Course Outline | George Brown College

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George Brown College

COURSE NAME:

MARKETING MANAGEMENT

COURSE CODE:

MARK1027

CREDIT HOURS: 3
COURSE
CONTACT
HOURS:

42

PREREQUISITES:
COREQUISITES:
EFFECTIVE
DATE:

January 2016

PLAR ELIGIBLE: YES (X) NO ( )

PROFESSOR:
PHONE:

James Bishop

EMAIL: James.Bishop@georgebrown.ca OFFICE: SJA 398F

EQUITY STATEMENT

George Brown College values the talents and contributions of its students, staff and
community partners and seeks to create a welcoming environment where equity, diversity
and safety of all groups are fundamental. Language or activities which are inconsistent
with this philosophy violate the College policy on the Prevention of Discrimination and
Harassment and will not be tolerated. The commitment and cooperation of all students
and staff are required to maintain this environment. Information and assistance are
available through your Chair, Student Affairs, the Student Association or the Human Rights
Advisor.
George Brown College is dedicated to providing equal access to students with disabilities.
If you require academic accommodations visit the Disability Services Office or the Deaf
and Hard of Hearing Services Office on your campus.

STUDENT RESPONSIBILITIES

Students should be familiar with the college's policies regarding the grading system,
withdrawals, exemptions, class assignments, missed tests and exams, supplemental
privileges, and academic dishonesty. College policies can be viewed on the college's
website at: http://www.georgebrown.ca/policies . Full-time students should obtain a copy
of the Student Handbook and refer to it for additional information. Students are required
to apply themselves diligently to the course of study, and to prepare class and homework
assignments as given. Past student performance shows a strong relationship between
regular attendance and success.

COURSE DESCRIPTION

In this course, students develop a critical appreciation of the basic concepts and
techniques of marketing management and strategy with an emphasis on creating
customer value and building customer relationships. The goal of this course is to develop
a disciplined approach for addressing marketing issues and problems in a variety of
settings, and to give students the tools and background necessary to think through

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marketing problems. Through the use of a marketing plan project, students are
encouraged to apply the concepts and generalizations to a real life product or service. The
project gives students the opportunity to learn business report writing and researching
skills.

ESSENTIAL EMPLOYABILITY SKILLS

As mandated by the Ministry of Training, Colleges and Universities essential employability

skills (EES) will be addressed throughout all programs of study. Students will have
theopportunity to learn (L) specific skills, to practice (P) these skills, and /or be evaluated
(E) onthe EES outcomes in a variety of courses. The EES include communication,
numeracy, critical thinking & problem solving, information management, interpersonal and
personal skills. Thefaculty for this course has indicated which of the EES are either
Learned (L), Practiced (P), or Evaluated (E) in this course:
Skill

1. communicate clearly,
concisely and correctly in
the written, spoken and
visual form that fulfills the
purpose and meets the
needs of the audience

x x

4. apply a systematic
approach to solve
problems
5. use a variety of thinking
skills to anticipate and
solve problems
6. analyze, evaluate, and
apply relevant information
from a variety of sources

E
x

x x

2. respond to written, spoken

or visual messages in a
manner that ensures
effective communication
3. execute mathematical
operations accurately

x x

x x

x x

Skill

7. locate, select, organize

and document information
using appropriate
technology and
information sources
8. show respect for the
diverse opinions, values,
belief systems, and
contributions of others
9. interact with others in
groups or teams in ways
that contribute to effective
working relationships and
the achievement of goals
10. manage the use of time
and other resources to
complete projects
11. take responsibility for
one's own actions,
decisions and
consequences

x x

x x

x x

COURSE OUTCOMES AND OBJECTIVES

Upon successful completion of this course the students will have reliably demonstrated the
ability to:
1. Explain marketing's role in strategic planning
1. Explain the marketing concept and the relationship among customer value,

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2.

3.

4.

5.

6.

