MKTG2006-Marketing-Outline-W231
.pdf
School
Laurentian University**We aren't endorsed by this school
Course
2006 MKTG 2006
Subject
Marketing
Date
Jan 10, 2025
Pages
7
Uploaded by SuperPheasant4779
1 Tuesday1:00pm to 4:00pmProfessor:Michelle Munro Office Hours:By appointment Extension:None –Contact via email ONLY Email:mcmunro@laurentian.ca Required ReadingTextbook: Marketing by Grewal 8thEdition, McGraw Hill ISBN: 9781265056704 https://connect.mheducation.com/class/m-munro-winter-2023 for the electronic textbook and ELearning platform MKTG 2006 Case Pack from IVEY –Cases are to be purchased online, see list and instructions posted on D2L. Case Pack will not be posted/finalized until after the first week of class, once the number of groups is determined. Course ObjectivesThis course introduces the fundamentals of marketing management. Topics include components of the external environment, competition, market definition, segmentation and positioning. PREREQ: MGMT 1001 (Lec 3) Students may not retain credit for both MKTG-2006 and SPAD 2036 and COMM 2036. MKTG 2006 has the following learning objectives: •Overview of the components and definitions of Marketing, and Marketing Management; •Begin to understand the role of marketing in modern society, including an appreciation for the social responsibilities of the marketing manager. •Develop an understanding of consumer behavior and how it affects the marketing mix and strategy decisions. •Understanding the role of the environment, competition, marketing within an organization and the structure of the marketing process in an organization. •Develop an understanding of how to segment a market, select a target market and properly position a company in a competitive market. •Develop your ability to analyze problems in the marketing context and to present and defend your analysis in a professional manner. MKTG 2006 EL 01: Marketing Management Winter 2023
2 Teaching MethodThe teaching method is a combination of lecture, case analysis, and in-class-activities to facilitate learning. Supplemental instructional media may be employed. You will be expected to come to class having: 1.thoroughly read the specified text chapters and/or other readings; 2.read the scheduled case through several times; 3.worked with your group on the case analysis and issue resolution; 4.make notes on the case consisting of your own and your group's analysis and suggested strategies for resolving any problems or issues you have identified in the case. Assessment Group Assessments Group Case (15%)Your group will be assigned to one of the cases in the course outline to hand in as a group FULL case write up. Cases will be drawn at the beginning of the course. Cases will be graded with 80% of marks achievable for the report and 20% for the presentation. Further details on case analysis format will be posted on the D2L. At the time of your presentation a full written case analysis must be submitted to the professor. In addition to your case analysis a professionally laid-out agenda must be submitted, setting out the group name, members of the group, and responsibilities assigned to each member (i.e. who is going to speak to which aspect of the presentation). Additionally, a printed copy of any instructional aids, such as PowerPoint, must be submitted at the same timeas your case. The case is a maximum of ten (10) pages long, not including the agenda and printed copy of instructional aids. Additional information on case analysis will be posted in the D2L forums. Each group will also be assigned to a Board of Director Report for the case presentations. During presentations your group must hand-in a BOD reports that includes your view of the problem, alternatives and action plan, you will then be the first group to ask questions during the presentation. This will compose a portion of your participation grade. CAUTION RE: GROUP ASSIGNMENTS:Different grades may be assigned to individual members of a group dependent upon the group members’individual contribution to the project. Each group member will complete an evaluation form assessing the work of other group members. The completed peer evaluation forms will be sealed in envelopes and submitted to the instructor with each group assignment. Individual Assessments Class Participation (15%)It is important that you actively participate in class discussion on cases and class activities. Listen to the discussion, critique points made, and offer your own opinion. Written points regarding "good" participation and scoring are attached to this outline.
3 Current Event (10%)Each student is required to do an individual presentation on a current event related to class discussions. Additional information will be provided in class, topics are as noted in the course schedule below. Sign up will occur on September 15th. Term Test 1(10%)–Short answer and multiple choice.IN CLASS –SEE DATES BELOWTerm Test(20%)–Short answer and multiple choice.IN CLASS –SEE DATES BELOWFinal Exam (30%)There will be a Final Exam at the end of the course. This will be a closed book exam and will be a mixture of multiple choice and structured case questions. The Final Exam for this course will be scheduled by the Registrar’s Office. Late Assignment Submission Policy Late penalties will be applied to assignments submitted past the due date listed in the course outline. Penalties will be 10% per day beginning at the time listed for submission (typically 3PM). Under extreme circumstances and with proper documentation extensions may be granted by your professor. 24 hours notice is required for your request to be considered, otherwise late penalties will apply. Assignments subject to late penalties will be accepted 4 calendar days past the original due date, as this will yield a deduction of 40%. After 4 calendar days the assignment will NOT be accepted or graded. Excused late submissions will not be accepted once the graded assignments have been returned to the class. Evaluation Summary Type of Evaluation Deliverable Grading Scheme My Grade Individual Participation (In class) 15% Individual Current Event 10% Term Test 1 10% Term Test 2 20% Final Exam 30% Group Group Case (Hand in & Present) 15% TOTAL100% NOTE: The minimum passing grade for this course is 60%. In addition, to pass this course your individual grade components must average 50% or higher.
