MKT 6080 (A01 & A02) 3.0 CH MARKETING Fall 2013

Transcription

1 MKT 6080 (A01 & A02) 3.0 CH MARKETING Fall 2013 Effective August 2013, the University will ONLY use yur UfM accunt fr fficial cmmunicatins, including messages frm the MBA Office, yur prfessrs, and ther University administrative ffices. CLAIM YOUR U f M ACCOUNT at It is YOUR respnsibility t check it daily fr ALL University cmmunicatin. INSTRUCTOR Name: Subramanian Sivaramakrishnan ( Subbu ) Phne: Office Lcatin: 316 Drake Centre Fax: Office Hurs: Wednesday 3-5 pm, r by appt. subbu.s@umanitba.ca COURSE DESCRIPTION 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 Hrtns, 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 COURSE OBJECTIVES This curse is designed t intrduce yu t the discipline f marketing and help yu realize that it s much mre than just advertising and selling. While it wn t 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 five majr bjectives f this 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. Develp yur analytical skills by examining cases invlving marketing decisin situatins. 4. Give yu hands-n experience in making marketing decisins by playing the rle f marketing manager f a simulated firm. 5. Give yu hand-n experience in preparing a Marketing Plan fr an rganizatin. COURSE MATERIALS 1. Marketing Management, 14 th Canadian Editin, by Philip Ktler, Kevin Lane Keller, Subramanian Sivaramakrishnan, and Peggy Cunningham, 2012, Pearsn Canada. (13 th editin is acceptable) 2. Cases (tw available at Campus Bkstre, three available n Angel) 3. Marketplace Live student license (requires nline purchase; see Appendix) 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 nly the mst imprtant aspects. Ktler s Bible (as it is ften referred t) is a great marketing bk t keep fr reference in yur persnal library due t its encyclpaedic nature. I still have mine frm my student days! 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. Class discussins will ccasinally be supplemented with guest lectures by marketers frm the industry. T build yur marketing-related analytical abilities, we will discuss sme cases decisin-making situatins faced by cmpanies. It is expected that yu will cme t class having thrughly read the case and having taken a sht at analyzing the situatin and making a decisin recmmendatin. T give yu hands-n experience in making marketing decisins, yu will participate in a marketing simulatin game called Marketplace Live. This will give yu a gd pprtunity t design marketing strategies and apply marketing cncepts as yu learn them, in a realistic and cmpetitive business envirnment. Finally, yu will utilize all that yu learned in the curse in preparing a Marketing Plan fr ne f the Asper Schl s prgrams. Details will be prvided in class. 2

3 COURSE ASSESSMENT T bad, life is full f exams f different srts, uh? There will be fur majr cmpnents t the grading: Written Exam (in-class; Nv 12(A01) / Nv 14(A02)) - 27 % Marketing Plan (grup wrk; due Dec 15) - 25 % Case Quizzes (4 x 4%; best 4 f 5) - 16 % Marketplace Live (grup wrk, except fr quiz) Marketplace Live Quiz - 5 % Marketplace Live Strategy Statement - 5 % Marketplace Live Frecast - 6 % Marketplace Live Perfrmance - 16 % What s the letter-grading scheme in this curse? I will be using the fllwing: 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 60 F 0.0 Unsatisfactry My grading scale may be higher than that f many ther instructrs. But, usually s als is the class mean. 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. Marketing Plan: Yu will write and present a detailed marketing plan fr the Asper Schl. Details f what is expected in the plan will be explained in class. Case Quizzes: A shrt multiple-chice case quiz will be given just befre we begin discussing each case (see Class Schedule). These quizzes will test yu n sme facts prvided in the case, nt n the analysis. If yu read the case thrughly, yu shuld be able t answer the questins. The best fur quiz scres will cunt tward the grade. Thus, yu can affrd t miss r d prly n ne quiz. Therefre, n makeup quizzes will be given, even in the case f excused absences. Yur quiz scre will nt be cunted if yu are nt in class fr that case discussin. We may ccasinally pstpne a case discussin t the fllwing class, but will nt pstpne the case quiz. 3

