UNIVERSITY OF ALBERTA School of Business
Department Of Marketing, Business Economics And Law
MARKETING 301, B1 – Introduction To Marketing Winter Term 2001 Instructor: Valerie Trifts Course Outline Class: MWF 1100-1150
Location: Business Building, Room BUS 1-05 Office: Hub Mall Sessional Room
E-mail: [email protected]
Website: http://courses.bus.ualberta.ca/mark301-trifts
Office Hours: Monday and Wednesday at 10:00 a.m. to 11:00 a.m. or by appointment.
COURSE OVERVIEW
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.
REQUIRED TEXT
Berkowitz, Eric N. et al (2000), Marketing, 4th Canadian edition: The McGraw-Hill Companies, Inc.
EVALUATION
Grades will be determined based on the following components:
Test #1 25%
Test #2 25%
Final Exam 50%
Total 100%
Tests will consist of a mix of multiple choice and short answer questions. The final exam will follow a similar format and will be comprehensive.
BONUS RESEARCH CREDIT
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 Faculty 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 high 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. The credit that you receive for a study will be dependent on the length of the study. Studies that are half an hour or less are worth one credit, while studies that are an hour long are worth two credits. During the course of the term you may
participate in up to 6 credits worth of research. Each credit is worth 0.5%, in addition to any grades received during the course of the term (i.e., you could receive an additional 3% bonus). Note that this is bonus credit, and is to be added to your average grade at the end of the term.
Sign-up sheets will be available on a table on the third floor of the Business Building, by the bookshelves just outside the General Office.
Please note, this additional credit 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 credit in other courses (e.g., psychology).
COURSE OUTLINE
Week of: Topic Text Chapter
Jan 8-12 Course overview
Marketing: A Focus on Customer Relationships and Values 1 Linking Marketing and Corporate Strategies 2 Jan 15-19 The Changing Marketing Environment 3
Ethics and Social Responsibility 4 Jan 22-26 Global Marketing and World Trade 5
Consumer Behavior 6
Jan 29-Feb 2 Organizational Markets and Buyer Behavior 7 Test #1 (Chapters 1-7) February 2nd
Feb 5-9 Interactive Marketing and Electronic Commerce 8 Turning Marketing Information into Action 9 Feb 12-16 Market Segmentation, Targeting, and Positioning 10
Developing New Products and Services 11 Feb 19-23 Reading Week (No Classes)
Feb 26-Mar 2 Managing Products and Brands 12
Managing Services 13
Mar 5-9 Test #2 (Chapters 8-13) March 5th
Pricing: Relating Objectives to Revenues and Costs 14 Mar 12-16 Pricing: Arriving at the Final Price 15
Marketing Channels and Wholesaling 16 Mar 19-23 Supply Chain and Logistics Management 17
Retailing 18
Mar 26-30 Integrated Marketing Communications and Direct Marketing 19 Advertising, Sales Promotion, and Public Relations 20 Apr 2-6 Personal Selling and Sales Management 21 The Strategic Marketing Process 22 Apr 9-11 Review and makeup classes