MCS1000 Session 1.pptx

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Marketing and Consumer Studies
MCS 1000
Anneke Olthof

Session 1 – 2012 Sergio Meza University of Guelph Agenda  Introductions  Course Outline  Introduction to Marketing What is Marketing The Marketing Process  Ethics and Social Responsibility  Introduction to MyMarketingLab Introductions Sergio Meza  Education  M. S., 2001, PhD, 2003 - NYU  MBA, 1994 - IESA  BS in Electronic Engineering, 1984 - USB  ManagerialExperience  Marketing Director of Movilnet(Verizon)1997-98  Marketing Director of RCTV 1996-97  Strategic Planning Manager of RCTV 1995-96  Marketing Manager of “El Diario de Caracas” 1994-95  Mkting & Sales Mangr of “Bailey de Venezuela”. 1989-92  EntrepeneurialExperience  Merlin Telecom, Co-author of the concept of voice portal.  Prosys de Venezuela - Voltage stabilizers  Board of Director/Advisor of OGC, MTelecom, M. Research, Item Corp.  Academic  NYU, UC Davis, U of T Introductions – T A s  Alexa Sponga([email protected]) • BA—U of Waterloo(Communication and HR) • Master–Marketing and Consumer Studies • Section 1 (8:30 am- 9:20 pm) • Section 2 (9:30 am- 10:20 pm)  Kewen Chen([email protected]) • BA—Business Administration • Master–Marketing and Consumer Studies • Section 3 (10:30 am-11:20 am)  Ran Yang ([email protected]) • BA—Business Administration (International Business) • Master–Marketing and Consumer Studies • Section 4 (11:30 am-12:20 pm) Course Outline Course Description This course covers the marketing of both products and services. Students will be introduced to the theoretical concepts through lectures and class discussions You will apply these concepts through case analysis, case simulation and discussion. Course Description Office Hours:  Alex [email protected] will have office hours for all students for questions and clarifications related to the course. Mondays from 5pm until 7pm. and Fridays 10:30am until 12:30pm. If students have conflicts during this time they can email me to schedule another time, however, they are encouraged to come during these set hours.  You can also post questions on Course link  For other issues you can talk to me before or after class  Please email me if you want to discuss with me another issue at a different time. Email: [email protected] Class Structure Lectures: Please read the assigned chapters before coming to class. Each class is a combination of lecture and class discussion. Please turn off laptops, tablets, cellular phones and pagers. Seminars: Two types of exciting activities:  Discussion of cases (included in text book)  Running a marketing simulation. “Marketplace” (see Marketplace Live Simulation Demo) Class Structure Text Book: Marketing an Introduction Third Custom Edition for the University of Guelph By Armstrong/Kotler/Trifts/Buchwitz  On-Line Communication: This course has a website ( Please post questions you may have to the discussion area. Power points would be posted after the class. Grade Breakdown Assignment/Examination Marks Research Component 5% Mandatory case (Marketing the NHL) 5% Seminar Simulation 30% Midterm Test 25% Final Exam 35% Details on Research Component will be posted on Courselink. Do not contact the instructor about this aspect of the course. Seminar Simulation • For the simulation students will work in groups of 4 people. • Groups will be competing against each other in a PC global market. • The simulation will be run for 6 periods and different level of decisions will be introduced as we progress. • This is expected to be a fun activity that will enhance your learning.As you’ll be applying your marketing lessons. • Participation in the simulation requires students to acquire a license (approximated cost: $30). • Students, who do not desire to participate in this activity, can instead submit 4 additional case analysis (7.5 points each) to be assigned by the instructor (approximated cost: $25). • Please see the instructor in case of special financial circumstances that may prevent you to acquire the software. Seminar Simulation Grade Seminar Simulation Marks 5 weekly reports (2 points each) 10% Final Presentation 7.5% Final Report 7.5% Final result (profits, and market share) 5% Total 30% Procedures & Rules  Make-ups & extensions:  No late project will be accepted.  A doctor’s note is required if you require an extension because of illness.  If there is another extraordinary and unexpected reason you cannot complete your assignment on time, come and see me.  