4 The School of Commerce and the university reserve the right to modify elements of the course during the term. The university may change the dates and deadlines for any or all courses in extreme circumstances. If modifications become necessary, reasonable notice and communication with the students will be given. Students will be provided with an explanation and an opportunity to comment. Special Needs Requests Policy All Special Needs requests for MKTG 2006 must be submitted by January 30th, 2023.
5 Course Schedule, MKTG 2006 EL01 Winter Term 2023 # Date Subject and Topics Covered Required Readings and Cases 1 Jan 10 Course Introduction, Project Overview, Key Topic Review Chapter 1 2 Jan 17 Marketing Strategy & Ethics Chapter 2 & 4 Assign Case studies Sign up for Current Events 3 Jan 24 Marketing Environment & Consumer Behaviour Chapter 5 & 6 Case: Ivey Course Pack Current Events 4 Jan 31 Segmentation and Targeting Chapter 9 Segmentation Sample Exercise: D2L - TEST TERM TEST 1 –Jan 31 5 Feb 7 Product Chapter 11, 12, 13 Case: Damn Heels –Part 1 Current Events 6 Feb 14 Price Chapter 14 Case: Damn Heels –Part 2 Current Events STUDY WEEK –FEB 217 Feb 28 Place Chapters 15 Case: Ivey Course Pack Current Events 8 Mar 7 Promotion Chapter 17 and 18 Case: Ivey Course Pack Current Events WEEK 9 - TERM TEST 2 –Mar 14 10 Mar 21 Group Case and Current Event Presentations 11 Mar 28 Group Case and Current Event Presentations12 Apr 4 REVIEWFinal Exam (Short Answer & Mini Case) –Date determined by the Registrar
6 Participation Evaluation Your participation in class discussion in this course will be evaluated on qualitative and quantitative bases. Much of the information managers give and get is verbal. This is why your evaluation for this course includes a substantial oral communication component. This course also puts an emphasis upon debatable issues, therefore your ability to express, and defend your point of view, is part of the evaluation of your participation. The criteria used for evaluating your participation in this course are as follows: •Do you listen actively? (i.e. evidence that you follow presentations and discussions in a non-verbal way). •Are your comments/questions related to those made by others or by the professor? •Do you ask questions relevant to our further understanding of what was discussed? (This includes clarifying questions such as "What does "per capita" mean in plain English?) •Do your comments show that you have read the materials related to the topic in detail? •Have you demonstrated that you can select facts from opinions? •Do you increase our understanding of a situation by your comments? •Do you express original/creative ideas or perspectives? How challenging are they to the professor and/or the class? •Do you show a willingness to exchange with others? •Listen to the discussion, critique points made, and offer your own opinion. (In that order!) Class Conduct Derogatory Behaviour: Academic freedom based on fact is encouraged, offensive remarks are not. Attendance: According to Laurentian University policies a student having unexcused absences from lectures for a course in excess of 20% of the total lectures may jeopardize receipt of the credit for that course. Absenteeism over 20% will be noted and potential failure could result.Punctuality: A business professional is punctual. Electronic Devices: The use of cell-phones and recording devices in class is not permitted. Cell-phones should be switched off while you are in class. Lap top computers for note taking and electronic dictionaries may be permitted in class but not in examinations. Lap top usage is NOT permitted during class presentations.
7 Academic Dishonesty Any form of cheating in assignments/exams is regarded with the utmost seriousness by the University and will not be tolerated. See your instructor if you are uncertain. Laurentian University defines plagiarism as follows: “Essentially, plagiarism involves submitting or presenting work in a course as if it were the student's own work done expressly for that particular course when, in fact, it is not. Most commonly plagiarism exists when: a) the work submitted or presented was done, in whole or in part, by an individual other than the one submitting or presenting the work, b) parts of the work (e.g. phrases, ideas through paraphrase or sentences) are taken from another source without reference to the original author, c) the whole work (e.g. an essay) is copied from another source, and/or d) a student submits or presents a work in one course which has also been submitted or presented in another course (although it may be the completely original work of that student) without the knowledge or prior agreement of the instructor(s) involved.” Laurentian University defines cheating as follows: “Cheating at tests or examinations includes, but is not limited to, dishonest or attempted dishonest conduct such as speaking to other candidates or communicating with them under any circumstances whatsoever; bringing into the examination room any textbook, notebook, or memoranda not authorized by the examiner or leaving answer papers exposed to view of other candidates.”(Laurentian University Policy Statement on Academic Dishonesty, Accessed August 20th, 2009 www.laurentian.ca)