4 Marketplace Live (ML): Yu will be assigned t a team that will be respnsible fr making the marketing decisins f a firm. Each firm will cmpete against the ther firms (yur class-mates) in the simulated PC industry fr sales, prfits, and market share. All firms begin frm exactly the same starting-pint in this simulatin. Yu will make decisins fr 6 quarters utside class, ne per week. Yur decisins shuld be submitted by Mnday 6.15 pm (fr A01) / Wednesday 2.30 pm (fr A02) during the weeks a decisin is due. In the event yur firm fails t submit its decisins by the deadline, the simulatin will be prcessed with yur decisins frm the previus quarter and als assessed a $10 millin penalty. This can be disastrus fr yur firm. Therefre, please ensure yu submit every decisin. There are fur cmpnents f ML n which yu will be graded: a) A multiple-chice nline quiz f ML details t make sure yu have the backgrund knwledge f the simulatin t begin playing. b) A Strategy Statement due after Quarter 3 but befre yu Q4 results are released. The singlespaced, three-page (max) statement shuld have the fllwing: i) What yur verall strategy t date has been. Als state what has wrked well and what hasn t. ii) What yur verall strategy will be fr the remaining three quarters (Q4-Q6). Be specific. iii) Yur primary cmpetitr(s) and hw exactly yu plan t beat them ver Q4-Q6. Be specific. Part f the grade fr the Strategy Statement will be based n hw clsely yu stuck t yur stated plan fr Q4-Q6. If yu me the Strategy Statement, please name yur file <Firm Name>.dcx, where firm name is yur ML firm name, nt number. c) Fr bth Q4 and Q6, alng with yur decisins, yu will me a frecast f the ttal number f units yur firm will sell, acrss all segments and all markets. Each f the tw frecasts is wrth 3%. If yur frecast is within ±10% f the actual sales units, yu will get 3% fr that frecast. If yur frecast is utside ±10% but within ±25%, yur firm will get 2%, and 1% if it is within ±50%. If yur frecast is utside the ±50% range, yu wn t earn any marks fr that frecast. d) Yur perfrmance n ML will be assessed based n yur firm s Ttal Perfrmance rank n the Balanced Screcard at the end f each quarter. I will cnsider yur rank fr each f the five Q2-Q6 quarters t prvide fr any peaks and valleys yu may encunter and average thse five ranks. As a result, it is pssible that yur firm may nt be the tp-ranked ne althugh yur Cumulative Balanced Screcard after Q6 may be the highest. The ratinale behind this is that an unusually gd quarter can raise yur cumulative screcard figure cnsiderably, but yu are t assume that yur sharehlders expect gd, cnsistent perfrmance frm the firm every quarter. In sectin A01, the firm with the best average rank at the end f the simulatin will get the full 16 marks, the next firm will get 15, the third will get 14, and s n with the sixth place firm getting 11. In sectin A02, the first place will get 16, the next firm will get 14, third will get 12, and furth will get 11. T keep the evaluatin simple, a strict rank rdering f the Balanced Screcard will be dne, regardless f the magnitude f difference between figures. Thus, a firm with a balanced screcard figure f just greater than yurs will be ranked higher. In the event tw firms have exactly the same scre, they will be given the same rank and the next firm tw ranks belw, as is usually dne in rank rdering. Similarly, with the verall ranking. Yu will need t purchase a student license fr Marketplace Live. Fr instructins, please see Appendix. Please be aware yu will be prviding yur credit card number t a US cmpany. I encurage yu t purchase the license and register as sn as pssible s that yu can get familiar with the simulatin befre yur team has t make the first set f decisins. 4

5 End-f-Term Peer Evaluatin: Althugh the Marketing Plan and Marketplace Live are 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, ther class-related files, and grades n Desire2Learn (D2L), which can be accessed using yur UfM lgin (MKT6080 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 D2L. As that mail ges t yur D2L mail inbx by default (nt yur UfM mail inbx), please check yur D2L mail regularly r have it permanently frwarded t yur regular accunt by using the frward feature (available under Mail Preferences). But, remember t put the D2Lfrwarded mail in the Safe List f yur ther accunt, as it culd end up in the Junk/Spam Mail flder therwise. Any ML-related queries yu have usually require a prmpt reply frm me. I get an enrmus number f s daily and yur queries culd get buried in them. T ensure I see yur mail and yu get a prmpt reply, please send any ML-related mails t marketplacelive6080@gmail.cm. All ther mails shuld be sent t my UfM address. Thanks. ATTENDANCE I expect yu will 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. Thanks. ELECTRONIC MOBILE DEVICES Yu are welcme t use yur laptp r tablet in class fr taking ntes. Hwever, please refrain frm brwsing r checking yur s. Texting in class is a big n-n. Yu may be interested in reading this article. The bjective f marketing is t make selling unnecessary. - Peter Drucker 5

