MGCR 352 – Syllabus & Course Guidelines Fall 2011Desautels Faculty of Management – McGill University Marketing Management I MGCR 352:Course Outline Instructor: Sameer Mathur http://www.smathur.com Assistant Professor (Marketing) Office: 333 Bronfman Office Hours:Mondays and Wednesdays 3:00pm – 4:00pm E-mail: [email protected] Cellphone: 514-501-3214 Teaching Assistant: Aida Faber E-mail: [email protected] Office Hours: Tuesday 2:30pm – 4:30pm in 315 Bronfman Secretary: Office: Maria Fernandes Room 451, Samuel Bronfman Building Marketing, 7th / 8th Canadian Edition, Crane, Kerin, Hartley, and Rudelius, McGraw-Hill Ryerson, 2011. A course package containing cases required for this course can be obtained from the MUS in the Bronfman Building. Course Material Recommended Textbook: Required Course Package: Course Objectives The overall objective of this course is to introduce students to the fundamental principles and concepts of marketing and to provide them with a structure for applying marketing in a decision making framework. By the end of the course, each student should attain proficiency in the following areas: 1) Understanding marketing concepts and their application to profit-oriented and non-profit oriented organizations; 2) Applying these concepts to the analysis of marketing problems and development of appropriate and creative marketing strategies to solve these problems; 3) Understanding the need for a customer orientation in the competitive global business environment; 4) Having an appreciation that marketing is integrated with other functional areas of business; 5) Developing an understanding and acquiring skills in how to successfully design and implement marketing plans and strategies; Page 1 of 11 The group based projects will constitute 50% of a student’s final grade. At least three group members will present the analysis of the case on the scheduled date. Course Evaluation Final Exam Case Analysis Application Question Marketing Plan Part I – Consumer and Market Profile Marketing Plan Part II – Marketing Strategy Marketing Plan Part III – Presentation Desautels Faculty of Management Grading Guidelines • Theoverall class average will be within the following range B. 1) Case Analysis Performance on this component constitutes 10% of the course grade. as scheduled by the university.to B (65% – 74. Please note that a peer group evaluation will be performed by all groups at the end of the course. in-class. In addition. 7) Critically evaluating case studies and analyzing case problems.99%). The performance on this exam will constitute 50% of a student’s final grade. Students not performing according to their group’s standards will have their grade lowered accordingly (See Peer Evaluation instructions at the end of this document). B) Group Projects Groups of 5-6 students will be formed at the beginning of the semester. work allocation. the course will help develop verbal and written communication skills among students as they relate to business and their ability to work effectively in teams.MGCR 352 – Syllabus & Course Guidelines Fall 2011 6) Understanding the concept of marketing mix and its application in traditional and novel environments characterized by emerging information technologies. and contributions to group assignments. There will be three hours to complete this exam. individual based test which will be held during the official final exam period. All groups will set their own rules regarding the functioning of their group which includes attendance at meetings. The following assignments/ projects will be conducted and students will be graded as a group. One of three cases will be assigned to each group. 50% 10% 10% 10% 10% 10% Description of Course Evaluation A) Final Exam This is a closed-book. • Faculty policy does not allow students to do additional work to improve their standing. Refer to the detailed handout on case analysisto be given in the class. Page 2 of 11 . 