MKT 2210 A01 (3 CH) FUNDAMENTALS OF MARKETING

SUMMER 2020 Online lecture, 11:00 am - 12:30 pm, MTWRF Jun 1 – July 3 2020

CONTENTS INSTRUCTOR ....................................................... 1

COURSE DESCRIPTION ......................................... 1

COURSE OBJECTIVES ............................................ 2

COURSE MATERIALS ............................................ 2

COURSE FORMAT ................................................ 2

ASSESSMENT OF LEARNING ................................. 3

MISSED EXAM AND LATE SUBMISSION POLICY .... 5

ATTENDANCE POLICY........................................... 5

ELECTRONIC DEVICE POLICY ................................ 5

OUT-OF-CLASS COMMUNICATION ...................... 6

REFERENCING STYLE FOR WRITTEN WORK .......... 6

CLASS SCHEDULE ................................................. 6

IMPORTANT DATES ............................................. 7

INTENDED LEARNING OUTCOMES ..................... 11

ACADEMIC INTEGRITY POLICY ........................... 12

PENALTIES FOR ACADEMIC DISHONESTY ........... 12

STUDENT SERVICES AND SUPPORTS .................. 14

ABOUT THE INSTRUCTOR .................................. 15

INSTRUCTOR Name: Trang Mai-McManus Office: 371F Drake Centre Phone: (204)474-8973 Email: mait34@myumanitoba.ca Office hours: 30 minutes after online class or by appointment (office hours are conducted remotely via

virtual meetings). COURSE DESCRIPTION This course analyzes marketing problems, identifies various alternatives available for achieving economic efficiency in the distribution process, and discusses public policy with respect to marketing. The course surveys the marketing practices of organizations. It includes analysis of customer behavior and markets, and methods of satisfying them. Students will be introduced to theories, applications and case studies relating to: Customer Satisfaction, Consumer Behaviour, Market Segmentation, Product Development, Pricing/Promotion models, Marketing Logistics, Personal Selling, and Strategic Marketing processes.

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COURSE OBJECTIVES This course has several key objectives, including: • develop a general overview and understanding of marketing practices. • develop an understanding of customer behaviour and markets and how to satisfy them. • discuss the theories, applications and case studies relating to product development, pricing/promotion models, marketing logistics, personal selling, and strategic marketing. • introduce an appreciation of political, economic, social, and psychological influences that affect marketing decisions. COURSE FORMAT This course will be conducted “live” via videoconferencing using WebEx and will not involve in-person instruction. Classes will be during the scheduled class time. For recording attendance and class participation, you will be expected to have your camera and microphone on during class time and exams. The instructor may tell you to leave your camera/mic on for the duration of the class or may require you to mute yourself and unmute yourself only at certain times.

This course includes components of one case study, one take home assignment and online lectures. (Details are provided below.)

Case Study: Each student is to complete and submit one (1) case study. The due date for the case study is 11:59 pm on Monday, June 15, 2020. Details are attached at the end of the course outline. Take Home Assignment: Each student is to complete one Google Garage Digital Marketing Online Course: Fundamentals of Digital Marketing. Students are required to self-study and obtain a certificate from Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage). An electronic copy of your certificate is due at 11:59 pm on Monday, June 22, 2020 and needs to be submitted through UM Learn. Details are attached at the end of the course outline.

COURSE MATERIALS As classes will be delivered synchronously via videoconferencing, a device enabled with a camera and microphone is required. Further, you are expected to be in a location with a reliable Internet connection

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that is strong enough for streaming video. You may also want to consider using earphones/headset with a mic, unless you have a computer/tablet with good speakers/mic.

For exams, which will be administered via the Respondus Lockdown browser, you will need a device (computer or tablet; smartphone will not work) with one of the following operating systems:

Windows 10, 8, or 7

Mac OS 10.15 to 10.12, OS X 10.11, or OSX 10.10

iOS: 11.0+ (iPad only)

Textbook: Crane, Frederick G., Roger A. Kerin, Steven W. Hartley, and William Rudelius (2017), Marketing, 10th Canadian Edition, Toronto, Canada: McGraw-Hill Ryerson. (To access the online textbook and other course materials, register an account on McGraw Hill Connect website at: https://connect.mheducation.com/class/t-mai-mcmanus-spring-2020.) Copyrighted works, including those created by the Instructor, are made available for private study and research and must not be distributed in any format without permission. Do not upload copyrighted works to a learning management system (such as UM Learn), or any website, unless an exception to the Copyright Act applies or written permission has been confirmed. Case Study: Each student is to complete and submit one (1) case study. The due date for the case study is 11:59 pm on Monday, June 15, 2020. Details are attached at the end of the course outline. Take Home Assignment: Each student is to complete one Google Garage Digital Marketing Online Course: Fundamentals of Digital Marketing. Students are required to self-study and obtain a certificate from Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage). An electronic copy of your certificate is due at 11:59 pm on Monday, June 22, 2020 and needs to be submitted through UM Learn. Details are attached at the end of the course outline.

