UNIVERSITY OF ALBERTA School of Business
Department of Marketing, Business Economics and Law
MARKETING 301 – Intro to Marketing
Fall 2007 Course Outline
Professor:
Class: D4 Class: D5 Class: D6
Tu Thu 09:30-10:50 Room BUS 1-9 Tu Thu 11:00-12:20 Room BUS 1-9 Tu Thu 12:30-01:50 Room BUS 3-5 Office: 4-20F Business Building
Phone: (780) 492-1866
E-mail:
Website:
https://ulearn.ualberta.ca/webapps/login/
Office Hours: Thursday’s 15:00 – 16:00 or by appointment
The best way to reach me is by e-mail. I normally check my messages 7 days a week.
I will try to answer all e-mails in a timely fashion, however, I will NOT respond to questions that can be easily found on the course’s web page or in the syllabus.
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Text:
Amrstrong, Kotler, Cunningham, Mitchell, Buchwitz (2007), Marketing: An Introduction: In-Class Edition with MyMarketingLab, 2/E, Pearson Education Canada, ISBN-10: 013235344X.Each student will need an access code for MyMarketingLab, which is included with the new text from the bookstore. If you purchase a second hand copy, you will also need to purchase the code separately from on this course’s website. The course ID is: CRSWEUW-13069
Lecture Notes:
lecture notes will be posted on the class website by the day of the class at the latest.Outline of the course:
Marketing is a major force in almost any business today. It not only includes a large number of functional areas of business (such as sales, advertising, sales promotions, distribution,pricing, product design and packaging, customer service, marketing research, etc.), it is a philosophy of doing business.
This is a survey course, touching upon a broad range of topics within the field of marketing. The objective is to acquaint students with common marketing terminology and the problems and activities within
organizations. Students will be provided with the background needed to deal with marketing problems, analyze and evaluate marketing decisions, and select feasible marketing strategies.
Class Format:
The course will incorporate both lectures and discussion. Lectures will reinforce and expand upon material found in the text. Discussions and in-class activities are designed to foster active learning to bring new perspectives to course material. Students are expected to have read the text and assigned materials before class, so that discussion can occur during class time. Class discussions can make the learning experience more enjoyable and fulfilling for everyone involved.Grading:
Component Weight
Online Assignments 15%
Presentation 5%
Mid term Exam 30%
Final Exam 45%
Marketing Research participation 5%
Total 100%
Three Online Assignments – throughout the course, each student is required to complete 3 out of 5 online assignments posted on MyMarketingLab (the website that complements the textbook). Upon registering online, students will receive a notice once an assignment is made accessible on MyMarketingLab. Each assignment accounts for 5% of your final grade. Instructions on how to register to MyMarketingLab and on assignment completion can be found on this course’s website on uLearn. Each assignment will consist of about 20 multiple choice questions (all students have different questions, which are randomly selected from a large test bank). Assignments will be available online one week before the due date (due date is Sunday’s at midnight). You can only take the assignment once, and there will NOT be any make-up assignments.
One Presentation – each student has to give a 3 – 4 minute presentation, which accounts for 5% of the final grade. Students will be assigned to a specific date and topic. The presentation will consist of analyzing a company with respect to their marketing strategy related to your assigned topic. Your presentation should cover the following:
• What strategy does the company use?
• Why are they using this strategy?
• Is this an effective strategy?
• What other strategies could they use?
You are allowed to pick any company, but in selecting a suitable company you should consider your ability to answer the above questions. Your grade for the presentation will be completely based on peer evaluation.
All questions concerning the presentations should be addressed to my TA Keri Kettle
Exams – One mid term exam, covering the material discussed in class and the assigned readings. The final exam will be comprehensive. There will NOT be a make-up mid term exam. If you miss the midterm the weight of the final exam will be 75%, instead of 45%.
If you feel strongly that your grade on some test is unfair, you have the right to appeal. You must submit a written note to instructor stating the test item you are questioning and your rationale for the appeal. Such appeals must be submitted within one week in which grades for that exam are posted.
The University of Alberta is committed to the highest standards of academic integrity and honesty. Students are expected to be familiar with these standards regarding academic honesty and to uphold the policies of the
University in this respect. Students are particularly urged to familiarize themselves with the provisions of the Code of Student Behavior (online at could potentially result in suspicions of cheating, plagiarism, misrepresentation of facts and/or participation in an offence. Academic dishonesty is a serious offence and can result in suspension or expulsion from the University.
