COMM 296 Section 107: INTRODUCTION TO MARKETING

COMM 296 Section 107: INTRODUCTION TO MARKETING Course Outline ? updated November 18, 2017

COURSE INFORMATION

Division: Marketing

Term: 1

Instructor: Tamar Milne

Email: tamar.milne@sauder.ubc.ca

Phone: 604.827.4951

Office Location: HA 577

Office Hours: Wed, 10-11 am; or by appointment (email to book) Special office hours around exams and assignments

Section number: 107

Class meeting times: Tue/Thu, 11:00 am-12:20 pm

Course duration: Sep 7-Nov 30, 2017

Classroom location: HA 243

Co-requisites: COMM 293 and one of COMM 295, ECON 201, or ECON 301

COURSE DESCRIPTION

This course is designed to provide a broad introduction to the field of marketing. Marketing is far more than just selling or advertising within a business setting; it is a major part of everyday life. This course will illustrate the importance of marketing and will help students develop fundamental marketing knowledge and skills applicable to all specializations within business.

LEARNING OBJECTIVES Upon successful completion of this course, students will have the knowledge and skills to:

? Define marketing and its role in creating value for consumers, society, and organizations.

? Analyze ethical issues in marketing and understand organizations' ethical responsibilities.

? Examine an organization's strengths and limitations, core competencies, and key success factors in the context of the analyzed macro-environment.

? Analyze the personal and interpersonal influences on consumer behaviour and the steps to making a purchase decision.

? Differentiate between secondary and primary research, and conduct marketing research.

? Apply the segmentation, targeting, and positioning (STP) process.

? Differentiate between the four elements of the marketing mix and integrate them in a balanced, strategic marketing plan for an existing product/organization.

COURSE RESOURCES AND MATERIALS

Required Textbook: Grewal, D., & Levy, M. (2017). M: Marketing (5th Ed). McGraw-Hill Irwin. NOTE 1: Students may choose either the print version or the e-book version of the textbook. They do not need both. NOTE 2: The ConnectPlus/LearnSmart online resources are not required. (Bonus: If the print version is purchased new through the UBC Bookstore, it comes bundled with the ConnectPlus online resources.) NOTE 3: Students who purchased a new textbook/e-book can access the e-book and online ConnectPlus/LearnSmart resources (managed by McGraw-Hill Irwin, independently of this course) at the following web address: .

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COMM 296 Section 107: INTRODUCTION TO MARKETING Course Outline ? updated November 18, 2017

NOTE 4: Rather than reading full chapters, students will only be required to read key sections. Thus, assigned readings will rely heavily on page numbers, which will correspond to the 5th edition. Upon request, the instructor is able to provide page numbers for the 4th edition of the textbook (but no editions earlier than that); however, assessments will be based on the 5th edition, and students choosing to use an earlier edition are responsible for ensuring that they are accessing all of the required material. Be advised that some topics are handled differently (or not at all) in earlier editions.

Technology Requirements: iClicker. This course will use iClickers in every class.

Course Websites: The course will be supported in UBC Connect and a course blog (embedded as the home page of the course site on UBC Connect): .

ASSESSMENT

SUMMARY

Online Prep Quizzes

5%

Active Participation: Activities; iClicker; Oral Participation*

15%

Marketing Plan Assignments (5)

30%

Midterm Exam

20%

Final Exam

30%

* Attendance does not equal active participation. Attendance is necessary but not sufficient to earn these marks. Individual grades on group assignments may be subject to adjustment based on team evaluations.

DETAILS

Online Prep Quizzes ? 5%

With the goal of providing a more active learning experience in the classroom, students will complete regular online prep quizzes to guide their class preparation. Such preparation will free up class time for higher-level application of and interaction with key concepts and tools.

Active Participation: Activities, iClicker, and Oral Participation ? 15%

Developing business professionalism means learning to listen actively, think critically, communicate effectively, and work as a positive and productive contributor ? and these skills will be evaluated through students' active participation in class.