ASSESSMENT OF LEARNING This course uses a variety of methods in order to give all types of learners an opportunity to demonstrate their various skill-sets. For example: - The mid-term test will sharpen your recall of course material. - The case study gives you the opportunity to sharpen your analytic and writing skills. - The take home assignment test your ability to comprehend marketing concepts and their applications the new Digital Age.

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Assessment Tool Value of Final Grade

Due/Scheduled date

Case study 20% June 15

Take home assignment 20% June 22

Midterm 1 15% June 12

Midterm 2 15% June 24

Final exam (as per university schedule) 30% TBD

Grading scheme:

Of all the students who get 50% or over in the course:

the top 5% of the class will get an A+

next 10% will get an A

next 20% will get a B+

next 20% will get a B

next 20% will get a C+

next 20% will get a C

next 5% will get a D

Getting less than 50% in the course will result in an F grade. For recording your class participation, the instructor may require you to have your camera and/or microphone on when you speak or for the entire duration of the class. In the event of a skewed distribution of grades, the total course marks may be curved up or down as necessary (the weighting of each component will remain unchanged). Exams: The midterm 1 examination will test all material covered in chapters 1, 2, 3, 5, 6, 8, and 9 of the textbook (see the “Course Organization” for details). The midterm 2 examination will test all material covered in chapters 10, 11, 13, 14, 15, 16, 17 and 18 of the textbook (see the “Course Organization” for details). The final examination will test all material covered throughout the entire course. All exams will be multiple choice format. To protect the academic integrity of education at the Asper School, certain protocols will be observed for online exams. For this course, the online exams will set up such that each student will get a random subset of questions from a larger question bank, which means no two students will get exactly the same exam. Further, a very small number of questions will appear on a screen and you may not have the option to move back to questions you have already answered. The instructor may also require your camera be on and directed at you for the entire duration of the exam.

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MISSED EXAM AND LATE SUBMISSION POLICY Midterm exams will be conducted online via UMLearn on the scheduled date at the class time, 11:00 am – 12:30 p.m. Midterm exams will be provided and administered via Respondus Lockdown browser. Please check the electronic device requirements on page 3 of this course outline to be fully prepared for the exams. Make-up midterms will be given for a medical reason, travel for an approved academic event (the Undergraduate Program Committee has a list of those), or family emergencies. In each of the above cases, advance notice and/or documentation will be required. Specifically, if you have to miss the midterm for medical reasons, you should inform me by email before the exam has begun. Informing me after the exam is not sufficient. If your absence is for an official university-related reason (e.g., academic conference or inter-university competition), the professor/coach organizing the visit will have to inform me before the exam. ANY and ALL requests to write the final exam at a different time must be vetted by the Undergraduate Office of the student’s home faculty according to Senate approved procedures. Professors should not be making informal arrangements for individual students under any circumstances as outlined in the governing documents regarding Final Exams and Final Grades. (http://umanitoba.ca/admin/governance/governing_documents/academic/1299.html) Late submissions of case study, and take home assignment will be docked 20% of the total marks of the reports per day after the due date. ATTENDANCE POLICY Attendance will be recording at random time during 10 random classes, the start date of attendance recording is from the date course add/drop period has ended (June 5, 2020) to the last lecture day (July 3, 2020)

For recording attendance purposes, it is possible your instructor may require you to have your camera on during the entire duration of your class or part of it. Instructor may also want to record attendance at an unpredictable point in each class, rather than always at the beginning. ELECTRONIC DEVICE POLICY Instructor will deliver the class online via WebEx and you will need and internet connected electronic device with audio and visual system (e.g., smart phone, PC, tablet) to attend. Practice self-control—don’t browse the Internet or check your e-mail/social media messages during class time. I intentionally provide you incomplete slides and you will have to pay attention to fill up the missing information. During the class, I will set your microphone to mute. When you have a question please use the “raising your hand” function on Zoom, I will unmute you to ask your question when appropriate. Please obtain the permission of the instructor prior to audio/video-recording a lecture.

