mrkt 3240 s10 fawcett, dan 4.55 ( spring 2016)
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← MRKT 3240 - Marketing Information
Management
← Course Presentation
← Section S10 Spring 2016
← Classroom: Cedar 3045 Time: Thursday 10 am -12:50pm
Instructor Information:
Dan Fawcett
Offices: Surrey, Library 3670 (Third Floor),
Email –daniel.fawcett@kpu.ca
1. Course Description
Students will learn to collect, analyze and interpret data available from a variety of
sources, internal and external to the organization, to uncover the marketing insights that
will provide competitive advantage for an organization. Students will use contemporarydata tools and emerging information technologies of marketing information
management.
2. Prerequisites:
ENTR3120 Managerial Accounting is highly recommended
3. Co-requisites: None
4. Course Objectives
LEARNING OBJECTIVES/OUTCOMES
A student who successfully completes the course will have reliably demonstrated the
ability to:
• identify a variety of sources of marketing information, both internal and external to
the organization
• assess marketing situations to determine information requirements
• appraise the reliability and validity of data from a variety of sources, internal andexternal to the organization
• investigate marketing issues by selecting appropriate marketing information
sources to assist decision making situations
• analyze quantitative and qualitative information using contemporary tools to
facilitate informed marketing decision making
NOTE: This syllabus is by way of announcement only and the instructor and KPU reserve the right to
make changes, additions or deletions.
mailto:daniel.fawcett@kpu.camailto:daniel.fawcett@kpu.ca
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• evaluate quantitative business information to aid decision making
• convey quantitative business information and research findings to clients,
managers and relevant stakeholders
• develop insights and draw conclusions through interpretation and analysis of data
compiled from a variety of sources
• communicate insights and conclusions to managers through a variety of media in
a professional and purposeful manner
CONTENT
Content will include, but is not restricted to, the following:
• the role and importance of information management for marketing
•
the value of marketing intelligence
• advanced techniques for database and internet searches
• sources of data for marketing
• internal sources
• external sources
• the use of proxy information to extrapolate when desired data is unavailable
• analysis methods - performance and comprehension
• information and customer lifecycle management
• web analytics (website and web marketing optimization) and to guide web
strategy decisions and improvements
• strategic performance planning (goal setting, frameworks, metrics collection &
summarization)
• performance management measurements (channel promotion, buyer behaviour,
channel satisfaction, channel outcomes, channel profitability, product evaluation, sales
analysis etc.)
5. Requirements
Required for the following credentials:
← Bachelor of Business Administration in Marketing Management
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6. Transferability
Not transferable
7. Required Text & Materials
Marketing Metrics; The Definitive Guide to Measuring Marketing Performance, 2ndedition Farris, Bendle, Pfeifer, Reibstein, Wharton School Publishing, 2010 ISBN:
13:978-0-13-705829-7, ISBN: 10:0-13-705829-2
Sign up to Management by the numbers to complete the assignments. Related to the
Chapters. http://management-by-the-numbers.com
Your Google game plan for success:increasing your web presence with Google
AdWords, Analytics, and Website Optimizer. Which can be access for FREE thru the
library. Note that there are two copies of this text online.
I will also be handing out cases and assignments in class and posted on the course
website.
8. Attendance/Participation
Our MRKT3240 class is workshop driven. Each class will involve individual
and group activities that clarify and reinforce the course concepts. Regular attendance
is expected and is highly valued.Non-attendance or lateness will impact your ability
to participate and affect your participation mark as well as your marks in other
aspects of this course.Classroom attendance is important because much of the
information presented is cumulative in nature, is gained through participation, team
work, in-class group exercises and is not always available in the readings.
There will be a combination of lectures, class exercises and project activities each week,
in which you are required to actively participate. You are required to read assigned
material prior to class. Punctuality at start of class is essential. A class will be
cancelled only if the instructor or college designate does not arrive 15 minutes after
class is scheduled to start.
Participation Requirement:
Class participation is an important part of this course. You will get the most out of the
course by regularly attending and actively participating in all class activities and
discussions.
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The 10% class participation mark is based on the instructor’s assessment of:
• How versed students are on the text readings
• The degree of contribution to class discussion, group work and debate
• Thorough completion of in-class assignments and activities
Each student will be graded on both theabsolute quality and relative quantity of
participation during class lectures and in-class activities. This does not mean that you
must ask a question for the sake of asking a question. Think about issues you would like
to bring forward during class.
To gain the most from class and to maximize this portion of your mark, you must read
the relevant chapter(s)/assignments before you attend class and be prepared to
enthusiastically engage in the activities of the class.
Assignments/Reports:
All assignments, projects and presentations are due on the dates indicated in the Class
Schedule and must be submitted digitally via the links provided by the instructor. Given
the digital nature of submissions, deadlines are firm. Assignments received after the
deadline will not be considered for grading.
