Marketing Management = McGill University

MGCR 352 – Syllabus & Course GuidelinesFall 2011

Desautels Faculty of Management – McGill University

Marketing Management IMGCR 352:Course Outline

Instructor: Sameer Mathur http://www.smathur.comAssistant Professor (Marketing)

Office: 333 Bronfman Office Hours:Mondays and Wednesdays 3:00pm – 4:00pmE-mail: [email protected]: 514-501-3214

Teaching Assistant: Aida FaberE-mail: [email protected] Hours: Tuesday 2:30pm – 4:30pm in 315 Bronfman

Secretary: Maria FernandesOffice: Room 451, Samuel Bronfman Building

Course MaterialRecommended Textbook: Marketing, 7 th / 8 th Canadian Edition , Crane, Kerin, Hartley, and

Rudelius, McGraw-Hill Ryerson, 2011.

Required Course Package: A course package containing cases required for this course can be obtained from the MUS in the Bronfman Building.

Course Objectives

The overall objective of this course is to introduce students to the fundamental principles and concepts of marketing and to provide them with a structure for applying marketing in a decision making framework. By the end of the course, each student should attain proficiency in the following areas:

1) Understanding marketing concepts and their application to profit-oriented and non-profit oriented organizations;

2) Applying these concepts to the analysis of marketing problems and development of appropriate and creative marketing strategies to solve these problems;

3) Understanding the need for a customer orientation in the competitive global business environment;

4) Having an appreciation that marketing is integrated with other functional areas of business;5) Developing an understanding and acquiring skills in how to successfully design and

implement marketing plans and strategies;Page 1 of 11

mailto:[email protected]

mailto:[email protected]

http://www.smathur.com/


6) Understanding the concept of marketing mix and its application in traditional and novel environments characterized by emerging information technologies;

7) Critically evaluating case studies and analyzing case problems.

In addition, the course will help develop verbal and written communication skills among students as they relate to business and their ability to work effectively in teams.

Course Evaluation

Final Exam 50%Case Analysis 10%Application Question 10%Marketing Plan Part I – Consumer and Market Profile 10%Marketing Plan Part II – Marketing Strategy 10%Marketing Plan Part III – Presentation 10%

Desautels Faculty of Management Grading Guidelines

Theoverall class average will be within the following range B- to B (65% – 74.99%). Faculty policy does not allow students to do additional work to improve their standing.

Description of Course Evaluation

A) Final Exam

This is a closed-book, in-class, individual based test which will be held during the official final exam period, as scheduled by the university. There will be three hours to complete this exam. The performance on this exam will constitute 50% of a student’s final grade.

B) Group Projects

Groups of 5-6 students will be formed at the beginning of the semester. The following assignments/ projects will be conducted and students will be graded as a group. The group based projects will constitute 50% of a student’s final grade.

Please note that a peer group evaluation will be performed by all groups at the end of the course. All groups will set their own rules regarding the functioning of their group which includes attendance at meetings, work allocation, and contributions to group assignments. Students not performing according to their group’s standards will have their grade lowered accordingly (See Peer Evaluation instructions at the end of this document).

1) Case Analysis

Performance on this component constitutes 10% of the course grade. One of three cases will be assigned to each group. At least three group members will present the analysis of the case on the scheduled date. Refer to the detailed handout on case analysisto be given in the class.

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2) Application Question

Each group will be required to make a 15 minutepresentation on an assigned topic followed with 5 minutes of questions and answers. The assignment will be related to a class lecture and is designed to further illustrate and highlight a marketing topic. Groups are also required to hand in a concise two page (double-spaced) summary and/or copies of their presentations to the instructor prior to their presentation. The group’s performance will be graded based on the comprehensiveness of background research, creativity of solution, and presentation, and will constitute 10% of the final grade.

