MGCR352 Winter 2020 Syllabus PDF

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MGCR 352 – Syllabus & Course Guidelines Winter 2020

Desautels Faculty of Management – McGill University Principles of Marketing MGCR 352 –Section 001 Instructor: Office: Class: Office Hours: E-mail:

Michelle Y. Lu Bronfman 560 Tuesday/Thursday : 4:05pm – 5:25pm, Bronfman 210 Thursdays 2:00pm – 3:00pm [email protected]

Teaching Assistant: June Lee Office: Bronfman 467 Office Hours: Tuesday 5-6pm & Thursday 4-5pm (January 23, 2020 – Final Exam) [email protected] E-mail: Course Material Recommended Textbook:

eBook version Required Course Package:

Marketing 10th Canadian Edition by Crane, Kerin, Hartley, and Rudelius. McGraw-Hill Ryerson, 2017.*1 www.vitalsource.com (180 day rental) A course package containing cases required for this course can be obtained from Dave’s store in the Bronfman Building.

Course Objectives The overall objective of this course is to introduce students to the fundamental principles and concepts of consumer marketing and to provide them with a structure for applying marketing in a decision making framework. A summary of course goals is: 1. Introduce marketing strategy (customer, competitor, and company analysis) and the simple quantitative methods that support it. 2. Introduce the elements of the marketing mix (product, pricing, promotion, and place), and demonstrate how each is used in a strategic, as well as in a tactical manner. 3. Improve your problem solving and decision‐making ability and your ability to convey your recommendations and solutions in both oral and written communication through class discussion and case analyses. 1

*Other recommended texts: Principles of Marketing 8th Edition, Kotler, Armstrong, Cunningham, Trifts, Pearson Ed, 2011. Marketing Real People, Real Choices, 4th Ed by Solomon, Marshall, Stuart, Smith, Charlebois, Shah, Pearson, 2013.

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MGCR 352 – Syllabus & Course Guidelines Winter 2020

In addition, this course will help develop the student’s ability to work effectively in teams.

Course Evaluation A. B.

Final Exam Group Projects 1. Case Analysis 2. Application Question 3. Marketing Plan Plan Part I – Consumer and Market Profile Plan Part II – Marketing Strategy Plan Part III – Marketing Plan Presentation

50% 10% 10% 10% 15% 5%

Description of Course Evaluation A) Final Exam This is a closed-book, in-class, individual based test which will be held during the official final exam period, as scheduled by the university. There will be three hours to complete this exam. The performance on this exam will constitute 50% of a student’s final grade. B) Group Projects Groups of 5-6 students will be formed at the beginning of the semester. The group based projects will constitute 50% of a student’s final grade. The following assignments/ projects will be conducted and students will be graded as a group: 1) Case Analysis Performance on this component constitutes 10% of the course grade. One of three cases will be assigned to each group. At least three group members will present the analysis of the case on the scheduled date. Refer to the detailed handout on case analysis to be given in the class. 2) Application Question Each group will be required to make a 15 minute presentation on an assigned topic followed by 5 minutes of questions and answers. At least 3 group members will present and the assignment will be related to a class lecture and is designed to further illustrate and highlight a marketing topic. The group’s performance will be graded based on the comprehensiveness of background research, creativity of solution, and presentation. This component of the group work will constitute 10% of the final grade. 3) Marketing Plan Each group will be assigned an industry from which they will choose a product to build a Marketing Plan. Groups will submit their product idea on Tuesday, February 4th for Page 2 of 6

MGCR 352 – Syllabus & Course Guidelines Winter 2020

approval. A short, one page (typed) description is required at this date. If it is absolutely necessary to change the product idea after the submission deadline, an approval from the instructor will be needed. Refer to the detailed handout on Marketing Plan given in class. There are 3 parts to the Marketing Plan: Part I: The Consumer and Market Profile Before any group can come up with a marketing strategy for their product, the group will need to have a solid understanding of the target market. For this part of the assignment, each group is required to provide an in-depth analysis of the consumer and the market within which the product will be sold. This part of the assignment will be due Thursday, March 12th. It is to be no more than 5 typed, double spaced pages, 12 point (not including appendices). Part II: The Marketing Strategy This part of the Marketing Plan provides the actual strategy (the 4 P’s), including each group’s financial calculations, export considerations, and implementation of the product plan. This strategy is specifically constructed for the target market the group describes in the Consumer and Market Profile part of the assignment. This part of the Marketing Plan is to be handed in on Tuesday, March 31st. It is to be no more than 8 typed, double spaced pages, 12 point font (not including appendices). Please submit the original Part I of the Marketing Plan with Part II. (Bind Part I and Part II together). Part III: The Marketing Plan Presentation During the last 2 weeks of classes, each group will be assigned a time to present both parts of their Marketing Plan. Each group will have a maximum of 20 minutes (including setup time) to present, plus 5 minutes of group/instructor questions. Please note that the group should have at least three members present the Marketing Plan. In addition, all groups should submit the final PPT slides of their marketing plan presentation on the first day of presentation (Tuesday, March 31st). Note: Each student must present at least once during the semester; either during the case analysis, and/or the application question, and/or the Marketing Plan.

