOTAL 100% ****NOTE: If your group does not appear for the group presentation at its scheduled time, all members of the group will receive a grade of 0 on both the presentation and the project report.” The numeric grades you earn in this course convert to a letter grade as follows: A+ 90.00 – 100.00 B+ 77.00 – 79.99 C+ 67.00 – 69.99 A 85.00 – 89.99 B 73.00 – 76.99 C 63.00 – 66.99 A80.00 – 84.99 B70.00 – 72.99 C- 60.00 – 62.99 D 50.00 – 59.99 F 0.00 – 49.99 Please refer to the Undergraduate Academic Calendar for related Grading System policies and procedures. ACADEMIC POLICIES Academic Integrity Policy and Student Responsibility As a Saint Mary's University student, you are responsible for understanding and avoiding academic offences, including plagiarism, cheating, and falsification. Working with another person (or in a group) when individual work is required for a grade is considered a form of academic dishonesty. Plagiarism is when you present someone else’s words, ideas or techniques as your own. When you want to refer to someone else’s work, you must reference it either by direct quotation or paraphrase (expressing the idea in your own words), which must be acknowledged using correct citation. When you are in doubt about what, when, and how to cite your information sources, consult with me, or the Writing Centre, before submitting your work. Academic dishonesty is a serious offense, so be sure you understand how to correctly acknowledge and use sources when preparing your work. Plagiarism applies to all forms of information or ideas that belong to someone else (e.g., literary works, computer programs, mathematical solutions, scientific experiments, pictures, website or data). Furthermore, submitting the same piece of work (even if it’s your own) for a grade or credit in more than one course is usually not permitted. The approval of the course instructors involved must be obtained before submitting the assignment. -4- If you are found in violation of this academic honesty policy, your work is subject to a grade of zero, and you will be reported to the Registrar. If the Registrar finds this is a second offence, you will be referred to the university’s Academic Honesty Committee and subject to disciplinary action. Please read the entire "Academic Integrity" section (Academic Regulation 19) of Saint Mary's Academic Calendar for a complete description of each offence, noting especially the examples of plagiarism and penalties. Late Assignments, Missed Tests, Mid-term Exams, or other Due Dates All assignments/reports are due at the beginning of class on the assigned due date or as indicated by the instructor. Please note that proper submission of group work is the responsibility of all group members. Makeup exams A make-up test could be allowed for legitimate serious circumstances (see Special Examinations below). If you have been hospitalized, had a serious illness or other emergency, you must contact the instructor immediately. Documentary evidence of the emergency must be provided by the next class after the missed test. The instructor will assess the seriousness of the situation and the appropriateness of the submitted documentation. If a make-up test is allowed, this could take place any weekday day between the date of the missed test and the end of the course. The topics to study for this make-up test will be selected by the instructor and could include up-to-date covered chapters. Important: (i) the format of the makeup test may not be the same format as the originally scheduled test; (ii) there will be no makeup for a missed makeup test. Peer Evaluation For the Marketing Audit Report, team members will evaluate each other at the conclusion of the course and individuals with subpar performance (based on quantity and quality of their contribution) will have their grades adjusted accordingly (see Team Member Evaluation Form, Appendix I). As a team member, it is very important to frequently consult with your fellow team members concerning your contribution. For example, ask your teammates, “What else can I do to help move this project forward?” If you think you are loafing, you probably are. Some team members mistakenly believe that quality is unimportant. In reality, when other team members cannot use your work, either because the information or analysis is poor or the writing is awful, they are likely to evaluate you less favorably. Finally, if a member of the group has done nothing to contribute to the report or presentation, then do not out their name on the report. Classroom behavior To avoid disruptions and distractions in the classroom, please note the following policies: • All phones and electronic devices (e.g., iPod touch) must be turned off in the classroom. • Phones must be turned off and placed out of view during tests/exams. The use of a traditional calculator is permitted. • Latecomers and those leaving class early will be considered absent for that day’s record keeping. • When in the classroom, please use computers and laptops for classroom-related activities only. • The use of electronic dictionaries will not be permitted during tests and examinations. • In accordance with Academic Regulation 8(k) of the Saint Mary’s University 2013-14 Academic Calendar, supplementary examinations (and assignments) will not be offered. -5- Course Schedule - 8:30am to 9:45am Date Topic Reading 9/06/17 Introduction to Course & Bio 9/11/17 Nature of Marketing and the 4Ps Ch. 1 9/13/17 Case Analysis & Mktg Financials 9/18/17 Marketing Analysis and Planning Appendix 3 & Appendix 2 Ch. 4 9/20/17 Marketing Strategy & Marketing Environment Case Analysis 1: Club Sportif MAA Ch. 2 Casepack 9/25/17 Behaviour in Consumer Markets I Ch. 6 9/27/17 Marketing Research Case Analysis 2: East Coast Lifestyle Ch. 5 Casepack 10/02/17 Segmentation, Target Marketing, CRM and Positioning I Ch. 7 10/04/17 Test #1 (Chapter 2,4, 5, 6 and 7) 10/09/17 Thanksgiving Holiday - No Class 10/11/17 Ch. 8&9 Casepack 10/16/17 Product and Brands Case Analysis 3: Soweto Gold Online Product and Lab Exercise in Brightspace 10/18/17 Distribution I Ch. 11 10/23/17 Pricing & Revenue Models Case Analysis 4: Pokémon Go Ch.10 Casepack 11/25/17 Communications II – Advertising and PR Ch. 12 10/30/17 Test #2 (Chapter 8,9, 10 and 11) 11/01/17 