I generally DO NOT give extensions.  Marking and Re-Marking:  A written request is required no later than two weeks after the assignment was returned. Academic Misconduct  Students should note that copying, plagiarizing, or other forms of academic misconduct will not be tolerated. Any student caught engaging in such activities will be subject to academic discipline ranging from a mark of zero on the assignment, test or examination to dismissal from the university as outlined in the academic handbook. Any student abetting or otherwise assisting in such misconduct will also be subject to academic penalties.  Papers must be submitted through to determine if papers are copied off of the Internet. Course Time T able Lecture Introduction to the course. The Marketing Concept. Sustainable Sep 10 Marketing. Ethics and social responsibility Chapters 1 and 3 1 Seminar Introduction to the Marketing Simulation. Introduction to cases. In- Case: "Marketing Fortified Foods in Sep 14 class case discussion Developing Countries"(page 112) Lecture Sep 17 Company and Marketing Strategy. Marketing Environment. Chapters 2 and 4 2 Seminar Case: "Apple's Marketing Strategy for the Sep 21 Marketing Simulation: Groups Formation. In-class case discussion. iPhone"(page 74) Lecture Marketing Research. Gaining Consumers Insights Chapter 5 3 Sep 24 Seminar Sep 28 Final instructions for case preparation Students Registered in Simulation Lecture Understanding Consumer and Business Buyer Behavior. Chapter 6 Oct 1 4 "Marketing The NHL"(page 561) Seminar Introduction to initial decisions. In-class case discussion Oct 5 Case submitted before class Lecture Oct 8 Holiday- no lecture this week 5 Seminar Quarter 1 Results. Quarter 2 instructions: New product decisions. Quarter 1 report (or case 1). Decisions are due Oct 12 October 10, at 12:00 noon. Lecture Oct 15 Segmentation, Targeting and Positioning. Chapter 7 6 Seminar Quarter 2 report. Decisions are due October Oct 19 Quarter 2 Results. In-class case discussion. 17, at 12:00 noon. October 22: Midterm Exam Course Time T able Lecture Developing and Managing Products and Services. Brand Management. Chapters 8 and 9 8 Oct 29 Seminar Quarter 4 report. Decisions are due October Nov 2 Quarter 4 Results. In-class discussion. 31, at 12:00 noon. Lecture Pricing Chapter 10 Nov 5 9 Quarter 5 report (or case 3). Decisions are Seminar Quarter 5 Results. In-class discussion. Nov 9 due November 7, at 12:00 noon. Lecture Nov 12 Promotion Mix. Advertising. Personal Selling. Chapters 12 and 13 10 Seminar Quarter 6 Results. Students presentations. Quarter 6 Decisions are due November 14, at Nov 16 12:00 noon. Lecture Nov 19 Public Relations. Sales Promotion. Direct and Online Marketing. Chapters 12, 13 and 14 11 Seminar Nov 23 Quarter 6 Results. Students presentations. Lecture Marketing Channels Chapter 11 12 Nov 26 Lecture Marketing, the big Picture: Putting it all together. Nov 29 Final Report. (or case 4) Final Exam Review Agenda  Introductions  Course Outline  Introduction to Marketing What is Marketing The Marketing Process  Ethics and Social Responsibility  Introduction to MyMarketingLab Learning Objectives Marketing Concept  Understand the concept of marketing  Outline and describe the steps in the marketing process.  Define the elements to understand customers needs and wants. Ethics and Social Responsibility  Define sustainable marketing and discuss its importance.  Identify the major social criticisms of marketing.  Understand the role of ethics in marketing. Learning Objectives At the end of today’s class you should be able to answer the following question:  What Christina Aguilera doesn’t know, that you do? What is Marketing? What is Marketing? Partly…. What is Marketing? Some Definitions: Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. (Kotler 1994) Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. (American Marketing Association) What Is Marketing? This Book Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return What Is Marketing? This Book Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return Mine Marketing is a process by which organizations or individuals create value for customers through an exchange and capture long term value from customers in return Yours? What Is Marketing? This Book Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return But how do we create value? The Marketing Process Needs Who will Marketing CRM Customer Wants we serve? Mix Lifetime Demands Are we Val
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