syllabus course,objectives - university of manitoba · pdf file... project )marketing)plan) )...

Department of Marketing University of Manitoba

Marketing Management MKT 4210 A02

2016 Winter

INSTRUCTOR Grant W. Wainikka OFFICE 356 Drake Centre TELEPHONE EMAIL [email protected]

CLASS SCHEDULE T/TH 1:00-‐2:15pm CLASSROOM 138 Drake Centre OFFICE HOURS M/W 10:00am – 11:00 am (or by appointment)

Syllabus The course Marketing Management MKT 4210 focuses on the nature and scope of the marketing manager’s responsibilities, and marketing decision-‐-‐-‐making processes in a variety of organisational settings. Lectures, case discussions, and group projects are employed to provide a comprehensive understanding of issues relating to marketing management. Course Objectives

1. To enable you to integrate and apply concepts from various courses in your B.Comm. (Hons.) program to marketing decision making and planning situations.

2. To develop your critical thinking, as well as analytical and decision making ability by analyzing actual marketing decision situations and making recommendations based on that analysis.

3. To improve and polish your oral and written communication skills through in class discussions, written assignments, and presentations.

Course Reading The case package for this course is available in the University of Manitoba Bookstore. Additional materials (course slides, sample assignments, etc.) will be made available for download through U of M Learn.

Marketing ManagementMKT 4210 A02 Winter 2016 W i n t e r ll

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Course Evaluation

Group case written assignment, and in class presentation Group in-‐class case opposition Group project marketing plan

30%

10%

25%

Individual written case analysis

25%

Class attendance, participation 10% Total 100%

Course Format This course is designed to encompass the major aspects of marketing. The early weeks of the course will be spent in lectures/discussions covering the basics of marketing strategies and financial analysis that can be used at different stages of the product life cycle. This will provide you with background skills and knowledge that can be used in the rest of the course. PowerPoint slides used in these lectures will be available online.

Most of the class time will be spent in case discussions. There will be some cases that will be for discussion only but the majority will be formally presented and defended by groups. Therefore learning to work with group members is extremely important in this course. You will also be responsible for submitting an individual written case analysis during the course. Even if you are not presenting the “case of the day”, or not submitting your individual analysis for that case, it is essential that you come to class well prepared with the case fully analyzed.

There are also classes reserved for guest speakers. These guests will be people from industry who work in the areas of marketing. They will be coming to speak to you about how they got to where they are today, what their jobs entail, and about some of the marketing projects they have worked on. Preparation for these classes, involves doing a bit of research to understand the organization the guest represents and preparing questions to ask them.

On the whole, this course will emphasize performance outcomes, namely profit, market share, etc., but these will be tempered by other qualitative factors. Contrary to popular belief, Marketing does involve numbers and there will be a substantial emphasis on quantitative analysis in this course.


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Submission Deadlines and Rules (Individual Assignments, Group Assignments, and Group Marketing Plan)

The deadline for the submission of all written assignments (group and individual) is in class on the day they have been assigned. Hard copies of submissions should be brought to class. Late submissions will not be accepted under any circumstances. Groups presenting the case need to bring their PowerPoint/Prezi presentations to class.

For the group marketing plan final assignment, the submission deadline is April 11, 2016 a t noon . A hard copy shou ld be b rough t t o Room 356 Drake .

General Guidelines for Written Assignments

Written case analyses should be in a typed format with a maximum of eight

pages (excluding the cover page, exhibits and Executive Summary). The content should be double-‐spaced with Times New Roman 12-‐-‐-‐point font, 2.54 cm (1 inch) margins, and justified text. Headings and subheadings should be used to allow for ease of reading. A maximum of 10 pages of exhibits may also be included. Be sure that each exhibit is labelled, referred to in the report, and arranged in the order they appear. For more details, please refer to the guideline for case analysis that will be distributed later in the class.

The cover page should only indicate the title of the case, the date, the course number, the class, your name and your student number (and group number if applicable).

If you need to reference material obtained elsewhere, please use a consistent style of your choice (e.g., Harvard System, APA, etc.) throughout the report. Please be aware that the guidelines for Academic Integrity (as described in the University of Manitoba General Calendar) are strictly followed in this course.

The evaluation of the written assignment (both group and individual) will primarily be based on the content, (i.e., whether the question is answered, the accuracy of the analysis, the judgement criteria, the evaluation of alternatives, the recommendation and the plan of action). A further portion of the grade will be assigned based on the professionalism of the submission, grammar, spelling, etc. A rubric will be posted to UM learn.


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Group in-‐class Case Presentation Case selections for group in-‐class presentation and opposition will both be made in class on January 21, 2016.

Each group will make a 25-‐30 minute formal presentation of their case analysis on the assigned day. The group is to take the role of consultants presenting to the board of directors of the organisation and other decision makers described in the case. Dress code: business casual. The presentation should include the problem, analysis, criteria, alternatives and evaluation of them, recommendation, and action plan.

