BUS 343 E100 Fall 2010 Introduction to Marketing Course Outline and Schedule Todd Green tdg2@sfu.

ca Office & Office Hours: WMC4359, 11:30 am to 1:30 pm, Mondays Or by appointment at WMC4305 Teaching Assistants: Joyce Shang Mike McCann Students are responsible for monitoring the courses WebCT for any announcements, class notes, and any schedule changes. Prerequisites: Required Text: 60 credit hours Solomon, Marshall, Stuart, Smith, Charlebois and Marando, Marketing: Real People, Real Decisions. Third Canadian Edition. Toronto, Ontario: Pearson Education Canada Inc., 2009 Marketing is about customers, and customers are at the heart of the activities of organizations. For marketing majors, this course is the foundation for all further marketing courses. For students who are majoring in other areas, this course will develop their understanding of the relationships between Marketing and other functional areas of organizations.

Course Purpose:

Course Objectives: To provide students with an introductory level achievement of the following goals:
1. To understand the foundation concepts and language of marketing, including the marketing

concept, consumer behaviour, STP (segment, target, position), and the marketing mix (price, promotion, product and place).
2. To apply the concepts to marketing problems. In particular, to develop the ability

to recognize which marketing concepts and tools can be applied usefully to a particular marketing problem. Pedagogy: The course takes an analytic and decision-oriented approach to marketing management in modern organizations. We will use a combination of approaches, including text readings to introduce marketing concepts and language; lectures to enhance and clarify selected topics; student discussions, case analyses, assignments and a marketing plan project to provide realistic settings to apply these concepts; and examinations to encourage review and mastery of the material.

Student responsibilities: Students are expected to monitor the courses WebCT regularly and to attend classes and tutorials. The consequences of missing information due to not attending class or not monitoring the website will be borne entirely by the student. Text chapters to read PRIOR to each class are given in the following schedule. The class lectures will build on the readings, not merely repeat the material, making prior reading essential.

Assignment deadlines are firm. Due to the size of the class, late assignments cannot be accepted. Grading: 5% 15% 25% 25% 30% Tutorial Participation Assignments Current Case and Plan (8% presentation, 22% written plan) Midterm (or 0%) Final Exam (or 55%)

Calculation Option: If your Final Exam grade is higher than the Midterm grade, the Midterm grade will be dropped and the Final Exam grade will be worth 55%. This allows you to bomb the midterm and recover in the final. However, remember that the final is cumulative, so its not a great idea to plan to bomb the midterm! Grading is competitive but not rigidly curved. The final letter-grade distribution for the class will be in the ranges shown below, as specified by FBA policy: A 15%-25% B 34%-44% C 23%-34% D,F,N 0-15%

Some information on each grading component follows. Comprehensive details will be available on the courses WebCT. Tutorial Participation: Participation means prepared and insightful involvement in tutorial discussions. There will be no tutorials during the first week of classes. Assignments: Three short written assignments will be completed in teams of two students, worth 5% each. Teams will be formed by your TA and will change with each assignment. Free riding will be controlled with optional peer evaluations. Grading will be on the basis of course concept mastery, depth of insight displayed, and clarity of communication. The latter includes good grammar and spelling. Assignments are due at the beginning of the lecture as specified in the following schedule. You will have about two weeks to work on each assignment. Current Case Presentation and Plan: Students, in groups of three or four, will choose a current real-world marketing development, analyze it, and present an initial analysis to their tutorial section for constructive discussion and feedback. The first presentation will be immediately after the midterm: start working early!! The group will then produce a written minimarketing plan for their case, due at the end of the term. Mandatory peer evaluations for both the presentation and the plan will control free-riding. Exams: The midterm and final will be multiple choice format. Examinations will be based approximately 2/3 on the text and 1/3 on class content. The final will be cumulative with about 75% emphasis on material in the second half of the course.

