BUSI2202U: Marketing II
Course outline for Winter 2013
1. Course Details & Important Dates*
5:10 p.m. – 6:30 p.m.
6:40 p.m. - 8:00 p.m.
12:40 p.m. – 2:00 p.m.
11:10 p.m. - 12:30 p.m.
001: UA1350 70344
002: UB2080 70386
Jan. 7th, 2014
Jan. 7th, 2013
Apr. 10th, 2014
Apr. 10th, 2014
Last Day to Drop
Final Exam Period
Refer to UOIT website Academic Calendar
April 13 -
* for other important dates go to: www.uoit.ca>Current Students >Important Dates Prerequisite(s):
2. Instructor Contact Information
Office Hours: By appointment
Laboratory/Teaching Assistant Name
Katharine Vrantsidis (Kate)
Office Hours: Schedule via Blackboard
3. Course Description
The overall goal of Marketing II is to introduce to you the fundamental concepts of marketing, the basic framework for marketing management, and the essential qualitative and quantitative skills for analyzing the market environment. This course is a continuation of Marketing I. You will be introduced to the application of the marketing mix concepts in the real business environment.
By the end of the course, you should:
Understand how to manage new product development and product life cycle and select effective branding strategies for a given product offering.
Understand the constraints and determinants of a firm’s pricing, select effective pricing strategies for your product offerings.
Understand the benefits/costs of different distribution channels and the strategies for effectively managing these channels; develop effective retailing mix strategies for your product. Understand the concept of integrated marketing communications and the specific promotion elements; develop effective communication strategies for your chosen product offering. Acquire necessary quantitative skills to aid marketing decisions. Apply learning from the course to develop a well-rounded, professional marketing plan for a chosen product.
5. Course Design
The course will be delivered in a lecture format by the instructor. A teaching assistant will be available to answer email enquiries and/or provide face-to-face consultation. The Blackboard LMS at UOIT will be used as a platform for accessing class handouts, assignments, supplemental materials, and a forum for communication and discussion.
Readings in this course outline are mandatory, you are expected to come to class prepared. Groups will be asked to present key topics from the chapters.
6. Outline of Topics in the Course
Syllabus overview – key dates review
Group work and discussion
The marketing plan
Overview of the marketing mix (4 P’s)
Products and Service Decisions
What is a product/service?
What is a product line/mix?
Read Chapter: 9
What is brand equity?
How do you manage brands?
Case Study: Las Vegas: What’s not happening in Vegas
Read Chapter 10
New product development
What is idea generation & screening?
What is test marketing?
How do you manage new product development?
Product life cycle
What is a product life cycle?
How do you beat the death of your product?
Case Study: Samsung: From Gallop to run
What is a ‘price’?
How do you know what consumers are willing to pay?
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