Course Outline COMM 223

Course Outline John Molson School of Business Fall 2020 COMM223 / MARK 201 SECTION F Marketing Management I / Introduction to Marketing this course is delivered online General Information Instructor: Kemal Buyukkurt Class Day(s), Time Slot: Thursday, Officially between 11:45 AM – 2:30 PM. Many class meetings will be about 1.5 hours. We will continue if needed. Email: kemal.buyukkurt@concordia.ca (Please do not forget to mention your name and your section AA in all your emails to me). Office Hours: By appointment. Scheduler will be posted on the Moodle site for our course. Course Description This survey course introduces students to the key concepts in marketing. Topics covered include marketing strategy, buyer behaviour, and the impact of technology on the discipline. The course also explores the important role that marketing plays in advancing society. Note: Students who have received credit for COMM224 or MARK201 may not take this course for credit. Learning Outcomes Upon completion of this course, the student will: 1. be able to explain the marketing planning process and its components; 2. know how to apply marketing concepts and tools across a broad spectrum of situations; 3. understand how to integrate a selection of important values and attitudes into his/her overall business mindset; 4. exhibit a basic appreciation for the science aspect of marketing; 5. be a better team player Teaching Method This course will use a combination of pedagogical approaches, including lectures, discussions, situation analyses and reports. Each student is expected to attend class sessions with a thorough understanding of the chapter(s) assigned for that class. The objective of the lectures and discussions will be to enhance comprehension of the material and not to merely review concepts and definitions. Course Materials Textbook: Armstrong, Kotler, Trifts, and Buchwitz, Marketing: An Introduction, Seventh Canadian Edition, Pearson Education Canada. See “Accessing and Buying eText” at the top of the Moodle web site for our course.

Since the course is administered online you will need a PC or a laptop for the course, preferably with a microphone and camera which are usually built in.

Shaping the overall promotion mix Advertising Public Relations Chapter 13: Personal Selling and Sales Promotion # 12 Chapters 12 & 13: (Continued) Online Material Chapter 4: Digital Marketing and Social Media (Boone, Kurtz, Mackenzie, and Snow) Digital marketing Marketing and web communication Building an effective web presence What is social media Creating a social media marketing plan Ethical and legal issues and careers in social media marketing # 13 Chapter 15: The Global Marketplace Global marketing today Looking at the global marketing environment Decisions on global marketing Chapter 16: Sustainable Marketing, Social Responsibility and Ethics Sustainable marketing Social criticisms of marketing Consumer actions to promote sustainable marketing Business actions towards sustainable marketing TED: https://www.ted.com/talks/harish_manwani_profit_s_not_always_the_point#t-347374 PROJEC DUE Work/quizzes announced by instructor (Date T.B.A.) MRP Due (Date T.B.A.) Formal Examination Period (DATE T.B.A.) Course Schedule Withdrawal dates :  September 21 st (Monday) : Deadline for withdrawal with tuition refund from Fall 2020 courses  November 9 th (Monday) : Last day for academic withdrawal from Fall 2020 courses Course Evaluation The final grade for the course will be based on the following components: Evaluation Element Due Date Value Marketing Research Practicum T.B.A. 4% Work/quizzes to be announced by instructor T.B.A. 16% Mid-Term Examination Class 7 25% Term Project (team assignment) Class 13 25% Final Examination T.B.A. 30% Total 100% Note: In keeping with the University’s initiatives on sustainability, your instructor may request that some, or all, assignments be submitted only in electronic format. Additional Regulations  Students shall note that the purchase and/or use of a reproduced/photocopied copy of an original text is illegal in Canada.

 Students are expected to participate in class discussions on the lecture material as this is an important element in the development of their managerial skills.  Assignments must be submitted at the beginning of class on the assigned date. Late assignments are not accepted.  A grade of less than 40% on the final examination constitutes automatic failure of the course.  Students are required to be familiar with Concordia’s Code of Conduct – Academic. Please see the 2020-2021 Concordia Undergraduate Calendar. The Offences (articles 18~19) and the Sanctions (article 21 through 25) in the Academic Integrity and the Academic Code of Conduct section are particularly noteworthy.  Any form of recording or publication of course content is prohibited unless the consent of the instructor has been obtained in advance. See University Policy at https://www.concordia.ca/content/dam/common/docs/policies/official-policies/PRVPA- 2.pdf In any work submitted, students must identify all information sources used in the corresponding portion of the paper as well as at the end of the work. Any violation of this prescription constitutes plagiarism under the Code of Conduct.

