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Marketing & Consumer Economics Course Outline – Winter 2011
Class & Section: Econ 344 - 7690 Section 004 Days & Times: Wed & Thurs 5:00 PM - 6:20 PM Location: RCH 307 Instructor: Office: Office Hours: E-mail: Harp Arora HH 127, Phone 519-747-5793 (business office # - I’m off-campus) Wednesday 3:15 - 4:50 PM, appointment preferred
firstname.lastname@example.org, however correspondence is primarily through UWACE. This is the source for course updates, marking criteria, lecture notes, additional readings, class cancellations and announcements: uwangel.uwaterloo.ca/uwangel/frameIndex.htm. Please also use ACE to share marketing materials, articles or resources you come across that might be helpful/interesting to the rest of the class.
Marketing focuses on an organization’s customers, competitors, distributors, & business regulators. It is an interdisciplinary field drawing on theory and methodology from a variety of sources including psychology, sociology, mathematics, statistics & economics.
1. To gain a command of the principles most useful for understanding marketing and consumer behaviour. 2. To understand a broad range of marketing topics and perspectives and to develop the skills needed for marketing decision-making. 3. To develop written and oral skills in a team environment.
(1) Textbook: Marketing, Canadian Edition, Grewal, Levy, Persaud, Lichti, McGraw Hill Ryerson 2009 (ISBN 978-0-07-098492-9) (2) i-Clicker (ISBN 9780716779391)
Course Requirements & Key Dates
Class Participation: Individual Assignment: Team Project (Written): Team Project (Oral Presentation): Final Exam: Scheduled by Registrar 10% 15% 30% 15% 30% (throughout term) Week 6 Thurs Feb 10 Week 10 Thurs Mar 17 Wk 11 & 12 Mar 23, 24, 30 TBD
Note: All written submissions are due at the start of class on date stated. For individual submissions, a 5% per day penalty begins at the start of class. There will be no allowance for late group submissions.
Economics 344 (01) Fall 2010 Page 1 of 9
Economics 344 (01) Fall 2010 Page 2 of 9 .
bring your clickers to every class! Team Project The project consists of two parts: written due March 17th and presentations on Mar 23.5 spacing (but you can include appendices over and above that). Your participation grade will be based on your total points divided by the number of points possible. Groups should have no fewer than 6 and no more than 7 members. both for discussion purposes and to quiz you on the readings. If you don’t have a full group but still want to work with certain people. Make sure you include a copy of your ad as an appendix to your assignment. The report itself should be no more than 5 pages.g. If you form a group you must let me know via ACE by Jan 21st at the latest with the full names and IDs of your group members. The marking scheme will be posted on ACE. You’ll receive a point for each question you answer. Please include your name. Your team members must be from your own section. circulation etc. Determine the target market for this publication. Reference one product/service that is advertised in the publication. Forming Teams: Self-formed teams by Jan 21 You have the choice of forming your own team by Jan 21st or having me randomly assign you to a team once the drop/add period is over (week of Jan 25th). 24. If you prefer to meet Economics 344 (01) Fall 2010 Page 3 of 9 . 3. readership. Discuss whether the product/service selected is consistent with the publication's audience. target audience. Notes: It’s important you select something with ample available statistical information that you can clearly identify what’s asked for e. Determine the target market for that specific product. Discuss whether this publication is an appropriate medium to advertise the product/ service. 4. If you love easy marks. no problem. student ID and section on your cover page Individual Class Participation (10%): throughout term We’ll be using i-Clickers starting in week 2. I’ll keep you together and assign several other people to your group. 5. 2.Individual Assignment (15%): Due Thu Feb 10 Pick a current magazine or publication available on the newsstands in Canada. and 30th. 1. Apply research techniques and sources covered in class and in your textbook to: 1.
