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Marketing

ADM 2320 [P] | Winter 2024

Course Description

The course focuses on the evolution of the marketing concept, segmentation and positioning, strategic decisions involving  product,  price, distribution and  promotion,  important environmental variables  affecting  marketing decision-making, as well as marketing planning and ethical issues.

Course Contribution to Program Learning Goals

This course will contribute to the attainment of the following BCom Learning Goals:

•     LG1 Understand, Apply and Integrate Core Management Disciplines

•     LG2 Demonstrate Critical Thinking and Decision-making Skills

Course Learning Objectives

LG1 - This course introduces students to the discipline of marketing management and as such contributes to their understanding of a key core management discipline and how marketing integrates in the operation of the organization. The extent to which this  learning  goal  is  achieved  is  measured  by student  performance  on examinations containing questions that broadly test their understanding of key marketing concepts.

LG2  - This course  involves  several team  and  individual  assignments  requiring the  application  of various marketing principles in managerial decision-making in real-life contexts. Performing these analyses requires critical thinking and decision making. The extent to which this learning goal is achieved is measured by student performance on their individual and team assignments.

By the end of this course, the student will be able to:

•     Identify and describe basic marketing concepts

•     Analyze marketing opportunities

•     Discuss the key decisions facing marketing managers

•     Apply marketing knowledge to real marketing issues and challenges

Assessment Components

Learning Resources

Instructional Methods

This course is delivered online (virtual, via Zoom). Some of the course materials are posted on Brightspace for your convenience (e.g., course slides, one-pager). You are expected to review these materials and come to class ready to participate. Discussion questions will be discussed in class to prepare for exams.

Recording of Sessions

Recording the sessions is not allowed. It is strictly against class policy for any student to record any aspect of the lectures or to share any course material with anyone without the written permission of the instructor.

Expectations for Communication

Please use my email [email protected] for all communications related to our course. Please ensure that you have set up your Brightspace account to receive notifications of announcements to your uOttawa email address, and please check your uOttawa email in a timely manner. Likewise, I ask that you use your uOttawa.ca email address for sending messages. Please make sure you write the course code “ADM 2320 P” in the Subject and sign your name at the end of the email.

Methods Used to Evaluate Student Performance

Midterm Exam

The midterm exam covers chapters 1 through 7. It will consist of open-ended questions. The exam will be administered during regular class time. The midterm exam will be 75 minutes. The exam is paperless. You will need a computer to type your answers into Brightspace where the questions are posted. Respondus lockdown browser will be used (mandatory) for the midterm.

Note: Under no circumstances will there be a make-up or deferred midterm. A student who misses a mid-term examination for reasons approved by the Appeal Committee would automatically have the weight of the mid-term examination added to the weight of the final exam. See additional notes below regarding exam policies.

Suggestions for doing well: The midterm exam will test your knowledge of the theories of the course and your ability to apply this theoretical knowledge to practical, real-life marketing situations, decisions, and problems. To do well in this course, you should study the course slides and prepare answers to the discussion questions and other assigned activities. Also, look for ways in which you can apply the principles of the course to real-life marketing situations. Additionally, experience indicates that students who attend lectures and actively participate in discussions tend to do much better.

Marketing Simulation: team project with 5 students/team

The Marketing Simulation team project involves a marketing simulation that will run from February 16 through April 2. This project requires various deliverables, each of which carries its own marks and deadlines. It is your responsibility to familiarize yourself with the deliverables and deadlines. Details of the project are posted on Brightspace. Please ensure that you follow all the requirements. A 2-step process will be used to create the groups. First, I will give you the opportunity to create/join a group of your choice (maximum 5 students). Second, if you cannot find/join a group, you will be placed in a group by the instructor. Groups with less than 5 students will be reassigned to create groups of 5; we cannot have groups with less than 5 students, unless class registration does not permit this.

Peer Evaluation

This course is designed to encourage high levels of group discussion and learning. Over the course of the semester, each group must submit three reports explaining how the group is working together and any group dynamic issues requiring the intervention of the professor. Every member must sign the report. You can also mention issues pertaining to:(1) level of preparation, (2) contribution – amount and quality of work, level of engagement (includes being a team player, contributing to decisions, supporting team’s decisions, etc.), and (3) level of professionalism (includes integrity, respect, communication, empathy, non-abusive, etc.). If the group is working very well and there are no issues, you still need to submit a report confirming this, even if it is just 1 or 2 lines.

Final Exam

The final exam focuses specifically on chapters 8 through 16 (materials covered after the midterm). However, you may have to draw on your knowledge of the entire course (all chapters; 1-16) to provide thorough, high-quality answers. The date, time and place of the final exam will be announced by the University. The final exam will consist of multiple-choice questions. The final exam will be up to a maximum of two hours. Further details on the final exam will be posted on Brightspace as they become available. Respondus lockdown browser and Respondus monitor will be used (mandatory) for the final exam.

Please Note: all materials used in this course are copyrighted material. Therefore, taking screenshots or photographs of these materials and/or sharing, posting them in any form including word-of-mouth are strictly prohibited. Any of these actions will be considered academic fraud and you will be referred to the fraud committee. You are required to keep the course material confidential; do not not share with anyone in any form.

Important note: as per the Telfer School’s policy, please note that it is not possible to submit extra course work to improve your mark.