This component of the course grade will be calculated as follows: ? In-class activities: 5% To move from passive learning of course concepts to interactive discussion and application, many class sessions will include activities with worksheets to be completed individually or in small groups. There are no make-ups for missed in-class activities. ? iClicker questions: 5% All class sessions will incorporate iClicker questions to review concepts from previous classes and to gauge understanding of concepts from the current class. In each class session, each correct answer will receive one point, and one bonus point will be awarded if a student attempts all questions (regardless of right or wrong answers). There are no make-ups for missed iClicker questions.

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COMM 296 Section 107: INTRODUCTION TO MARKETING Course Outline ? updated November 18, 2017

? Oral participation: 5% Participation is highly valued. To earn these marks, students must actively engage in class by: thoughtfully asking or answering questions; drawing connections between concepts; sharing relevant experiences or points of view; or building on (and not merely repeating) points raised by others. While speaking in class is necessary to earn these marks, students should keep in mind that quality beats quantity. Students should not simply speak for the sake of it; rather, they should look for ways to add value to everyone's learning in class. *Note: attendance does not equal oral participation. You must actively interact with classmates during exercises and speak in class to earn these marks.

Name cards will be supplied and will help students to get credit for contributions that add value; no name card, no credit. Participation points will be gained (via meaningful contributions) and lost (due to absences, late arrivals, early departures, and/or unexcused use of devices) throughout the course and converted to a participation score at the instructor's discretion.

Marketing Plan Assignments ? 30% Students will apply the course concepts to marketing analysis and planning for real organizations. Working in assigned teams of 4-6, students will choose a business-to-consumer (B2C) brand as the basis for completing a series of four team assignments and one individual assignment (more details about each assignment will be provided online and in class; see due dates in the Course Schedule):

1. Jump Start Your Research (1%) ? Team 2. Situation Analysis and SWOT (9%) ? Team 3. STP Plan and Strategy Analysis (8%) ? Team 4. Marketing Strategy Video (10%) ? Team 5. Peer Video Review (2%) ? Individual At the end of the semester, students will complete a mandatory team evaluation of each group member's contribution (including their own) to the team's assignments. Individual grades on team assignments may be adjusted accordingly based on this feedback. Generally, where team members are reliable and contribute, no adjustments are made. However, reductions can be significant (up to a maximum deduction of 100% on an individual's grade on the team assignments) if an individual has contributed little to or disrupted the team's work.

Midterm Exam ? 20%; and Final Exam ? 30% There will be a midterm and a non-cumulative final exam, and both will be closed-book. Exams will cover material from assigned class preparation, lectures, and activities and the application of course concepts to marketing situations.

Optional Participation in Marketing Studies ? Bonus marks up to 3% Students may volunteer to participate in marketing studies for bonus marks up to 3%. Details will be provided in class.

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COMM 296 Section 107: INTRODUCTION TO MARKETING Course Outline ? updated November 18, 2017

COURSE AND INSTITUTIONAL POLICIES

Class Preparation: Guidance on how to prepare for each class will be posted to the course blog. It is each student's responsibility to understand what is required and to complete the necessary readings, prep quizzes, and other preparations that are directed.

Attendance: Students missing more than 25% of scheduled classes will be connected with the Sauder Undergraduate Programs Office for advising on academic success and support. Students expecting to be absent from a class should email the instructor in advance.

Tardiness: Students are expected to arrive on time and fully prepared for all class sessions and activities. Late arrivals and early departures are disruptive and will lead to deductions from active participation marks. Additionally, students either arriving more than thirty minutes late or leaving more than thirty minutes early will be treated as absent for that class session. Students expecting to be late to class should email the instructor in advance.

Electronic Devices: Research has repeatedly shown that electronic devices in class negatively affect the learning environment and the academic performance of both users and their neighbours. Thus this class uses a "lids down" policy: laptops, tablets, cell phones, and other smart devices are not permitted in class and must be muted and stowed away, except during specified activities. Advance notice will be provided for any class sessions that require devices. Students using devices at other times may be asked to leave the classroom, and unauthorized device use will negatively affect marks for active engagement.

