UNIVERSITY OF ALBERTA School of Business
Department of Marketing, Business Economics and Law MARKETING 301 – Intro to Marketing
Fall 2013 Course Outline
Professor: Peter T.L. Popkowski Leszczyc
http://www.business.ualberta.ca/PeterPopkowskiLeszczyc
Class: D6 Class: D7
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: [email protected]
Website: uLearn https://ulearn.ualberta.ca/webapps/login/
Fall 2013 Mark 301 Lec D6 D7 (same website for both sections).
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:
Marketing: An Introduction, 4th Canadian Edition Plus MyMarketingLab with Pearson eText – (authors: Gary Armstrong, Philip Kotler, Valerie Trifts and Lilly Anne Buchwitz).The text comes with MyMarketingLab, which provides additional study materials. I will not use MyMarketingLab for class purposes, usage is optional.
Lecture Notes:
lecture notes will be posted on the class website at the latest the evening before the class.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 Component Weight
Project
15
Final Exam40
Two midterm Exams (20% each)
40
Marketing Research participation5
Project – All students will need to write a 3 to 4 page marketing (or promotional) plan for a fundraising campaign or activity. This is an individual project, which is due on the last day of classes and is worth 15%
of your grade. Full details about the project will be provided on the homepage for this class.
As part of this project during the semester all students will be asked to participate in a fundraising activity for a significant Alberta charity. The process is similar to fund raisers like “a run for breast cancer”, where individuals who participate have their own fundraising homepage. A special website has been created for this class project and each student will have their own fundraising page on this site.
Using their homepage students can run their own fundraising campaign. They can customize their page and use it to market their cause. Each student will need to write a short story about their experience with charity or what it means to them, post this on their page and try to get people to donate money on their behalf. This should be an interesting, inspiring and/or fun story that appeals to people such that they are willing to donate money to the charity on your fundraising page.
To keep things interesting and motivate participants all stories and the amount of funds raised to date by each student are posted on the main page (website) for this class, such that you get to observe what and how other students are doing during the semester. However, students will NOT be graded on the amount of money they raised.However, by actively participating and experiencing the effectiveness of your strategies you will be able to write a better marketing plan.
The objective of this exercise is to get student involved in planning and marketing of a fundraising campaign.
You will get to apply and experience what marketing strategies can be used more effectively. The project has important implications related to: Social corporate responsibility, Marketing planning, Marketing research, Consumer behavior, Segmentation, target marketing and positioning, Promotional strategy and Internet marketing.
Exams – Two midterm exams, covering the material discussed in class and the assigned readings. The final exam will be comprehensive. There will NOT be a make-up midterm 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 www.ualberta.ca/secretariat/appeals.htm) and avoid any behavior which 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 in §23.4(2) of the University Calendar.
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.
Confidentiality & Consent – 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. Any information collected will be held in the strictest of confidence. Further, 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 participate, even after being told about the graphic imagery, but after viewing one image you may feel that you no longer wish to participate.
Research credits – Research credits are worth 5% of your final grade. In order to obtain the full 5%, you must participate in five studies for credit throughout the course of the term: one online study, and four lab/field studies.
In order to receive a grade for this component of the course, you must complete ALL FIVE studies. Partial credit will NOT be provided (e.g., for just doing one study).
MARK 301 Online Study (1 credit)
o This study is to be completed early in the term; you will complete this study through the Research Participation website, and will be able to see when you have been granted credit.
Lab/Field studies (up to 4 credits)
o Four lab/field studies must be completed. Over the semester, various studies will be made available through the Research Participation website, and you may choose which studies you want to sign up for and participate in. Studies that are one hour or less are worth one credit, while studies that are two hours long are worth two credits. The study location will be specified when you sign up. Most studies take place in the basement of the Business School, in B-10 or B-06.
o For the lab/field studies, you will not receive credit for participation alone. After each lab session, you will complete a form with a series of questions regarding the research project(s) in which you participated; information relevant to these questions will be provided in a debriefing at the end of the session. For each study, credit will be awarded based on your answers to these questions. Answers are graded on a pass/fail basis. Credit will be awarded within 72 hours of the study session.
