Dr. William J. Wellington

74-231-(01-30)Introduction to Marketing

Fall 2011

Office: Odette Building 509 Contact: (519) 253-3000 Ext. 3151 Email: r87@uwindsor.ca (Expect responses on weekdays and allow 24 hours) CLEW/SAKAI: https://clew.uwindsor.ca/xsl-portal Access: Via Your Uwindsor Account Hours: Mondays and Wednesdays: 1:00 to 3:45 p.m. Other times strictly by appointment. Area Secretary: Mrs. Connie Beaudoin Room 406 Phone: 253-3000 Ext. 3095 Required Text: Lamb, Hair, McDaniel, Faria & Wellington (2012), Marketing, 5th Canadian Edition, Thompson

Nelson: Scarborough, Ont. (Strongly Advise Against Using Earlier Edition Texts). Required Internet Simulation: Receive a company activation code from Dr. Wellington and then go to the

Greatsims website (http://www.greatsims.com/MS/Slogin.php) to register for the simulation by Anderson, Beveridge, Lawton, and Scott, (2004) Merlin: A Marketing Simulation Acquire and Activate Simulation on Internet Site With Credit Card ($30.00 U.S.) OVERVIEW OF THE COURSE An introduction to the principles, concepts and techniques of marketing. A significant objective of the course is the development of a basic understanding of the marketing process and its role in the organization and in the economy. Marketing is an exciting field of study; it taxes your basic knowledge of economics, psychology, sociology, and other business fields, as well as your powers of observation. It is an important part of your business administration studies. For some it may be very challenging since marketing requires you to integrate ideas from all business fields requiring you to combine scientific approaches and artistic interpretation. COURSE LEARNING OUTCOMES 1. Define the goal of marketing and explain the marketing concept. 2. Describe the career opportunities available in marketing and the skills and knowledge required to be successful in the pursuit of a marketing career. 3. Provide a basic outline of a marketing plan & to practise marketing decision making consistent with the plan. 4. Describe the role of the marketing manager. 5. List the elements of the marketing mix and discuss their relationships and applications. 6. Describe the impact of various environments on marketing strategies. 7. Analyze the ethical issues facing marketing in Canadian and international contexts. 8. Discuss ethical issues facing marketing managers and the appropriate methods to resolve them. 9. Identify and describe consumer and business buying behaviour and their implications on marketing strategy. 10. Describe marketing research, methodologies and applications. 11. Recognize the role of products in marketing and discuss the importance of branding, new product development and product life cycles. 12. Describe the functions and roles of retail and wholesale distribution. 13. Explain the concept of marketing channels, the role of intermediaries & logistical components of a supply chain. 14. Identify and describe the elements of the promotional mix. 15. Discuss the importance of pricing decisions to the firm and to explain the factors that affect price determination.

STUDENT EVALUATIONS ON COURSE LEARNING OUTCOMES The learning achievement for learning outcomes 1, 2, 4, 6, 7, 8, 9, 10, and 13 will be measured with multiple choice questions on online quizzes, midterm and final examinations and via interactive exercises. Learning achievement for outcomes 3, 5, 11, 12, 14 and 15 will also be measured with multiple choice questions on online quizzes, midterm and final examinations, via interactive exercises & marketing decision making applications related to these objectives will be measured in terms of performance in a marketing simulation gaming exercise. There will be online quizzes, a mid-term and a final examination. They will cover lectures, videos and all assigned readings. The format of the examinations will be multiple choice. Course weight 75% There will be a marketing simulation game. It will reinforce all aspects of marketing planning and marketing mix development and give you experience in making marketing decisions. Course weight 20%

There will be interactive questions scheduled for lectures. Student's interactive grades will be in proportion to those completed correctly. Course weight 5%

