MGMA01: PRINCIPLES OF MARKETING

COURSE SYLLABUS: Winter 2024

Instructor Contact Information:

Name: Pankaj Aggarwal

Office: IC 384
Office hours: By appointment
Email: pankaj.aggarwal@utoronto.ca
Website: https://www.rotman.utoronto.ca/FacultyAndResearch/Faculty/FacultyBios/Aggarwal
Telephone: 416 287 5614
Class Day/Time : Lec 04: Tuesdays 11am – 1pm, Room IC200

Course Description and Objectives:

Introduction
This course is intended to introduce you to the essential principles of marketing: how firms and consumers
behave and what strategies and methods marketers may use to successfully operate in today’s dynamic
environment. Specifically, the course goals are:
• To introduce you to marketing strategy and to the elements of marketing analysis: customer analysis,
company analysis, and competitor analysis.
• To comprehend the concept of brand positioning and its crucial value in achieving the strategic goal and
in effectively designing the tactical tools used to achieve that goal.
• To familiarize you with different marketing tactics, namely the elements of the marketing mix (product,
pricing, promotion, and distribution strategies) to enhance your problem solving and decision making
abilities.
• To advance your appreciation of the marketing process as a general framework for thinking about
problems and looking at the world in general.

Textbook (optional):
Principles of Marketing by Philip Kotler, Gary Armstrong, Peggy Cunningham, and Valerie Trifts. (9th
Canadian Edition, Pearson- Canada). The textbook is suggested but not required

Course Organization and Administration:

To achieve the objectives stated above, classroom activity will consist of lectures, class discussions and in-
class exercises. In addition, I would frequently be using videos to demonstrate the concepts that we discuss
in class. In addition, from time to time, I would give you small exercises in class. These exercises are meant
to help you better appreciate the concepts learnt in class as well as to start applying them in different
contexts.

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It is my firm belief that speaking up in class and sharing your thoughts, questions, and ideas is a good way
to raise the level of learning for everyone. You must actively participate in the class, and ask questions, and
also cite your own experiences. So be prepared to speak up!

Attendance policy
It is strongly recommended that students attend every class session. While I do not make attendance
mandatory, an important component of the overall grade is class participation – and students who miss
classes will lose out.

Grading Scheme
Final grades should usually range from A to C. You really would have to work hard to get a D or an F,
although I wont be shy to give you one if you deserve it. Unlike other courses that often require you to
memorize material from the book, the trick to getting a good grade in this course is to focus on
understanding the concepts. Hence, rather than testing your memory, the exams will be designed to test your
understanding of the concepts learnt in class and your ability to apply them in ‘real’ contexts. The specific
grading scheme for the course will be as follows:
Individual Evaluation:
Class Participation, + Reflections 12%
Grocery Store Assignment 9%
Mid-term exam 18%
Final Exam 31%
Group Evaluation:
Final Project (Group) 25%
Group Presentation 5%

Class Participation/Reflections (12%)

To encourage active learning participation in class discussions will be rewarded. You will be graded on the
quality of your class participation in addition to attendance in class. As a result, those who miss a class
will lose out on this component of the grade. If you miss a class, please do not request alternative ways for
evaluation. To get a decent grade on this part of the course, you must make sure that the quality of your
class participation is high – merely coming to class will not get you a very high mark.

In addition, I expect every student to submit a one-para write-up EACH WEEK reflecting on what you
learned in the class. These ‘reflections’ are an important part of learning and you will find it very useful to
spend 10-15 minutes thinking about the class, reflecting on what you learned and what you found most
interesting and useful. I don’t expect long write-ups – just a brief para or two on what you learned from
the session. These weekly reflections will also be graded at the end of the semester and will supplement
your class participation grade. While these reflections alone will not be sufficient to get a decent mark on
this part of the course, they will help you boost your class participation mark.

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Mid-term Exam (18%)
The mid-term exam will cover material covered in the first half of the course. You will be responsible for
all material from lectures, assigned readings/handouts, and the textbook. However, the focus of the
questions will be on the material covered in class. The exam will test your understanding of the concepts
rather than ability to memorize. More details about the exam will be provided later.

Grocery Store Assignment (9%)

To complete this assignment, you will be required to go to your local grocery store – but this time around
not for grocery shopping but as a marketer, seeing and observing how the store stocks different products
and brands, the way they price them, how the products are displayed, how customers go around doing
their shopping. The goal is to do an observation study of consumer behavior in an actual buying context
and also noticing how marketers try to influence the consumers. You will submit a short write up of your
observations – details of this assignment will be given in due course. The write-up should be no longer
than 600 words. Please be sure to do a word count and mention at the end of the submission.

Final Exam (31%)

The final exam will cover the entire course. You will be responsible for all material from lectures, assigned
readings/handouts, and the textbook but the focus of the exam will be on the material covered in the
classes. The exam will include short-answer questions and essay-type questions. Questions are likely to
involve application of the concepts that we would have learnt over the semester. More details on the exam
will be provided later.

