MKT 7010 (G01 & G02) (3.0 CH) MARKETING MANAGEMENT FALL 2016

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1 MKT 7010 (G01 & G02) (3.0 CH) MARKETING MANAGEMENT FALL 2016 INSTRUCTOR Name: Malclm Smith, Ph.D. Phne: Fax: Class Time: G01: Tuesdays - 2:30 PM-5:45 PM; Rm. 103 G02: Thursdays - 6:15 PM-9:30 PM; Rm. 108 Office Lcatin: 674 Drake Centre Office Hurs: Tuesdays 11:00 AM-12:00 nn Thursdays 2:30 PM - 3:30 PM r by appintment COURSE DESCRIPTION This curse explres the marketing functin and its imprtance t the rganizatin. The curse will fcus n strategic and tactical issues related t market segmentatin, psitining, targeting, prduct management, pricing, prmtin, and distributin, bth frm a fr-prfit and nt-frprfit perspective. In this curse, we will discuss the fllwing: Hw marketing has evlved; marketing research; cnsumer behaviur; market segmentatin; chsing a targeting strategy; designing the firm s prduct, price, distributin, and prmtin with an understanding f the firm s resurces and cnstraints. This is the usually the first marketing curse in an MBA prgram and is a required ne at mst universities with gd reasn. Marketing is the majr cntact pint f an rganizatin with its custmers. Anytime we buy a cffee at Tim Hrtn s, test drive a Hnda, fly Air Canada, see a Dnate Bld ad, r use ur VISA card t buy furniture at IKEA, we are directly r indirectly in cntact with the marketing department f thse rganizatins. Marketing frms the backbne f mst rganizatins. The success and failure f rganizatins can ften be traced t their marketing. Regardless f the department yu wrk in r yur area f expertise, it is imprtant that business prfessinals have a strng understanding f marketing, because every emplyee in the firm has a rle t play in it. The belw qute sums this up very well: Marketing is t imprtant t be left t the marketing department. David Packard, C-Funder f HP

2 AACSB Assurance f Learning Gals and Objectives. The Asper Schl f Business is prudly accredited by AACSB. Accreditatin requires a prcess f cntinuus imprvement fr the Schl and ur students. Part f student imprvement is ensuring that students graduate with the knwledge and skills they need t succeed in their careers. T d s, the Asper Schl has set the learning gals and bjectives listed belw fr the MBA Prgram. The checked gal(s) and bjective(s) will be addressed in this curse and dne s by means f the items listed next t the checkmark. Gals and Objectives in the MBA Prgram Gals and Objectives Addressed in this Curse Curse Item(s) Relevant t these Gals and Objectives 1 Strategic Thinking Students will think critically and creatively abut slutins t rganizatinal prblems, cnsidering shrt-term and lng-term gals, resurces, risks, and pprtunities. A. Students are able t identify situatins where strategic thinking is necessary. B. Students are able t identify different strategies. C. Students are able t perfrm a basic strategic analysis. D. Students are able t recmmend strategic alternatives and their implementatins. 2 Glbal Perspective Students will adpt a glbal mindset in cnsidering rganizatinal decisins. A. Students have an awareness f glbal diversity, and multicultural awareness. Chapter 21 B. Students have an awareness f different glbal perspectives. Chapter 21 C. Students have been expsed t glbal business envirnments thrugh curse materials Chapter 21 3 Ethical Mindset Students will cnsider ethical and mral issues when analyzing and recmmending slutins t rganizatinal prblems. A. Students demnstrate an understanding f the respnsibility f business in sciety. B. Students demnstrate an understanding f ethical decisin making. C. Students demnstrate mral develpment in ethical decisin making. D. Students demnstrate an understanding f the respnsibilities f a leader s rle as it relates t ethics. 4 Quantitative and Financial Prficiency Students will demnstrate the ability t apprach rganizatinal issues using quantitative and financial analysis. A. Students are able t identify that a prblem cntaining a quantitative aspect exists. B. Students are able t apply financial methdlgies in the answering f business questins. C. Students are able t demnstrate a basic financial prficiency in understanding the rle and flw f mney in an rganizatin. & Chapter 22 & Chapter 22 D. Students are able t interpret the results f a financial analysis. 2