Each presenting group should also prepare a one-‐page Executive Summary for distribution to the other members of the class.

During the presentation, class members may ask questions of clarification, but major substantive questions will be held until the presentation is completed. Group members will be expected to defend their recommendation. All members of the group will participate in the presentation and handling questions. The grade for the group presentation will be assigned based on the quality of the presentation (content and clarity of presentation) and handling of questions and the written case analysis. The grading criteria for the written case analysis are the same as for the individual case assignment. Group in-‐class Case Opposition

Each group will also be responsible for one in-‐class case opposition. The selection of

the case for opposition will also be made in class on January 21, 2016.

The opposition group will take the role of the board of directors of the organisation in the case. After the designated group presents their analysis and recommendations, each member of the opposition group should pose at least two questions that challenge these recommendations.

Making a good opposition requires you to thoroughly understand the case presented in the class. You may also want to do some extra research to be familiar with the industry in which the case company operates, and how the market may have changed over time. Remember, to think like a manager of the case company and ask questions that reflect your knowledge about your company, industry, and market.

The evaluation of the group in-‐class case opposition will be based on how familiar you are with the case and its background, how well you formulate the questions that get to the bottom line, and how professional you are when questioning the presenting group. Note: The opposition is not a criticism of the other group’s work, but rather a platform for raising additional perspectives and questions that further the learning of all participants. As such, it should involve a constructive discussion including questions, and opposing views, as well as positive recognition of strong ideas and recommendations.


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Individual Written Case Analyses

Each individual will choose a case for individual analysis. Individuals must select one case from the case package. Please note that the cases assigned for your group presentation or opposition, as well as those for class discussion (i.e. Malaysia Airlines) may not be chosen for the individual case assignment. The individual case is due in class on February 4, 2016.

Note: Students must submit a unique case for individual analysis. For example, students may not choose to present or defend Colgate-‐Palmolive and submit an individual case which analyses Colgate-‐Palmolive. Group Project Marketing Plan – Written Assignment

In lieu of a final examination, each group will submit a “real-‐life” marketing plan for a business or non-‐-‐-‐profit organisation. You will need to understand the objective or goal established by the organization, conduct an analysis of the organisation’s internal and external environment, and design a detailed marketing plan to address these.

The final marketing plan will be submitted to the instructor at/before noon on April 11, 2016. P l e a se b r i ng a ha rd c opy t o Room 356 Drake . General requirements for the marketing plan are consistent with other written assignments. For full details of the Group Project Marketing Plan, please refer to the guidelines to be distributed in the course, or, visit UM learn.

The evaluation criteria for the final marketing plan include the formulation of the marketing objective, the accuracy of the analysis of the internal and external environment of the organisation, clarity of the recommended marketing strategy, and the expected outcomes of the plan. Points will also be awarded for creative/innovative ideas and approaches. Class Attendance, Participation and Mini Quizzes

Class attendance and participation is essential to this course. You have to attend the class regularly and be prepared for the topics of the lecture, case discussions and presentations at all times. Course attendance will be taken in every class. Attendance is only counted if you stay for the whole class. You are responsible to make sure that you sign the attendance sheet before leaving the classroom. You cannot retroactively sign the attendance, nor ask other classmates to sign it for you.

Any student missing more than 4 classes will likely receive a failing mark for this component of their grade. If a student misses 8 or more classes, he/she will receive an automatic grade of “F” in the course. Valid excuses for missing a class include documented medical or compassionate leave, as well as official designated/sanctioned Asper events. Please refer to the guidelines provided in the University of Manitoba General Calendar for details.


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Active participation is an important element of case discussions and it is a substantial portion of your grade for this course. You will be expected to voice your opinion and defend it once you start your career, and this is the place to practice that skill. Therefore please note that perfect attendance, without active, quality participation during class discussions is not enough to receive good marks in this section.

Thus, you are expected to come to class prepared. Analysing the cases before the class is an essential part of learning for this course. I am looking for quality opinions and “value added” discussions. You need to provide synthesis that goes beyond stating the basic case facts, such as connecting two or more pieces of information, or conducting quantitative analysis, to draw a sound conclusion. If the presenting group has missed what you believe to be a key factor or issue, bring this to their attention. If you disagree with a comment made by your classmate, speak up and state why you disagree. Group Formation, Dynamics and Potential Conflict

Groups will consist of two to three students depending on the class size, and be formed with the input of the instructor. If you wish to work with particular classmate(s), please email these details to me no later than 12:00 noon on January 19, 2016. Groups will be formed giving consideration to these requests, and factors that ensure a balanced mix. Groups and corresponding members will be announced in class and on UM Learn.