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OUT-OF-CLASS COMMUNICATION Class notes and related course materials: • Available on course website: https://universityofmanitoba.desire2learn.com/d2l/login • Sign in using your University of Manitoba UMnetID • From your Summer 2020 list of courses, click on the course title “MKT 2210” • Click on “Resources”, then “Content”

All assignments and grades will be delivered via UMLearn. When contacting instructor via email, you have to use your University of Manitoba email address. REFERENCING STYLE FOR WRITTEN WORK You will have to follow the APA style for citation in your written assignment. Detail instruction of APA style citation can be found at http://libguides.lib.umanitoba.ca/citationmanagers/referencemanagers CLASS SCHEDULE The following schedule is provided as a general guideline. Please note, the instructor reserves the right to modify the schedule and topics covered as necessary. It is possible that more topics than shown may be covered or not all topics listed will be covered.

Week Date Topic Chapter

Week 1 June 1 Syllabus

Week 1 June 2 Creating Customer Value, Relationships, and Experiences Through Marketing

Chapter 1 (part 1)

Week 1 June 3 Creating Customer Value, Relationships, and Experiences Through Marketing

Chapter 1 (part 2)

Week 1 June 4 Developing Successful Marketing Strategies Chapter 2

Week 1 June 5 Scanning the Marketing Environment Last day to add/drop the course

Chapter 3

Week 2 June 8 Consumer Behaviour Chapter 5

Week 2 June 9 Organizational Markets and Buyer Behaviour Chapter 6

Week 2 June 10 Marketing Research: From Information to Action

Chapter 8

Week 2 June 11 Marketing Segmentation, Targeting, and Positioning

Chapter 9

Week 2 June 12 Midterm 1 (grades will be posted on UM Learn within two days)

Week 3 June 15 Developing New Products and Services Case study due at 11:59 pm

Chapter 10 (part 1)

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Week 3 June 16 Developing New Products and Services Chapter 10 (part 2)

Week 3 June 17 Managing Product and Brands Chapter 11

Week 3 June 18 Pricing Products and Services Chapter 13 (part 1)

Week 3 June 19 Pricing Products and Services Chapter 13 (part 2)

Week 4 June 22 Managing Marketing Channels Take home assignment due at 11:59 pm

Chapter 14 (part 1)

Week 4 June 23 Managing Marketing Channels Chapter 14 (part 2)

Week 4 June 24 Midterm 2 (grades will be posted on UM Learn within two days)

Week 4 June 25 Retailing Chapter 15 (part 1)

Week 4 June 26 Retailing Voluntary Withdrawal Deadline

Chapter 15 (part 2)

Week 5 June 29 Integrated Marketing Communications Chapter 16

Week 5 June 30 Advertising, Sales Promotion, and Public Relations

Chapter 17

Week 5 July 1 Canada Day – No class

Week 5 July 2 Personal Selling and Sales Management Chapter 18 (part 1)

Week 5 July 3 Personal Selling and Sales Management Final exam review

Chapter 18 (part 2)

IMPORTANT DATES June 5: Last day to add/drop the course June 12: Midterm 1 (grades will be posted on UM Learn within two days) June 15: Case study due at 11:59 pm June 22: Take home assignment due at 11:59 pm June 24: Midterm 2 (grades will be posted on UM Learn within two days) June 26: Voluntary Withdrawal Deadline

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Case Study: Titles of the assigned cases will be given out at a later date. Case studies must be 4 pages in length excluding the title page. Format for Case Study Writing: Instructions ***READ INSTRUCTIONS AND FORMAT CAREFULLY. ALL CASES STUDIES MUST BE PRESENTED IN THIS FORMAT*** All cases studies must be in twelve-point type, with 1 inch margins on all sides, double-spaced and NO LONGER than the designated number of pages (4) excepting the title page. Case studies that are “too long” will be docked by 50% of their total worth. However, two or three pages would not do justice to a case study of this nature. 1. Situation Analysis

- Bold Heading

- Two or three paragraphs describing the circumstances and background of the case. 2. SWOT Analysis

- Bold heading

- Use 2 columns to list SWOT elements

Strengths (Bold this subheading) Weaknesses (Bold this subheading)

- Single space - Point form (at least 2 points) - Describe the INTERNAL STRENGTHS

- Single space - Point form (at least 2 points) -Describe the INTERNAL WEAKNESSES

3. Problem Statement - Bold heading - Two or three paragraphs on the problem and/or the situation the organization is facing 4. Alternatives - Bold heading - Summarize the alternatives in one or two sentences - List three or four alternatives - List more than one “pro” and “con”: associated with each alternative - Use point form in a vertical format (two columns) for the pros and cons under each alternative as follows: Alternative #1: (State the alternative in bold). Describe the bold statement in 1 - 2 sentences (not bold). Pros: - bold this subheading Cons: - bold this subheading - List pros in VERTICAL point form - List cons in VERTICAL point form - Single space - Single space Recommendation: - Bold heading

- State the ONE alternative you are recommending in paragraph form.