Missed Activities, Assignments, and Exams: ? There are no make-ups for missed in-class activities and iClicker questions. Students must attend their registered section to earn those marks. If you miss a class, do not ask a classmate to click for you; this is cheating. Refer to Academic Integrity section below.

? There are no make-ups for any missed online prep quizzes. You must complete those quizzes during the assigned window of time that they are available online (i.e. until the start of each class). NOTE: Prep quizzes are meant to be completed individually.

? Special accommodations for missed exams will only be made in the case of illness, emergency, or compassionate reasons. Such excuses as prior personal travel plans and extra-curricular commitments are not legitimate reasons. If you miss an exam due to illness, emergency, or compassionate reasons, you must contact the Sauder Undergraduate Office as soon as possible and submit official documentation.

Assignment Deadlines: Unless otherwise stated, assignments are due in the online drop box by 6 pm, Pacific time and UBC server time, on the due date. Late assignments will be subject to penalty as follows: 5% penalty if submitted 5-59 minutes late; 15% penalty if submitted 1-24 hours late; 30% penalty if submitted 24-72 hours late; and a grade of zero if submitted more than 72 hours late.

Assignment Re-grading: Marks for all grading events (i.e. prep quizzes, assignments, and exams) will be posted to the Grade Centre on Connect. Students who believe a grading error was made can request a re-grade. Requests for re-grades must be submitted via email to the instructor within seven calendar days from when the grade was posted to Connect and must include a brief explanation of why and where the mistake is believed to have been made. The instructor will re-grade the entire submission (i.e. the entire quiz, assignment, or exam), and the grade afterward (whether higher, the same, or lower) will be final.

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COMM 296 Section 107: INTRODUCTION TO MARKETING Course Outline ? updated November 18, 2017

ACADEMIC INTEGRITY AND PLAGIARISM

Academic honesty is essential to the continued functioning of UBC as an institution of higher learning and research. All students are expected to behave as honest and responsible members of our academic community and to adhere to UBC's Academic Honesty policy and standards. It is each student's obligation to inform themselves about the applicable standards. Any students suspected of dishonest practices shall be liable to disciplinary action in accordance with UBC's procedures for Discipline for Academic Misconduct. Dishonest practices (i.e. cheating) include, but are not limited to:

? Asking a classmate to bring your iClicker to class to click for you or to complete an inclass task for you when you are unable to attend. This is dishonest.

? Asking a classmate to complete a prep quiz, assignment, or exam for you. This is dishonest.

? Completing a prep quiz, iClicker question, assignment, or exam for a classmate. This is dishonest.

? Sharing prep quiz or exam questions or answers with anyone else. This is dishonest.

? Referring to or even having open any books, papers, devices, computer files, webpages, or other tools or materials other than the exam itself during exams. This is dishonest.

? Failing to hand in, destroying, damaging, or removing from the exam room or classroom any exam materials.

? Distributing assessment materials used in this course to any other student who might take the course in the future. Also, there are multiple sections of this course; please refrain from discussing any prep quiz, assignment, iClicker, and exam details with other sections until everyone has had the chance to complete the relevant course module.

COURSE SCHEDULE (Subject to change at instructor's discretion; refer to course blog for assigned readings and prep instructions for each class)

WK DATE

CLASS TOPICS

WHAT'S DUE

1

Thu, Sep 7 Course Overview; Marketing Big Picture

Individual: First online prep quiz due at 11 am; prep-quizzes due before every class afterward, unless otherwise noted

Tue, Sep 12 Situation Analysis, Part I

2

Thu, Sep 14 Situational Analysis, Part II

Tue, Sep 19 Marketing Research

3

Assignment Research Strategies

Thu, Sep 21

Teams Assigned

Team: Charter due (complete in class)

Sun, Sep 24

4

Tue, Sep 26 Consumer Behaviour, Part I

Team: Jump Start Your Research due at 6 pm (submit on Connect)

Thu, Sep 28 Consumer Behaviour, Part II

Tue, Oct 3 Segmentation, Targeting, and Positioning (STP), Part I

5

Thu, Oct 5 Team Work Day

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