MKT 2210 A06 (3 CH) FUNDAMENTALS OF MARKETING

Winter 2020 117 Drake, Tuesdays and Thursdays 11:30 AM - 12:45 PM

CONTENTS CONTENTS ............................................................. 1

INSTRUCTOR ......................................................... 1

COURSE DESCRIPTION ........................................... 1

COURSE OBJECTIVES ............................................. 2

COURSE MATERIALS .............................................. 2

COURSE FORMAT .................................................. 2

ASSESSMENT OF LEARNING .................................. 2

MISSED EXAM AND LATE SUBMISSION POLICY .... 4

ATTENDANCE POLICY ............................................ 4

ELECTRONIC DEVICE POLICY ................................. 4

OUT-OF-CLASS COMMUNICATION ....................... 5

REFERENCING STYLE FOR WRITTEN WORK .......... 5

CLASS SCHEDULE ................................................... 6

IMPORTANT DATES ............................................... 6

UNDERGRAD RESEARCH PARTICIPATION PROGRAM ............................................................. 7

INTENDED LEARNING OUTCOMES ........................ 9

ACADEMIC INTEGRITY POLICY ............................ 10

STUDENT SERVICES AND SUPPORTS ................... 12

ABOUT THE INSTRUCTOR .................................... 13

INSTRUCTOR Name: Sanjay Kumar Office: TBA Email: kumars37@umanitoba.ca Office hours: Tuesdays and Thursdays 1:00-2 PM, or by appointment COURSE DESCRIPTION This course entails analysis of marketing problems, emphasizing various alternatives available for achieving economic efficiency in the distribution process; public policy with respect to marketing. Fundamentals of Marketing is one of the core courses for the B.Comm.(Hons.) degree. This course will help students to learn the core concepts of marketing and apply those concepts to solve strategic as well as tactical marketing problems encountered in a business setting – a small business, or a large firm.

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COURSE OBJECTIVES This course is designed to serve two core objectives. First goal of the course is to familiarize you with the core concepts of marketing. And subsequently, develop your ability to use the learned core concepts to observe, analyze, and formulate solutions to marketing issues.

The major objectives of this course are to:

1. Help you understand the importance and role of marketing in business. 2. Learn concepts, tools, and perspectives on marketing to take informed marketing decisions. 3. Develop a working knowledge of core marketing concepts to solve marketing problems. 4. Prepare and present persuasive new product development plans.

COURSE MATERIALS Crane, Frederick G., Roger A. Kerin, Steven W. Hartley, and William Rudelius (2017), Marketing, 10th Canadian Edition, Toronto, Canada: McGraw-Hill Ryerson. (No course CONNECT is required.)

Please respect copyright laws. Photocopying textbooks or other reading material is a violation of copyright laws and is unethical, unless permission to copy has been obtained.

COURSE FORMAT The course will have lectures, a group presentation, mini-case discussions, and other in-class activities. I will also bring contemporary marketing problems for class discussions. ASSESSMENT OF LEARNING There will be seven (7) components to the grading for this course.

Midterm Examination (in class) 20%

Final Examination (Set by the Registrar’s Office) 25%

Group Project 20%

Project Presentation/Poster Presentation 10%

Individual Assignment 15%

Social Media (Google Garage) Assignment 5%

Research participation (3 lab sessions) Studies 5%

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I will use the following letter-grading scheme:

Marks Letter Grade

93 and above A+

90 – 92.99 A

85 – 89.99 B+

80 – 84.99 B

75 – 79.99 C+

70 – 74.99 C

60 – 69.99 D

Below 60 F

Exams: Mid-term exam will have multiple-choice and short-answer questions. Final exam will have multiple-choice, short-answer, and long-answer questions. Mid-term exam will cover chapters 1, 2, 3, 5,8,9,10, and 11. Final exam will test all material covered throughout the entire course. Results of mid-term will be provided by March 18 (Voluntary Withdrawal deadline). Research participation: All sections of MKT 2210 have a research participation component. Some professors or graduate students will be conducting marketing research studies in which you can participate for credit. There will be three such studies during the course. Participating in all three will get you an automatic 5% (1.5 marks per study, and an added 0.5% mark for those who finish all three studies). Please note that the 5% earned by participating in these studies is not extra credit but is part of the 100% for the course. Please see the attached Undergraduate Marketing Subject Pool Program sheet for more details. Take-home assignment: Students are required to self-study and obtain a certificate from Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage). An electronic copy of your certificate is due at 11:30 AM on February 11, 2020 (Tuesday) to a designated folder on UM Learn. Details of the take-home assignment are attached at the end of the course outline. Late submission will not be accepted. Class participation: Although no marks are specifically allocated for class participation, there will be numerous in-class activities wherein you will discuss marketing problems either with your peers or me. Hence, I expect you to contribute in class discussions. Through active class discussions you will contribute in idea generation, enhance communications skills, improve analytical skills, and gain assertiveness. These skills are important to gain success in business.

Please share with me your photograph – a clear photocopy of your i.d. picture will do, by the second week of class. Also, write your name in uppercase on the back of the photograph. Individual write-up: Each student will be given a marketing scenario to analyze using a specific marketing concept. The exact format of individual write-up will be discussed in class.

Group project: You will work as a team for the group project. In the event of one group member engaging in academic dishonesty such as plagiarism, the entire group will be subject to disciplinary hearings until

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the guilty person is identified. Therefore, it is in your best interest to confirm the group paper is ‘legit’ before it is submitted. Teamwork is expected. Projects turned in late will lose 25% of the mark per day.

MISSED EXAM AND LATE SUBMISSION POLICY If you miss an exam for medical reasons, I can give you a make-up exam only if you provide a doctor’s note that certifies you were unfit to come to class on the day of the exam. In some cases, I may call the doctor’s office to verify the validity of the doctor’s note. The Asper School also has a list of events for which accommodations will be made for a missed term exam (not final exam). Make-up exams will not be given for any other reason. I cannot guarantee that the difficulty level of the makeup exam will be the same as the one the rest of the class got. Do not make travel plans before the Final Exam. In the event you must miss the Final Exam for a valid reason as noted above, a request for a deferred exam must be made at your home Faculty’s Undergraduate Program Office (268 Drake, if you are an Asper student).

ATTENDANCE POLICY Attendance for the following is compulsory:

Midterm Examination

Final Examination

Group project presentation

Poster presentation If you miss any of the above activities for medical reasons, I can give you attendance mark or a make-up exam only if you provide a doctor’s note that certifies you were unfit to come to class on that day. In some cases, I may call the doctor’s office to verify the validity of the doctor’s note. Also, Asper School of Business has a list of events for which accommodations will be made for missing such activities. ELECTRONIC DEVICE POLICY You may use a laptop or tablet for note-taking. If you are using a laptop, please sit in the last row to avoid distracting those sitting behind you. You are not allowed to use a cell phone in class, even if it were to access UM Learn or take notes. Switch your phone to silent mode before class begins. If you wish to audio/video record any lectures, please obtain my permission before doing so.

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OUT-OF-CLASS COMMUNICATION PowerPoint files, assignment/project guidelines, other class-related files, and grades will be posted on UM Learn. Moreover, any announcements outside of class will be sent by e-mail from UM Learn. It is your responsibility to check your UofM e-mail account frequently so that you don’t miss these emails. There are many questions that cannot be answered succinctly over email. If you email me a question, please consider whether it can be easily and effectively answered by email. If it cannot, please talk to me before or after class. If I receive a question that is difficulty to answer electronically or will require a lengthy response, I will ask you to meet with me to discuss instead. REFERENCING STYLE FOR WRITTEN WORK In the group project and individual assignment write-up for this course, you are expected to use the APA style of referencing, for both the in-text citations and the Bibliography. To learn about the APA style, please consult a librarian in the Management Library or look up http://libguides.lib.umanitoba.ca/citationmanagers/referencemanagers.

