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Course Code:
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MGMT
107
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Credits:
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3
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Calendar Description:
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Environment of marketing, marketing research, developing a marketing strategy and plan, developing a target market, pricing policies, promotion and sales, advertising. Canadian demographics and psychographics.
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Date First Offered:
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2005-03-24
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Hours:
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Total Hours:
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45
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Lecture Hours:
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45
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Total Weeks:
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15
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This course is offered online:
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No
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Pre-Requisites:
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None
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Non-Course Pre-Requisites:
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None
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Co-Requisites:
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None
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Rearticulation Submission:
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No
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Course Content:
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- Marketing: Managing Profitable Customer Relationships
- Company and Marketing Strategy: Partnering to Build Customer Relationship
- The Marketing Environment
- Marketing and Society: Social Responsibility and Marketing Ethics
- Managing Marketing Information
- Consumer Markets and Consumer Buyer Behaviour
- Business Markets and Business Buyer Behaviour
- Segmentation, Targeting, and Positioning: Building the Right
- Relationships with the Right Customer
- Product, Services, and Branding Strategies
- New-Product Development and Life-Cycle Strategies
- Pricing
- Distribution Channels and Supply Chain Management
- Retailing and Wholesaling
- Integrated Marketing Communication Strategy
- Advertising, Sales Promotion, and Public Relations
- Personal Selling and Direct Marketing
- Review
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Learning Outcomes:
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Upon the successful completion of this course the student should be able to:
1. Introduced to the field of marketing and the role of marketing in business
Performance indicators:
Describe the marketing environment.
Assess the impact of changes in demographics on marketing strategy.
Differentiate between Goods and Services.
Explain the wheel of retailing.
State the sales presentation essentials.
2. Able to produce a marketing plan
Performance indicators:
Identify and explain a mission statement and corporate objectives.
Explain market segmentation.
Segment markets and apply positioning concepts.
Develop a perceptual map, design a market grid.
Illustrate product management concepts such as branding, packaging & warranty.
Describe push and pull strategies.
Explain product life cycle.
Explain the consumer buying decision process.
Perform pricing calculations. Calculate markup, margin, markdown.
Solve break-even analysis problems.
List roles of intermediaries. Identify types of retailers, wholesalers.
Discuss distribution channels.
Report on the role of ad agencies.
Conduct an environmental scan.
Prepare a SWOT analysis.
3. Prepared for further studies in marketing
Performance indicators:
Analyze consumer, business & organizational buying behaviour.
Identify objectives of advertising.
Summarize drawbacks and benefits of publicity.
State the role of marketing research.
Determine sales forecasts.
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Grading System:
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Letters
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Passing Grade:
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D (50%)
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Grading Weight:
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Final Exam:
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40 %
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Midterm Exam:
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30 %
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Assignments:
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30 %
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Percentage of Individual Work:
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80
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Percentage of Group Work:
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20
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Course Offered in Other Programs:
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No
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Keys to Success:
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Read the assigned chapter sections, as specified by the learning objectives to be covered, prior to each lecture. Attendance is critical. Complete practice exercises, solutions are provided on instructor web site. Submit assignments on time. Take advantage of instructor office hours for additional assistance.
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Text Books:
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Required - Kotler, P; Armstrong, G; Cunningham, P., 2008, Principles of Marketing 7th Canadian Edition (Pearson Prentice Hall). Chapters Covered: 1-16
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