Group Evaluation
Final Group Project and Presentation (25%+ 5%)
The objective of this project is to provide you with a hands-on experience in applying the concepts and
methods of marketing to a problem. The project would involve creating a marketing plan for a new
product or service of the group’s choice and designing specific tools to implement the plan. It will involve
the following tasks:
1. Students should form themselves into groups of 6-7 members. The final list of group names should be
submitted to me or self-assigned on Quercus (in the People tab) before the beginning of class # 3. You
must make groups within your own section. No groups less than 5 people will be allowed. Under no
circumstances will you be allowed to do this assignment individually or in pairs etc.
2. Each team will be required to choose a “new” product or service for which they will be developing a
marketing plan.
3. Each group is then required to do the following to complete the project: Assume that you are a
consultant hired by the marketer of the product or service to develop and launch this new product. Your
report should include the following components:
• Description of the existing situation including company objectives, company strengths, etc., and
existing competitors in the marketplace.
• Identify the customers for the specific product or service and describe these consumers in relevant
ways (demographics, lifestyles, knowledge of product, etc.). Explain why the new product/service is
appropriate for your target market. This step will involve one-on-one interviewing of a small group of
potential users of the product as well as follow-up survey of a larger sample of potential users.

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• Outline a marketing strategy for the new product/service. This discussion should include a description
of the product and its benefits, and positioning strategy. You will also develop a pricing strategy, the
communication strategy and promotional format, as well as give recommendations for the distribution
channel(s) for your brand.
• Each group will make a presentation about their project to the rest of the class. Depending upon the
number of groups, the presentations will be for about 7-8 minutes each.
• The presentations will have a grade component of 5% for the group project. The written part would
thus carry the balance 25% of the total grade of the project.

Further information regarding the guidelines for writing the report, and the grading criteria for each of its
components will be communicated later. The final date to submit this written report is in class # 12. To
discourage ‘free-riding’ in the group project, you will be required to complete a peer evaluation sheet
which should be turned in by the report due date.

Tentative Weekly Plan for the Course:

Date Topic Readings Assignment Due

Jan 09, 2024 Introduction Ch 1, Reflections
Jan 16, 2024 Company Analysis Ch 2, Reflections
Jan 23, 2024 Competitor Analysis Ch 18 Reflections
Group Member Names Due
Jan 30, 2024 Consumer Behavior Ch 3, Ch 6, Ch 7 Reflections
Grocery Store Assignment Due
Feb 06, 2024 Segmentation, Targeting, Positioning Ch 8 Reflections

Feb 13, 2024 Mid-term exam. No Class.

Feb 27, 2024 Product Policy and Branding Ch 9, Ch 10 Reflections
Group Project Topic Due
Mar 05, 2024 Pricing Strategy Ch 11 Reflections
Mar 12, 2024 Promotion: IMC Ch 14 Reflections
Lecture Notes
Mar 19, 2024 Distribution and Market Research Ch 5, Ch 12, Ch 13. Reflections

Mar 26, 2024 Review Class or Guest lecture Reflections

Apr 02, 2024 Group Presentations Reflections
Group Projects/Presentations Due
April 12-26 FINAL EXAM PERIOD
Date to be announced

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Academic Misconduct
Academic integrity is essential to the pursuit of learning and scholarship in a university. The University
treats cases of cheating and plagiarism very seriously. The University of Toronto’s Code of Behaviour on
Academic Matters
(http://www.governingcouncil.utoronto.ca/Assets/Governing+Council+Digital+Assets/Policies/PDF/p
pjun011995.pdf) outlines the behaviours that constitute academic dishonesty and the processes for
addressing academic offences. Any student caught engaging in such activities will be subject to academic
discipline ranging from a mark of zero on the assignment, test or examination to dismissal from the
university as outlined in the Code of Behavior on Academic Matters. Any student abetting or otherwise
assisting in such misconduct will also be subject to academic penalties. If you like to find out more
information regarding university advice for ‘How not to plagiarize’, please use the following url:
https://advice.writing.utoronto.ca/using-sources/how-not-to-plagiarize/

More generally, the link below includes a lot of useful advice for students on academic writing:
https://advice.writing.utoronto.ca/
For information and resources on Academic Integrity, visit: https://www.utsc.utoronto.ca/vpdean/faq-0

Cannot use Generative AI

• The use of generative artificial intelligence tools or apps for assignments in this course, including
tools like ChatGPT and other AI writing or coding assistants, is prohibited.
• Representing as one’s own an idea, or expression of an idea, that was AI-generated may be
considered an academic offense in this course.
• Students may not copy or paraphrase from any generative artificial intelligence applications,
including ChatGPT and other AI writing and coding assistants, for the purpose of completing
assignments in this course.
• The use of generative artificial intelligence tools and apps is strictly prohibited in all course
assignments unless explicitly stated otherwise by the instructor in this course. This includes
ChatGPT and other AI writing and coding assistants. Use of generative AI in this course may
be considered use of an unauthorized aid, which is a form of cheating.
• This course policy is designed to promote your learning and intellectual development and to
help you reach course learning outcomes.

