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FUNDAMENTALS OF MARKETING

FUNDAMENTALS OF 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
two-fold:
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.
GRADING & 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%
2
CASES:
Each student is to complete and submit two (2) cases throughout this month. The due dates for the cases are
as follows:
Case #1 Due in class on Friday, June 10, 2016
Case #2 Due in class on Friday, June 17, 2016
Titles of the assigned cases will be given out at a later date.
Cases must be 4 pages in length excluding the title page.
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) BUT with emphasis on materials covered after the two mid-term exams.
CLASS FORMAT:
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.
NOTES ON LATE CASE ASSIGNMENTS AND EXAM RESCHEDULING:
LATE CASE SUBMISSIONS WILL BE GRADED ON ONLY 70% OF THEIR ON-TIME SCORE,
AND WILL NOT BE ACCEPTED AFTER THEY ARE 7 DAYS LATE.
REQUESTS FOR EXAMINATION RESCHEDULING WILL ONLY BE CONSIDERED PRIOR
TO THE SCHEDULED EXAM TIME.
THERE IS A NO ELECTRONICS RULE IN CLASS AND DURING EXAMS.
STUDENTS ARE NOT PERMITTED TO EXIT THE CLASS DURING LECTURE PERIOD.
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
3
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 3cm 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.
Format
Situation Analysis:
• Bold heading
• Two or three paragraphs describing the circumstances and background of this case.
SWOT Analysis:
• Bold heading
• Use 2 columns to list SWOT elements
Strengths – bold subheading Weaknesses- bold subheading
– Single space
– Point form (at least 2 points)
– Describe the INTERNAL
STRENGTHS
– Single space
– Point form (at least 2 points)
– Describe the INTERNAL
WEAKNESSES
Opportunities – bold subheading Threats – bold 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
Problem Statement:
• Bold heading
• Two or three paragraphs on the problem and/or the situation the organization is facing.
Alternatives:
• Bold heading
• Summarize the alternative 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 for the pros and cons under each alternative as follows:
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Alternative #1: (State alternative #1 here)
Pros: – Use this subheading and bold Cons: – Use this subheading and bold
– List Pros in VERTICAL point form – List Cons in VERTICAL point form
– Single space – Single space
Alternative #2: (State alternative #2 here)
Pros: – Use this subheading and bold Cons: – Use this subheading and bold
– List Pros in VERTICAL point form – List Cons 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.
• In two or three paragraphs defend why you chose this alternative, how it will assist the company
with its problems and state specific steps that will be taken to implement your recommendation.
• In addition, explain how you will overcome the cons to this alternative.
Additional Notes:
• Ensure that there is a cover sheet containing the case name, course name, number and section, your
name, prof’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!!!
5
The FINAL EXAM as set by the registrar’s office.
NOTE: This course outline is subject to change.
Dates Topics Text Chapters
May-30 An Introduction to Marketing Chapter 1
31 The Marketing Environment, Social
Responsibility, and Ethics Chapter 2
Jun-01 Strategic Planning for Competitive Advantage
& Developing a Global Vision Chapter 3 & 4
2 Marketing Research Chapter 5
3 Consumer Decision Making Chapter 6
6 Business Marketing Chapter 7
7 Exam Chapters 1-7
8 Segmenting, Targeting, and Positioning Chapter 8
9 Product Concepts & Developing & Managing
Products Chapter 9 & 10
Services and Nonprofit Organization Marketing Chapter 11
CASE #1 DUE
13 Setting the Right Price Chapter 12
14 Marketing Channels and Supply Chain
Management & Retailing Chapter 13 & 14
15 Exam Chapters 8-14
16 Marketing Communication Chapter 15
Advertising, Public Relations, and Direct
Response & Sales Promotion and Personal
Selling
Chapter 16 & 17
CASE #2 DUE
20 Social Media and Promotion Chapter 18
21 Customer Relationship Management Chapter 19
Class Schedule
10
17
6
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.
7
2014 Summer Session Undergraduate Subject Pool Program
Overview
All students in Fundamentals of Marketing (MKT 2210) have the opportunity to participate in two research
studies during the Summer term for credit. These research studies may involve participating in marketing
experiments, completing a questionnaire, and/or a computer simulation.
Participation in all 2 research studies earns you the full 5% component of your course grade.
Participating in only 1 study will earn you a proportional grade (2.5%). 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 the term, 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. 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 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
mktg_research@umanitoba.ca. Credit will be given to the student as if they participated in the research
study.
Students will be required to read the article and submit a short one page summary of the main findings to
mktg_research@umanitoba.ca. This report is due before the end of the study session in which it is
counting. For example, if it is used for Study 1, this summary is due before study 1 sessions have
completed. 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
9
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 Objective in the Undergraduate Program
Goals and
Objectives
Addressed
in this
Course
Course Item(s)
Relevant to
these Goals
and Objectives
1 QuantitativeReasoning
A. Determine which quantitative analysis technique is appropriate for
solving a specific problem.
ü
B. Use the appropriate quantitative method in a technically correct
way to solve a business problem.
ü Quantitative
analysis in case
assignments
C. Analyze quantitative output and arrive at a conclusion. ü
2 WrittenCommunication
A. Use correct English grammar and mechanics in their written work. ü Written case
assignments
B. Communicate in a coherent and logical manner ü Written case
assignments
C. Present ideas in a clear and organized fashion. ü Written case
assignments
3 Ethical Thinking
A. Identify ethical issues in a problem or case situation ü Case assignments
B. Identify the stakeholders in the situation. ü Case assignments
C. Analyze the consequences of alternatives from an ethical
standpoint.
ü Lectures
D. Discuss the ethical implications of the decision. ü Lectures
4 Core Business Knowledge ü Entire course

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