Research Participation Website
o To gain access to the Research Participation website, you do not need to sign up. You will be automatically signed up on September 6, and you will receive an email with login information. Please DO NOT create your own account.
** If you register for MARK 301 after September 6, 2013, please email
[email protected] with your name, CCID, and course section to get an account. If you drop the course, please email to have your account removed.**
o Once you have received your login information, you can sign up for the “MARK 301 Online Study” and for available lab or field studies here: https://rp.business.ualberta.ca. You can also use this site to track the number of lab credits you have earned.
o You will receive notification emails when new studies are posted. We will also post notifications to our Facebook page: www.facebook.com/UofAResearchParticipation.
Checking the Research Participation website yourself is also a good idea to keep on top of which studies are currently available.
o If you have any problems with the Research Participation website, please contact [email protected] (Subject: MARK301 LecD2 – RP Problem).
Please note that 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).
Alternatives
This research participation 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. This paper will be structured so that it takes approximately the same amount of time as participating in the studies and answering the questions. If you wish to pursue this option, please discuss it with your instructor.
Cheating and Plagarism: Cheating and plagiarism are serious forms of academic dishonesty that are completely at odds with the values of the University and will be dealt with severely. Code of Student Behaviour Students should be familiar with the Code of Student Behaviour are descriptions of unacceptable behaviour for Students in the University. The Code is available online: - Individual Hyperlinked Sections (http://www.governance.ualberta.ca/en/CodesofConductandResidenceCommunityStandards/CodeofStudentB ehaviour/COSBIndividualHyperlinkedSections.aspx).
Cheating is any deceptive or dishonest practice relative to any part of this course. Examples of cheating include but are not limited to the following behaviours or attemps to do so:
copying another person’s work;
obtaining unauthorised assistance of any kind;
Usage of unauthorized materials or unauthorized communication during exams;
having someone take an exam in your place.
Plagiarism is the use of someone else’s language, ideas, images or other original material without
referencing the source. This also applies to materials posted online or other student works. You will need to rewrite text/materials in your own words and properly reference materials. Text copied verbatim need to appear in quotes and needs to be referenced.
Note that cheating or plagiarism may result in expulsion or a suspension of up to three years.
CLASS SCHEDULE - MARKETING 301
Date Topic of Class Discussion Readings:
Week 1 5-Sep Introduction
Week 2 10-Sep Marketing: Creating and Capturing Customer Value Ch 1 12-Sep Company and Marketing Strategy: Partnering to Build Customer
Relationships
Ch 2
Week 3 17-Sep Company and Marketing Strategy: Partnering to Build Customer Relationships (Continued)
Sustainable Marketing: Social Responsibility and Ethics Ch 3 19-Sep Sustainable Marketing: Social Responsibility and Ethics
Week 4 24-Sep Analyzing the Marketing Environment Ch 4
26-Sep Managing Marketing Information to Gain Customer Insights Ch 5 Week 5 1-Oct Managing Marketing Information to Gain Customer Insights Ch 5
3-Oct ACR Conference no class
Week 6 8-Oct Informs Annual meeting no class
10-Oct Midterm Exam 1 Chapters 1-5
Week 7 15-Oct Understanding Consumer and Business Buyer Behaviour Ch 6 17-Oct Segmentation, Targeting, and Positioning Ch 7 Week 8 22-Oct Segmentation, Targeting, and Positioning Ch 7 24-Oct Developing and Managing Products and Services Ch 8
Week 9 29-Oct Brand Strategy and Management Ch 9
31-Oct Brand Strategy and Management
Week 10 5-Nov Pricing: Understanding and Capturing Customer Value Ch 10
7-Nov Midterm Exam 2 Chapters 6 – 10
Week 11 12-Nov No class Remembrance day No class
14-Nov Marketing Channels: Retailing, and Wholesaling Ch 11 Week 12 19-Nov Communicating Customer Value: Advertising and Public
Relations
Ch 12
21-Nov Personal Selling and Sales Promotion Ch13
Week 13 26-Nov Direct and Online Marketing Ch 14
28-Nov Direct and Online Marketing Ch 14
Week 14 3-Dec Review Papers due
Strategy and the Marketing Mix
Economic Demographic Legal
Technological Cultural Natural
Forces in the Macro environment