You must attain a minimum of 40% of your Course weight out of 100% from examinations, online quizzes and interactive exercises to pass the course. COURSE POLICIES All written work must be signed to receive credit. All simulation decisions, assignments, oneline quizzes, interactive exercises and examinations must be completed and handed in at the scheduled time on the respective due dates.. Late simulation decisions, assignments, and online quizzes are not accepted under any circumstances! You must be present to take part in interactive exercises. THERE ARE NO MAKE-UPS OR ALTERNATIVES FOR MISSED ONLINE QUIZZES, INTERACTIVE EXERCISES OR SIMULATION DECISIONS AND ONLINE SURVEYS REGARDLESS OF REASON (THIS IS AN ABSOLUTE RULE). ONLINE QUIZZES AND INTERACTIVE EXERCISE INTEGRITY: Student’s must not report for students who are not present. Student’s are strongly advised, exercise verification procedures will be randomly applied in class from time to time. Online quizzes not done by the student or interactive reports submitted when a student is not present or submitting an online exercise for a student who is not present will result in a grade of “0” for the entire online quiz or interactive exercise portion of the course for all those involved. There will be “ZERO TOLERANCE” for this offence and the case will also be referred to the Dean’s office for treatment under Senate By-Law 31. All announcements will be made in class or on the class notes website. It is your responsibility to attend class, access the course website and keep informed about any necessary changes. Please do not call the area secretary about day to day scheduling, the secretary is not responsible for the schedule or the operation of this course!!!! Examination Policies and Assignment Policies Picture identification VIA YOUR STUDENT CARD is required for all examinations. Failure to establish your identification at the examination is grounds for nullifying the result. You are expected to identify yourself properly on all examinations and to act ethically in your conduct. All electronic devices including calculators, cell phones, notebooks, translators, etc are prohibited as are crib notes, cheat sheets, textbooks, dictionaries and any other aids. Collusion with other students via signals, talking or other means is also prohibited. In addition, extra time is not granted on examinations. Students attempting to take extra time will be penalized 1 mark per minute. Adjustments made to make score sheets run will be penalized one mark per adjustment. The only authorized examination materials are pens, pencils and erasers. For integrity purposes, the red multiple choice examination score sheets are required to be signed. A 2 mark penalty will be assessed for failure to sign these score sheets.

Odette School of Business Policies Which Are Applicable To This

Course:

Academic Integrity and Code of Conduct

Missed Exams and Late Assignments

Registration, Adding, and Dropping Courses

Odette School of Business Grade Conversion Scale

Odette School of Business Grading Policy

Student Evaluation of Teaching (SET) Refer to the Odette School of Business – Course Policies for specific information on the above subjects. This Course Policies document is available electronically on each CLEW site and in paper form outside each Area Secretaries office. Posting of grades All grades will be posted on the course web-site when they are available. Students should be aware that the informal grades are not final and subject to change until they are approved by the Odette School of Business Grades Review Committee and signed by the Dean. For this class the recommended class average is in the C, C+, B- range and grades may be adjusted to comply with that recommended average. Formal final grades will be available on the student SIS system when approved. MERLIN “TEAM VERSION” MARKETING SIMULATION GAME Company code from Dr. Wellington needed and then you must undertake (INTERNET REGISTRATION REQUIRED FOR ALL STUDENTS at http://www.greatsims.com/MS/Slogin.php) Fit With Course Objectives: Simulation games are designed to provide you with decision making experience. The learning will be retrospective, you’ll be doing marketing even as you are learning the theory. Keep this in mind as you make decisions and assess your performance. Merlin Software (You must get a valid company activation code from Dr. Wellington to access the website). 1. You need three things to undetake the project, 1) a computer with internet access, 2) a valid company

activation code which was given to you by Dr. Wellington; and 3) a valid simulation activation which comes from the Merlin Website (http://www.greatsims.com/MS/Slogin.php) once you have registered and paid a $30.00 U.S. fee.

2. You will make between one and four trial decisions and then 6 Merlin “Team” decisions. 3. You need to make decisions for Product 1 and Product 2 but also buy Market Research for Product 1 and

Product 2. 4. Merlin “team” decisions are due via internet no later than 1:00 p.m. as scheduled on this outline. Please allow

up to 24 hours for decision processing although they will be made available a.s.a.p.

