Course Syllabus

MB202 – Marketing
Business Technology Management, Lazaridis School of Business, Brantford
Fall | 2023

Instructor Information
Candace Huntly| SCJ311
[email protected]
Weekly Office Hours: Wednesday 12:00 PM – 1:00 PM

Course Information
Marketing, MB202-BR, 0.5 Credits
Pre-requisites: MB105 | exclusions: BU352
One Market OM207-1, Wed. and Fri. 10:00 AM – 11:20 AM

Course Overview and Approach

Hello and welcome to Marketing!

The world of marketing has shifted significantly within the past decade – and even within the past few years. In a world of
constant change, marketers are always chasing the next big trend while figuring what works best for each unique
situation. In our time together, we’re going to explore both the foundations and the world of marketing as it is today. It’s
digital with traditional elements – and sometimes messy because it feels like there are no rules.

Much of your graded work for this class will be done independently, however, it is also important for everyone to learn
how to work and thrive with a team. Rarely does marketing fall to one person, and it certainly does not happen
independently to the rest of a business. You will get out of this course what you put into it, so make sure you ask
questions, participate in discussions and class activities, and use my office hours as opportunities to learn from your peers
and to pick my brain. I am excited to hear a variety of perspectives and approaches!

As a university student, you are responsible for your own preparation, your own learning, and, ultimately, your own
success. I have developed the course so that there is an opportunity to measure your learning in a relative sense (through
exams and reading quizzes) and to give you a chance to demonstrate creativity and strategic thinking (marketing plan and
presentation). You will also have the opportunity to function as part of a team which is the foundation of business activity.
The course offers an opportunity to try out your ideas in a supportive atmosphere so take advantage and stretch your
thinking and creativity.

• Come to class prepared to participate.

• Read assigned chapters in advance of class.
• Show respect for others’ ideas.
• Integrate new concepts with what you observe - apply the theory.
• Challenge yourself.
Throughout the course, you will have exposure to many aspects of marketing. You will enjoy some aspects more than
others so if you struggle with concepts, don’t ignore them. Ask questions and challenge yourself to grow – use the
resources around you.

I should note that this is meant to be an inclusive space and no inappropriate commentary or hate speech will be
tolerated in any form.

Regarding due dates and grade adjustments

• If you miss an assigned quiz or test, you may not complete it at a later date and will receive a grade of 0.
• If you are having trouble completing an assignment by the due date, please do not come to me on the date the
assignment is due unless there is an emergency. Come to me well before the due date to see if accommodation
can be made.
• If you have questions regarding your assigned grade, I will not adjust a grade given, but would be open to
assigning extra work under extenuating circumstances.

Course Goals and Learning Outcomes

In today’s business world, marketing is central to creating and delivering value to the organization and to the customer.
Marketing impacts all aspects of a business organization from shaping and directing corporate strategy to advertising and
promotion. Many companies acknowledge that their success requires putting the customer at the center of their
marketing planning. Thus, an understanding of marketing is essential for any business student.

This course will introduce students to basic marketing concepts and principles. Students will explore the marketing
environment, buyer behaviour, target market selection, product strategies, distribution decisions, and advertising and
promotion. The objectives of the course are:
• Introduce students to the various components of the marketing mix.
• Build understanding of the relationship between marketing strategy and tactics.
• Build marketing capabilities through exercises and cases.
• Provide students with an opportunity to develop a comprehensive marketing plan.
• Practice oral and written communication and presentation skills.

Course Tools and Learning Materials

The following materials will be used throughout the course.

• (2021) Grewal/Levy/Lichti. Marketing, 6th Canadian Edition. McGraw Hill Ryerson

• McGraw Hill Connect Digital Portal
• Brightspace – Laurier’s Learning Management System - course login – http://mylearningspace.wlu.ca
• Library - http://library.wlu.ca/
• Centre for Student Success (writing centre, math centre, academic advising, study skills/supplemental
instruction, accessible learning) - http://www.wlu.ca/learningservices
• Industry readings, case studies, campaigns as assigned

To assist in understanding the material, putting the course concepts into context, and encouraging active listening and
participation, I will post the lecture slides used after each class. Please review these lectures and prepare any questions
you may have to discuss during class sessions or office hours.