3 COURSE OBJECTIVES Additinally, this curse is designed t intrduce yu t the discipline f marketing and help yu realize that it is much mre than just advertising and selling. While it will nt make yu a marketing expert, this curse will give yu enugh knwledge t becme a better marketer, nt t mentin make yu a smarter cnsumer as well. Frm an academic standpint, it will prvide yu with the necessary fundatin t cmprehend material in any marketing electives yu might take later. The majr bjectives f this specific curse are t: 1. Help yu understand the imprtance and rle f marketing in business. 2. Intrduce yu t the terminlgy and cncepts in marketing. 3. Give yu hands-n experience in preparing a Marketing Plan fr an rganizatin. COURSE MATERIALS Ktler, P., K.L. Keller, S. Sivaramakrishnan, & P. Cunningham (2013), Marketing Management, 14 th Canadian Editin, Pearsn Canada, Inc. Case Studies available at the University Bkstre. The textbk has 22 chapters and ver 800 pages. Attempting t cver all the material in ten classes will be infrmatin verlad. Therefre, we will cncentrate n sme f the mst imprtant aspects. COURSE FORMAT Classes will include lectures and active discussins that will intrduce yu t the cncepts and strategies in marketing. This cmpnent is intended t build yur marketing knwledge base. T build yur marketing-related analytical abilities, we will discuss sme cases decisin-making situatins faced by cmpanies. Yu are expected t cme t class having thrughly read the case and having taken a sht at analyzing the situatin and making a decisin recmmendatin. COURSE ASSESSMENT There will be fur majr cmpnents t the grading: Written Exam (in-class)... 35% Marketing Plan (grup wrk; due Dec 12)... 30% Individual Case Write-Up... 20% Participatin... 15% Ttal % 3

4 Cumulative Marks Grade GPA Perfrmance A+ 4.5 Excellent A 4.0 Very Gd B+ 3.5 Gd B 3.0 Satisfactry C+ 2.5 Marginal C 2.0 Unsatisfactry D 1.0 Unsatisfactry Belw 50 F 0.0 Unsatisfactry NOTE: Class attendance is required. Missing mre than 20% f this curse due t unexcused absences may result in a failing grade. It is yur respnsibility t infrm yur prfessr in advance f yur absence and the reasn fr it (medical dcumentatin r emplyer nte if away fr a wrk cmmitment) is required. The prfessr decides hw t deal with the impact f missed classes n yur final grade. Written Exam: The exam scheduled during class hurs will cnsist f 3 r 4 lng-answer questins. Please nte that in the event yu will have t miss the exam fr a valid reasn, yu have t cmplete the frmal paperwrk thrugh the MBA Office, withut which a makeup exam cannt be given. Case Write-Up: Each student will submit a written case analysis as part f her/his grade. An analysis fr any ne (1) f the fur (4) cases assigned fr the curse may be submitted. Tw (2) cpies f the written case analysis are t be submitted befre the beginning f class. Each student will hand in a hard cpy fr grading. The ther will be in electrnic frm ( ed t my accunt) which will be used fr my future reference t cmpare against future submissins shuld I chse t use the same case in this r anther curse. These are due at the beginning f the class n the date specified n the class schedule. Late case assignments are nt accepted. Marketing Plan: In the crprate wrld, yu will ften wrk in grups r teams t wrk n prjects r prepare reprts. In this curse, n a grup basis, yu will utilize all that yu learned in the curse t write a detailed marketing plan fr a small business r a nt-fr-prfit rganizatin. Details f what is expected in the plan will be explained in class. End-f-Term Peer Evaluatin: Althugh the Marketing plan is grup wrk, each member s grade will be adjusted t reflect individual cntributin thrugh a cnfidential peer evaluatin at the end f the term. Make sure yu are a team-player thrughut the term! OUT-OF-CLASS COMMUNICATION I will be psting PwerPint slides and ther class-related files n UM Learn, which can be accessed using yur UfM lgin (MKT 7010 will appear under the curse list upn lgin). I will be psting mst files under the Lessns tab. Any annuncements utside f class will be sent by frm UM Learn. Since that mail ges t yur UM Learn mail inbx by default (nt yur UfM mail inbx), please check yur UM Learn mail regularly r have it permanently 4

