Topic about Key Marketing Issues Faced by Consumer-Focused Companies

Marketing Management- Sections R, S, T Instructor: Linda Reese (Resourcefully.

York. Ca) Section R: Tuesday 8. 30-1 1 . AMA - NINE Office: NINE. NINE Office hours: Tuesday 12-2 or by appointment Description Section S: Tuesday 2. 30-5.

Pm - section T: Thursday, 2. 30-5. Pm - Marketing involves satisfying consumer needs and desires with the right product/ service, priced at the right level, promoted to the right customers in ways that motivate purchase, and making them available through the right distribution Handel.This course represents an introduction to the field of marketing and will focus on the key marketing issues faced by typical consumer-focused companies Objectives 1 .

To introduce the concepts, analyses and activities that comprise marketing. 2. To provide methods and exercises in assessing and solving marketing problems 3. To reinforce and develop skills critical for business practice. While learning to plan and conduct analyses, and write formal reports to management, students also have the opportunity to work with each other in groups to solve business problems. To communicate your creative Ideas effectively, In both written and oral contexts.

Required 1 . Text: Marketing, Real People, Real Decisions, by Solomon, Marshall, Stuart, Smith, Searchable, Shah, 4th Canadian edition (Pearson Prentice-Hall, ISBN 978-0-13-262631-6). 2. Cases for Class Discussion - purchase cases at HTTPS:// CB.

Hubs. Harvard. Du/CPRM/access/23160886. A valid credit card is required. Format This course Is designed to encourage learning through a diverse range of stateless including lectures, case analysis. In-class exercises and videos.

EvaluationThe hand-in case will be identified and posted on the Harvard website in late January. Mid-Term Exam (15%) and Final Exam (25%) The Mid-Term and Final exams are designed to test your understanding and ability to apply marketing concepts covered in the text and in class. Group Marketing Plan (30%) The Marketing Plan will be carried out in groups of no more than 5 people (no exceptions). It will include a written report of approximately 20 pages (including exhibits) and an oral presentation of not more than 20 minutes.

In addition each group member must fill out a peer evaluation form.Detailed instructions will be discussed in the third class. Note on Classroom Etiquette: THE RULES 1 . In order to stimulate participation and create effective learning, laptops/tablets are not permitted in class. All lecture slides will be posted on the course website (COM). 2.

Cell phones must be turned off and out-of-sight. No exceptions Academic Honesty Academic honesty is fundamental to the integrity of university education and degree programs. The Schulz School will investigate and will act to enforce academic honesty policies where apparent violations occur.Students should ameliorate themselves with York University's policy on academic honesty.

It is printed in full in your student handbook and can also viewed on-line on the Schulz website, clicking through as indicated: Schulz website 0 'School' 0 'Academic Honesty 0 'Schulz Academic Honesty Policy While academic dishonesty can take many forms, there are several forms of which students should be highly aware because they are the ones that are most likely to occur in the context of a specific course. [1] Plagiarism.Plagiarism is the presentation of information, ideas, or analysis generated by other people as being your own. It includes direct quotations as well a substantive paraphrases where the course of that information or idea is not clearly identified to the reader. Students should be careful to present their written work in a way that makes it completely clear in each and every case where a quotation, a paraphrase, or an analysis is based on the work of other people.

(This includes information from all sources, including websites. [2] Cheating. Cheating is an attempt to gain an unfair advantage in an evaluation. Materials during an examination or copying from another student. [3] Failure to allow limitations on collaborative work with other students in preparing academic assignments. Each class differs in the mix of assignments and group-versus- individual preparation that is allowed.

The instructor will make clear the extent of collaboration among students that is acceptable among students on various pieces of assigned work.Students should abide by those limitations and, if they are unsure about whether a certain level or form of collaboration would be acceptable, to clarify that question with the instructor in advance. [4] Aiding and abetting. A student is lilts of violating academic honesty expectations if he/she acts in a way that enables another student to engage in academic dishonesty.