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Student Evaluation

Assessment Weight Due Date

Post-Chapter Reading Quizzes 10% Ongoing (due by 10 AM ET)
Class Participation Priceless Ongoing
Assignment #1 15% September 29, 2023 (by 9 PM ET)
Midterm Exam 20% October 6, 2023 (during class time)
Case Competition (Group) 15% November 8, 2023 (during class time)
Assignment #2 (Group) 20% November 17, 2023 (by 9 PM ET)
Final Project: Individual Marketing Plan 20% Presentations: November 29 – Dec 6
Presentation (in class)
Total 100%

Post-Chapter Reading Quizzes (10%)

Based on readings from the textbook in preparation for each lecture, each short quiz will test your reading
comprehension and your understanding of the marketing concepts. Quizzes will be completed through the McGraw Hill
Connect portal, due 5 minutes before class. The lowest three grades will be eliminated.

Class Contribution (Priceless)

Your ability to discuss high level marketing and strategy concepts and follow trends in the industry is a valuable skill to
have upon graduation. Throughout the semester, you will be required to participate in class discussions and exercises and
bring certain discussion materials to class as assigned.

Midterm Exam (20%)

The format and material to be covered on the midterm will be discussed in class prior to the midterm exam date. No
deferrals are permitted. More information on the exam will be provided during the term. The exam will be written via My
Learning Space.

Assignment #1 (15%)
This assignment will test your skills based on what you learn in the first three classes and chapters 1 – 3 of the text. This
written report will help you gain a deeper understanding of how internal and external factors can affect marketing
processes and choices that we make as business leaders.

Assignment #2 (20%)
Working in groups, you will gain a deeper understanding of the importance of new product development and how it
relates to situational analysis, segmenting and targeting, pricing strategies, and appropriate digital marketing strategies by
producing a promotional element for a new product along with a written report.

Case Competition (15%)

Applying the concepts to a familiar situation, you will be placed in groups and asked to solve an ongoing issue.
Presentations will happen during class time.

Final Term Project: Individual Marketing Plan Presentation (20%)

The Final Term Project will focus on high level marketing and creative concepts learned throughout the course. Individual
presentations will take place during the last three classes of the semester. More details will be provided later in the term.

Late Assignment Submissions

Late submissions will be penalized at a rate of 15% per day late.

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Weekly Schedule
*This outline is subject to change. All times are in Eastern Standard Time.
Week/Date Topic / Theme / Unit Lesson Outcomes Preparation/Participation/Activity Assessment & Due Date/Time
Week 1 / Course introduction To learn and understand the basic • Read Chapter 1 before class • Post-Chapter reading quiz due Sept
Sept. 8 Chapter 1: Overview of functions of marketing, how far 22
marketing reaching it is as a business function,
and how much marketing is (All post-chapter quizzes are due by 10
embedded into our everyday lives. AM on the day of class unless
otherwise specified)
Week 2 / Chapter 2: Developing Understanding the structure and • Read Chapter 2 before class • Post-Chapter reading quiz due Sept
Sept. 13 marketing strategies importance of building a solid • In-class activity 22
marketing plan.

Week 2 / Chapter 3: The Gain a deeper understanding of how • Read Chapter 3 before class • Post-Chapter reading quiz due Sept
Sept. 15 marketing environment internal and external factors can • Introduce Assignment #1 22
affect marketing processes and
choices that we make as business
leaders.
Week 3 / Chapter 4: Consumer Learn how to figure out why • Read Chapter 4 before class • Post-Chapter reading quiz due Sept
Sept. 20 behaviour customers make the purchase 22
decisions they do and how your
marketing decisions should be driven
by that behaviour.
Week 3 / Chapter 5: Business to Learn how Business to Business • Read Chapter 5 before class • Post-Chapter reading quizzes (5 &
Sept. 22 business marketing marketing differs from Business to • Read Chapter 7 before class 7)
Consumer marketing
Chapter 7: Marketing
research Looking closer at the data behind big
marketing and business decisions.
Week 4 / Special event Panel discussion with local business • Panel discussion (TBD) • Post-Chapter reading quiz
Sept. 27 owners

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Week 4 / Chapter 6: Figuring out how to group target • Read Chapters 6 before class • Post-Chapter reading quiz
Sept. 29 Segmentation, targeting, audiences so you can market to them • Exam review • Assignment #1 by 9 PM
positioning more effectively.

