Queen Elizabeth Secondary
Marketing 12- Marketing Concepts
Fall 2014
Teacher: Mr. O’Shea
Email: oshea_r@surreyschools.ca
Course Objectives:
The course introduces students to marketing principles with a focus on hands-on, practical
issues facing marketing professionals in a culturally and ethnically diverse business
environment. Topics covered in the course investigate marketing from a managerial
perspective, including the critical analysis of functions of marketing, opportunity assessment,
marketing planning, marketing implementation, and evaluation of marketing efforts. The
major objective of this course is to give the student a solid foundation to appreciate the
significance of marketing in an organization and to implement successful marketing strategies
in order to create maximum company and customer values.
Course format:
The course consists of lectures, case studies, selected articles, video cases, and a group
project (marketing plan).
 Lectures: Students are expected to have read the assigned chapters prior to class.
 HBS cases: Discussion questions for all cases will be given in advance of the case
study. All students must prepare a 2-page, single-spaced, case write-up answering the
assigned questions for that week’s case and submit their write-ups on the day of the
class discussion.
 Articles: students must have read the assigned articles prior to class and be prepared
for class discussions.
 Video cases: The Song Airline and BMW videos will be viewed in class. The Costco
video must be viewed by the students individually prior to the class meeting. This
video can be found at: http://www.cnbc.com/id/46603589/The_Costco_Craze
 Group marketing plan: Each group will develop a marketing plan for a local
company/organization of their choice (for-profit or non-profit). All groups must turn
in a written marketing plan no longer than 20 pages double-spaced, not inclusive of
appendices, tables, charts, and references on the listed date.
 Team Charter: each team will prepare a Team Charter which serves as a binding
contract by which all team members must abide. In the event conflicts among team
members occur, the team will seek a solution to the conflict as stated in the Charter.
All teams must submit their Team Charters with all members’ signatures to me by the
end of the first week.
Grading:
Class participation:
Case Study write ups:
Midterm:
10%
20%
20%
Group marketing plan:
Final exam:
30%
20%
Policy on Class Participation:
Students will be responsible for their class preparedness and participation. Points are
allocated based on quality and quantity of participation:
2 = minor points made such as clarifications, expanding on another student’s point, etc.
3 = ONE major learning point or contribution made with clear support related to the case
and/or some analysis and some minor points.
4 = TWO major learning points or contributions made with clear support related to the case
and/or some analysis and some minor points.
5 = at least TWO major learning points along with several minor points
Policy on Classroom Behaviors:



All cell phones & other electronic devices must be put on vibrate or turned off and not
on your desk during class.
Students are responsible for what transpired if they miss a class. It is the student's
responsibility to contact the teacher or a classmate to determine what was missed.
Students are expected to do ORIGINAL work for all assignments, including exams.
Policy on Make-up Exams:
Make-up examinations will be given but the student must notify me in advance and/or
provide written documentation from the parent/legal guardian explaining the reason for the
absence.
Policies on attendance:
Attendance will be taken at every class. In order to receive a satisfactory grade for class
participation it is essential that each student attends each and every class.
Academic Integrity:
Students in this course will be expected to comply with the school academic integrity policy.
Any student suspected of violating this obligation for any reason during the semester will
receive a zero on the assignment and will speak with administration. Furthermore, no student
may bring any unauthorized materials to an examination, including dictionaries and
programmable calculators. You must turn in your own work. Using someone else's work as
your own is also considered cheating and will be dealt with according to the school’s policy.
TENTATIVE SCHEDULE
Week
Topics
1
Introduction to the case method; Marketing Strategy; The Marketing
Environment.
Video: Where do Good Ideas Come From by Steven Johnson
How Great Leaders Inspire Action (Ted Talk): Simon Sinek
2
3
4
5
6
7
The 5 C’s and the 5 C’s Assignment
Marketing Research, Consumer Markets & Behaviors.
Strategic Planning
Video: How to Get Your Ideas Spread (Ted Talk): Seth Godin
Analyzing Market Research and Customer Data
Case Study #1: Sports Unlimited Inc
Segmentation, Targeting, & Positioning; Products, Services, & Brands.
The Merchants of Cool Video (PBS Frontline)
BMW Films and Commercial Targeting
Midterm #1
New Product Development & PLC Strategies; Pricing & Pricing
Strategies.
Case #2: Over the Top Car Care
Marketing Channels, Retailing & Wholesaling.
1. CNBC Video: The Costco Craze: Inside the Warehouse Giant.
8
Brand Equity and Company Logos
9
Competitor Analysis and Product Life Cycle
Case #3
Begin Marketing Plan
10