3) Marketing Plan

Each group will be assigned an industry from which they will choose a product to build a marketing plan. Groupsshould submit their product idea byWednesday, September 28thfor approval. A short, one page (typed) description is required at this date. If it is absolutely necessary to change the product idea after the submission deadline, an approval from the instructor will be needed. Refer to the detailed handout on Marketing Plan given in the class.

There are 3 parts to the Marketing Plan:

Part I: The Consumer and Market Profile.

Before any group can come up with the marketing strategy, it will need to have a solid knowledge of the target market. For this part of the assignment, each group is required to construct an in-depth understanding of the consumer and the market within which they will sell their product. Each group has to hand in this part of the project on Wednesday, November2nd.It is to be no more than 5 typed, double spaced pages, 12 pitch (not including appendices).

Part II: The Marketing Strategy.

This part of the marketing plan provides the actual strategy (the 4 P’s), including each group’s financial calculations, export considerations, and implementation of the product plan. This strategy is specifically constructed for the target market the group describes in the Consumer and Market Profile part of the assignment. This part of the marketing plan is to be handed in on Monday, November 28th. It is to be no more than 8 typed, double spaced pages, 12 pitch (not including appendices). Note: Submit the original Part I of the Marketing Plan with Part II (Bind Part I and Part II together).

Part III: The Marketing Plan Presentation

During the last 2 weeks of classes, each group will be assigned a time to present both parts of their marketing plan. Each group will have a maximum of 30 minutes (including setup time) to present. Please note that the group should have at least three members present the marketing plan.

Note:Each student must present at least once during the semester; either during the case analysis,and/or the application question, and/or the marketing plan.

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Tentative Course ScheduleDate Topic Assignment

September 7 Introduction to the Course September 12 Overview of Marketing: Developing Customer Value,

Satisfaction, Relationships and Experiences through Marketing

Chapter 1

September 14 Segmentation / Targeting / Positioning Chapter 9, p. 229-242September 19 Segmentation / Targeting /Positioning

Presentation by the LibrarianChapter 9, p. 243-251Attendance Mandatory

September 21 Developing Successful Marketing Strategies Chapter 2September 26 Quantitative Analysis Online NotesSeptember 28 Case Analysis and Case Demonstration Tyler Pet Foods

Hand in Marketing Plan IdeaOctober 3 Understanding the Marketing Environment

Application Question - Group 1Chapter 3

October 5 Consumer BehaviorApplication Question – Group 2

Chapter 5

October 10 Thanksgiving Break – No Classes October 12 Case Analysis (Tangarine Concepts)

Groups 8, 9, 10 Attendance Mandatory

October 17 Case Analysis (Toronto Club)Groups 5, 6, 7

Attendance Mandatory

October 19 Case Analysis (Vincor: Project Twist)Groups 1, 2, 3, 4


October 24 Understanding Product & Services Chapter 10Chapter 12

October 26 Presentation by Career ServicesNew Product Development and PLCApplication Question – Group 3

Chapter 11, p. 279-289

October 31 Brands and BrandingApplication Question - Group 4

Chapter 11, p. 290-306

November 2 Building the Price Foundation/Arriving at the Final Price/ Price ChainsApplication Question – Group 5

Chapter 13Hand in Part 1 of Marketing Plan

November 7 Marketing Channels Application Question – Group 6

Chapter 14

November 9 RetailingApplication Question – Group 7

Chapter 15

November 14 Integrated Marketing Communications Application Question – Group 8

Chapter 16

November 16 Advertising, Sales Promotion, Public Relations, Personal Selling and Sales ManagementApplication Question – Group 9

Chapter 17Chapter 18

November 21 Reaching Global MarketsApplication Question – Group 10

Chapter 7

November 23 Course ReviewNovember 28 MARKETING PLAN PRESENTATIONS Hand in Part 2 of Marketing Plan


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November 30 MARKETING PLAN PRESENTATIONS Attendance MandatoryDecember 5 MARKETING PLAN PRESENTATIONS Attendance MandatoryDecember 6 MARKETING PLAN PRESENTATIONS Attendance MandatoryScheduled by University

FINAL EXAM

IMPORTANT ANNOUNCEMENTS

McGill University values academic integrity. Therefore, all students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Code of Student Conduct and Disciplinary Procedures (see www.mcgill.ca/integrity for more information.)