This is a progressive assignment. It is strongly recommended that the project be completed according to the schedule indicated below. The “Identification of New product/Service” project component must be submitted for professor’s approval and feedback by Class #5 (or before if you wish). For this purpose, an assignment will be posted on Moodle which you will be able to respond to. You will be asked to describe very briefly three new product ideas that you would like to introduce to Canada. Rank order the three potential introductions in terms of your preference: the one that you prefer the most is ranked (1), and so forth. Describe each product in a short paragraph and indicate at least one web site where the professor can find more information about the product. Please note and adhere to all page limit and formatting requirements assigned to each project component. Failure to comply will result in significant mark deductions. Within the page limitations, make sure each response is complete. This can be facilitated by making sure that there is absolutely no wastage in your responses. Keep focused throughout - especially in the marketing mix section - to maintain the ‘applied’ orientation of the project. No descriptions and/or explanations of theory should be included (e.g. do not include a definition of ‘macro-environment’ or philosophize about its importance in your paper). (4) Evaluation of Group Work Read the “EVALUATION FORM FOR TEAM PROJECT.DOC” on the Moodle site for our course to see how your team project is going to be evaluated after submission. The first column on the evaluation form should be the outline of your written report. Your report should discuss ALL of the items listed in the first column. Since a significant portion of your final grade is based on teamwork, you must be prepared to invest a considerable amount of time working effectively, efficiently and diligently with your team-mates. A TEAM MEMBER EVALUATION form (i.e. already posted in the course folder) must be completed confidentially by each team member and submitted individually to your professor as instructed by the end of Class #13. Please note that your final grade can be affected by this peer evaluation process, i.e. the assessment of your overall contribution to the group’s performance as judged by your group members. Note that this is a team assignment and instructors will not accept individual work.

(5) Project Components and Time lines 1) Team Formation (11:00 a.m. following Class #3) You will be given the opportunity to contact the members of your class members on Moodle and learn about their background, interests and the kind of team project topics they would like to work on. Based on that information you may form a team. If you form a team with five members a list of team members will be submitted to the professor (more on the technical details later). Ideally, five or six students will constitute each team. Any class member whose name is not on a team list submitted by the aforementioned deadline will be placed on a team by your professor. You may be assigned to temporary teams of five members for the first three weeks to get a feel for the working environment and also work on some in class assignments and exercises. This should help you build skills to work more efficiently on your team project which will be 30% of you course grade. 2) Identification of New Product/Service (Class #5)  Identify two different sources from which you can obtain “New Product/Service” ideas. Make sure a sample page from each is included in your appendix. Why do you believe these are good sources? Guidance: The purpose of this section is to help all JMSB students explore the broad array of sources from which new product ideas are available. With the aim of fostering an entrepreneurial spirit within each student, this aspect of the overall exercise is aimed at encouraging students to eventually seek out distribution rights for some of the products they discover and/or to generate new product ideas of their own that could serve as the basis of a future business initiative. It is important to note that the two sources of new product/service ideas that you report in this section are NOT necessarily the site(s) that you locate the product/service that you eventually study. They are general sources of new product ideas (recently introduced successful products in other countries, product/services designs that recently won awards, new products that are in the process of development as reported by respectable journals, magazines, and web sites, etc.). The sources that you report should not be dedicated to a particular product or service. Instead, they should present a variety of products and services. Also, the two sources that you mention in this section of your team project are not reported in the topic approval submission mentioned at the top of page 6.  Using either a source from above or your own brainstorming , describe a new product or service that your team would like to introduce into the Quebec and/or Canadian market(s). What need is being served by the product or service you selected? Guidance: This is the foundation for the rest of your project throughout which you will simulate the real-life scenario and all the relevant decisions and considerations associated with bringing your chosen idea to market. A five (5) or six (6) line write-up of your idea –sufficient for the professor to understand its essence and components – is what must be submitted for Class #5. Approval of your proposed “idea/product” for the project may be refused for any of the following reasons:

