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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 course’s 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 course’s 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.

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%. Assignments: Three short written assignments will be completed in teams of two students. worth 5% each. Tutorial Participation: Participation means prepared and insightful involvement in tutorial discussions. Assignments are due at the beginning of the lecture as specified in the following schedule. Examinations will be based approximately 2/3 on the text and 1/3 on class content. and present an initial analysis to their tutorial section for constructive discussion and feedback. due at the end of the term. some harder. late assignments cannot be accepted. However. The first presentation will be immediately after the midterm: start working early!! The group will then produce a written minimarketing plan for their case. Current Case Presentation and Plan: Students. so it’s not a great idea to plan to bomb the midterm! Grading is competitive but not rigidly curved. Grading will be on the basis of course concept mastery.Assignment deadlines are firm. so that each TA’s set of grades have the same mean and standard deviation. This allows you to bomb the midterm and recover in the final. Mandatory peer evaluations for both the presentation and the plan will control free-riding. The final will be cumulative with about 75% emphasis on material in the second half of the course. remember that the final is cumulative. in groups of three or four. Due to the size of the class. This “TA effect” on your grades will be eliminated by normalizing the distribution of grades that the TA gives. Contacting Me: . analyze it. and clarity of communication. You will have about two weeks to work on each assignment. as specified by FBA policy: A 15%-25% B 34%-44% C 23%-34% D. depth of insight displayed. Normalizing Grades: Some TA’s grade slightly easier. Teams will be formed by your TA and will change with each assignment.F. Exams: The midterm and final will be multiple choice format. Comprehensive details will be available on the course’s WebCT. There will be no tutorials during the first week of classes. will choose a current real-world marketing development. The final letter-grade distribution for the class will be in the ranges shown below. Note that there is usually very little adjustment required.N 0-15% Some information on each grading component follows. Free riding will be controlled with optional peer evaluations. The latter includes good grammar and spelling. Grading: 5% 15% 25% 25% 30% Tutorial Participation Assignments Current Case and Plan (8% presentation.

4 Segmentation. Targeting. Plagiarism and Cheating: Don’t do it.” (Download the case from the course’s WebCT) Assignment 1 Released: Secondary Research on a New Product Idea _____________________________________________________________________ Week 3: Sept. There will be no tolerance for cheating of any kind.K. 13 Introduction • Prep Readings: Chapter 1 No Tutorial _____________________________________________________________________ Week 2: Sept. Peer evaluation forms for the term project are mandatory and will be attached to the presentation printout and the mini-marketing plan 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. questions. The class will be more difficult to follow if you have not read the chapter(s). 27 Gathering and Using Information Prep Readings: Chapter 4 Tutorial: Read and be prepared to discuss “Pet Food” (Download the case from the course’s WebCT) _____________________________________________________________________ Week 4: Oct. • The schedule may be modified as the term progresses.502-510) Tutorial: Read and be prepared to discuss “Skoda U. 20 Planning Ethics Prep Readings: Chapter 2 and Chapter 14 (p. “Free-riding” is also a form of academic dishonesty that will not be accepted.I will be available for anyone with concerns. Schedule Lectures assume “prep readings” have been done before the class. and Positioning Prep Readings: Chapter 3 Tutorial: Case Analysis and Presentation Tips . the need to chat. and anyone found cheating will have their case turned over to University administration and dealt with accordingly. My preferred method of communication is email. Students are encouraged to report team or pair issues early in the term –first to their TA. ___________________________________________________________ Week 1: Sept. etc.sfu.html). as much as possible. SFU’s policy will be strictly followed (http://www.

18 Creating New Products (Goods and Services) Prep Readings: Chapter 7 Tutorial: Informally present & discuss Assignment 2 DUE: Assignment 2 _____________________________________________________________________ Week 7: Oct. 8 Pricing Prep Readings: Chapter 9 & Appendix 9A (p. 29 Communications Mix II Prep Readings: Chapter 13 . 22 Communications Mix I Prep Readings: Chapter 12 Tutorial: Student Presentation DUE: Assignment 3 _____________________________________________________________________ Week 12: Nov. Ch 7 & Ch 14. 25 Midterm Exam covering Chapters 1 to 5. p. 15 Distribution Prep Readings: Chapters 10 (Skip Chapter 11) Tutorial: Student Presentation _____________________________________________________________________ Week 11: Nov. 11 Consumer Behaviour Prep Readings: Chapter 5 and Chapter 14 (p.Assignment 2 Released: Marketing mini-Project. Weeks 1 to 6 _____________________________________________________________________ Week 8: Nov.336-339) Tutorial: Student Presentation Assignment 3 Released: Distribution Strategies _____________________________________________________________________ Week 10: Nov. 1 Product Management Prep Readings: Chapter 8 Tutorial: Student Presentation _____________________________________________________________________ Week 9: Nov.511-517) Tutorial: Psychographics: Prep VALS and ENVIRONICS surveys _____________________________________________________________________ Week 6: Oct.198 DUE: Assignment 1 _____________________________________________________________________ Week 5: Oct.

7-10 pm: Final Exam Weighted approximately 70% on material since midterm. 30% on material before midterm. 6 Review and/or Catch-up Tutorial: Marketing Plan Questions _____________________________________________________________________ _____________________________________________________________________ December 8th: DUE: Marketing Plan at Noon. Not responsible for Chapter 6 nor Chapter 11 .Tutorial: Student Presentation _____________________________________________________________________ Week 13: Dec. December 8th ____________________________________________________________________ December 14th.