Key Marketing Issues Faced by Consumer-Focused Companies
York University
Schulich School of Business
Marketing Department
MKTG 2030 – Winter 2014 – Marketing Management – Sections R, S, T
Instructor: Linda Reeser (lreeser@schulich.yorku.ca) Section R: Tuesday 8.30-11.30am – N107
Office: N304. Section S: Tuesday 2.30-5.30pm – N107
Office hours: Tuesday 12-2 or by appointment Section T: Thursday, 2.30-5.30pm – N107
Description
Marketing involves satisfying consumer needs and desires with the right product/service, priced at the right level, promoted to the right customers in ways that motivate purchase, and making them available through the right distribution channel.
This course represents an introduction to the field of marketing and will focus on the key marketing issues faced by typical consumer-focused companies
Objectives
1. To introduce the concepts, analyses and activities that comprise marketing.
2. To provide methods and exercises in assessing and solving marketing problems
3. To reinforce and develop skills critical for business practice. While learning to plan and conduct analyses, and write formal reports to management, students also have the opportunity to work with each other in groups to solve business problems.
4. To communicate your creative ideas effectively, in both written and oral contexts.
Required
1. Text: Marketing, Real People, Real Decisions, by Solomon, Marshall, Stuart, Smith, Charlebois, Shah, 4th Canadian edition (Pearson Prentice-Hall, ISBN 978-0-13-262631-6).
2. Cases for Class Discussion – purchase cases at https://cb.hbsp.harvard.edu/cbmp/access/23160886. A valid credit card is required.
Format
This course is designed to encourage learning through a diverse range of activities including lectures, case analysis, in-class exercises and videos.
Evaluation
Grading is based on the following
Class participation 10%
Individual written case 20%
Midterm Examination 15%
Final Examination 25%
Group Marketing Plan 30% 100% Grading Scheme
Schulich School of Business
Marketing Department
MKTG 2030 – Winter 2014 – Marketing Management – Sections R, S, T
Instructor: Linda Reeser (lreeser@schulich.yorku.ca) Section R: Tuesday 8.30-11.30am – N107
Office: N304. Section S: Tuesday 2.30-5.30pm – N107
Office hours: Tuesday 12-2 or by appointment Section T: Thursday, 2.30-5.30pm – N107
Description
Marketing involves satisfying consumer needs and desires with the right product/service, priced at the right level, promoted to the right customers in ways that motivate purchase, and making them available through the right distribution channel.
This course represents an introduction to the field of marketing and will focus on the key marketing issues faced by typical consumer-focused companies
Objectives
1. To introduce the concepts, analyses and activities that comprise marketing.
2. To provide methods and exercises in assessing and solving marketing problems
3. To reinforce and develop skills critical for business practice. While learning to plan and conduct analyses, and write formal reports to management, students also have the opportunity to work with each other in groups to solve business problems.
4. To communicate your creative ideas effectively, in both written and oral contexts.
Required
1. Text: Marketing, Real People, Real Decisions, by Solomon, Marshall, Stuart, Smith, Charlebois, Shah, 4th Canadian edition (Pearson Prentice-Hall, ISBN 978-0-13-262631-6).
2. Cases for Class Discussion – purchase cases at https://cb.hbsp.harvard.edu/cbmp/access/23160886. A valid credit card is required.
Format
This course is designed to encourage learning through a diverse range of activities including lectures, case analysis, in-class exercises and videos.
Evaluation
Grading is based on the following
Class participation 10%
Individual written case 20%
Midterm Examination 15%
Final Examination 25%
Group Marketing Plan 30% 100% Grading Scheme