5 frwarded t yur regular accunt by using the frward feature (available under Mail Preferences). Remember t put the UM Learn-frwarded mail in the Safe List f yur ther e- mail accunt, as it culd end up in the Junk/Spam Mail flder therwise. ATTENDANCE Students are expected t attend every class. In the event yu have t miss a class, arrive late, r leave early, please infrm me in advance, as yu are expected t d in the business wrld. ELECTRONIC MOBILE DEVICES AND OTHER CLASSROOM EXPECTATIONS Yu are welcme t use yur laptp r tablet in class fr taking ntes. Hwever, please refrain frm checking yur . Students are expected t cnduct themselves in a prfessinal manner in the classrm. The fllwing behaviurs will nt be tlerated: Brwsing the internet. Cell phne usage Cell phnes that ring r vibrate if ne des ring, I will answer it. Sending r reading messages. Taking phtgraphs with a cell phne withut prir permissin. Being late fr class n a regular basis. Sleeping in class. Reading materials that are nt part f this curse (e.g., materials fr ther curses, newspapers, magazines. Listening t MP3 players r ther such devices. Cnstantly chatting with ther students. Being lud and/r disruptive. ACADEMIC REGULATIONS STUDENT SUPPORT RESOURCES AND ACADEMIC POLICIES Fr a list f free Academic and Mental Health supprt services please refer t the Student Supprt Resurces and Academic Plicies PDF fund n ur website: ROASS.pdf STUDENT ACCESSIBILITY SERVICES Students are encuraged t cntact Accessibility Services at , r the instructr, shuld special arrangements need t be made t meet curse requirements. Fr further infrmatin please visit 5

6 EXAM RESCHEDULING POLICY Students are expected t write ALL exams with their classmates at the scheduled exam time. Requests fr final exam rescheduling must be referred t the Graduate Prgram Office (rescheduling f midterm tests is verseen by individual instructrs). Please refer t Missing a Test/Exam n page 14 f the MBA Student Handbk fr further infrmatin: _-_August_2014.pdf UNCLAIMED ASSIGNMENT POLICY Pursuant t the FIPPA Review Cmmittee s apprved recmmendatins f August 15, 2007, all unclaimed student assignments will becme the prperty f the faculty and will be subject t destructin six mnths after the cmpletin f any given academic term. COPYRIGHT REGULATIONS All students are required t respect cpyright as per Canada s Cpyright Act. Staff and students play a key rle in the University s cpyright cmpliance as we balance user rights fr educatinal purpses with the rights f cntent creatrs frm arund the wrld. The Cpyright Office prvides cpyright resurces and supprt fr all members f the University f Manitba cmmunity. Visit fr mre infrmatin. NOTE: Plagiarism r cpying anther student s wrk will be dealt with severely. See Academic Integrity Statement at the end f this curse syllabus. 6

7 CLASS SCHEDULE Sessin Date Tpic Chapters Case 1 Sept 27/Sept General Intrductin 1 29 Defining Marketing fr the 21st Century Financial Analysis fr Marketing 2 Oct 4/Oct 6 Cllecting Infrmatin 3 & 4 and Frecasting Demand Cnducting Marketing Research 3 Oct11/Oct 13 Analyzing Cnsumer 6 & 7 Markets Analyzing Business Markets 4 Oct 18/Oct 20 Identifying Market 8 Case 1 Segments and Targets 5 Oct 25/Oct 27 Crafting the Brand 10 & 11 Case 2 Psitining Cmpetitive Dynamics 6 Nv 1/Nv 3 Setting Prduct Strategy 12 & 14 Case 3 Develping Pricing Strategies 7 Nv 8/Nv 10 Designing & Managing 15 & 16 Guest Speaker Integrated Marketing Channels Managing Retailing, Whlesaling and Lgistics 8 Nv 15/Nv 17 In Class Exam Designing & Managing Integrated Marketing 17 Cmmunicatins 9 Nv22/Nv 24 Integrated Marketing 17 Case 4 Cmmunicatins cnt d Internatinal Marketing Nv 29/Dec 1 Managing a Hlistic Organizatin fr the Lng Run 22 Dec 12 Marketing Plan Due T Instructr ** Dr. Smith reserves the right t change this class schedule is required ** 7

