UNIVERSITY OF ALBERTA School of Business
Department of Marketing, Business Economics and Law MARKETING 301 – Intro to Marketing
Fall 2010 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: uLearn
Fall 2010 Mark 301 Lec D4 D5 D6 – same website for all 3 sections I teach.
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:
Armstrong, Kotler, Cunningham, Buchwitz (2009), Marketing: An Introduction: In-Class Edition, 3/E, Pearson Education Canada, ISBN-10: 0132074621.New texts purchased in the bookstore come with an access code for MyMarketingLab. MyMarketingLab is provides optional study materials. If you purchase a second hand copy, you can but do NOT have to purchase the code separately. To access “MyMarketingLab” please see the instructions posted on this course’s website.
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 newperspectives 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 Component Weight
Presentation
10
Final Exam45
Two midterm Exams (20% each)
40
Marketing Research participation5
One Presentation – each student has to give a 4 – 5 minute presentation, which accounts for 10% of the final grade. Note presentation should not be longer than 5 minutes! 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? • Is this an effective strategy?
• Why are they using this 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.
Exams – Two mid term exams, 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 one of the midterms (for a legitimate reason) the weight will be redistributed over the other midterm and the final exam.
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 me stating the test item you are questioning and your rationale for the appeal. Such appeals must be submitted within two weeks 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 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 are carefully screened by an ethics committee to ensure they meet the U of A’s ethical standards.
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. You are expected to participate in 4 units worth of research, or pursue the paper option as described below. 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). To participate in these studies, you will need to access the
research participation web site at:
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 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 7-Sep Introduction
9-Sep Introduction to Marketing Ch 1
Week 2 14-Sep Marketing Strategy Ch 2
16-Sep Marketing and Society Ch 3
Week 3 21-Sep Analyzing the Marketing Environment Ch 4 23-Sep Managing Marketing Information Ch 5 Week 4 28-Sep Managing Marketing Information
Presentations 1/ Chapters 2-4
30-Sep Segmentation, Targeting, and Positioning Ch 7 Week 5 5-Oct Segmentation, Targeting, and Positioning
Presentations 2/ Chapter 5
Ch 7
7-Oct Presentations 3/ Chapter 7 Mon Oct 11 Thanksgiving Week 6 12-Oct Product and Branding Strategy Ch 8
14-Oct Developing and Marketing New Product Ch 9
Week 7 19-Oct Consumer and Business Buyer Behaviour Ch 6 – guest lecture Dr. Sarah Moore 21-Oct Presentations 4/ Product Strategies Ch 8 & 9
Week 8 26-Oct Midterm Exam 1 Exam: Chapters 1-6
28-Oct Presentations 5/ Consumer Behaviour Ch 7
Week 9 2-Nov Pricing: A Strategic Marketing Decision Ch 10 – guest lecture Dr. Yuanfang Lin
4-Nov Presentations 6/ Ch 10 Pricing
Week 10 9-Nov Marketing Channels Ch 11
11-Nov No class Remembrance day No class
Week 11 16-Nov Midterm Exam 2 Exam: Chapters 7 – 11
18-Nov Presentations 7/ Pricing and Distribution Ch 10 & Ch 11
Week 12 23-Nov Integrated Marketing Communications Ch 12 25-Nov Presentations 8/ Communications Ch 12
Week 13 30-Nov Direct and Interactive Marketing Ch 13 2-Dec Presentations 9/ Internet Ch 13
Week 14 7-Dec Review