If a student knows (or should reasonably expect) that an action would enable another student to cheat or plagiarism, that student's action constitutes an academic honesty violation.Illustrative examples include making your exam paper easily visible to others in the same exam or providing your own working or finished documents for an 'individual assignment' to another student (even if that other student said that he/she Just wanted to 'get an dead of how to approach the assignment' or to check whether they had done theirs correctly). [5] Use of academic work in more than one course. Generally, academic work done for every course is 'new work, done for that course only.

If a student wishes to use some or all of the academic work done for an assigned task in one course in another course, the student must get explicit, prior permission from both instructors so that they agree that the scope and nature of the overlapping use of that work is such that it can fairly be counted toward both courses. MAKE 2030 course schedule Read the following material carefully before each class and come to class prepared to discuss.Date Topic Reading Deliverables Jan Course Overview and Marketing Exercises Jan 14, 16 What is Marketing? Concept of Product Guidelines for Group Project Case: Zipper Zipper: Influencing Consumer Behavior Jan 21,23 Strategy and Planning Case: Macy's Macy's Repositioning Group List and Topic due Jan 28, 30 Consumer and Organizational Buyer Behavior Case: Pillsbury Pillsbury Cookie Challenge Feb. 4, 6 Targeting and Positioning Library Session Feb.

11, 13 Marketing Research MID TERM EXAM (1 hour) Feb. 18, 20READING WEEK - NO CLASS Feb. 25, 27 Product Management Case: LEG Electronics Chi 8 (and review chi 7) LEG Electronics: The Watch Phone Mar Pricing and Financial Analysis CASE DUE 10 Mar 11, 13 Case: Nettling Chi 12 Nettling Inc: Streaming Videos away from DVD's 11 Mar 18, 20 MIMIC and Communication Chi 10, 11 12 Mar 25,27 Group Presentations REPORT DUE 13 April 1 s APPENDIX MAKE 2030 - Winter 2014 THE GROUP MARKETING PLAN Assignment Guidelines One-page topic proposal and names of members of your group January 21,23 Presentation to class and Submission of Report March 25, 27, April Peer Evaluation Form 1 .The written Final Report should be approximately 20 pages, double spaced with not less than 12-point type. Exhibits and the I-page Executive Summary are included as part of the 20 pages.

2. Grading for the Group Marketing Plan Assignment: Presentation 20% Final Report 80% 3. Your group will be assigned a Presentation date. The Final Report is due on the date you present. 4. Each group member must complete the Peer Evaluation Form (Appendix Ill, attached) and submit it individually in a sealed envelope at the same time as the Presentation/Final Report.

Reports will not be graded without a complete et of peer evaluations.The Topic You are expected to prepare a plan for either 1 . A line extension to a product or service that is currently marketed in Canada (e. G.

Scope Chewing Gum would be an example of a line extension) or 2. A new product or service. The Proposal Form (due January 21 or 23, in class) - See Appendix II Your topic and group members must receive approval from your instructor. The Report Part 1: Market and Consumer Analysis In Part 1 of this project, your objective is to demonstrate understanding of the consumer behavior and environmental factors that influence the marketing of your reduce/service.

This includes outlining the key characteristics of the product/ service's potential consumers and whether there are some important trends that will have an impact upon the product/service now and in the future. Secondary sources of information are extremely helpful in understanding various uncontrollable factors. In this section consider the following: A detailed description of the product and target market (segment the market and create a profile of your typical consumer) The current marketing situation (e. G. The market, its needs/desires, SOOT, etc.

), analysis of direct and indirect competition.An explanation why the above information supports the viability of your selected product/service - what is the opportunity? Be sure to cite the sources of your information. Part 2: Strategies and Marketing Mix Your objective here is to demonstrate understanding of how marketing plans are marketing environmental factors. Your strategy will be assessed on its appropriateness for the target group, the marketing environment and other factors identified in Part 1.

Specifically you should consider at least the following: Positioning statement Strategy: objectives, resources allocation; marketing mix.