Exam review
Week 5 / Chapter 6: • In-class exercise
Oct. 4 Segmentation, targeting,
positioning (cont’d)

Week 5 / Midterm exam (in-class Testing Chapters 1 – 7 / weeks 1 – 5 • Midterm exam • Exam (During class time)
Oct. 6 time)

OCTOBER 10 -13: FALL READING WEEK

No Classes
READ, REST, RECHARGE
Week 6 / Chapter 8: Developing From innovation to product life cycle • Read Chapter 8 before class • Post-Chapter reading quiz
Oct. 18 New Products and everything in between, we're
going to talk about why businesses
need to keep pushing the envelope
and using products as a way to
connect with their audiences.
Week 6/ Chapter 9: Product Talking about the visual aspects of • Read Chapter 9 before class • Post-Chapter reading quiz
Oct. 20 Branding & Packaging branding and why it is important to • Introduce Assignment #2 (Group)
Decisions put as much effort into packaging
and brand as it is to focus on product
development.
Week 7 / Chapter 11: Pricing Pricing can make or break a product • Read Chapter 11 before class • Post-Chapter reading quiz
Oct. 25 concepts and strategies launch. Learning about how
businesses set prices and the
different aspects to take into
consideration.

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 Chapter 14: Integrated Learn how businesses can effectively • Read Chapter 14 before class Post-Chapter reading quiz
Marketing communicate value to their
Week 7 / Communications customers - and some of the really
Oct. 27 cool marketing strategies that
happen across multiple marketing
channels.
Week 8 / Chapter 14: Integrated • Read Chapter 14A before class • Post-Chapter reading quiz
Nov. 1 Marketing • Introduce case competition • Discussion Board due by 4 PM
Communications (cont’d)

Week 8 / Chapter 15: Advertising Learn how paid advertising can • Read Chapter 15 before class • Post-Chapter reading quiz
Nov. 3 and Sales Promotion change the marketing process and
how it fits within the larger
marketing picture.
Week 9 / Case Competition • In-class exercise (groups will be • Case competition in class
Nov. 8 assigned on the day of!)
• Read scenario details before class,
research as necessary
Week 9 / • Introduce Final Term Project
Nov. 10 • In class exercise
• Group work time (TBD)

Week 10 / Influencer marketing • Extra readings TBD

Nov. 15

Week 10 / Chapter 10: Services Learning about how marketing a • Read Chapters 10 & 16 before class • Post-Chapter reading quizzes
Nov. 17 Marketing service differs from marketing a • Assignment #2 (Group) due by 9 PM
Chapter 16: Global tangible product. ET
Marketing With the world at our digital
fingertips, marketing must think
globally. We'll discuss all the different
factors to take into consideration.

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 Week 11 / Chapter 12/13: While marketing decisions should • Read Chapters 12 & 13 before class • Post-Chapter reading quizzes
Nov. 22 Distribution Channels/ begin and end with the consumer in
Retailing mind, there are several steps in
between that often get forgotten
about when building a marketing
plan.
Week 11 / Chapter 17: Ethics and We'll also discuss how ethics plays a • Read Chapter 17 before class • Post-Chapter reading quiz
Nov. 24 Social responsibility role in responsible marketing • Ethics discussion ( )
planning.