L'université McGill attache une haute importance à l'honnêteté académique. Il incombe par conséquent à tous les étudiants de comprendre ce que l'on entend par tricherie, plagiat et autres infractions académiques, ainsi que les conséquences que peuvent avoir de telles actions, selon le Code de conduite de l'étudiant et des procédures disciplinaires (pour de plus amples reseignements, veuillez consulter le site www.mcgill.ca/integrity).

In accord with McGill University’s Charter of Students’ Rights, students in this course have the right to submit in English or in French any written work that is to be graded.

PLEASE NOTE: 1) In fairness to everyone else, the final exam must be written on the date and time assigned by the

university with the only exception being due to a medical emergency. Missing the final exam is an issue to be dealt by the BCOM office, not with the instructor.

2) Class presentations will take place on an assigned date. No makeup dates will be given. If a group is not prepared to present on their assigned date, they will get a zero for this portion of their course work.

3) Parts 1 and 2 of the marketing plans must be handed in to the instructor on November 2ndandNovember 28threspectively. No late marketing plans will be accepted, and if a group is late, it will receive a zero for that component of the marketing plan.

4) A peer group evaluation will be performed by all groups to evaluate the individual group member performances across all the group-based assignments. Students failing to meet group requirements will have their grades lowered accordingly (See Peer Evaluation Form on p. 6).

5) Attendance is mandatory for the librarian presentation, case presentations, and last two weeks of class when groups present their Marketing Plans. 1% from the overall grade will be deducted for each class missed.

6) Please provide a printed copy of your presentation slides to your instructor prior to giving each oral presentation.

IMPORTANT DATES TO REMEMBER

Librarian Presentation September 19th

Demonstration Case September 28th

Submit Marketing Plan Idea September 28th

Submit Part 1 of the Marketing Plan November 2nd

Submit Part 2 of the Marketing Plan November 28th

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https://home.mcgill.ca/integrity/

http://www.mcgill.ca/integrity


Class Session: ______________________________________Student Name:______________________________________Student ID: _________________________________________Group:_______________________________________

PEER EVALUATION: Please evaluate your group members. Members receiving an average of 80% or higher on overall evaluation will receive the grade assigned to the group; members receiving an average below 80% will receive a partial grade which will be equal to the grade assigned to the group multiplied by the peer evaluation average score. (For example: suppose the grade assigned to a group is 90 points (out of 100). A group member who receives an average of 85% will be given 90 points; a member who receives an average of 70% on overall evaluation will receive 90*70%=63 points. )

NAME of GROUP MEMBER

A: Attendance at group meetings (/100)

B: Completion of assigned tasks (/100)

C: Quality of contribution (/100)

Overall evaluation(=(A+B+C)/3)

Additional Comments (if necessary):

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Appendix - Marketing Plan

Each group should select a product or service corresponding to the industry/category they are assigned based on their Group number.

List of Group Numbers and Industries/Categories:

1. Snack / Candy/Chocolate2. Clothing / Footwear3. Personal Hygiene (e.g. Shampoo / Toothpaste)4. Kitchen product5. Music/Movie/Entertainment6. Toy7. Computer-related hardware/software8. Fashion Accessory9. Non-prescription medicine10. Packaged Food item

Part I – The Consumer and Market Profile

The aim here is to identify and develop an in-depth understanding of your consumer and the market within which you will sell your product/service. Remember that the appendix is a great place to presentadditional supporting material (graphs, charts).