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satisfaction and quality

2. Describe the major steps in strategic planning including the role of mission
statement, portfolio analysis and choosing growth opportunities
3. Discuss the principles of business ethics and corporate social responsibility
within a marketing context.
Analyze factors that affect a company s marketing strategy including both
internal and external environmental factors
1. Identify key market opportunities using SWOT analysis format
2. Describe the role of marketing research and outline the steps in the
marketing research process
Apply the basic concepts of customer marketing
1. Examine the major internal and external forces that affect buying behavior
2. Conduct market segmentation and select target markets and market
positioning using cases
3. Explain how a company develops and manages its marketing mix and how
the strategies change over the product life cycle
Create a marketing plan for a new product within a real company using
information gained from secondary research and applying the concepts of
marketing strategy and team process
1. Use library databases, the internet and informal research to collect reliable
data about the marketplace and company of the product category
2. Prepare a formal written plan document using business writing and
marketing plan report style
3. Estimate market size and product share and prepare a simple operating
statement and promotion budget for the new product
Describe how a company manages its product/service mix to build brand
equity
1. Describe the role of branding and considerations for effective brand strategy
2. Identify and explain the factors affecting a firms pricing objectives and
strategies
3. Explain the importance of distribution and the interrelationships among
distribution channels, supply chain management and logistics management.
Discuss the value of integrated marketing communications (IMC) and how
IMC strategy is applied
1. Define the roles and appropriate use of various communications tactics,
including advertising, sales promotion, public relations and social media.
2. Discuss the major decisions in developing an IMC program

DELIVERY METHODS

This is a fully online course that involves online activities through Blackboard online
learning. Teaching methods in this course require student involvement through
independent study, collaborative teams, and problem-based activities in an online format
using tools such as Wikis, Discussions, and Collaborate in Blackboard.

LIST OF TEXTBOOKS AND OTHER TEACHING AIDS

Required:
Grewal, Dhruv, et al. Marketing. 3nd Canadian ed. McGraw-Hill Ryerson,
2015.
Packaged with Connect ISBN: 9781259030659
OR purchase ebook version ISBN:1259030652

Recommended / Optional:
Marketing Magazine www.marketingmag.ca , Strategy magazine www.strategymag.com
Course Blackboard Site: Go to https://bb-gbc.blackboard.com/

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TESTING POLICY

Exemption or deferral of a midterm or final examination is not permitted except for a

medical or personal emergency. The professor must be notified by e-mail before the test.
Documentation, as determined by the professor, must be submitted within three workdays
of the absence. Any student who misses the midterm or an assignment and who provides
acceptable documentation of illness or personal emergency will have the missed
percentage of the course assessment added to the weighting of the final exam. There will
be no make-up exams or assignments.
Absence from final examination:

Professor must be notified by e-mail before the examination.

Documentation must be presented to the professor within three working days of the
absence.
If the majority of the course work has been completed with a passing performance,
and absence documentation is acceptable, an "Incomplete" grade (INC) will be
entered by the professor. An INC grade will not be granted if term work was
missed or failed.
The final examination must be written within 60 days of the submission of the
incomplete grade. Failure to do so will result in an F grade.
Students in a test or examination may use no aids unless specifically approved by
the professor before the test.

ASSIGNMENT POLICY

Late assignments are not accepted except in a medical or personal emergency as stated in
above testing policy. Students unable to submit an assignment by the due date should
discuss the matter in advance with the Professor. At the Professors discretion, late
assignments may not be accepted. Where late assignments are accepted, the Professor
will apply a late penalty of 10% per day late.
It is expected that each student will make a significant contribution to the group
assignments. If not, marks may be adjusted accordingly. If the group is unable to
progress as planned due to medical or personal reasons, it is expected that the group will
contact the professor immediately.
Group Work
This course is also based on group work. In some cases groups will be assigned and in
others you may select your own groups. The professor will decide. It is the individual
student's responsibility to ensure active contribution in a respective group activity and
group.
The entire group is responsible for the academic integrity of all group assignments
submitted.