3) Macro-environmental Impact (Class #6) Using Figure 3.2 (page 75) as the focus of your response, describe to what degree and in what specific ways each of the six components of the ‘macro-environment’ is likely to impact the sales of the product/service you have selected. Be as specific as possible in your description of the likely impact in each instance. If the COVID-19 pandemic could impact the marketing success or failure of your product/service, include the potential effects of the pandemic on macro factors as they relate to your product. Guidance: For each of the six categories of forces, students should identify the major trends that are most likely to have a positive or negative impact on the success of their product. Students must show how development of the marketing strategy for the chosen idea/product might have to be configured in order to fully leverage or minimize the impact of the particular trend identified. A net assessment of the impact (i.e. whether ‘positive’ or ‘negative’) should conclude the treatment of each category. Do not list some abstract and extremely general macro factors . I recommend that you consider item 4 below first and think about potential market segments that could be relevant to your product. The segments that you eventually target will give you clear ideas regarding which demographic factors will be relevant. Also, consider the technology, materials, and components that are going to be needed to produce and effectively market your product/service. Be sure to consider the existing and future technologies (both competitive and non-competitive) that may create threats or opportunities for our product/service. With those in mind, discuss in detail the macro factors that are relevant to your product/service. When you note any trends, support your arguments by referring to statistics and opinions expressed by experts and credible reports, publications and web sites to increase the credibility of your discussion . It is important to provide credible references to support your arguments. Do not simply present only a discussion of your beliefs and expectations. Present objective data and expert opinion . Do not present a general theoretical discussion of what the macro factors are. Assume that your reader is knowledgeable about them. Get down to the point and discuss the factors that are directly related to you and your competitors’ products/services. 4) Segmentation, Targeting, and Positioning (Class #8)  Identify two potential and viable target markets for your product/service. Make sure that at least three different segmentation variables (see Table 6.1 on page 188 of the text) are represented in your profiles (=descriptions) of each segment. If you believe that ONLY one potential target segment is feasible, be sure to discuss why it is so. Provide clear reasons as to why a second segment would not be practical or meaningful. Guidance: Remember that a target market profile is a statement of the description of the group of consumers that you will be targeting. This should be expressed in one or two sentences, and should include an array of descriptions representing at least three of the four categories of segmentation variables we learn in the course. After the complete profile is presented (i.e. in one or two sentences), the treatment here should direct itself to explicitly showing how each category is represented. Make sure that the profiles presented are quite distinct from one another.  Which target market would you choose to pursue? Why? Guidance: Select from above the target that you believe is best and convince the reader why that is so. Consistent with the idea of being most effective and successful in securing ‘buy-in’ to your