Game Play: You will play as individuals against other individuals. The simulation exercise will involve using MERLIN TEAM (an interactive simulation requiring the use of the internet) for TWO rounds of simulation play. The first round or TRIAL round is designed to gain experience making from one to four trial decisions and then you will play a second PERFORMANCE round. In the TRIAL ROUND, each person will make at least one MERLIN TEAM trial decision with the objective of being “first” to “first”. You will make decisions with the objective of “maximizing” your firm’s earning performance. After you have made your first TEAM TRIAL decision, your ranking will be assessed. Teams who are leading their industry at this point will be given an automatic bye into the PERFORMANCE round. After the second trial decision, leaders will be given a bye, and then leaders after the third trial decision will be given a bye and finally, the fourth trial decision will conclude for remaining players. After this all students will start fresh with the PERFORMANCE round when a new set of six consecutive decisions will be undertaken. Evaluation: Students must enrol in the simulation by acquiring an industry activation code and receiving a company assignment and then activating their internet account on or before the due date of the first simulation assignment which is the week of Oct 3, 2011. If you fail to enrol in the simulation prior to its start YOU CANNOT BE included and you will receive a grade of “0” for the simulation portion of the class. There are no “EXCEPTIONS” for students who have not taken the course with Dr. Wellington before. The evaluation method will be very similar to that of the real world: company performance evaluated on earnings. It is the Game-to-Date performance report that will contain your performance results which will be used as the indicator of the quality of your managerial decision making ability. You will make between 7 and 10 decisions. There will be a one to four period trial decision game where you will try to maximize your performance by leading the industry. Then there will be a six period performance round where individual performance will be evaluated according to final standings. Decision participation will (p.c.) be assessed during both rounds of the simulation. Trial Round (2%) Complete decision 1 and lead your industry in earnings :2% and a bye to the performance round. Complete decision 2 and lead your industry in earnings : 1.8% x p.c and a bye to the performance round. Complete decision 3 and lead your industry in earnings : 1.6% x p.c. and a bye to the performance round. Complete decision 4 and lead your industry in earnings : 1.5% x p.c. Complete decision 4 but don’t lead in earnings : 1.25% x p.c. (p.c. = proportion of decisions completed) Performance Round Assessment: (12% for MERLIN TEAM) Performance Assessment grading will be according to the highest achievement on the following criteria: 1) The firm’s net income points performance points (base of 85) x 12% x p.c. for Merlin Team 2) The rank system for ranking on net income points performance points (maximum 12% x p.c.).

Rank Grading System (adjusted according to proportion of completed decisions) Number of Firms Operating in the Industry 7 Firms 6 Firms 5 Firms 1st place in net income .9 x 12 .9 x 12 .9 x 12 2nd place in net income .8 x 12 .8 x 12 .8 x 12 3rd place in net income .75 x 12 .7 x 12 .7 x 12 4th place in net income .7 x 12 .6 x 12 .6 x 12 5th place in net income .6 x 12 .5 x 12 .47 x 12 6th place in net income .5 x 12 .47 x 12 7th place in net income .47 x 12