6 ACADEMIC REGULATIONS 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 EXAM RESCHEDULING POLICY Students are expected t write ALL exams with their classmates at the scheduled exam time. Requests fr exam rescheduling must be referred t the Graduate Prgram Office. Please refer t Missing a Test/Exam n page 14 f the MBA Student Handbk fr further infrmatin: ster_cpy_june_5_2012.pdf UNCLAIMED ASSIGNMENT POLICY Pursuant t the FIPPA Review Cmmittee s apprved recmmendatins as 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. 6

7 TENTATIVE CLASS SCHEDULE (Exam date nt tentative) Sessin 1 - General Intrductin Sept 24/26 Ch. 1 Intrductin t Marketplace Live Sessin 2 - Ch. 4, Ch. 6 Oct 1/3 Sessin 3 - Ch. 7 Oct 8/10 Marketplace Live Quiz t be cmpleted by this date Marketplace Live Q1 decisin due day befre Guest Lecture (t be cnfirmed) Sessin 4 - Ch. 8 Oct 15/17 Case 1: The Tata Nan: The Peple s Car Marketplace Live Q2 decisin due day befre Sessin 5 - Ch. 10, Ch. 11 Oct 22/24 Case 2: Califrnia Fds Crpratin Marketplace Live Q3 decisin due day befre Sessin 6 - Ch. 11 Oct 29/31 Marketplace Live Q4 decisin due day befre Marketplace Live frecast f yur firm s ttal unit sales due day befre Marketplace Live Strategy Statement due by Q4 decisin deadline Guest lecture (t be cnfirmed) Sessin 7 - Ch. 12 Nv 5/7 Marketplace Live Q5 decisin due day befre class Case 3: Kkaburra Cricket Bats: Dealing with Cannibalizatin Sessin 8 - Exam Nv 12/14 Ch. 14 Sessin 9 - Ch. 15, Ch. 16 Nv 19/21 Case 4: Fraser Cmpany Marketplace Live Q6 decisin due day befre Marketplace Live frecast f yur firm s ttal unit sales due day befre Sessin 10 - Ch. 17, Ch. 18 Nv 26/28 Case 5: Transprt Accident Cmmissin: Drunk.Campaign Dec 15 - Marketing Plan Due ****** 7

8 APPENDIX Marketplace Live (ML) is a ppular marketing simulatin that gives yu a chance t play the rle f marketing manager and see hw yur marketing decisins impact the perfrmance f yur cmpany in a cmpetitive industry. T participate, yu will need t purchase a license (US$40) frm the ML website. I encurage yu t purchase the license and register right away s that yu can get familiar with the simulatin befre the curse begins. Hw t purchase a student license: 1. G t 2. If yu have a Ggle, Yah, r Facebk accunt, yu may click the apprpriate link n the right side f yur screen t sign in. Or, click the Create a new accunt link (appears under Sign In), click the Student buttn, and create a new accunt. Nte that the address yu prvide fr signing in is the address t which all ML cmmunicatins and results are sent. 3. After signing in, click Purchase license number. 4. Enter the Game ID, which is fr sectin A01 (Tuesday 6.15 pm) and fr A02 (Thursday 2.30 pm). Please ensure yu enter the crrect ID fr yur sectin. 5. Click Cntinue and fllw instructins t purchase license. After purchasing a license, yu will need t register fr ur simulatin. D this nly after the first day f class, when yur team number will be assigned. 1. G t and sign in. 2. In the Jin a new game screen, enter the Game ID, license number, and chse the team number assigned t yu in class. Click Submit. Once yu have registered, yu wn t need yur license number r Game ID anymre. I encurage yu t familiarize yurself with the game envirnment befre we begin the simulatin. 1. G t and sign in. 2. Watch the intrductry vides 3. In the decisin screen (see belw), at the end f each quarter, yu will be able t view thse decisin categries required fr the next quarter. This list is quite shrt at the beginning f the game, but will expand with each quarter. 4. During actual decisin-making fr the quarter, fllw the list n the left f the screen and make sure yu cver all f them. Yu will ntice three tabs in the vide area: Stry, Lecture, and Wrkspace. Stry plays a shrt backgrund infrmatin vide, Lecture gives instructins and tips fr decisins, and Wrkspace is where yu will make yur decisins. Yu will have t click Mdify t begin entering decisins in the Wrkspace. Save thse decisins befre prceeding t next decisin item. Mre details f ML will be discussed in class. 8

9 ACADEMIC INTEGRITY I.H. Asper Schl f Business, The University f Manitba 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.

