MKTG 2020: Marketing

SEMESTER: Fall 2024

INSTRUCTOR: Kris Hans
EMAIL: krhans@learning.uicc.ca
OFFICE HOURS: By appointment.

PREREQUISITES

N/A

OBJECTIVES

This course aims to introduce students to the marketing function within organizations,
including decision areas in the external environment, marketing strategies, research,
consumer behavior, product classification and development, distribution, promotion, and
pricing.

REQUIRED TEXTS

University of Minnesota Libraries Publishing. (2015). Principles of Marketing. Adapted from a

work originally produced in 2010 by a publisher who has requested that it not receive
attribution. Minneapolis, MN. Available at: https://open.lib.umn.edu/principlesmarketing/

COURSE ASSESSMENT

Evaluation components and their weights are as follows:

Class Participation and Preparation 20%

Current Events Presentation 10%
Exams (E1 @ 15%, E2 @ 20%) 35%
Marketing Plan (Group) 25%
Marketing Plan Presentation (Group) 10%
Total 100%

CLASS PARTICIPATION AND PREPARATION

Class participation and preparation is a blend of in-class activities, attendance, participation,
reflections, quizzes, and presentations. The aim is to foster a robust learning environment
that encourages active engagement with course material and practical application in a
business context. In-class activities will be assigned throughout the semester. These may
not appear in the class schedule; however, students are expected to attend all classes.
There are no deferrals for the in-class activities.

CURRENT EVENTS PRESENTATION & BLOG POST

Each student is required to present a current event article and distil into a written summary
of the article as a blog post.
EXAMS
Two exams will assess comprehension of course material. Midterm 1 will cover the first half
of the course, while Midterm 2 will focus on the second half and may include cumulative
elements.

PARTICIPATION
Please explain the basics of this part of the assessment.

MARKETING PLAN
In groups, students will develop a comprehensive marketing plan for a hypothetical product
or service. This project will span several weeks and culminate in a written report.

MARKETING PLAN PRESENTATION

Groups will present their marketing plan to the class, simulating a professional marketing
pitch to potential stakeholders or executives.

LATE ASSIGNMENTS
• There are no deferrals for in-class activities, quizzes, etc.
• If you miss an evaluation (e.g., exam, due date for an assignment) you may wish to
seek academic consideration for your absence (e.g., if you believe your absence
qualifies for medical or compassionate reasons). Please contact the course instructor
as soon as possible if you miss an exam or a due date or if you have an ongoing
personal or health issue that will affect your ability to meet any due date or deadline.
• Late assignments are penalized 10% per day (24-hour period) for up to three days
(not including holidays and weekends); after three days, the assignment receives a
grade of zero. No feedback is provided for late submissions. This penalty is applied
whether an assignment is a few minutes late or a few hours late!
• Any presentations not completed on the date identified without prior approval by the
instructor, will receive a grade of zero. Why is this the case? Your obligation to
present to the class at a particular time and place honours your colleagues and offers
them an observational learning opportunity. If you are in the workplace, you cannot
just skip a meeting or presentation without penalty. Consequently, we must model
accountability in this class.

GRADE DISTRIBUTION

The following standards for determining and assigning grade will be used in this course.

Percent Letter Percent Letter Percent Letter

Mark Grade Mark Grade Mark Grade
100-95 A+ 94-90 A 89-86 A-
85-82 B+ 81-78 B 77-74 B-
73-70 C+ 69-66 C 65-62 C-
61-58 D+ 57-50 D 49-0 F

86 - 100 (A) Excellent. An outstanding performance in which the student demonstrates a

superior grasp of the subject matter, and an ability to go beyond the given material in a
critical and constructive manner. The student demonstrates a high degree of creative and/or
logical thinking, a superior ability to organize, to analyze, and to integrate ideas, and a
thorough familiarity with the appropriate literature and techniques.

74 - 85 (B) Good. A more than adequate performance in which the student demonstrates
a thorough grasp of the subject matter, and an ability to organize and examine the material
in a critical and constructive manner. The student demonstrates a good understanding of
the relevant issues and a familiarity with the appropriate literature and techniques.

62 - 73 (C) Acceptable. An adequate performance in which the student demonstrates a

generally adequate grasp of the subject matter and a moderate ability to examine the
material in a critical and constructive manner. The student displays an adequate
understanding of the relevant issues, and a general familiarity with the appropriate
literature and techniques.

50 - 61 (D) Minimally Acceptable. A barely adequate performance in which the student

demonstrates a familiarity with the subject matter, but whose attempts to examine the
material in a critical and constructive manner are only partially successful. The student
displays some understanding of the relevant issues, and some familiarity with the
appropriate literature and techniques.

0 - 49 (F) Fail. An inadequate performance.

COMMUNICATION
Please include any information here about how your students should best contact you and
what kind of response time they can expect.

While I endeavour to check my email daily, students can reasonably expect a response from
me within 72 business hours. Students are to follow email etiquette section below. All
emails are to follow the listed requirements to ensure a response. Students are also to
practice professionalism in all interactions with classmates and the instructor. If unable to
attend a class, students should advise the instructor of the absence (would you just not
show up for work).