8 It is critical t the reputatin f the I. H. Asper Schl f Business and f ur degrees that everyne assciated with ur faculty behaves with the highest academic integrity. As the faculty that helps create business and gvernment leaders, we have a special bligatin t ensure that ur ethical standards are beynd reprach. Any dishnesty in ur academic transactins vilates this trust. The University f Manitba Graduate Calendar addresses the issue f academic dishnesty under the heading Plagiarism and Cheating. Specifically, acts f academic dishnesty include, but are nt limited t: using the exact wrds f a published r unpublished authr withut qutatin marks and withut referencing the surce f these wrds duplicating a table, graph r diagram, in whle r in part, withut referencing the surce paraphrasing the cnceptual framewrk, research design, interpretatin, r any ther ideas f anther persn, whether written r verbal (e.g., persnal cmmunicatins, ideas frm a verbal presentatin) withut referencing the surce cpying the answers f anther student in any test, examinatin, r take-hme assignment prviding answers t anther student in any test, examinatin, r take-hme assignment taking any unauthrized materials int an examinatin r term test (crib ntes) impersnating anther student r allwing anther persn t impersnate neself fr the purpse f submitting academic wrk r writing any test r examinatin stealing r mutilating library materials accessing tests prir t the time and date f the sitting changing name r answer(s) n a test after that test has been graded and returned submitting the same paper r prtins theref fr mre than ne assignment, withut discussins with the instructrs invlved. Many curses in the I. H. Asper Schl f Business require grup prjects. Students shuld be aware that grup prjects are subject t the same rules regarding academic dishnesty. Because f the unique nature f grup prjects, all grup members must exercise extrardinary care t insure that the grup prject des nt vilate the plicy n Academic Integrity. Shuld a vilatin ccur n a grup prject, all grup members will be held jintly accuntable, n matter what their individual level f invlvement in the specific vilatin. Sme curses, while nt requiring grup prjects, encurage students t wrk tgether in grups (r at least d nt prhibit it) befre submitting individual assignments. Students are encuraged t discuss this issue as it relates t academic integrity with their instructr t avid vilating this plicy. In the I. H. Asper Schl f Business, all suspected cases f academic dishnesty invlving a graduate student (i.e. MBA, MSc r PhD student) will be reprted directly by the instructr t the Dean f the Faculty f Graduate Studies. 8

9 Malclm Smith Department f Marketing I.H. Asper Schl f Business Dr. Malclm Smith is a past Assciate Dean and past Head f the Department f Marketing at the I.H. Asper Schl f Business. He teaches curses in Intrductry Marketing, Cnsumer Behaviur, and Marketing Research at the undergraduate and graduate level as well as a capstne Marketing Management case-based curse t undergraduate Marketing students. The fcus f his research is marketing t lder adults, and in particular, age-related differences in memry fr advertising. His research has been presented at numerus natinal and internatinal cnferences, and published in varius texts and such jurnals as the Jurnal f Marketing, Jurnals f Gerntlgy: Psychlgical Sciences, Jurnal f Business Research, Psychlgy and Marketing, the Annals f Turism and the Jurnal f Turism Research. Dr. Smith was Assciate Dean (Research and Graduate Prgrams) in the Asper Schl frm , and his term as Department Head was frm He has been a visiting prfessr at the L'viv Institute f Management (Ukraine), the University f Oregn, and Thammasat University in Bangkk, Thailand. Dr. Smith was als the Directr f the Asper Schl s Internatinal Student Exchange Prgram frm Dr. Smith received his B.Sc. (Hns.) and MBA frm Queen's University in Kingstn, Ontari, Canada and his Ph.D. frm the University f Oregn in Eugene, Oregn, USA. 9