CORPUS CHRISTI COLLEGE
COURSE OUTLINE
Semester: Winter Term 2013
Course No:
BUSN296
(Jan 3 – Apr 12)
Instructor: Angela Kelleher
(please call me Angela)
e-mail:
kelleher@shaw.ca
Skype:
angela-kelleher
Course Name:
Marketing
Class meets: 13 weeks/ Online Course
Midterm: Feb 7, 2012 5:30 – 7pm in the Community
Room on the 3rd floor
Final: Week of Apr 9, 2012 (Date TBD)
Course Description
This course is designed to provide a broad introduction to the field of marketing. Marketing is far more
than just advertising, and this course will cover the major concepts involved in the marketing function
including the role of marketing in the firm and in the business community, and tools and techniques
used in developing marketing strategy. Emphasis is placed on the importance of the elements of the
marketing mix - product, price, place and promotion, current marketing issues and analytical methods.
Learning Outcomes/Course Goals:
Upon successful completion of this course, students will be able to:
.
1. Define marketing and its role in creating value for consumers, society, and organizations.
2. Examine an organization’s strengths and limitations, core competencies, and key success factors
in the context of the analyzed macro-environment.
3. Analyze the personal and interpersonal influences on consumer behaviour and the steps to
making a purchase decision.
4. Differentiate between secondary and primary research, and conduct marketing research using
qualitative and quantitative methods.
5. Apply the segmentation, targeting, and positioning (STP) process.
6. Explain the four elements of the marketing mix and integrate them in a balanced, strategic
marketing plan for an existing product/service.
Course Format
13-week online course consisting of 36 instructional hours:
 Please plan to spend 4-6 HOURS A WEEK on this course – equal to 3 hours “in class”, plus time
for reading, assignments and studying.
 Plan to log into the course about 3-4 TIMES PER WEEK, every other day, to stay current.
 Contact your instructor if you experience any prolonged absences.
 Two REQUIRED face-to-face (F2F) meetings for exams:
o Midterm: Feb 7, 2012 5:30 – 7pm
o Final: Week of Apr 9, 2012 (TBD)
Required Text:
Grewal, Levy, Persaud, Lichti. Marketing with Connect Access Card. 2nd Canadian Edition, Toronto
2012, ISBN: 9780071320382 This is the same text that was used in Spring 2012 at Corpus Christi.
Note: Connect Access is NOT required, but you may not be able to find the book for sale without it.
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Assessments
Midterm
Final
Discussion postings
Assignments
Total
15%
35%
20%
30%
100%
50 M/C questions
100 M/C questions
19 postings + start-up activities
3 x 10%
Exams: Midterm exam – 15%, Final exam – 35%
Both are MULTIPLE CHOICE, in-person exams. The midterm exam will consist of approximately 50
multiple choice questions focused on chapters from first half of course (see schedule), with
approximately equal weighting for the chapters. The questions will have an emphasis on application
over simple recall. You definitely want to understand the terms, but focus on understanding and
applying rather than memorizing definitions. The final exam will consist of approximately 100 multiple
choice questions and will cover all 17 chapters, with an emphasis on application questions. YOU MUST
PASS A WEIGHTED AVERAGE OF THE TWO EXAMS TO PASS THE COURSE.
Assignments: 30%
Complete three assignments, due the Friday of Week 3 (25 Jan), Week 8 (1 Mar) and Week 12 (29
Mar). Each of the assignments will be based on a case study, with more information on the case study
requirements to be provided in Moodle. Late assignments will be accepted, but will incur a penalty of
20% per day or part of day late. ALL ASSIGNMENTS ARE TO BE COMPLETED INDIVIDUALLY.
YOU MUST COMPLETE ALL THREE ASSIGNMENTS OR YOU MAY NOT WRITE THE FINAL
EXAM.
Participation: 20% - Discussion postings
There will be 17 forums (one per chapter) in the course. You are expected to participate in all 17 and
make one original posting per forum. Some forums will have multiple questions, and the maximum
number of responses will be indicated for each question. So, if you are first student to arrive in the
forum, you can answer any of the questions. If you arrive late in the forum, and a question already has
the maximum number of answers, you must answer a different question.
The deadline for discussion postings are MIDNIGHT ON FRIDAY of each week after which the forum
closes for that chapter. For example, Week 3 covers two chapters and therefore has two discussions.
You may begin posting as early as you want, but you must make one original posting for Ch. 4 and a
second for Ch. 9 by midnight Fri, January 25. Each discussion posting will be graded out of 1 mark, and
1 mark will be DEDUCTED for any forum that is missed, for a max total of 17 marks. IF YOU DO NOT
PARTICIPATE IN A CHAPTER DISCUSSION, YOU ARE CONSIDERED ABSENT. IF YOU ARE
ABSENT FOR MORE THAN FOUR CHAPTERS IN THE COURSE, YOU MAY NOT WRITE THE
FINAL EXAM. Late postings will be read, but will receive a zero and are considered an absence. Absences are
reported based on the 17 chapter discussions.