Week 12 / Final presentations Creative application of all overall • Student presentations • Final term project Presentation
Nov. 29 marketing concepts from class

Week 12 / Final presentations Creative application of all overall • Student presentations • Final term project Presentation
Dec. 1 marketing concepts from class

Week 13 / Final presentations / Creative application of all overall • Student presentations • Final term project Presentation
Dec. 6 Semester wrap-up marketing concepts from class

University and Course Policies

1. Academic Integrity/Misconduct (cheating): Laurier is committed to a culture of integrity within and beyond the classroom. This culture values
trustworthiness (i.e., honesty, integrity, reliability), fairness, caring, respect, responsibility, and citizenship. Together, we have a shared responsibility to
uphold this culture in our academic and non-academic behaviour. The University has a defined policy with respect to academic misconduct. As a Laurier
student you are responsible for familiarizing yourself with this policy and the accompanying penalty guidelines, some of which may appear on your
transcript if there is a finding of misconduct. The relevant policy can be found at Laurier's academic integrity website along with resources to educate and
support you in upholding a culture of integrity. Ignorance is not a defense. See: www.wlu.ca/academicintegrity

2. Special Needs: Students with disabilities or special needs are advised to contact Laurier’s Accessible Learning Centre for information regarding its services
and resources. Students are encouraged to review the Academic Calendar. See: www.wlu.ca/page.php?grp_id=1365&p=5123 for information regarding all
services available on campus.

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3. Plagiarism: Wilfrid Laurier University uses software that can check for plagiarism. If requested to do so by the instructor, students may be required to
submit their written work in electronic form and have it checked for plagiarism. (Approved by Senate May 14, 2002)

4. Classroom Use of Electronic Devices: Personal electronic devices can be used in class for the purpose of taking notes and completing in-class assignments.
However, any class disruptions due to the use of devices (ie. distraction of the professor or other students) will result in devices being banned from class.

5. Late Assignment Policy: Late assignments will be penalized at a rate of 10% per day late. Missed exams will be assigned a grade of 0%.

6. Final Examinations: Students are strongly urged not to make any commitments (i.e., vacation) during the examination period. Students are required to be
available for examinations during the examination periods of all terms in which they register (See Academic Regulations – “Examinations” in the academic
calendars)

7. Course Materials: All course materials and lectures are the intellectual property of the instructor. These materials have been developed for student use
only and they are not intended for wider dissemination and/or communication outside of a given course. Posting or providing unauthorized audio, video,
or textual material of lecture content to third-party websites violates an instructor’s intellectual property rights, and the Canadian Copyright Act.
Recording lectures in any way is prohibited in this course unless specific permission has been granted by the instructor. Failure to follow these instructions
may be in contravention of the university’s Student Non-Academic Code of Conduct and/or Code of Academic Conduct, and will result in appropriate
penalties. Participation in this course constitutes an agreement by all parties to abide by the relevant University Policies, and to respect the intellectual
property of others during and after their association with Wilfrid Laurier University.

8. Foot Patrol, The Wellness Centre, and the Student Food Bank (
BRANTFORD

Student Food Bank | www.wlusu.com/food-bank/

All students are eligible to use this service to ensure they’re eating healthy when overwhelmed,
stressed or financially strained. Anonymously request a package online 24-7. All dietary
restrictions accommodated.
Foot Patrol | 519-751-PTRL (7875)
A volunteer operated safe walk program, available Fall and Winter, Monday-Thursday 6:30pm-
1am and Friday-Sunday 6:30-11pm. Radio dispatched teams are available upon call to escort
students to and from campus as well as off-campus destinations either by foot or by van.
http://www.wlusu.com/foot-patrol/
Peer Connect | 1.866.281.PEER (7337)
A confidential listening, referral, and information line available during evening hours to provide
support and resources. Sunday to Thursday, 12pm – 2am | Friday-Saturday 12pm – 3am
http://www.wlusu.com/peer-help-line/

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The Wellness Centre | 519-756-8228, x5803
Students have access to support for all their health and counselling needs at the Wellness Centre.
Located in the Student Centre, 2nd floor. Hours: 8:30am to 4:30pm Monday-Friday. After hours
crisis support available 24/7 - “Good 2 Talk” 1-866-925-5454.

Last updated: August 2022