12 pitch (not including appendices).It is to be no more than 5 typed. Each group will have a maximum of 30 minutes (including setup time) to present. Refer to the detailed handout on Marketing Plan given in the class. and implementation of the product plan. For this part of the assignment. There are 3 parts to the Marketing Plan: Part I: The Consumer and Market Profile. November 28th. Page 3 of 11 . one page (typed) description is required at this date. Part II: The Marketing Strategy. each group will be assigned a time to present both parts of their marketing plan. Each group has to hand in this part of the project on Wednesday. double spaced pages. export considerations. If it is absolutely necessary to change the product idea after the submission deadline. November2nd. This part of the marketing plan is to be handed in on Monday.MGCR 352 – Syllabus & Course Guidelines Fall 2011 2) Application Question Each group will be required to make a 15 minutepresentation on an assigned topic followed with 5 minutes of questions and answers. A short. and presentation. an approval from the instructor will be needed. Before any group can come up with the marketing strategy. it will need to have a solid knowledge of the target market. This part of the marketing plan provides the actual strategy (the 4 P’s). The assignment will be related to a class lecture and is designed to further illustrate and highlight a marketing topic.and/or the application question. September 28thfor approval. 12 pitch (not including appendices). The group’s performance will be graded based on the comprehensiveness of background research. This strategy is specifically constructed for the target market the group describes in the Consumer and Market Profile part of the assignment. Note: Submit the original Part I of the Marketing Plan with Part II (Bind Part I and Part II together). and/or the marketing plan. Groups are also required to hand in a concise two page (double-spaced) summary and/or copies of their presentations to the instructor prior to their presentation. Please note that the group should have at least three members present the marketing plan. 3) Marketing Plan Each group will be assigned an industry from which they will choose a product to build a marketing plan. double spaced pages. Groupsshould submit their product idea byWednesday. either during the case analysis. including each group’s financial calculations. It is to be no more than 8 typed. and will constitute 10% of the final grade. Note:Each student must present at least once during the semester. creativity of solution. each group is required to construct an in-depth understanding of the consumer and the market within which they will sell their product. Part III: The Marketing Plan Presentation During the last 2 weeks of classes. p. Public Relations. 290-306 Chapter 13 Hand in Part 1 of Marketing Plan Chapter 14 Chapter 15 Chapter 16 Chapter 17 Chapter 18 Chapter 7 Hand in Part 2 of Marketing Plan Attendance Mandatory Attendance Mandatory Attendance Mandatory Attendance Mandatory . 2. 3. 229-242 Chapter 9. 279-289 Chapter 11. Personal Selling and Sales Management Application Question – Group 9 Reaching Global Markets Application Question – Group 10 Course Review MARKETING PLAN PRESENTATIONS MARKETING PLAN PRESENTATIONS MARKETING PLAN PRESENTATIONS MARKETING PLAN PRESENTATIONS Page 4 of 11 Assignment Chapter 1 Chapter 9. Relationships and Experiences through Marketing Segmentation / Targeting / Positioning Segmentation / Targeting /Positioning Presentation by the Librarian Developing Successful Marketing Strategies Quantitative Analysis Case Analysis and Case Demonstration Understanding the Marketing Environment Application Question . 6. Sales Promotion. 10 Case Analysis (Toronto Club) Groups 5.MGCR 352 – Syllabus & Course Guidelines Fall 2011 Tentative Course Schedule Date September 7 September 12 September 14 September 19 September 21 September 26 September 28 October 3 October 5 October 10 October 12 October 17 October 19 October 24 October 26 October 31 November 2 November 7 November 9 November 14 November 16 November 21 November 23 November 28 November 30 December 5 December 6 Topic Introduction to the Course Overview of Marketing: Developing Customer Value. p. 4 Understanding Product & Services Presentation by Career Services New Product Development and PLC Application Question – Group 3 Brands and Branding Application Question . p.Group 4 Building the Price Foundation/Arriving at the Final Price/ Price Chains Application Question – Group 5 Marketing Channels Application Question – Group 6 Retailing Application Question – Group 7 Integrated Marketing Communications Application Question – Group 8 Advertising. 9. 243-251 Attendance Mandatory Chapter 2 Online Notes Tyler Pet Foods Hand in Marketing Plan Idea Chapter 3 Chapter 5 Attendance Mandatory Attendance Mandatory Attendance Mandatory Chapter 10 Chapter 12 Chapter 11.Group 1 Consumer Behavior Application Question – Group 2 Thanksgiving Break – No Classes Case Analysis (Tangarine Concepts) Groups 8. Satisfaction. p. 7 Case Analysis (Vincor: Project Twist) Groups 1. plagiat et autres infractions académiques. If a group is not prepared to present on their assigned date.) L'université McGill attache une haute importance à l'honnêteté académique. 