The grade received will be based on the best performance assessment of the two systems. Simulation Administration Information Your final total simulation grade (Trial Round, Performance Round and Merlin Decision reports) will depend on the fact that you have participated in all the required simulation decisions. The total simulation grade achieved will only be given in proportion to the degree of participation in decisions as evidenced by the number of decisions completed on time. You must access Merlin at least once between decision deadlines to show participation. The simulation experience will involve a large number of business firms. Therefore, the deadline for receiving decisions will be enforced. All scheduled simulation decisions will be due no later than 1:00 p.m. on the due dates. Late decisions cannot be accepted after simulation processing regardless of reason. Trial and performance round decisions must be made on the internet. MERLIN Decision Results will be made available a.s.a.p. on the due dates. Simulation Adjustments and Penalties: Operational faults: You are responsible for the quality of your decision making because there are too many teams for the professor to monitor the quality of your decision making. In addition, the simulation game is not the least bit forgiving of mistakes, especially ones that involve inventory ordering errors. Inventory errors are not correctable in any way shape or form so be very cautious about this decision. Test your decisions with the Merlin Solo version of the game first. There is no recourse but to live with your decisions (bad, good or indifferent) so put in the time and effort that is necessary to make good ones ! ! Decision maker faults: Failure to submit a decision on time will result in a substitute decision being made and no credit for the decision and is subject to a $50,000 simulation fine expense. Contingencies will be handled on an ad hoc basis. Merlin Reporting and Objectives Setting Survey (6%) You are required to complete three reports (completed for the 1st Trial, 1st Performance and 6th Performance decision - worth 2% each and evaluated for completion and accuracy where applicable) to evaluate your managerial decision making. These exercises will be available to fill out on Survey Monkey (link to be provided on CLEW). The purpose of these reports is to have you develop and explain your decision making approaches and methods. The accuracy of your objective achievements will be measured and will affect your grading.

CLEW Online Quizzes - 10%

There are 9 online quizzes to be completed on the CLEW website. They are all menu driven and easy to complete in CLEW. There will be a demonstration in class on how to access them. With the exception of Quiz #1, each of them will be available for 6.5 days. The deadlines and chapter readings for each one are provided on the course schedule. Each quiz has 10 questions and 10 minutes of time to complete. They have a strict deadline of when they open and close. The purpose is to get you to “read” the material before attending class. As such, quizzes 2 through 9 are based on the text book and are to be answered before the class meeting in which they are presented. Quiz 1 is the only post-presentation quiz. Grading will be based on the “best” eight of nine quizzes. This allows for one “missed” quiz or one “bad” quiz. There are no make-ups or alternatives for missed quizzes. If you have a “technical” problem that interrupts you while taking the quiz you will need to contact Dr. Wellington at r87@uwindsor.ca as soon as possible to authorize a retake. Please note, “technical” problems that arise at the quiz deadline cannot be dealt with and will not be accepted as excuses for failure to complete quizzes on time. You have days to undertake the task so leaving it to the last minute is poor management of time and the consequences of this will have to be accepted in the event of technical problems – e.g. the quiz shutting down at the deadline is not a technical problem although it resembles one.

Wellington – Fall 2011 74-231 (01-30) ASSIGNMENT SCHEDULE Week/Day Assignment Sept 12 1. Read: Course Outline ONCE and then Again 2. Read: Lamb, Hair, McDaniel, Faria & Wellington Chpt 1. 3. Lecture/Video: Marketing Defined, Philosophies, Role in the Firm 4. Interactive Exercise in class /Sept 16 5. Online Quiz 1 due on Friday, Sept 16th at 12:00 noon Sept 19 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpt. 2 2. Lecture/Video: Strategic Market Planning 3. Lecture: Merlin Simulation Introduction 4. Online Quiz 2 due on Sept 19th at 12:00 noon 5. Interactive Exercise in class /Sept 23 6: Merlin Team Industry Assignments Provided Sept 26 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpt 3 & Merlin Manual 2. Lecture/Video: Marketing Environments and Marketing Ethics 3. Online Quiz 3 due on Sept 26th at 12:00 noon 4. Interactive Exercise in class Oct 3 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 3, 4 & 5 2. Lecture/Video: Marketing Environments continued. 3. Lecture/Video: Buyer Behaviour 4. Demonstration/Orientation: Merlin Simulation 5. Online Quiz 4 due on Oct 3 at 12:00 noon 6. Interactive Exercise in class /Oct 5 7. Merlin Trial Decision # 1 Due on Wednesday, Oct 5 at 1:00 p.m. 8. Merlin Simulation survey report #1 Due on Wednesday, Oct 5 at 1:00 p.m. Oct 10 Thanksgiving Day NO CLASS /Oct 11 1. Merlin Trial Decision #2 by 1:00 p.m. on Tuesday, Oct 11 /Oct 12-01 2. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpt. 5 3. Lecture/Video: Buyer Behaviour /Oct 14 4. Merlin Trial Decision #3 by 1:00 p.m. on Friday, Oct 14 Oct 17 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 6-7. 2. Lecture/Video: Segmentation, Targeting and Positioning 3. Lecture/Video: Information for Marketing Decisions 4. Interactive Exercise in class 5. Online Quiz 5 due on Oct 17th at 12:00 noon /Oct 19 6. Merlin Trial Decision #4 by 1:00 p.m. on Wednesday, Oct 19 Oct 24 Midterm Examination - 30% - In class on Monday. Content: 75 M.C. questions on Lamb et al, Chpts. 1-7 Lectures and Videos from Sept 12 to Oct 19. /Oct 26 2. Merlin Performance Decision #1 by 1:00 p.m. on Wednesday 3. Merlin Objectives Report for Decision #1 Due by 1:00 p.m. on Wednesday

