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Professor Stephen Hunt

MKTG 1127

Marketing for Managers

School of Business and Economics

Nipissing University

 

Course Description:

 

Building upon a foundation that was established in MKTG 1126, the intention of this course (MKTG 1127) will be to examine each of the eight (8) Marketing Mix Elements ( Products, Pricing, Promotion, Place, People, Physical Evidence, Process and Partnering).

 

Upon completion of this course, students should be able to better understand the role and nature of each of the marketing mix tools, in addition to being able to better integrate as such into a more comprehensive appropriate marketing strategy. Moreover, students should also be able to through proper qualitative and/or quantitative measures, apply such marketing mix elements to  facilitate thorough comprehension of the product life cycle.     

 

Course Objective/Learning Outcomes:

 

The purpose of this course is to not only develop the necessary skill-set required to undertake the managerial aspects of marketing, but more importantly to engage the student in becoming pro-active in establishing a relevant marketing strategy that is consistent with the vision of a particular organization. More Specifically:

Ø      To recognize the measures taken in product pricing, along with the associated criteria used in new product introduction.

Ø      To expose students to the reality of how basic economics can dictate the demand elasticity of a product, thereby influencing the pricing sensitivity as it correlates with long-term strategic planning.

Ø       Understand the role that marketing managers have and how this role applies to fundamental marketing concepts.

Ø      Understand both the qualitative and quantitative aspects in addressing a wide range of marketing problems and/or situations.

 

 

Course Elements

Credit Value:

Three[DO1] 

Team skills:

Yes

IT skills:

Yes

Global:

No

    Course Web:

Yes

Verbal skills:

Yes

Numeric:

Yes

Political:

No

Participation:

Yes

Written skills:

Yes

Innovation:

Yes

Social:

yes

 

Class Structure

 

An underlying assumption of this course is that students learn best and retain the most through active participation in the learning process.  Therefore, classroom sessions will consist of a mixture of lectures, student discussions of material (Especially the Ethics Alerts) and assignments/class presentation.

 

Required Course Materials

 

The following material is required for this course:

 Berkowitz, Eric N. et al.  Marketing, Fifth Canadian Edition

Toronto: McGraw-Hill Ryerson Limited, 2003        

 

Evaluation

 

Team Assignment                                                                                                         30%

Mid-Term Exam                                                                                                           30%

Final Exam                                                                                                                  40%

Total:                                                                                                                       100%  

 

Grading

 

Students have various expectations of what their class experience should be as well as how much effort they believe they should put into a class. I have never been one to equate quality with content, or better yet, time spent. Therefore, that being said, it will be most obvious that one student’s time input could very well be more or less than that of another. Recognizing this, a level of “doing the best you can” will be monitored (especially during the class presentation).

 

“A” (80 - 100)

 (You have displayed a thorough understanding of the subject and throughout the semester you have consistently displayed a mastery of the material.)

.

“B” (70 – 80)

 (You have a good understanding of the subject as evidenced consistently in class.)

 

“C” (60 – 70)

(You have a solid overall understanding of the subject.)

 

“D” (50 – 60)

 (You know considerably more about the subject than before you started the class.)

 

 

 

 

Course Contribution

 

You are expected to be well prepared for each class having read the relevant chapters.  The quality of your class participation will greatly enhance your overall mastery of the subject matter. I will expect each participant to take an active role (where appropriate) in class discussions

           

Team Assignment

 

You will be a member of a team of students who will complete a group project involving the analysis of three similar products from businesses established in North Bay, Ontario. Each product must differ in price by more than 10%. The emphasis will be in the businesses perceived methodology towards the pricing of their product and how the combination of illicit and explicit benefits or lack thereof, have influenced the differences in price. The objective will be for the student to recognize the “value” of a product and if in fact this fits with the businesses overall marketing strategy.

 

The assignment will contain three separate deliverables worth 30% of your overall grade.

 

The first deliverable will be a written document worth 60% of the assignment.

The second deliverable will be a PowerPoint class presentation worth 25%.

The third deliverable will be a “peer grade component” worth 15%.

 

First Deliverable

 

Maximum length of written deliverable is 12 pages plus 5 pages of exhibits (12 point font, double spaced). Assignments must be submitted at the beginning of your 7th session (that is Feb. 24th for Thursday’s class and Feb. 28th for Monday’s class, structured as follows.

 

1)      Cover Page                                                     (1 page)

2)      Executive Summary                                         (1 page)

3)      Table of Contents                                            (1 page )

4)      Introduction                                                    (1 page )

5)      S.W.O.T. analysis for each Business                   (3 pages)

6)      Qualitative/Quantitative Findings                      (1 page )

7)      Comparative Analysis                                       (2 pages)

8)      Recommendation/Justification of Product         (1 page )

9)      Conclusion                                                      (1 page )

 

 

Second Deliverable

This will be a PowerPoint Presentation of the written document (not word for word) that will  be presented as a team, explaining as such to a “Mock” board of directors who will act as representatives from each of the businesses (Maximum 24 slides, Maximum 30 Minutes)

Third Deliverable

This will be an individual grade assessed by each team member on each of their peers 

Writing

I don’t wish to offend anyone; nonetheless, my experience with students strongly suggests that writing does not seem to have as high a priority as it should have. The writing may not be an explicit component of the grade, however proper writing is vital if your reader is to understand correctly what it is that you are trying to say. Furthermore, poor writing, particularly when it is ungrammatical, seriously detracts from the credibility and impact of any document in any setting, academic or otherwise.

Given the reality that you are in a business class and you will more than likely become business leaders, coupled with the fact that this is an academic program that prides itself on its reputation and the quality of its students and graduates, it is important that a paper submitted as a course assignment be clear, concise, and grammatically acceptable.  I don’t expect a work of art, but your paper should be properly written, in terms of punctuation, spelling, word usage, and structure.

 

Mid-Term Exam

 

This will be a multiple choice exam covering chapters 10,11,12,13,14 worth 30% of total grade.

 

Final Exam

 

This will be a case format worth 40% of total grade.

 

Academic Dishonesty

 

The University takes a very serious view of such offences against academic dishonesty as plagiarism, cheating, and impersonation. Penalties for dealing with such offences will be strictly enforced. The complete policy on academic dishonesty is available at the website below.

http://www.nipissingu.ca/documents.cfm?smocid=1530

 

 

 

 [DO1]Insert correct value