1% from the overall grade will be deducted for each class missed. Missing the final exam is an issue to be dealt by the BCOM office. students in this course have the right to submit in English or in French any written work that is to be graded.MGCR 352 – Syllabus & Course Guidelines Fall 2011 Scheduled by University FINAL EXAM IMPORTANT ANNOUNCEMENTS McGill University values academic integrity. 5) Attendance is mandatory for the librarian presentation. 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. 4) A peer group evaluation will be performed by all groups to evaluate the individual group member performances across all the group-based assignments. PLEASE NOTE: 1) In fairness to everyone else. and if a group is late. plagiarism and other academic offences under the Code of Student Conduct and Disciplinary Procedures (see www. Il incombe par conséquent à tous les étudiants de comprendre ce que l'on entend par tricherie.ca/integrity for more information. not with the instructor. all students must understand the meaning and consequences of cheating. In accord with McGill University’s Charter of Students’ Rights. IMPORTANT DATES TO REMEMBER Librarian Presentation Demonstration Case Submit Marketing Plan Idea Submit Part 1 of the Marketing Plan Submit Part 2 of the Marketing Plan September 19th September 28th September 28th November 2nd November 28th Class Session: ______________________________________ Page 5 of 11 . ainsi que les conséquences que peuvent avoir de telles actions. 6) Please provide a printed copy of your presentation slides to your instructor prior to giving each oral presentation. and last two weeks of class when groups present their Marketing Plans. they will get a zero for this portion of their course work. selon le Code de conduite de l'étudiant et des procédures disciplinaires (pour de plus amples reseignements. 6). 3) Parts 1 and 2 of the marketing plans must be handed in to the instructor on November 2ndandNovember 28threspectively. it will receive a zero for that component of the marketing plan.ca/integrity).mcgill. case presentations. 2) Class presentations will take place on an assigned date.mcgill. Students failing to meet group requirements will have their grades lowered accordingly (See Peer Evaluation Form on p. veuillez consulter le site www. Therefore. No late marketing plans will be accepted. No makeup dates will be given. ) NAME of GROUP MEMBER A: Attendance at group meetings (/100) B: Completion of assigned tasks (/100) C: Quality of contribution (/100) Overall evaluation (=(A+B+C)/3) Additional Comments (if necessary): Appendix . A group member who receives an average of 85% will be given 90 points.Marketing Plan Page 6 of 11 . a member who receives an average of 70% on overall evaluation will receive 90*70%=63 points.MGCR 352 – Syllabus & Course Guidelines Fall 2011 Student Name:______________________________________ Student ID: _________________________________________ Group:_______________________________________ PEER EVALUATION: Please evaluate your group members. (For example: suppose the grade assigned to a group is 90 points (out of 100). 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. How does the product introduction link to the strategic role of the company? What is the positioning ofthis product/service? SECTION 2: CONSUMER PROFILE 1– 1. Fashion Accessory 9. Packaged Food item 1. Remember. Music/Movie/Entertainment 6. Remember that the appendix is a great place to presentadditional supporting material (graphs.5 pages Introduce the product/service and the company. charts). ASPECTS TO BE EVALUATED Length SECTION 1:BRIEF DESCRIPTION OF PRODUCT/SERVICE AND ITS INTRODUCTION INTO A NEW MARKET 1-1. Part I – The Consumer and Market Profile The aim here is to identify and develop an in-depth understanding of your consumer and the market within which you will sell your product/service. Toy 7. Clothing / Footwear 3. Computer-related hardware/software 8. your new product/service should be a business-to-consumer product. (Remember to use proper segmentation terminology) • Appropriate selection & justification of chosen target market.5 pages Consumer Segmentation & Targeting Here we need to show our understanding of our customer. Include a brief description of the consumer need/want that this product/service fills.MGCR 352 – Syllabus & Course Guidelines Fall 2011 