The purpose of the discussion postings is to work the course material as a class. Read each other’s posts
every week as well as the responses from the instructor to get a well-rounded idea of how to apply the
course concepts - this is one of the best ways to study the material. Your posting should be 100-200
words and should provide a complete, HIGH QUALITY response to the question, applying the relevant
concepts and terminology from the textbook. Less than 100 words is not enough and won’t get a good
mark. You will receive detailed feedback on your first few postings so that you gain confidence about
what a high quality post worth full marks looks like.
Although all of the work in this course is assessed individually, I strongly encourage you to create
informal study groups to talk through the content and help each other prepare for exams.
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BUSN 296 Introduction to Marketing – class schedule
Week
1
3-13 Jan
2
14-20 Jan
3
21 - 27 Jan
4
28 Jan – 3 Feb
Ch
3
4
Topic
Review course outline and learning activities,
assignments and expectations
Overview of Marketing
Developing a Marketing Plan and Marketing
Strategies
Analyzing the Marketing Environment
Marketing Research and Information Systems
5
6
Consumer Behaviour
Business-to-Business Marketing
1
2
Midterm exam – no new material
Activities
Start-up activities & opening
discussion
Ch 1 Discussion
Ch 2 Discussion
18 Jan – add/drop deadline
Ch 3 Discussion
Ch 4 Discussion
25 Jan – A1 due (10%)
Ch 5 Discussion
Ch 6 Discussion
Reading week – no new material
7 Feb, 5:30 – 7pm:
Midterm exam on Ch 1 - 6 (15%)
15 Feb – Fair warning deadline
7
8
Segmentation, Targeting, and Positioning
Developing New Products
Ch 7 Discussion
Ch 8 Discussion
8
25 Feb – 3 Mar
9
10
Product, Branding and Packaging Decisions
Services: The Intangible Product
9
4-10 Mar
10
11 – 17 Mar
11
18 – 24 Mar
12
25 – 31 Mar
11
5
4-10 Feb
6
11 – 17 Feb
7
18 – 24 Feb
13
1 – 7 Apr
14
9-12 Apr
12
13
14
15
16
17
Ch 9 Discussion
Ch 10 Discussion
1 Mar – A2 due (10%)
Pricing Concepts & Strategies: Establishing Value Ch 11 Discussion
4 Mar – Withdrawal deadline
Marketing Channels: Distribution Strategy
Ch 12 Discussion
Retailing
Ch 13 Discussion
Integrated Marketing Communications
Ch 14 Discussion
Advertising, Sales Promotion and Personal Selling Ch 15 Discussion
Global Marketing
Ch 16 Discussion
Ethics and Socially Responsible Marketing
Ch 17 Discussion
(available via moodle as a pdf)
29 Mar – A3 due (10%)
No new material
Personal Reflection Discussion
Final exam week
Week of 9 Apr (TBD) – Final
exam on all chapters (35%)
*Note: The discussions (1 - 17), the start-up activities, the opening discussion and the personal
reflection discussion in the last week are worth 1% each, for a total participation mark of 20%.
**Note: This schedule is subject to change by your instructor – please keep apprised of updates
via Moodle announcements.
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Class Policies
Missed Tests and In-Class Assignments: If a student misses a test or an assignment because of
unexpected illness, he or she must provide the instructor a note signed by a physician stating the date
and time of the visit to the doctor’s office. The penalty for late assignments will be a loss of 2 marks
out of 10 (20%) per day or part of day late. No makeups will be given for missing participation in
discussion forums – they move on too quickly. STUDENTS MUST COMPLETE ALL THREE
ASSIGNMENTS OR YOU MAY NOT WRITE THE FINAL EXAM.
Adding and Dropping Courses: There is an official form and procedure for use when students wish to
drop or add a course. The first step in the procedure is to notify the instructor of the course and to
discuss the proposed change with him/her.
Attendance: Students are expected to “attend” all classes. In the online environment this means
reading all the content and participating actively in the discussions. IF YOU ARE ABSENT OR LATE
FOR MORE THAN FOUR CHAPTERS, YOU WILL NOT BE ABLE TO WRITE THE FINAL EXAM.
Students should advise their instructors of anticipated absence from the course or absence due to illness.
Plagiarism or Cheating: Plagiarism is the use of the language, ideas, or thoughts of another without
acknowledgement. It is a serious offence which, like other forms of cheating, incurs severe penalties.
At the very least, the penalty for plagiarism will be a mark of zero for the assignment. It may even result
in a failed grade or expulsion from the College. Students are advised to familiarize themselves with the
rules of practice and conduct concerning the writing of papers and examinations, in order to avoid such
dishonesty.
More information on this and other policies is available at http://corpuschristi.ca/policies
Academic Accommodation for Students with Special Needs: Corpus Christi College seeks wherever
possible to welcome students with special needs as participating members of the College community
and to provide these students with academic accommodation and opportunities. The College strives to
implement accommodations made by the University of British Columbia Disability Resource Centre,
which requires documented medical assessment of student disabilities or special needs. Ensuring fair
treatment of all students according to their needs and in a manner consistent with academic principles is
the responsibility of faculty and administration. Please contact your instructor if you need help.
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