Wellington – Fall 2011 Marketing 231 (01-30) ASSIGNMENT SCHEDULE . . . . . . . . continued . . . . . Date Assignment Oct 31 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 8 & 9 2. Lecture/Video: Product Concepts 3. Online Quiz 6 due on Oct 31st at 12:00 noon 4. Interactive Exercise in class /Nov 2 4. Merlin Performance Decision #2 by 1:00 p.m. on Wednesday Nov 7 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 9-10 2. Lecture/Video: Managing Products, Services and Non-Profit Organization Marketing 3. Interactive Exercise /Nov 9 4. Merlin Performance Decision #3 by 1:00 p.m. on Wednesday Nov 14 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 11-12 2. Lecture/Video: Channels and Retailing 3. Online Quiz 7 due on Nov 14th at 12:00 noon 4. Interactive Exercise in class /Nov 16 5. Merlin Performance Decision #4 by 1:00 p.m. on Wednesday Nov 21 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 13-15. 2. Lecture/Video: Promotion 3. Online Quiz 8 due on Nov 21st at 12:00 noon 4. Interactive Exercise in class /Nov 23 5. Merlin Performance Decision #5 by 1:00 p.m. on Wednesday Nov 28 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 15-16 2. Lecture/Video: Promotion continued 3. Lecture/Video: Pricing 4. Interactive Exercise in class 5. Online Quiz 9 due on Nov 28th at 12:00 noon /Nov 30 6. Merlin Performance Decision #6 by 1:00 p.m. on Wednesday 7. Objectives Report for Decision #6 by 1:00 p.m. Dec 5 1. Read: Lamb, Hair, McDaniel, Faria & Wellington, Chpts. 16-17 2. Lecture/Video: Pricing continued 3. Interactive Exercise NOTE: Student Evaluation of Teaching (SET) forms will be administered during the last two weeks of class. Tuesday, Dec 13, 3:30 p.m. Final Examination 35%, Location To Be Announced Content: 120 M.C. Questions on Hair et al. Chpts. 8-17. Lectures and Videos from Oct 31 to Dec 5.

GRADING OVERVIEW GRADING SCALE Course Weight Midterm 30 % In keeping with policies set by the Odette Final 35 % School of Business, a course grade Online Quizzes 10 % distribution will apply to this course with Merlin Trial 2 % a C, C+, B- range average. Merlin Reports 6 % Merlin Performance 12 % Interactive Exercises 5 %

Numeric scores will be converted into letter grades as follows: A+ 93 and up B+ 77 - 79.9 C+ 67 - 69.9 D+ 57 - 59.9 F 35 - 49.9 A 86 - 92.9 B 73 - 76.9 C 63 - 66.9 D 53 - 56.9 F- under 35 A- 80 - 85.9 B- 70 - 72.9 C- 60 - 62.9 D- 50 - 52.9

You must attain a minimum of 40% of 100% of the course weight from examinations and interactive exercises to pass the course. A variety of factors may result in variations from this distribution. This course outline is subject to change at the discretion of the instructor to facilitate a more effective teaching and learning environment or to deal with significant changing circumstances.