Each group should select a product or service corresponding to the industry/category they are assigned based on their Group number. Shampoo / Toothpaste) 4. Page 7 of 11 . Personal Hygiene (e. Non-prescription medicine 10.g. Kitchen product 5. Who is our customer? Why do they need our product? • Extensive and accurate application of marketing segmentation and consumer behavior characteristics. List of Group Numbers and Industries/Categories: Snack / Candy/Chocolate 2. Describe the market into which the product/service will be introduced. Specific market shares of direct competitors. Remember that the appendix is a great place to present supporting material.you may use a step down analysis to help you with your calculations. many papers will include an image of the product (dimension/packaging). Presence of indirect competitors. advertisements. Price of sale to intermediary (if any)) Page 8 of 11 . (Is the market fragmented? Consolidated? Presence of a strong market leader?) 6 • • • • TOTAL pages Part II – Marketing Strategy In this section we are building the actual marketing plan for the new product. customer service. • PLC status/ issues. A reminder. numerical calculations. Trends in the market that support why proposed new product will be successful.MGCR 352 – Syllabus & Course Guidelines Fall 2011 SECTION 3: MARKET PROFILE 2 . logo) • Product Strategy (eg. Pricing: • Price (Final price for consumer. colors. What are market conditions like? Who are our competitors? • • • • Situation / Market Analysis: Consumption rates/ size of the market / growth of the market/ future growth potential of the market / barriers to entry. Describe the competitive field. in the appendix. packaging etc.) • Positioning including positioning map. For example. secondary data sources are available in the library which can help you obtain relevant information to calculate the size of your market. ASPECTS TO BE EVALUATED SECTION 1: MARKETING MIX ~ 5 pages Product: • In-depth product description (core benefit. • Branding (name.5 pages Here we can demonstrate why this new product idea is a good idea. Also. warranties. detailed implementation timeline etc. Threats in the market that might hinder why the proposed new product might not succeed. size. Competitor Analysis: Direct competitors (Manufacturers & their brands).2. Does it complete a product line?). • Differentiation & unique selling proposition of the product. for advertising. For example. < eg. profit (or losses!) for year 1. • Projected sales in units and dollars. and examples of . public relations personal selling.MGCR 352 – Syllabus & Course Guidelines Fall 2011 • • • • Pricing strategy (Cost-based. SECTION 3 ~1 page Implementation A specific and detailed sequence and timeline of key marketing plan steps.an appropriate promotional mix for your product. support for your creative. When does your company develop its product? Secure distribution? Launch its product? Run its various advertisements? Introduce a sales promotion? Consider all of the important steps in your plan. SECTION 2 ~1-2 pages Financial Evaluation: • Contribution Income • Break-even units/dollars • Break-even market share. • Potential channel conflicts (if appropriate). • Use of. TOTAL pages 8 Page 9 of 11 . For example. Promotion: • Communication objectives & key message of communication. Skimming etc) Pricing adjustments (eg. Q-92 radio in Montreal during the “Drive at 5”). Penetration. Sales promotions) Product margins Price chains. • Where the product is available / number of outlets • How the product is presented/displayed in the outlet. advertising. remember to include the creative. and media selection (eg. sales promotion. Distribution: • Distribution strategy. direct marketing> Be thorough. MGCR 352 – Syllabus & Course Guidelines Fall 2011 MGCR.352 Tentative Marketing Plan Grading Sheet Part III – Marketing Plan Presentation Instructions will be provided in class Page 10 of 11 . Graphs. Figures. • • • • Use of Marketing tools/methods in summarizing and answering the Application Question Quality and Thoroughness of Background Research Quality of Presentation Aids (PPT slides.MGCR 352 – Syllabus & Course Guidelines Fall 2011 Appendix – Application Question Grading Procedure The Application Question is worth 10% of your final grade. equally weighted. Images. Video) Presentation Skills. including ability to involve the audience – ask questions / answer questions Page 11 of 11 . I will evaluate Application Questions on each of the following criteria on a 1-10 point scale.