Email Etiquette
Emails must comply with the following to receive a response:
• Include your full name, course and section number in your message.
• Use your UICC email for messages, as responses may not be received using other
email services.
• Please use an appropriate subject line.
• Check your spelling and grammar.
• Allow three (3) business days for a response, due to other activities, such as
University committees, meetings, industry liaison, and scholarship and research.
• Please use a salutation such as: Hello, Hi, or Dear “Professor’s Name”.
• Always check the Course Outline, Moodle, and any other documents for the course
for the information you are seeking, before sending your question. Emailing for
clarification after you have read the available information is always welcome.

MAKE-UP EXAMS
Make-up exams are granted only under specific circumstances such as medical
emergencies, bereavement, legal obligations, religious observances, or significant academic
conflicts, with required documentation. Requests must be made 48 hours before the exam,
unless in cases of emergency. Approved make-up exams must be taken within two weeks of
the original date and may differ in format from the original exam.

ACADEMIC INTEGRITY POLICY

Academic Integrity refers to the values on which good academic work must be founded:
honesty, truth, fairness, respect and responsibility. Academic integrity includes a
commitment not to engage in or tolerate acts of falsification, misrepresentation, or
deception. Such acts of dishonesty violate the fundamental ethical principles of the College
community and compromise the worth of work completed by others.

Students found to have breached the regulations related to any form of academic
misconduct including but not limited to plagiarism and cheating will be subject to the
following measures:
• First Offence: Awarded “0” for the assessment and given a permanent record on
their file
• Second Offence: Awarded "0” for the course, regardless whether the offence was
committed in the same course or another course
• Third Offence: Risk of expulsion from UICC and the cancellation of the Study Permit

It is solely the student's responsibility to be aware of Academic Integrity Policy and

consequences of violating it. The policy is available at: https://www.uicc.ca/about/policies-
procedures/academic-integrity-policy/

HOW CAN YOU DO WELL IN THIS COURSE?

1. Do the homework…plus. Practice, practice, practice. And start in the first week, don’t wait
until exam time.

2. Take smart notes. The lecture outlines are on the web. Print those off and bring them to
the lecture to follow. I challenge you to bring just a single sheet of additional paper to class.
With this, just take the bare minimum of notes. No colour pens! At the end of class, your
sheet should be just chicken scratch. Just get the critical points. THEN, THAT DAY, write out
a nice set of notes from the class, using your memory, outline, and small notes. Elaborate,
explain and use more than one colour on the graphs. By the end of the semester, you’ll
have wonderful notes that will help in future classes. You’ll also have no need to study for
the exam. It takes a bit of work each day, but in the end, the payoffs are enormous.

3. Understand… don’t memorize. Most of you are just out of high school. You’ve done a lot
of memorizing. Now, it’s time to start understanding. Understanding means you have to
think about a concept. It is a skill that takes practice. You’ll know you understand an idea
when you can apply it to a context that is different from the one used to learn it.

4. Come to class. The ideas in this class are sequential. If you miss lecture 4, you’ll have a
hard time understanding the rest of the course. The course follows the book, but the lecture
is full of material not in the book (and vice versa).
5. Read the book ahead of time. You’ll want me to do the work for you, but if you read the
relevant chapter before the lecture, and then read it again after, you’ll learn a lot more in
the course.

SCHEDULE (Subject to Change)

Week Readings/Pre-Study Assignment Due

1 Welcome to Marketing! Introduction to course; Course N/A
Sep 20 expectations (course outline)
2 • Chapter 1 – What is Marketing? -
Sep 27 • Chapter 2 – Strategic Planning
3 • Chapter 3 – Consumer Behavior – How People -
Oct 4 Make Buying Decisions
• Chapter 4 – Business Buying Behavior
4 • Note: No Class / Asynchronous -
Oct 11 • Chapter 5 – Market Segmenting, Targeting, and
Positioning
• Chapter 6 – Creating Offerings
5 • Chapter 5 – Market Segmenting, Targeting, and -
Oct 18 Positioning
• Chapter 6 – Creating Offerings
• Chapter 7 – Developing and Managing Offerings
6 • Chapter 8 – Using Marketing Channels to Create Groups to be
Oct 25 Value for Customers selected for
• Chapter 1 – 8 Review Marketing Plan
• Marketing Plan Project Launch
7 • Exam 1 Exam 1
Nov 1 • Chapter 9 – Using Supply Chains to Create Value
for Customers
8 • Chapter 16 – The Marketing Plan + Assignment -
Nov 8 Talk Chapter 10 – Gathering and Using
Information: Marketing Research and Market
Intelligence
9 • Chapter 11 – Integrated Marketing -
Nov 15 Communications and the Changing Media
Landscape
• Chapter 12 – Public Relations, Social Media, and
Sponsorships
10 • Chapter 13 – Professional Selling -
Nov 22 • Chapter 14 – Customer Satisfaction, Loyalty, and
Empowerment
11 • Chapter 15 – Price, the Only Revenue Generator -
Nov 29 • Chapter 9-16 Review
12 • EXAM 2 Exam 2
Dec 6 • Working session for Marketing Plan.
13 • Working session for Marketing Plan. Marketing Plan
Dec 13 • Marketing Plan Presentation and Presentation
Final Exam Information

There is no final exam in this class as you will be graded based on your project.