Policy on Missed Assignments/Examinations:

The university has created a new standardized form for students who are requesting special academic consideration
based on illness or injury. The form focuses upon the degree of incapacitation that the illness or injury has upon the
student’s academic functioning and the timeline of that incapacitation, rather than on diagnosis and /or details of
the problem. All students must now have a health professional complete this new form:
http://www.illnessverification.utoronto.ca/getattachment/index/Verification-of-Illness-or-Injury-form-Jan-22-
2013.pdf.aspx

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Late Submissions
All assignments are due at the start of the appropriate class.
For every day by which the submission is late, there will be 10% deduction unless
prior permission is taken after giving valid reason for the delay.

Statement on Equity, Diversity, and Inclusion (EDI)

The University of Toronto is committed to equity, human rights and respect for diversity. All members of
the learning environment in this course should strive to create an atmosphere of mutual respect where all
members of our community can express themselves, engage with each other, and respect one another’s
differences. U of T does not condone discrimination or harassment against any persons or communities.
If you have questions or concerns on issues related to EDI, please contact the Equity, Diversity and
Inclusion Office: https://www.utsc.utoronto.ca/edio/

Academic Support
Office Hours:
Office hours for individual consultation with students who have problems or questions that cannot be
discussed in the class sessions will be fixed as per mutual convenience.

Questions relating to administrative, registration, degree/program requirements should be directed to the

academic advising team:
Management programs/courses: mgmtss@utsc.utoronto.ca.

UTSC Library:
Management students can access library services at The BRIDGE, located in IC 108. The BRIDGE offers
programs and services to support students, staff, and faculty in their studies, research projects, and
experiential learning initiatives. https://www.utsc.utoronto.ca/thebridge/
Visit The BRIDGE to:
• Access the finance & data lab, including specialized software and Bloomberg terminals
• Participate in events and competitions
• Get research and data analytics help
• Access data and academic research tools and tutorials
• Get support in entrepreneurship and the New Venture Program
• Learn more about Work Integrated Learning

To find out more about the UTSC Library’s support for students visit: https://utsc.library.utoronto.ca/
For all other inquiries, please email thebridge@utsc.utoronto.ca or email your Liaison Librarian, Mariana
Jardim mariana.jardim@utoronto.ca

Health & Wellness Centre:

The Health & Wellness Centre provides professional and confidential medical, nursing, counselling, health
promotion, and education services to all UTSC students. These services are offered in a safe, caring,
respectful, and empowering environment that is directed toward optimizing your personal, academic, and
overall wellbeing.. To access these services, please use the following url:
https://www.utsc.utoronto.ca/hwc/ and when visiting the Health & Wellness Centre, please bring a valid
T-card and Health card.

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Academic Advising and Career Centre:
The Academic Advising and Career Centre (AA&CC) at UTSC integrates developmental advising,
learning/study skills, career counselling, and employment coaching. To reach out to them please use the
following url: https://www.utsc.utoronto.ca/aacc/

Quercus – UTSC Learning Management System

To access Quercus, please visit: https://q.utoronto.ca
If you need help getting started? Visit the Quercus Help Page to access tip-sheets and other helpful
resources.
For additional questions, contact the Ed Tech team at quercus@utsc.utoronto.ca.
For frequently asked questions, please visit: https://www.utsc.utoronto.ca/technology/faq-students

AccessAbility Services
The University provides academic accommodations for students with disabilities in accordance with the
terms of the Ontario Human Rights Code. This occurs through a collaborative process that acknowledges
a collective obligation to develop an accessible learning environment that both meets the needs of students
and preserves the essential academic requirements of the University’s courses and programs.

Students with diverse learning styles and needs are welcome in this course. If you have a disability that may
require accommodations, please feel free to approach me and/or the Accessibility Services office.
https://www.utsc.utoronto.ca/ability/welcome-accessability-services

The Centre of Teaching and Learning

The Centre for Teaching and Learning (CTL) is available to support you in your writing, math and stats,
and English language needs. It offers online and in-person tutoring and consultations and has a variety of
helpful resources.
English Language Development Centre:
The English Language Development Centre (ELDC) helps students develop the critical thinking,
vocabulary and academic communication skills essential for achieving academic and professional
success. Personalized support includes: RWE (for academic writing); Communication Cafés (oral);
Discussion Skill-Building Cafés; Vocabulary Cafés; seminars/workshops; personal ELD
consultations; drop-in sessions. https://www.utsc.utoronto.ca/ctl/english-language-development-
support
The Writing Centre:
The Writing Centre (TWC) offers invaluable services to students (learn to become a better writer!)
and offers many different kinds of help: drop-in sessions, individual consultations, workshops,
clinics, and online writing handouts. https://www.utsc.utoronto.ca/ctl/writing-support
Other Support:
For more information regarding other academic support from the university, please visit CTL’s
Student Resource Centre at AC313 or check out https://www.utsc.utoronto.ca/ctl/academic-
learning-support.

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