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CLASS SCHEDULE Tentative outline of topics to be covered

IMPORTANT DATES

Mid Term Exam (Drake 117) - Feb 25 (Tuesday)

Final exam - TBA

Poster presentation – Mar 19

Group presentation - Mar 26, Mar 31, Apr 2

Google Garage certificate submission – Feb 18

Individual assignment submission – Mar 5

Week Day Topic Chapter

1 Tue, Jan 7 Course Introduction

Thu, Jan 9 Creating Customer Value, Relationships, and Experiences Through Marketing

Chapter 1

2 Tue, Jan 14 Developing Successful Marketing Strategies Chapter 2

Thu, Jan 16 Scanning the Marketing Environment Chapter 3

3 Tue, Jan 21 Consumer Behaviour Chapter 5

Thu, Jan 23 Marketing Research: From Information to Action Chapter 8

4 Tue, Jan 28 Marketing Research: From Information to Action Chapter 8

Thu, Jan 30 Marketing Segmentation, Targeting, and Positioning Chapter 9

5 Tue, Feb 4 Marketing Segmentation, Targeting, and Positioning Chapter 9

Thu, Feb 6 Developing New Products and Services Chapter 10

6 Tue, Feb 11 Developing New Products and Services Chapter 10

Thu, Feb 13 Managing Product and Brands Chapter 11

7 Tue, Feb 18 Term break, no class

Thu, Feb 20 Term break, no class

8 Tue, Feb 25 Mid Term Exam (in-class)

Thu, Feb 27 Pricing Products and Services Chapter 13

9 Tue, Mar 3 Pricing Products and Services Chapter 13

Thu, Mar 5 Managing Marketing Channels Chapter 14

10 Tue, Mar 10 Retailing Chapter 15

Thu, Mar 12 Ethics and Social Responsibility for Sustainable Marketing Chapter 4

11 Tue, Mar 17 Promotion, Integrated Marketing Communication Chapter 16

Thu, Mar 19 Poster presentation

12 Tue, Mar 24 Course wrap up

Thu, Mar 26 Group presentation Groups 1,2,3,4,5

13 Tue, Mar 31 Group presentation Groups 6,7,8,9,10

Thu, Apr 2 Group presentation Groups 11,12,13,14

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UNDERGRAD RESEARCH PARTICIPATION PROGRAM All students in Fundamentals of Marketing (MKT 2210) have the opportunity to participate in three research studies during the term for credit. These research studies may involve participating in marketing experiments, completing a questionnaire, and/or a computer simulation. Participation in all 3 research studies earns you the full 5% component of your course grade. Participating in only 1 study will earn you a proportional grade. Note that the 5% is part of the 100% for the course and is not extra credit. You may participate in each study only once. Benefits of the Program This program is designed to give students a glimpse into how marketing theory is developed by participating in marketing research studies. Fundamentals of Marketing (MKT 2210) is an introduction to the knowledge base of marketing generated in part by such studies conducted in universities and businesses around the world. This program will help students understand how such research is conducted here in the Asper School of Business. Through participation in academic research studies, students also increase the value of their degrees. Reputations of universities are based to a large extent on the quality of the research conducted by their faculty. By participating in these studies, you are helping your professors publish in scholarly journals, consequently improving the reputation of the university from which you earned your degree. Procedure First, you must create an account in SONA, the system we use to manage participation. 1. Go to http://manitoba-asper.sona-systems.com 3. Click on Request an account here 4. On the following page, complete the following “REQUIRED” information: First Name Last Name Create a User ID (Use your UManitoba username) e-mail address (Please un-spam us, otherwise we may not be able to reach out to you with vital information) Enter a working telephone number 5. Click on request account 6. Your password will be e-mailed to you. 7. Once you get your password, go back to http://manitoba-asper.sona-systems.com and change your password. You must complete studies for MKT 2210. All studies for MKT2210 will have the words “MKT 2210” in the Study Title. If you participate in other studies, you will not receive credit for MKT 2210. For each study, please sign-up for a session in which you will participate. The Behavioural Research Committee keeps track of your participation and will notify your instructor of your participation at the end of the term. If you have any questions, please email the coordinator at mktg_research@umanitoba.ca.