As this course requires a lot of group work, it is essential to maintain an effective

working dynamic among group members. Group work may produce frustrations, time conflict, and communication breakdown. Therefore, learning how to effectively manage the group work experience and outcome will be crucial to your performance. It may be helpful to establish clear and explicit expectations for the group when it is formed, and to try and communicate frequently and openly throughout the course.

Group written assignments will be assessed based on group performance, while group presentations and oppositions will be evaluated on an individual performance basis. A peer evaluation will be conducted at the end of the course. In the event issues arise in a particular group, peer evaluations may also be conducted mid-‐term. Each group member will assess the relative contribution of other members. If the results indicate a group member did not “carry his/her weight”, points will be deducted when assigning the final grade for the individual’s group work.


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Students with special needs

If a student considers he/she has concerns (e.g., disability, personal difficulty, etc.) that may affect their learning and performance in this course, please contact me as soon as possible so that we can plan for special arrangements in accordance with the school policy. Classroom Expectations

Students are expected to conduct themselves in a professional manner in this course. Please refer to the related section in the University of Manitoba General Calendar and website, and discussion points in the introduction class. Email & Meeting Protocol

Students with questions are also welcome to speak with me after the class, or book an appointment to meet during office hours. Likewise I can be contacted by E-‐-‐-‐mail with any question outside of these times, in which case I ask that students remember to clearly identify themselves with their name and section number at the end of the message.

Effective September 1, 2013, the U of M will only use your university email account for official communications, including messages from your instructors, department or faculty, academic advisors, and other administrative offices. If you have not already been doing so, please send all emails from your U of M email account email_policy)


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Class Schedule & Important Dates Class Date Topic Assigned reading/case 1 Jan. 7 Course introduction

Introduction to Marketing Management

2 Jan. 12 Marketing Management through the PLC Competitiveness

3 Jan. 14 Marketing Planning – objectives, perf. outcomes, tools

4 Jan. 19 Marketing Planning – objectives, perf. outcomes, tools Marketing management Product Strategy

5 Jan. 21 Marketing Organizations in Canada (In-‐class case selection for group presentation/opposition)

6 Jan. 26 Branding Case Analysis and writing a Case Report

How to Analyse a Case & How to write a Case-‐-‐-‐based Essay

7 Jan. 28 Case Discussion Darling Kenya

8 Feb. 2 Case presentation 1 Colgate-Palmolive

9 Feb. 4 Case presentation 2 VIC Progressive Individual case analysis due

10 Feb. 9 Case presentation 3 Ekohealth

11 Feb. 11 GUEST SPEAKER 1

12 Feb. 23 Case presentation 4 Cookie Man

13 Feb. 25 Case presentation 5 Mahondra & Mahindra Finance

14 Mar.1 Case presentation 6 Louis Vuitton in Japan


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15 Mar. 3 GUEST SPEAKER 2

16 Mar. 8 Case presentation 7 Reed Supermarkets

17 Mar. 10 Case presentation 8 Canadian Breast Cancer Foundation


19 Mar. 17 Group Case Discussion

20 Mar. 22 Case presentation 9 Amsterdam Brewery

21 Mar. 24 Case Presentation 10 Sports Authority


23 Mar. 31 Case Presentation 11 Swiss Army Knife

24 Apr. 5 Course wrap up/Evaluation Marketing Plan review

25 Apr. 7 Course wrap up/Evaluation Marketing Plan review


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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 (MKT 4210) and done so by means of the items listed next to the checkmark.

Goals and Objective 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. ü Lectures address

appropriate use of various quantitative marketing metrics

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

ü Quantitative analysis in case assignments

C. Analyze quantitative output and arrive at a conclusion. 2 Written Communication A. Use correct English grammar and mechanics in their written work. ü Written case

assignments B. Communicate in a coherent and logical manner ü Written case

assignments C. Present ideas in a clear and organized fashion. ü Written case

assignments 3 Ethical Thinking A. Identify ethical issues in a problem or case situation ü Case analyses B. Identify the stakeholders in the situation. ü Case analyses C. Analyze the consequences of alternatives from an ethical

standpoint. ü Case analyses

D. Discuss the ethical implications of the decision. ü Case analyses

4 Core Business Knowledge ü Entire course


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Academic Integrity

It is critical to the reputation of the I.H. 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 tests 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 I.H. Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic dishonesty. Because of the unique nature of group projects, all group members should exercise special care to insure 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 a specific individual(s).

Some courses, while not requiring group projects, encourage students to work together in groups (or at least do not prohibit it) before submitting individual assignments. Students are encouraged to discuss this issue as it relates to academic integrity with their instructor to avoid violating this policy.

In the I.H. Asper School of Business all suspected cases of academic dishonesty are passed to the Dean's office in order to ensure consistency of treatment. UNIVERSITY OF MANITOBA

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