- Avoid “I” statements when writing the case. Use the third person singular form.

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- In two or three paragraphs defend why you chose this alternative and how it will assist the company

1. Clearly outline specific steps of implementation

2. Explain how all cons will be overcome for the alternative you chose Additional Notes: - Ensure that there is a cover sheet containing the case name, course name, number and section, your name, the professor’s name and the date

- Number the pages

- Conduct a spellcheck

- Spell the professor’s name correctly

- Follow the guidelines set out in the course outline with regards to proper case writing. USE HEADINGS!!!

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Take Home Assignment: Students are required to self-study and obtain a certificate from Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage). Choose “Fundamentals of Digital Marketing” in the course list. There are 26 topics and students need to study each of them to prepare for the test to obtain the Digital Garage Certificate of Online Proficiency, which will earn you the full 15% component of your course grade. No proportional grade will be granted.

Please note that the grade will be given based on your certificate submission. If you fail to obtain the certificate and/or fail to upload the certificate on UMLearn by the deadline, you will not be given the grade for this component. If you fail to pass the certification exam, the course will require 10 hours interval before your next attempt. After 3 attempts, the course will require you to retake the whole course. Please arrange enough time to make sure you obtain the certificate before the submission deadline.

• Course overview • 7 sections (divided into 26 topics) • Take a business online (4 topics) • Make it easy for people to find a business on the web (5 topics) • Reach more people locally, on social media or on mobile (7 topics) • Reach more customers with advertising (4 topics) • Track and measure web traffic (3 topics) • Sell products or services online (2 topics) • Take a business global (1 topics) • 106 videos (around 12 hours) with transcripts • 106 put into practice questions • 26 quizzes • 1 certification exam

• Certification exam 40 questions

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INTENDED LEARNING OUTCOMES

AACSB Assurance of Learning Goals and Objectives The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of “student improvement” is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark.

Goals and Objectives in the Undergraduate Program

Goals and Objectives Addressed

in this Course

Course Item(s) Relevant to these

Goals and Objectives

1 Quantitative Reasoning

A. Determine which quantitative analysis technique is appropriate for solving a specific problem.

Lecture and class discussion

B. Use the appropriate quantitative method in a technically correct way to solve a business problem.

Lecture and class discussion

C. Analyze quantitative output and arrive at a conclusion.

Lecture and class discussion

2 Written Communication

A. Use correct English grammar and mechanics in their written work.

Case study

B. Communicate in a coherent and logical manner

Case study

C. Present ideas in a clear and organized fashion.

Case study

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

Lecture and class

discussion

B. Identify the stakeholders in the situation.

Lecture and class

discussion

C. Analyze the consequences of alternatives from an ethical standpoint.

Lecture and class

discussion

D. Discuss the ethical implications of the decision.

Lecture and class

discussion

4 Core Business Knowledge Entire course

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ACADEMIC INTEGRITY POLICY The online format of class delivery does not lower the Asper School’s academic integrity standards. The same high levels of academic integrity are expected in Summer 2020 courses as they are in regular terms. It is critical to the reputation of the Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading “Plagiarism and Cheating.” Specifically, acts of academic dishonesty include, but are not limited to:

using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words (includes Chat messages posted during videoconference sessions)

duplicating a table, graph or diagram, in whole or in part, without referencing the source paraphrasing the conceptual framework, research design, interpretation, or any other ideas of

another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source

copying the answers of another student in any test, examination, or take-home assignment recording exam questions using any method, regardless of whether those are shared with others sharing exam questions with those who are yet to take the exam, including future students providing answers to another student in any test, examination, or take-home assignment taking any unauthorized materials into an examination or term test (crib notes) impersonating another student or allowing another person to impersonate oneself for the purpose

of attendance, earning class participation marks, submitting academic work, or writing any test or examination

stealing or mutilating library materials accessing test prior to the time and date of the sitting changing name or answer(s) on a test after that test has been graded and returned submitting the same paper or portions thereof for more than one assignment, without discussions

with the instructors involved Group Projects and Group Work

Many courses in the Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic integrity. All group members should exercise special care to ensure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to specific individuals. Some courses, while not requiring group projects, encourage students to work together in groups before submitting individual assignments. If it’s unclear whether it is allowed, students are encouraged to seek clarification from the instructor to avoid violating the academic integrity policy. In the Asper School of Business, all suspected cases of academic dishonesty in undergraduate courses are reported to the Dean's office and follow the approved disciplinary process. See following table for typical penalties for academic dishonesty in the Asper School.