EVALUATION SYSTEM
Assessment
Tool:
Online Weekly
Assignments/
Quizzes

Description:

Outcome(s) EES
Date / Week:
assessed:
assessed:

3 Quizes 5% each - 1,2,3,5,6

15%
Weekly Online
Discussion 15%
Major Research Comprehensive
1-6
Paper &
Group Project-Part 1:
Presentation
Situational Analysis
PART l: Group & Secondary
Market Plan
Research
Project
One Written Draft
plan weighted at

1,6,7

% of
Final
Grade:
2,3,4,5,6,7,11,12 30%

1,6,7,

15%

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15%
Major Research Comprehensive
1-6
Paper &
Group ProjectPresentation
Marketing Plan &
Part ll:
Formal Report
Marketing Plan One Written Plan &
& Formal Report Formal Report
weighted at 15%
Major Research Comprehensive
1-6
Paper &
Group ProjectPresentation
Presentation
PART IIl: Project Collaborate
Presentation on One Presentation
line via
weighted at 5%
Blackboard
Collaborate
*Final Exam
One weighted at
1,2,3,5,6,
(On Campus) 35%. Multiple choice,
short answer and
case incident study.

1,6,7,

13

15%

1,6,7,

15

5%

1,6,7,

14

35%

TOTAL: 100%

GRADING SYSTEM

The passing grade for this course is: D

A+ 90-100 4.0

B+ 77-79 3.3

C+ 67-69 2.3

A-

B- 70-72 2.7

C- 60-62 1.7

86-89 4.0

80-85 3.7

73-76 3.0

63-66 2.0

D+ 57-59 1.3
D

50-56 1.0

< 50 F 0.0

Excerpt from the College Policy on Academic Dishonesty:

The minimal consequence for submitting a plagiarized, purchased, contracted, or in
any manner inappropriately negotiated or falsified assignment, test, essay, project, or
any evaluated material will be a grade of zero on that material. To view George Brown
College policies please go to www.georgebrown.ca/policies.

TOPICAL OUTLINE
Week
1
2

Topic / Task
Outcome(s)
Introduction to
1
marketing and
course introduction
Marketing strategy 1,2,3
/planning

Applying the basic 1,2,3,

concepts of
customer
marketing;
segmentation and
targeting

Content / Activities
Resources
Marketing concept and
Text, Ch 1
process
Creating value for customers
Mission statement &
Text, Ch 2, 3
corporate strategic planning
Writing Objectives
Marketing
strategy/environmental
scanning / SWOT
Market segmentation
Text, Ch 6
Selecting target markets
Positioning
Project Assigned
Teams form

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Managing
marketing
information
Marketing
Analytics

Understanding
1,2,3,4,5
consumer
behaviour
Planning for ethics 1,2,5,
and socially
responsible
marketing
Group Project
Meeting Time

7
8
9

10

Product, Branding
Packaging
Decisions
Review Positioning
Statements
Managing products
and services

11

Major decisions in
marketing pricing strategy
Channel Strategy

12

Integrated
marketing
communications
strategy

13

Written Project
Part ll Due
Final Test

14

15

1,2,3,4,

Forecasting Market size &

growth
Estimating Market Share
Project Income Statement
Submit project product
idea for approval
Developing customer
profiles/PMB data

Lecture Notes

Corporate social
responsibility and Ethics

Text Ch. 18

Text. Ch. 4

INTERSESSION WEEK
Product and branding
Text, Ch 9
Group Draft of Situational
Analysis Part 1 Due
New Products and Product
life cycle
Characteristics of marketing
services
Price strategy Operating
statement basics
Understanding costs and
breakeven
Selecting channel strategy
Planning the IMC campaign
Setting communication
objectives, strategy and
budget and communications
mix (tactics)
Group Written Project
Part ll Due
Comprehensive Final
Chapters 1-18 excluding 5,
7, 13 and 17
Test (On campus)

Text, Ch 8, 10

Text, Ch 11
Text, Ch 12

Text, Ch 14, Ch
15, Ch 16

Project Defense
Presentations Part
111- On
Collaborate or in
person

Group Presentation Part

lll Due
Teams meet with
Professor to defend plans
online via BB Collaborate
or in person
Please note: this schedule may change as resources and circumstances require.
For information on withdrawing from this course without academic penalty, please refer to
the College Academic Calendar: http://www.georgebrown.ca/Admin/Registr
/PSCal.aspx

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