Policy about course outlines can be found i
Marketing Research participation – One of the key factors influencing both the national and international reputation of a university is the academic research that it produces. You will be given an opportunity to participate in a number of research projects conducted by members of the School of Business. The purpose of this is two-fold: (1) to familiarize you with a number of procedures and methods used in academic
research; and, (2) to provide you with an awareness of the types of research conducted by faculty members.
All research projects conducted at the University of Alberta are carefully screened by an ethics committee to ensure they meet the University of Alberta’s ethical standards. All such research is premised on informed consent. This means that the person conducting the study must provide you with sufficient information to enable you to determine whether or not you wish to participate. For example, if a person were evaluating the impact of graphic violent imagery in advertising, they would be obliged to let you know the nature of the materials prior to you viewing them. Note that at any time during the course of a session you have the right to discontinue participation without penalty. Further, even if you initially consent to participate you may choose to stop participation at any time without any loss. Using the above example, you might consent to participation, even after being told about the graphic imagery, but after viewing one image you may feel that you no longer wish to participate.
Throughout the course of the term, a number of studies will be made available to you and you will be given the option of signing up for these studies. Studies that are one hour or less are worth a possible one unit, while studies that are two hours long are worth a possible two units. During the course of the term you are expected to participate in 4 units worth of research, or pursue the paper option as described below. For each study you are required to complete a form that requires you to answer a series of questions regarding the research project(s) that you participated in. You will not receive a grade for participation alone. For each study a grade will be awarded based on your answers to a series of questions about the study (this will be graded on a pass/fail basis – you will be notified of your score on this component within two weeks of study participation). Information relevant to each series of questions will be provided in a debriefing shortly after your participation (usually this will occur immediately after you have participated). Note, in order to receive a grade for this component of the course, you must complete four units worth of research and adequately answer the questions – partial credit will not be provided (e.g., for just doing one unit of research). This research component will comprise 5% of your final grade. Any information collected will be held in the strictest of confidence.
In order to participate in these studies, you will need to access the research participation web site at:
Please note, this research component pertains to studies conducted by members of the Department of
Marketing, Business Economics and Law. As such, you will not receive credit for studies you participate in for other courses (e.g., psychology).
Please note, the purpose of this experience is intended to be educational. You are not required to participate in any of the research projects. If you choose not to participate and wish to receive equivalent credit, you are asked to write a short paper regarding specific research methods. Further information regarding this option is available by contacting Webb Dussome it takes approximately the same amount of time as participating in the studies and answering the questions.
CLASS SCHEDULE - MARKETING 301
Date Topic of Class Discussion Readings PRIOR to class:
Week 1 6-Sep Hand out syllabus
Week 2 11-Sep Introduction to Marketing & Marketing Strategy Ch 1 & Ch 2 13-Sep Marketing and Society: Social Responsibility Ch 3
Week 3 18-Sep The Marketing Environment Ch 4
20-Sep Social Responsibility - Guest Lecture Leo Wong
Week 4 25-Sep Managing Marketing Information Ch 5
27-Sep Managing Marketing Information Sep 30: Assignment 1 due*
Week 5 2-Oct Presentations/ Consumer and Business Buyer Behaviour Ch 6
4-Oct Consumer and Business Buyer Behaviour Oct 7: Assignment 2 due.
Week 6 9-Oct Presentations/ Segmentation, Targeting & Positioning Ch 7 11-Oct Segmentation, Targeting, and Positioning
Week 7 16-Oct Presentations/ Segmentation, Targeting & Positioning
18-Oct Midterm Exam Exam: Chapters 1-7
Week 8 23-Oct Product, Services, and Branding Strategy Ch 8 25-Oct New-Product Development and Product Life-Cycle
Strategies
Ch 9
Oct 28: Assignment 3 due.
Week 9 30-Oct Presentations/ Pricing Considerations and Strategies Ch 10 – guest lecture 1-Nov Pricing Considerations and Strategies Dr. Yu Ma
Week 10 6-Nov Presentations/ Pricing Considerations and Strategies
8-Nov Conference – no Class No class
Week 11 13-Nov Fall term class break – no class No class 15-Nov Marketing Channels and Supply Chain Management Ch 11
Nov 18: Assignment 4 due.
Week 12 20-Nov Presentations/ Integrated Marketing Communications Ch 12
22-Nov Integrated Marketing Communications Nov 25: Assignment 5 due.
Week 13 27-Nov Presentations/ Marketing and the Internet Ch 13 29-Nov Marketing and the Internet
Week 14 4-Dec Presentations/ Review
* You will need to complete 3 out of the 5 assignments – due date is Sunday’s at midnight