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Typical Penalties for Academic Dishonesty in the Asper School

If the student is from another Faculty and the academic dishonesty is committed in an Asper course, the student’s Faculty could match or add penalties beyond the Asper School’s. F-DISC on transcript indicates the F is for disciplinary reasons.

ACADEMIC DISHONESTY PENALTY

Cheating on exam (copying from or providing answers to another student)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Sharing exam questions electronically during exam

F-DISC in course Suspension from taking Asper courses for 2 years Notation of academic dishonesty in transcript

Possession of unauthorized material during exam (e.g., cheat notes)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Altering answer on returned exam and asking for re-grading

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Plagiarism on assignment F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Submitting paper bought online F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Inappropriate Collaboration (collaborating with individuals not explicitly authorized by instructor)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Group member had knowledge of inappropriate collaboration or plagiarism and played along

F-DISC in course Notation of academic dishonesty in transcript

Signing Attendance Sheet for classmate

F-DISC in course Notation of academic dishonesty in transcript

Impersonation on exam Expelled from the University of Manitoba and reported to Winnipeg Police

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STUDENT SERVICES AND SUPPORTS The University of Manitoba provides many different services that can enhance learning and provide support for a variety of academic and personal concerns. You are encouraged to visit the below websites to learn more about these services and supports. If you have any questions or concerns, please do not hesitate to contact your instructor or the Undergraduate Program Office.

For Information on… …follow this link

Tech-related issues with UM Learn or videoconferencing Information Services & Technology

Admission, Registration, Tuition Fees, Important Dates, Final Exams, Graduation, and Transcripts

Registrar’s Office

Academic policies & procedures, regulations, Faculty-specific information, degree and major requirements

Academic Calendar

Help with research needs such as books, journals, sources of data, how to cite, and writing

Library Resources

Tutors, workshops, and resources to help you improve your learning, writing, time management, and test-taking skills

Writing and Learning Support

Support and advocacy for students with disabilities to help them in their academic work and progress

Student Accessibility Services

Copyright-related questions and resources to help you avoid plagiarism or intellectual property violations

Copyright Office

Student discipline bylaws, policies and procedures on academic integrity and misconduct, appeal procedures

Academic Integrity

Policies & procedures with respect to student discipline or misconduct, including academic integrity violations

Student Discipline

Students’ rights & responsibilities, policies & procedures, and support services for academic or discipline concerns

Student Advocacy

Your rights and responsibilities as a student, in both academic and non-academic contexts

Your rights and responsibilities

Full range of medical services for any physical or mental health issues

University Health Service

Information on health topics, including physical/mental health, alcohol/substance use harms, and sexual assault

Health and Wellness

Any aspect of mental health, including anxiety, stress, depression, help with relationships or other life concerns, crisis services, and counselling.

Student Counselling Centre

Support services available for help regarding any aspect of student and campus life, especially safety issues

Student Support Case Management

Resources available on campus, for environmental, mental, physical, socio-cultural, and spiritual well-being

Live Well @ UofM

Help with any concerns of harassment, discrimination, or sexual assault

Respectful Work and Learning Environment

Concerns involving violence or threats, protocols for reporting, and how the university addresses them

Violent or Threatening Behaviour

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ABOUT THE INSTRUCTOR Trang Mai-McManus is a PhD Candidate in Marketing at the Asper School. Trang holds a bachelor degree in Business Administration from Foreign Trade University, Vietnam and previously worked as a Marketing Analyst in India and in Vietnam. She transferred to the PhD program in Marketing after the first year in the MSc program. Her academic research has three main streams: Stream one focuses on psychological processes driving consumer’s perception of information privacy and consequential behaviours (i.e., applying online identity theft protection countermeasures, private information sharing and donating, and revealing private information on social media). Stream two focuses on the effects of individual’s body size on observer’s characteristic inference making. Stream three focuses on the applications of Virtual Reality technology in advertising and disaster communication.