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If you find yourself unable or are unwilling to participate in a particular study, please inform the coordinator at mktg_research@umanitoba.ca that you would like to participate in the alternative assignment option (see details below). You will need to choose this option and complete this assignment prior to the completion of the study in which you will not participate. This choice cannot be made retroactively if you miss a study. There will be no makeup studies. Alternative Assignment for MKT 2210 In the case of a student not wishing to participate in a research study or being unable to attend the scheduled sessions, the following option is offered as an alternative assignment. This alternative assignment is designed to take approximately one hour of time, the same time that would be spent if you were participating in the research program. A separate assignment has to be completed for each study. Students are to find one research article in any of the following journals published in the last 2 years: Journal of Consumer Research Journal of Consumer Psychology Journal of Advertising Journal of Public Policy and Marketing Students will be required to read the article and submit a short one-page summary of the main findings to mktg_research@umanitoba.ca. Credit will be given to the student as if they participated in the research study. Any questions about the assignment should be directed to the Research Lab Coordinator for the academic term at mktg_research@umanitoba.ca. TAKE_HOME ASSIGNMENT Students are required to self-study and obtain a certificate from Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage). There are 26 topics and students need to study each of them to prepare for the test to obtain the Digital Garage Certificate of Online Proficiency, which will earn you the full 5% component of your course grade. No proportional grade will be granted. Note that the 5% is part of the 100% for the course and is not extra credit. Course overview

• 7 sections (divided into 26 topics) • Take a business online • Make it easy for people to find a business on the web • Reach more customers with advertising • Track and measure web traffic • Sell products and services online • Take a business global • Reach more people locally, on social media

• 106 videos (around 12 hours) with transcripts • 106 put into practice questions • 26 quizzes • 1 certification exam

Certification exam • 40 questions

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INTENDED LEARNING OUTCOMES

AACSB Assurance of Learning Goals and Objectives The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of “student improvement” is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark.

Goals and Objectives in the Undergraduate Program

Goals and Objectives Addressed

in this Course

Course Item(s) Relevant to these

Goals and Objectives

1 Quantitative Reasoning

A. Determine which quantitative analysis technique is appropriate for solving a specific problem.

Chapter 13

B. Use the appropriate quantitative method in a technically correct way to solve a business problem.

Chapter 13, Case analysis

C. Analyze quantitative output and arrive at a conclusion.

Case analysis

2 Written Communication

A. Use correct English grammar and mechanics in their written work.

Individual assignment,

Group Project

B. Communicate in a coherent and logical manner

Individual assignment, Group Project

C. Present ideas in a clear and organized fashion.

Individual assignment, Group Project

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

Chapter 4

B. Identify the stakeholders in the situation. Chapter 3

C. Analyze the consequences of alternatives from an ethical standpoint.

Chapter 4

D. Discuss the ethical implications of the decision. Chapter 4

4 Core Business Knowledge Entire course

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ACADEMIC INTEGRITY POLICY

It is critical to the reputation of the Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading “Plagiarism and Cheating.” Specifically, acts of academic dishonesty include, but are not limited to:

using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words

duplicating a table, graph or diagram, in whole or in part, without referencing the source paraphrasing the conceptual framework, research design, interpretation, or any other ideas of

another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source

copying the answers of another student in any test, examination, or take-home assignment providing answers to another student in any test, examination, or take-home assignment taking any unauthorized materials into an examination or term test (crib notes) impersonating another student or allowing another person to impersonate oneself for the purpose

of submitting academic work or writing any test or examination stealing or mutilating library materials accessing test prior to the time and date of the sitting changing name or answer(s) on a test after that test has been graded and returned submitting the same paper or portions thereof for more than one assignment, without discussions

with the instructors involved Group Projects and Group Work

Many courses in the Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic integrity. All group members should exercise special care to ensure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to specific individuals. Some courses, while not requiring group projects, encourage students to work together in groups before submitting individual assignments. If it’s unclear whether it is allowed, students are encouraged to seek clarification from the instructor to avoid violating the academic integrity policy. In the Asper School of Business, all suspected cases of academic dishonesty in undergraduate courses are reported to the Dean's office and follow the approved disciplinary process. See following table for typical penalties for academic dishonesty in the Asper School.