Normalizing Grades: Some TAs grade slightly easier, some harder. This TA effect on your grades will be eliminated by normalizing the distribution of grades that the TA gives, so that each TAs set of grades have the same mean and standard deviation. Note that there is usually very little adjustment required. Contacting Me:

I will be available for anyone with concerns, questions, the need to chat, etc. as much as possible. If you are unable to meet me during my scheduled office hours I encourage you to book appointments and I will do my best to be on campus at least one other day per week to accommodate students. My preferred method of communication is email. Plagiarism and Cheating: Dont do it. There will be no tolerance for cheating of any kind, and anyone found cheating will have their case turned over to University administration and dealt with accordingly. SFUs policy will be strictly followed (http://www.sfu.ca/policies/Students/index.html). Free-riding is also a form of academic dishonesty that will not be accepted. Students are encouraged to report team or pair issues early in the term first to their TA. Peer evaluation forms for the term project are mandatory and will be attached to the presentation printout and the mini-marketing plan paper.

Schedule Lectures assume prep readings have been done before the class. The class will be more difficult to follow if you have not read the chapter(s). The schedule may be modified as the term progresses. ___________________________________________________________ Week 1: Sept. 13 Introduction

Prep Readings: Chapter 1 No Tutorial _____________________________________________________________________ Week 2: Sept. 20 Planning Ethics Prep Readings: Chapter 2 and Chapter 14 (p.502-510) Tutorial: Read and be prepared to discuss Skoda U.K. (Download the case from the courses WebCT) Assignment 1 Released: Secondary Research on a New Product Idea _____________________________________________________________________ Week 3: Sept. 27 Gathering and Using Information

Prep Readings: Chapter 4 Tutorial: Read and be prepared to discuss Pet Food (Download the case from the courses WebCT) _____________________________________________________________________ Week 4: Oct. 4 Segmentation, Targeting, and Positioning Prep Readings: Chapter 3 Tutorial: Case Analysis and Presentation Tips

Assignment 2 Released: Marketing mini-Project, p.198 DUE: Assignment 1 _____________________________________________________________________ Week 5: Oct. 11 Consumer Behaviour

Prep Readings: Chapter 5 and Chapter 14 (p.511-517) Tutorial: Psychographics: Prep VALS and ENVIRONICS surveys _____________________________________________________________________ Week 6: Oct. 18 Creating New Products (Goods and Services) Prep Readings: Chapter 7 Tutorial: Informally present & discuss Assignment 2 DUE: Assignment 2 _____________________________________________________________________ Week 7: Oct. 25 Midterm Exam covering Chapters 1 to 5, Ch 7 & Ch 14, Weeks 1 to 6 _____________________________________________________________________ Week 8: Nov. 1 Product Management

Prep Readings: Chapter 8 Tutorial: Student Presentation _____________________________________________________________________ Week 9: Nov. 8 Pricing Prep Readings: Chapter 9 & Appendix 9A (p.336-339) Tutorial: Student Presentation Assignment 3 Released: Distribution Strategies _____________________________________________________________________ Week 10: Nov. 15 Distribution Prep Readings: Chapters 10 (Skip Chapter 11) Tutorial: Student Presentation _____________________________________________________________________ Week 11: Nov. 22 Communications Mix I Prep Readings: Chapter 12 Tutorial: Student Presentation DUE: Assignment 3 _____________________________________________________________________ Week 12: Nov. 29 Communications Mix II Prep Readings: Chapter 13

Tutorial: Student Presentation _____________________________________________________________________ Week 13: Dec. 6 Review and/or Catch-up

Tutorial: Marketing Plan Questions _____________________________________________________________________ _____________________________________________________________________ December 8th: DUE: Marketing Plan at Noon, December 8th ____________________________________________________________________ December 14th, 7-10 pm: Final Exam Weighted approximately 70% on material since midterm, 30% on material before midterm. Not responsible for Chapter 6 nor Chapter 11