Critical review of a successful marketing plan Your group will analyse the successful market strategy of an existing product/service.Critical review of a failed marketing plan Same as Scenario B. If you’d like to do this. The firm believes that it can turn itself around by repositioning the product/service to meet a new market. The market shift/expansion could be related to a shift in the target (e. Scenario C. Note: Feel free to ‘pitch’ your topic to me before you get started to get feedback. You get to choose the existing firm and/or the existing product/ service offerings from the firm. each team member will receive the same grade for the group project. Selection of Topics Scenario A. Scenario B. I will send a note via ACE asking you to submit your evaluations once the presentation are complete after Mar 30th. It’s best to decide this as soon as your group is formed as you can’t change your mind later (in order to be fair to all team members).Market Shift for Product/Service in Mature to Decline Stage Your marketing team has just been hired by the owner of an established organization.new people outside your faculty or department. I will automatically assign you to a group. Peer Evaluation (optional): Let me know by Feb 17th If your team wishes to do peer evaluation. If I don’t hear from you on ACE by Feb 17th. Because this market information is more readily available. Only contact me if you have people you want to form a team with. or by focusing on new feature/ benefit profiles or any other reasonable means of shifting the product. or by diversifying the application of the product (Blackberry’s designed for teenagers). you must let me know by Thurs Feb 17th. Consideration will be made for a group that wants to work directly with an existing firm to review and redesign their market strategy. no need to do anything – I’ll randomly assign you to a group. I will expect a higher degree of research and analysis if your group chooses this scenario. but for a failed marketing strategy.g. please see me to review your idea and get approval before you start. Written Report (30%): Due Thurs March 17 Economics 344 (01) Fall 2010 Page 4 of 9 . For those who requested peer evaluations. corporate travel agencies shifting to serve a newly defined demographic market). The key criterion is that the specific product/ service offered by the firm is in the mature to decline stage. If you have no preference.
24th or 30th. There should be logic in the approach. This presentation will convey the consumer context of your new product/service idea. Readings (throughout term) It is expected that you have done the readings when you show up to class. I will also occasionally send links to additional readings such as magazine or news articles that relate to the topics we’re covering in class. short and long answer questions including case studies. The marking schemes for the written and oral presentation will be posted on ACE. segmentation and target market review. Each team member will participate in developing an oral presentation to be presented by each team in class. Your written submission should be about 18 .You will create a marketing plan that includes a strategic analysis of how you would market a product or service to a particular market. The class will not be a regurgitation of the textbook. Oral presentation (15%): randomly assigned to Mar 23rd.20 pages long (1. Include an executive summary. You should be able to defend why the marketing mix strategies were chosen. This is not considered a positive addition to your work. Exams this term are scheduled Apr 8th to 21st. 12 point font). Create a document that is the ‘right’ length to efficiently deliver the needed information. promotion. Please do not try to provide ‘filler’ to the document. plus exhibits. as well as how it reflects co-ordination and teamwork. in class we’ll expand on and discuss some of the key concepts and ideas presented in the book. and place (also called distribution). a brief product/service description. Your overall evaluation is based on both in-class discussions and readings assigned from the textbook. The exam will cover content from the entire term. This part of the project will be graded on the educational and entertainment/presentation value to the class. Final Exam (30%): Date to be scheduled by Registrar The final exam will consist of multiple choice. Rather.5 line spacing. Note: no late submissions will be allowed as this is a group project. Presentation slots will be allocated to teams randomly. an environmental scan or analysis. and the marketing mix including price. Economics 344 (01) Fall 2010 Page 5 of 9 .