ASPECTS TO BE EVALUATED Length

SECTION 1:BRIEF DESCRIPTION OF PRODUCT/SERVICE AND ITS INTRODUCTION INTO A NEW MARKET 1-1.5 pages

Introduce the product/service and the company. Describe the market into which the product/service will be introduced.

Remember, your new product/service should be a business-to-consumer product. Include a brief description of the consumer need/want that this product/service fills. How does the product introduction link to the strategic role of the company? What is the positioning ofthis product/service?

SECTION 2: CONSUMER PROFILE 1– 1.5 pages

Consumer Segmentation & TargetingHere we need to show our understanding of our customer. Who is our customer? Why do they need our product?

Extensive and accurate application of marketing segmentation and consumer behavior characteristics. (Remember to use proper segmentation terminology)

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Appropriate selection & justification of chosen target market.

SECTION 3: MARKET PROFILE 2 - 2.5 pagesHere we can demonstrate why this new product idea is a good idea. What are market conditions like? Who are our competitors?

Situation / Market Analysis: Consumption rates/ size of the market / growth of the market/ future growth potential of

the market / barriers to entry. Trends in the market that support why proposed new product will be successful. Threats in the market that might hinder why the proposed new product might not

succeed. A reminder- you may use a step down analysis to help you with your calculations. Also,

secondary data sources are available in the library which can help you obtain relevant information to calculate the size of your market.

Competitor Analysis: Direct competitors (Manufacturers & their brands); Specific market shares of direct competitors; Presence of indirect competitors; Describe the competitive field. (Is the market fragmented? Consolidated? Presence of a

strong market leader?)

TOTAL 6 pages

Part II – Marketing Strategy

In this section we are building the actual marketing plan for the new product. Remember that the appendix is a great place to present supporting material. For example, many papers will include an image of the product (dimension/packaging), advertisements, numerical calculations, detailed implementation timeline etc. in the appendix.

ASPECTS TO BE EVALUATED

SECTION 1: MARKETING MIX ~ 5 pages

Product: In-depth product description (core benefit, size, colors, warranties, customer service,

packaging etc.) Positioning including positioning map; Differentiation & unique selling proposition of the product; Branding (name, logo) Product Strategy (eg. Does it complete a product line?); PLC status/ issues.

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Pricing: Price (Final price for consumer, Price of sale to intermediary (if any)) Pricing strategy (Cost-based, Penetration, Skimming etc) Pricing adjustments (eg. Sales promotions) Product margins Price chains.

Distribution: Distribution strategy; Potential channel conflicts (if appropriate). Where the product is available / number of outlets How the product is presented/displayed in the outlet.

Promotion: Communication objectives & key message of communication; Use of, and examples of - an appropriate promotional mix for your product. < eg,

advertising, public relations personal selling, sales promotion, direct marketing> Be thorough. For example, for advertising, remember to include the creative, support for your creative, and media selection (eg. Q-92 radio in Montreal during the “Drive at 5”).

SECTION 2 ~1-2 pages

Financial Evaluation: Contribution Income Break-even units/dollars Break-even market share; Projected sales in units and dollars, profit (or losses!) for year 1.

SECTION 3 ~1 page

ImplementationA specific and detailed sequence and timeline of key marketing plan steps.For example. When does your company develop its product? Secure distribution? Launch its product? Run its various advertisements? Introduce a sales promotion? Consider all of the important steps in your plan.

TOTAL 8 pages

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MGCR- 352Tentative Marketing Plan Grading SheetPart III – Marketing Plan Presentation

Instructions will be provided in class

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Appendix – Application Question Grading Procedure

The Application Question is worth 10% of your final grade.

I will evaluate Application Questions on each of the following criteria on a 1-10 point scale, equally weighted.

Use of Marketing tools/methods in summarizing and answering the Application Question Quality and Thoroughness of Background Research Quality of Presentation Aids (PPT slides, Graphs, Figures, Images, Video) Presentation Skills, including ability to involve the audience – ask questions / answer

questions

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Marketing Management = McGill University