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MGCR 352 – Syllabus & Course Guidelines Winter 2020

Tentative Course Schedule Date January 7 January 9 January 14 January 16 January 21 January 23 January 28 January 30 February 4

February 6 February 11 February 13 February 18 February 20 February 25 February 27 March 2 – 6 March 10 March 12

March 17

Topic Introduction to the Course Marketing Overview: Customer Value, Satisfaction, Relationships and Experiences through Marketing Developing Successful Marketing Strategies The Marketing Environment Segmentation / Targeting / Positioning Segmentation / Targeting /Positioning Assignment of Group work; Overview of Marketing Plan Group Project; Librarian2 Presentation Quantitative Analysis Case Analysis and Case Demonstration Consumer Behavior

The Marketing Mix: Product Products, Services and the PLC The Marketing Mix: Product New Product Development and Brands Case Analysis Sagacity Tea Case Analysis Fody Foods Case Analysis Opera Philadelphia The Marketing Mix: Product Branding and Brand Management The Marketing Mix: Pricing Arriving at the final price/ price chains Study Break The Marketing Mix: Place Marketing Channels The Marketing Mix: Place Retailing, Internet Retailing, and Mobile Retailing

March 24

The Marketing Mix: Promotion Integrated Marketing Communications The Marketing Mix: Promotion Advertising, Sales Promotion, Direct Marketing, Personal Selling, Public Relations Reaching Global Markets

March 26 March 31

Course Review MARKETING PLAN PRESENTATIONS

March 19

Readings /Assignments Chapter 1 Chapter 2 Chapter 3 Chapter 9 Chapter 9

Notes (posted on myCourses) Tyler Pet Foods Chapter 5 Application Question Group 1 Hand in Marketing Plan Idea Chapter 10, 11 Application Question Group 2 Chapter 10, 11 Application Question Group 3 Case Presentations Groups 10, 9, 8,7 Case Presentations Groups 6, 5, 4 Case Presentations Groups 3, 2, 1 Chapter 10, 11 Application Question Group 4 Chapter 13 Application Question Group 5 Chapter 14 Application Question Group 6 Chapter 15 Application Question Group 7 Part I of Marketing Plan Due Chapter 16 Application Question Group 8 Chapter 17, 18 Application Question Group 9 Chapter 7 Application Question Group 10

Part II of Marketing Plan & FINAL Presentation Slides Due Groups 1, 2, 3 April 2 MARKETING PLAN PRESENTATIONS Groups 4, 5, 6 April 7 MARKETING PLAN PRESENTATIONS Groups 7, 8 April 9 MARKETING PLAN PRESENTATIONS Groups 9, 10 Scheduled by University FINAL EXAM

2

[email protected] or [email protected] Page 4 of 6

MGCR 352 – Syllabus & Course Guidelines Winter 2020

IMPORTANT ANNOUNCEMENTS McGill University values academic integrity. Therefore, all students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Code of Student Conduct and Disciplinary Procedures (see www.mcgill.ca/integrity for more information.) L'université McGill attache une haute importance à l'honnêteté académique. Il incombe par conséquent à tous les étudiants de comprendre ce que l'on entend par tricherie, plagiat et autres infractions académiques, ainsi que les conséquences que peuvent avoir de telles actions, selon le Code de conduite de l'étudiant et des procédures disciplinaires (pour de plus amples renseignements, veuillez consulter le site www.mcgill.ca/integrity). In accord with McGill University’s Charter of Students’ Rights, students in this course have the right to submit in English or in French any written work that is to be graded.

PLEASE NOTE: 1) In fairness to everyone else, the final exam must be written on the date and time assigned by the university with the only exception being due to a medical emergency. Missing the final exam is an issue to be dealt by the BCOM office, not with the instructor. 2) Class presentations will take place on an assigned date. No makeup dates will be given. If a group is not prepared to present on their assigned date, they will get a zero for this portion of their course work. 3) Parts 1 and 2 of the marketing plans must be handed in to the instructor on time. No late marketing plans will be accepted, and if a group submission is late, it will receive a zero for that component of the marketing plan. All sources used to write the marketing plan need to be listed. 4) A peer group evaluation will be performed by all groups to evaluate the individual group member performances across all the group-based assignments. Students who fail to meet group requirements will have their grades lowered accordingly (See Peer Evaluation Form attached to this outline). 5) Attendance may be taken for the librarian presentation, case analysis and case demonstration presentation, case presentations, and last two weeks of class when groups present their Marketing Plans and a 1% from the overall grade will be deducted for each class missed. 6) Please provide a readable printed copy of your presentation slides to your instructor prior to giving each oral presentation.

IMPORTANT DATES TO REMEMBER Librarian Presentation:

January 23nd

Demonstration Case:

January 30th

Submit Marketing Plan Idea:

February 4th

Submit Part 1 of the Marketing Plan:

March 12th

Submit Part 2 and final slides of the Marketing Plan: March 31st

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MGCR 352 – Syllabus & Course Guidelines Winter 2020

Class Section:

Section 001

Student Name:

______________________________________

Group Number:

______________________________________

Project:

______________________________________

PEER EVALUATION: Please evaluate your group members work fairly, honestly and with integrity. The evaluation is to be based on the quality and quantity of each group member’s work. Members receiving an average of 80% or higher on overall evaluation will receive the grade assigned to the group; members receiving an average below 80% will receive a partial grade which will be equal to the grade assigned to the group multiplied by the peer evaluation average score. (For example: suppose the grade assigned to a group is 90 points (out of 100). A group member who receives an average of 85% will be given 90 points; a member who receives an average of 70% on overall evaluation will receive 90*70%=63 points. )

NAME of GROUP MEMBER

Overall evaluation (/100 per evaluation)

Additional Comments (required for evaluations below 100):

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