recommendation, please direct more prominence and attention to the target that you are recommending than to the one that you are NOT recommending.  C) How would you differentiate your product from competitors’ products/services? Which of the five differentiation points would you emphasize (see the Perceived Value model in the class notes)? Why? What is the value proposition of your product? Develop a positioning statement for your product/service. Note that a “positioning statement” is not a “slogan” that you run into in advertisements. Check the definition of “positioning statement” in your textbook and class notes 5) Secondary Data & Sales Potential (Class #9)  Select two sources of secondary data that you might use in determining the potential market size of your product/service. Why do you believe these are good sources? Guidance: The objective here is for the team to find two sources that contain data that would be helpful to estimate the potential size of the market for your product or service. In supporting your selections, specify the types of data from these sources that you would use in estimating the market size. Here are some examples of the potential data sources, which can be accessed by clicking the following link: http://www.concordia.ca/library/guides/marketing/intromarketingresearch.html The above link includes information about: i) Search for trends, products and services with articles: ProQuest Business Databases and Factiva ii) Macro-environment and segmentation with Statistic Canada: Census, National household survey & and CANSIM iii) Market Description and sales potential: Passport by Euromonitor and SimplyMap Canada  Attach a sample page from the one source that is most relevant to your product/service. How would you use this data? Guidance: Include a relevant sample page from the source/site in a properly identified appendix to your report. In the report itself, show how the data contained in that sample page in the relevant appendix would be incorporated into the estimated market size calculation.  Estimate the potential sales for this good/service. What factors did you consider in arriving at this estimate? Support your estimate with detailed reasoning and the calculations undertaken. Guidance: This sub-component of the project is intended to sensitize the student to the challenges and difficulties associated with ‘sales forecasting’ in the real world. In order to obtain financing for an entrepreneurial initiative, an attempt must be made to generate reasonable sales projections. This is not an easy task, even in the ‘real world’. The team is expected to come up with a specific number (in either dollars or units) as a projection for maximum possible first-year sales. Your professor is not nearly as concerned about the actual number as s/he is about the thinking and logic that was used in deriving it. 6) Marketing Mix & Complete Plan (Class #13) Outline specific strategies and tactics for each marketing mix element. Support your response in each instance. The format may be of your choice. A logical format will be recommended. Use whatever is most comfortable to the group.

Academic Integrity The Code of Conduct (Academic) at Concordia University states that the "integrity of University academic life and of the degrees, diplomas and certificates the University confers is dependent upon the honesty and soundness of the instructor-student learning relationship and, in particular, that of the evaluation process. As such, all students are expected to be honest in all of their academic endeavours and relationships with the University." (Undergraduate Calendar, section 17.10.1) All students enrolled at Concordia are expected to familiarize themselves with the contents of this Code. You are strongly encouraged to visit https://www.concordia.ca/students/academic- integrity.html which provides useful information about proper academic conduct. Make sure to take the Academic Integrity Test if you have not done it already. Feedback and Grading The objective of this course is to broaden your knowledge and skills in the area of Course Name. Working through the assignments will enable you to develop a better understanding of this field. Feedback will be provided to you throughout the course. At the end of each course, the instructor will submit a letter grade for every student registered. Using the grade point equivalents listed below, Grade Point Averages (GPA) are calculated for the evaluation of academic achievement, Honours standing, prizes, and academic standing. Letter and Number Grades The following list provides the equivalent letter and number grades for assignments in this course: Letter Number Letter Number A+ 90 - 100 C+ 67 - 69 A 85 - 89 C 63 - 66 A- 80 - 84 C- 60 - 62 B+ 77 - 79 D+ 57 - 59 B 73 - 76 D 53 - 56 B- 70 - 72 D- 50 - 52 F < 50 * D- is the minimum requirement to pass the course.

Please refer to section 16.3 of the Undergraduate Calendar for more information about the grading system, examinations, and performance requirements. http://www.concordia.ca/academics/undergraduate/calendar/current.html Assessment of Learning Outcomes Mid-term and final exam Major term project Marketing research practicum 1. Be able to explain the marketing planning process and its components. Theory-based exam questions and recognition-type multiple choice questions will be used to determine knowledge and understanding. All components of the marketing planning process are integrated into the term project. 2. Apply marketing concepts and tools across a broad spectrum of situations. Application-based exam questions will be used. A design of marketing strategies for a new product concept is required to ensure proper application of marketing concepts and tools. 3. Integrate a selection of important values, attitudes and perspectives into his/her overall business mindset. Exam questions that require critical analysis of statements relating to these attitudes, values and perspectives will be used. The identification of a new product concept necessitates a business mindset by integrating important values, attitudes, and perspectives. 4. Exhibit a basic appreciation for the science aspect of marketing. Exam questions that require understanding on the scientific aspects of marketing research process will be used. A demand forecasting component emphasizes the application of a scientific approach to project the demand level for the product. A student is required to be a participant in a marketing research exercise undertaken by a faculty member. 5. Be a good team player in any business situation. A student’s final grade on the term project may be adjusted depending upon the professor’s review of confidential team peer evaluations completed by all members of the team.