Course Outline Note: The outline may be adjusted as required. Targeting & Positioning Slide Section 5 Readings: Chapter 8 Individual assignment due Thurs Feb 10th Branding and Packaging Decisions Developing New Products Slide Section 6 Readings: Chapters 9 & 10 Notification due for peer evaluations Feb 17th Pricing Concepts and Strategies Slide Section 7 Readings: Chapter 12 Week 2 Wk of Jan 10: Week 3 Wk of Jan 17: Week 4 Wk of Jan 24: Week 5 Wk of Jan 31: Week 6 Wk of Feb 7: Week 7 Wk of Feb 14: Feb 21 – 25 Reading Week – no classes Economics 344 (01) Fall 2010 Page 6 of 9 . Week 1 Wk of Jan 3: Laying the Foundations: Course Overview Brief introduction Overview of Marketing Developing Marketing Strategies Slide Section 1 Readings: Chapters 1 & 2 The Marketing Environment Ethics and Social Responsibility Slide Section 2 Readings: Chapters 3 & 4 Notification due Jan 21st for team members Marketing Research Consumer Behaviour Slide Section 3 Readings: Chapter 5 & 6 Teams announced on ACE Consumer Behaviour cont’d Business to Business Marketing Slide Section 4 Readings: Chapters 6 & 7 Segmentation.
students should refer to Policy 71 . cheating) or about “rules” for group work/collaboration should seek guidance from the course professor.Student Discipline. academic advisor.htm Grievance: A student who believes that a decision affecting some aspect of his/her Economics 344 (01) Fall 2010 Page 7 of 9 . the behaviour of all members of the University of Waterloo is based on honesty. When misconduct has been found to have occurred. to avoid committing academic offenses.Week 8 Wk of Feb 28: Notification of Group Topic Due by Mar 2nd Marketing Channels: Distribution Strategy Retailing. plagiarism.adm. or the Undergraduate Associate Dean.ca/infosec/Policies/policy71. fairness. Direct Marketing Slide Section 8 Readings: Chapters 13 & 14 Integrated Marketing Communication Slide Section 9 Readings: Chapter 15 Team Written Report Due Mar 17th Advertising and Sales Promotion Personal Selling Services Marketing Slide Section 10 Slide Section 11 Readings: Chapter 16 Readings: Chapter 11 Group Presentations Mar 23 & 24th Group presentations Mar 30th Global Marketing Wrap-up and Q&A Slide Section 12 Readings: Chapter 17 Classes may be extended for present’ns (TBD) Week 9 Wk of Mar 7: Week 10 Wk of Mar 14: Week 11 Week 12 Wk of Mar 21: Wk of Mar 28: Additional Sessions: Note: additional questions and cases may be assigned during the term Avoidance of academic offences: Academic Integrity: To create and promote a culture of academic integrity. A student who is unsure whether an action constitutes an offense. disciplinary penalties will be imposed under Policy 71 – Student Discipline. http://www. and to take responsibility for his/her actions.uwaterloo..g. trust. Discipline: A student is expected to know what constitutes academic integrity. or who needs help in learning how to avoid offenses (e. For information on categories of offenses and types of penalties. respect and responsibility.
adm. Section 4. http://www.uwaterloo.ca/infosec/Policies/policy70. Read Policy 70 .Student Petitions and Grievances.university life has been unfair or unreasonable may have grounds for initiating a grievance.htm Economics 344 (01) Fall 2010 Page 8 of 9 .
Read Policy 72 . Note for students with disabilities: The Office for Persons with Disabilities (OPD).Appeals: A student may appeal the finding and/or penalty in a decision made under Policy 70 . collaborates with all academic departments to arrange appropriate accommodations for students with disabilities without compromising the academic integrity of the curriculum. located in Needles Hall. please register with the OPD at the beginning of each academic term. 4 Oct 2007).ca/arts/ugrad/academic_responsibility.uwaterloo. http://www.htm There is also a website available (AAvoiding Academic Offences@ www.arts.ca/infosec/Policies/policy72. If you require academic accommodations to lessen the impact of your disability.uwaterloo. through ignorance of appropriate citation methods.Student Petitions and Grievances (other than regarding a petition) or Policy 71 .html) and the web address is mandatory on all undergraduate course outlines (motion passed at UGAG. It is important for students to be aware that one may commit plagiarism inadvertently.adm.Student Appeals. Economics 344 (01) Fall 2010 Page 9 of 9 . Room 1132. so checking this website prior to submitting a paper is to the student=s advantage.Student Discipline if a ground for an appeal can be established.