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Typical Penalties for Academic Dishonesty in the Asper School

If the student is from another Faculty and the academic dishonesty is committed in an Asper course, the student’s Faculty could match or add penalties beyond the Asper School’s. F-DISC on transcript indicates the F is for disciplinary reasons.

ACADEMIC DISHONESTY PENALTY

Cheating on exam (copying from or providing answers to another student)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Sharing exam questions electronically during exam

F-DISC in course Suspension from taking Asper courses for 2 years Notation of academic dishonesty in transcript

Possession of unauthorized material during exam (e.g., cheat notes)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Altering answer on returned exam and asking for re-grading

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Plagiarism on assignment F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Submitting paper bought online F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Inappropriate Collaboration (collaborating with individuals not explicitly authorized by instructor)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Group member had knowledge of inappropriate collaboration or plagiarism and played along

F-DISC in course Notation of academic dishonesty in transcript

Signing Attendance Sheet for classmate

F-DISC in course Notation of academic dishonesty in transcript

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STUDENT SERVICES AND SUPPORTS The University of Manitoba provides many different services that can enhance learning and provide support for a variety of academic and personal concerns. You are encouraged to visit the below websites to learn more about these services and supports. If you have any questions or concerns, please do not hesitate to contact your instructor or the Undergraduate Program Office.

For Information on… …follow this link

Admission, Registration, Tuition Fees, Important Dates, Final Exams, Graduation, and Transcripts

Registrar’s Office

Academic policies & procedures, regulations, Faculty-specific information, degree and major requirements

Academic Calendar

Help with research needs such as books, journals, sources of data, how to cite, and writing

Library Resources

Tutors, workshops, and resources to help you improve your learning, writing, time management, and test-taking skills

Writing and Learning Support

Support and advocacy for students with disabilities to help them in their academic work and progress

Student Accessibility Services

Copyright-related questions and resources to help you avoid plagiarism or intellectual property violations

Copyright Office

Student discipline bylaws, policies and procedures on academic integrity and misconduct, appeal procedures

Academic Integrity

Policies & procedures with respect to student discipline or misconduct, including academic integrity violations

Student Discipline

Students’ rights & responsibilities, policies & procedures, and support services for academic or discipline concerns

Student Advocacy

Your rights and responsibilities as a student, in both academic and non-academic contexts

Your rights and responsibilities

Full range of medical services for any physical or mental health issues

University Health Service

Information on health topics, including physical/mental health, alcohol/substance use harms, and sexual assault

Health and Wellness

Any aspect of mental health, including anxiety, stress, depression, help with relationships or other life concerns, crisis services, and counselling.

Student Counselling Centre

Support services available for help regarding any aspect of student and campus life, especially safety issues

Student Support Case Management

Resources available on campus, for environmental, mental, physical, socio-cultural, and spiritual well-being

Live Well @ UofM

Help with any concerns of harassment, discrimination, or sexual assault

Respectful Work and Learning Environment

Concerns involving violence or threats, protocols for reporting, and how the university addresses them

Violent or Threatening Behaviour

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ABOUT THE INSTRUCTOR

I am a Ph.D. Candidate in the Marketing Department, at Asper School of Business. I have obtained an M.B.A from Faculty of Management Studies, University of Delhi, India. In total, I have worked for over 8 years, prior to joining the PhD program. Specifically, my marketing work experience has been with a Japanese advertising agency, and a marketing analytics firm.

I have taught the following courses - Fundamentals of Marketing, Product and Brand Management, Integrated Marketing Communication, and Retail Management. My research is in the area of consumer behavior. My research focus is on consumer welfare, and responsible consumption.