VANCOUVER ISLAND UNIVERSITY
Faculty of Management ~~ http://www.viu.ca/management/
Marketing 160: Introduction to Marketing
Summer 2014 – M14N70
Faculty Instructor
Office
Phone
Email
Class Website
Office Hours
Duane Weaver, B.Comm., MDE, IESNA
Building 250, Room 448
753-3245, ext. 2601
Duane.Weaver@viu.ca
http://web.viu.ca/weaverd (best method of contact)
Monday 12.00 – 13.00 and Wednesday 16.00 – 18.00 or by appointment
Course Schedule
Monday and Wednesday: 13.00 – 16.00
Prerequisite
Min. "C" in English 12, or enrollment in the CBM program
Course Texts
Marketing: An Introduction, Armstrong, Kotler, Trifts, Buchwitz. 5th Edition, Pearson
General Course Outcomes
Upon successful completion of this course, the student will have an understanding of
fundamental marketing theories including the following: marketing mix, forecasting, ethical
concerns, STP (segmentation, target, positioning), market research and creative adaptation of
marketing solutions.
BBA Learning Outcomes
Upon successful completion of this course, students will achieve the following.
Critical thinking and problem solving
 Understand the basic fundamental component of marketing theory
 Identify and apply the concepts of segmentation, target and positioning
 Demonstrate and present recommendations of marketing challenges including ethical
situations and financial constraints and environmental factors
Interpersonal skills
 Demonstrate effective collaboration and communication with team members in creating
marketing plans
 Demonstrate the ability to engage an audience during presentations
Technical skills
 Understand and identify the components that are required for creating a marketing plan
 Understand and apply the concept of forecasting to assess marketing decisions
 Understand and apply case analysis skills
Communication skills
 Demonstrate the ability to apply and present marketing concepts, theory and recommended
strategies in written, visual and oral contexts
Professional integrity
 Understand and demonstrate both academic integrity and professionalism in the presence
of marketing professionals
Evaluation
Lecture/Seminars on both Monday and Wednesday will include introduction and discussion of
course topics that cover the textbook, handouts, case analysis and videos.
Assignments handed in after the due date will be assessed a 10% penalty per day up to three
days late. Assignments handed in beyond three days will receive a mark of zero for that
particular assignment unless notice of a good cause, agreed to by both parties, has been given in
advance to the instructor before the due date. (Good cause = illness, supported with a doctor’s
note, and/or pre-arrangement with instructor for pre-planned family event).
NOTE: ALL STUDENTS on case and project teams will receive the same grade.
There will be two term exams. The term tests will focus on material recall and as such will
feature primarily multiple-choice, and/or short answer and/or short essay questions.
Exams will receive a zero if a student, without prior written consent from the instructor, is not in
attendance.
Mark Breakdown
Term Exam #1 (May 21)
Term Exam #2 (Jun. 11)
Forecasting Assignment (Jun. 4)
Case Analysis/Presentation
Team Marketing Project (3 components):
Rough Draft (Jun 2)
Team Mktg. Plan Presentation (Jun 16 and Jun 18)
Final Copy Marketing Plan (June 18)
25%
25%
10%
10%
2%
8%
20%
Grading Scale
Grades will be assigned according to the following scale.
A+
90 – 100%
C+
64 - 67
A
85 – 89
C
60 - 63
A80 – 84
C55 - 59
B+
76 – 79
D
50 - 54
B
72 – 75
F
< 50
B68 – 71
Academic
Misconduct
Academic misconduct includes, but is not limited to, giving and receiving information during any
test or exam, using unauthorized sources of information during any test, plagiarizing, fabrication,
cheating, and, misrepresenting the work of another person as your own, facilitation of academic
misconduct, and under certain conditions, non-attendance.
Plagiarism will not be tolerated. You must reference your work and acknowledge sources with intext citations and a complete list of references. This includes direct and indirect quotes,
diagrams, charts, figures, pictures and written material.
For group projects, the responsibility for academic integrity, which can result in academic
misconduct and its resulting penalties, rests with each person in the group and sanctions would
be borne by each member.
No electronic dictionaries, cell phones or other electronic devices will be allowed in exams/
tests/quizzes. Only the following approved calculators may be used in exams/tests/quizzes. No
other materials will be allowed on the desktop apart from a pen/pencil unless specifically
approved by the faculty member.
Texas Instrument BAII Plus, BAII, BA35; Sharp EL-733A; Hewlett Packard 10B
Referencing
Faculty of Management (Business) requires the APA style of referencing for academic
papers. Resources for using APA are available from the VIU Writing Centre (Library, Room 474).
You can find access to online student resources (including tutorials and a printable Quick Guide)
at: http://sites.viu.ca/writingcentre/.
Accommodation
Students with documented disabilities requiring academic and/or exam accommodation should
contact Disability Services in Building 200.
English Standards
Assignments must be free of spelling, punctuation and grammatical errors.
containing such errors will be penalized (i.e. mark deductions).
Assignments
Date
Topic and Activity
Reading
May 5
Course Intro/Welcome, The Marketing Process
Chapter 1
May 7
Ethics and Social Responsibility
Chapter 3, The Pink Ribbon
May 12
The Marketing Environment
Chapter 4, In-class handout “The
Marketing Plan Case Analysis “How To”
Case Prep Sheet”/Earthens Case
Managing Marketing Information/Consumer and Behaviour
Chapters 5, 6
Analysis/Review Case Analysis
Earthens Case
May 14
May 19
NO CLASS – HOLIDAY
May 21
TERM TEST #1
Chapters 1, 3, 4, 5, 6
May 26
Segmentation, Targeting, and Positioning
Chapter 7
Case Presentation – Groups 1 & 2
May 28
Pricing and Forecasting
Chapter 10
Case Presentation – Groups 3 & 4
Jun 2
Marketing Channels
Chapter 11
Case Presentation – Groups 5 & 6
Draft Copy of Team Marketing Plan Due
Jun 4
Forecasting Assignment Due before the start of class
Work on Team Marketing Plan
TEAM PLAN WORK TIME (on own) – NO CLASS
Jun 9
Integrated Communications
Chapter 12
Brand Strategy and Management Review
Chapter 9
Jun 11
TERM EXAM #2
Chapters 7, 9, 10, 11, 12
Jun 16
Student Marketing Plan Presentations
Jun 18
Student Marketing Plan Presentations and Wrap Up
Final Copy of Team Marketing Plan Due before the start of class