Communications – Personal Selling and Promotion Case Analysis: Deregulating the Sale of Alcohol Ch. 13 Casepack 11/06/17 Communications – Direct and Online Mktg Ch. 14 11/08/17 Marketing Ethics + Lab Case Analysis: The PCRA Ch. 3 Casepack -6- 11/13/17 Fall Break – No Class 11/15/17 Test # 3 (Chapters 3,12,13, and 14) 11/20/17 Marketing Audit Presentations 11/22/17 Marketing Audit Presentations 11/27/17 Marketing Audit Presentations 11/29/17 Marketing Audit Reports Due- 12:00 Noon in Brightspace -7- APPENDIX I Peer Evaluation Form The peer evaluation should reflect your assessment of the contribution/performance of each group member to the group work. After listing each group member’s name, give each person (including you) a score from 1% to 100%. You may decide that each person merits an equal share of the mark, and thus each person in the group would receive "100 percent". You might also feel that some members of the group deserve less than 100%. Assign to each group member a percentage that accurately reflects their contribution/performance to the completion of the project. Please make sure you rate yourself. In making your evaluation, you should consider the following: • • • • • • Quality of Work: Consider the degree to which the student team member provides work that is accurate and complete. Timeliness of Work: Consider the student team member's timeliness of work. Task Support: Consider the amount of task support the student team member gives to other team members. Interaction: Consider how the student team member relates and communicates with other team members. Attendance: Consider the student team member's attendance at the group meetings. (This includes in-class meetings.) Responsibility: Consider the ability of the student team member to carry out a chosen or assigned task, the degree to which the student can be relied upon to complete a task. • Involvement: Consider the extent to which the student team member participates in the exchange of information (does outside research, brings outside knowledge to group). GROUP MEMBERS OVERALL CONTRIBUTION Your name: _________________________________________ ______________________ _____________________________________________________ ______________________ _____________________________________________________ ______________________ _____________________________________________________ ______________________ _____________________________________________________ ______________________ If you distributed the percentages unevenly, please explain why. You can also use this section to make comments about your group experience (you may include additional sheets, if needed). Comments: SIGNATURE: __________________________________ -8- Appendix II Individual Case Report Template Student Name Course Number: MKTG 2270.1 SECTION Problem: 1/8 page Analysis: ½ Page Alternatives: 1/8 Page Recommendation and Plan: ¼ Page Other pages can include exhibits. -9- Appendix III MKTG 2270 Individual Case Report Grading Scheme I use a simple 3 point scale in evaluating 2 page case reports. This 3 point scale should not be interpreted as a letter grading system (eg: 1 is not an F). Nor should it be interpreted as a % grading system (eg: 2 is not 67%). It is simply an ordinal device that I use to easily evaluate your performance on a particular hand-in and summarize your overall performance on this element of the course. I tend to use a lot of acronyms when I grade your submissions. Note Appendix IV where I have provided a list of common acronyms and their meaning (eg: RH means “rehash of the facts, not analysis!”). Given the quantity of grading that I have to do in this course, I do not provide a lot of personalized comments. I do not correct spelling, grammar or sentence structure. If your report is incomprehensible, it will likely be a “0”, regardless of content and you will see the comment “DNMS. This is how to interpret your mark on a case report! 3 A well written case report with a very good qualitative analysis and a sound recommendation and detailed plan that logically flows from the analysis. This is supported with the appropriate qualitative analysis. 2 A well written case report with a very good qualitative analysis and a sound recommendation and detailed plan that logically flows from the analysis. But, there is no real application of quantitative tools to support the recommendation and plan 2 Elements of the analysis and plan are sketchy and incomplete, but the report has some basic merits. The analysis may be flawed. However, there is a good attempt at the application of quantitative tools to support the work. 1 Elements of the analysis and plan are sketchy and incomplete, but the report has some basic merits. The analysis may be flawed. In addition, there is no real application of quantitative tools to support the recommendation and plan. 0 Garbage! Incomprehensible! No real analysis (quantitative or quantitative) to support a poor recommendation that comes out of thin air. -10- Appendix IV Common Acronyms on Case Report Feedback Good A Good Analysis Good PGood Plan/Recommendation Good IGood, Detailed Implementation Good FA/Good FP/ Good QA Good job on the numbers/financial projections P?  What is the problem? Make sure you clearly identify it (Might also include a couple of words to give direction on the problem) RH  This is merely a rehash of the case facts. DC Draw conclusions from the analysis AT Apply theory to the case (might include a specific reference to a particular theory) Seg?  What is your analysis of market segments? Pos?  Analysis of Positioning? BS  Be Specific (can be in reference to something in analysis or recommendation) Alts?  Have you thought about alternative courses of action? Rec? or Plan?  Do you have a concrete recommendation or plan? D?  Details, usually in reference to something in the plan. FA?  Financial analysis is required. FP?  You should be making financial projections QA?  Quantitative Analysis required GJ/Good Job  Good Job!! I think your case is quite good and it hit most of the major points. PW & DNMS This report is so poorly written that it does not make sense. It is very difficult to determine the main points of your problem, analysis and plan. This will lead to a grade of 0 or 1 regardless of other issues. -11-