10 MEDICAL ABSENTEEISM FORM I.H. Asper Schl f Business, The University f Manitba STUDENT IDENTIFICATION: (PLEASE PRINT CLEARLY) Last Name First Name Middle Initial U f M Student Identificatin Number Curse # Instructr Name Student s Signature Date TO BE COMPLETED BY THE ATTENDING PHYSICIAN: (after the abve sectin is cmpleted) (PLEASE PRINT CLEARLY) Physician s Last Name Physician s First Name Middle Initial Street Address City, Prvince Pstal Cde Telephne Number Fax Number T the attentin f the physician: Yur evaluatin f the student s cnditin is being used fr the purpse f determining whether r nt the student has a valid reasn t miss an imprtant exam r assignment. Yur prfessinal evaluatin is necessary t ensure that nly valid cases are excused. I certify that the nature f the student s cnditin is severe enugh t prevent the student frm taking an exam r cmpleting an assignment. If requested, my assciates r I will verify fr the abve named instructr/administratr that this infrmatin is accurate. The student s cnditin will likely span the fllwing dates: until (Indicate start date) (Indicate end date) Physician s Signature NOTES TO PHYSICIAN: Date Please make a nte in the student/patient s file indicating that the student has given the abve named instructr/administratr permissin t verify with yu, yur staff, r yur clleagues, that the infrmatin cntained n this frm is crrect. Thank yu fr yur prfessinal evaluatin f this student s cnditin. PLEASE ATTACH THIS FORM TO YOUR REGULAR OFFICE STATIONERY THAT INDICATES THE STUDENT VISITED YOUR OFFICE. NOTES TO STUDENT: The use f this frm is at the ptin f the student. Hwever, in rder t btain an excused absence fr an assignment r exam the student must btain a dctr s certificatin that the student s cnditin is severe enugh t prevent the student frm taking the exam r cmpleting the assignment. It is NOT SUFFICIENT t prvide a nte that nly indicates the student visited the dctr s ffice. May 2009

11 FACULTY BIOGRAPHY I.H. Asper Schl f Business, The University f Manitba Subbu Sivaramakrishnan Department f Marketing I.H. Asper Schl f Business Subbu is an Assciate Prfessr f Marketing and is als currently Acting Assciate Dean at the Asper Schl. He has a B.Sc. in Mathematics and an MBA frm India, after which he wrked in an infrmatin analysis psitin befre getting a Ph.D. in Marketing frm Penn State University. He teaches at the Undergraduate, MBA, Ph.D. and Executive Educatin levels. His recent teaching experience includes Marketing, Marketing Research, Cnsumer Behavir, Marketing Management, and Glbal Marketing. Besides Canada and the US, Subbu als teaches in Spain, Taiwan, Singapre, and India. He has c-authred fur marketing textbks, including the Marketing Management, 14 th Canadian editin textbk used in this curse and Marketing Research Essentials, 2 nd Canadian Editin. Subbu s research cncerns cnsumers use f infrmatin in decisin-making. His recent publicatins have appeared in the Internatinal Jurnal f Research in Marketing, Jurnal f Internatinal Cnsumer Marketing, Internatinal Jurnal f Knwledge Management, Jurnal f Prduct & Brand Management, Jurnal f Interactive Marketing, and Jurnal f Strategic Marketing. Besides academic wrk, Subbu has cnducted marketing research studies fr a number f rganizatins including the Canadian Museum fr Human Rights, Labatt Breweries, MTS, MB Hydr, WAG, RWB, Investrs Grup, Manitba Museum, RedRiverEx, and UfM. On the persnal frnt, Subbu is married t an elementary schl teacher and has tw kids. He is an avid phtgrapher, plays badmintn and cricket, and enjys singing (althugh nt everyne wh has heard him sing wuld necessarily call it that!).