Exceptions to expectations will conform to those of the School of Business.
a)Death in the family supported by a copy of the death certificate
b)Medical reason supported by a formal letter from doctor (not simply a note on a
prescription pad)
Please note that having your assignments completed on time will require you to arrange
your time, use of computer facilities, etc. to complete your work and compensate for
possible mishaps. Computer problems, hard drive crashes, pets eating homework, etc.
are all unfortunate, however, late is late. If you have given your assignment to a friend
and the friend forgets to submit it, it is late.
In real life, bids close on multi-million dollar contracts every day. Even one second after
the stipulated time is late—and the bid will not be accepted. All excuses are equal—and
irrelevant. Successful business people are organized and do not miss deadlines.
You are expected to keep back-up copies of all individual and team work. The instructor
may request to see a back-up copy at any time and will provide a minimum of 1 day’s
notice.
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9. Professionalism
Assignments and presentations will be evaluated as if they were being delivered to
senior management or a professional management team. Up to 100 % of a project’s
assigned grade may be lost for non-professionalism - (limited readability, weak spelling,poor grammar, lack of neatness, disorderly visuals, poorly organized, weak formatting,
etc.) Details of these expectations are included with assignment instructions.
10. Team Work
There is a peer evaluation element in the teamwork for this course. Teams must ensure
that all the individual team members contribute evenly to any teamwork. While it is
understood that there may be a modest difference in the performance of group
members, it is not acceptable for a team member to get a “free ride”. Under-performing
team members can expect to receive less than the assigned mark on team components.Any individual(s) not carrying out their assigned responsibilities or contributing to the
team effort as determined by agreement/consensus of all team members will be
assigned a reduced mark. In such cases, these individuals could lose up to 100% of the
total course value allocated to the project. Inability to work successfully in a group will
not be grounds for developing individual options. You will simply loose the group project
credit.
11. Use of email
The email address for your instructor isdaniel.fawcett@kpu.ca. You may contact theinstructor by email to clarify assignments and details of the projects. This method of
communication is not to be used to obtain information that is already in the course
outline, course presentation, posted to the course website or has been discussed in
class.
A certain professional courtesy is required when using email. Be aware of the language
and tone of the message you are sending to the recipient. This courtesy is to apply to
the instructor and your fellow class members. Included in this courtesy is proper use of
your subject line. Use the following format in your Email subject heading: “MRKT 3240
– S10” then put short subject information thereafter. Be sure to sign your email with
your full name.
All students must have an email KPU address. (If you have your own email address
other than the Kwantlen email address assigned to you, please forward your Kwantlen
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mailto:daniel.fawcett@kwantlen.camailto:daniel.fawcett@kwantlen.ca
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email to your primary email address to ensure you receive any and all emails instructor
may send out to the entire class.) From time to time, the instructor may contact the class
through email when this is necessary prior to a class or to make changes to an
assignment or make announcements.
12. Use of Cell phones/PDAs/Recording Devices
Phones, PDA’s, etc., are very convenient communication devices. You are encouraged
to bring them to class as they can be useful during some in-class activities.
Unfortunately far too many people who choose to use such technology do not
demonstrate adequate respect for others or sensitivity to the appropriateness of use in
public settings. It is expected that you will manage your electronic devices to ensure that
they do not disrupt or interrupt class activities. If you inadvertently leave your phone or
PDA on and it should ring, play a tune, buzz or vibrate, please turn it off immediately. (If
you answer the phone or it goes off a second time in class you have elected to forfeit allmarks for that day.)
You will not require your phone during any testing.Having a cell phone, PDA or
similar device turned on during an exam or quiz will be considered cheating and
will result in an immediate grade of zero.
Use of recording devices of any kind are not permitted in class. This INCLUDES digital
PHONE / VIDEO CAMERAS recording classes or downloading classes to such web
sites as “YouTube”, etc. Doing so may subject the student to legal action by theinstructor or KPU or both. This rule may be waived for special needs students when
appropriate and prior arrangements have been made through Kwantlen’s counseling
department.
13. Evaluation
Grades will be allocated on the following basis:
Individual - (Minimum Achievement of 60% required to pass the course)
This course has two academic components, which generate credit, one is individual and
the other is group work. In order to receive a passing grade in this course, all students
must receive a passing grade for the aggregate of the individual components. A grade
for a group project cannot compensate for failure to pass the individual components. In
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other words, the group work will only be counted toward your final grade if you receive
an average of 50% for the individual components.
The final grade for students meeting the above standard for passing will be all individual
work plus the group work. For students who do not meet the standard for passing, theirfinal grade will be the score of the individual components. No group work will be
counted.
The above standard applies to all students enrolled in this course, regardless of major
area of academic concentration. Details regarding grading follow:
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Item Marks Comments
INDIVIDUAL
Participation 10% Assessed based upon meaningful contributions to the
MRKT3240 learning community, preparedness for
class, meaningful contributions to case discussions and
professionalism throughout the term.
End of course review
Assignments 20%
15%
As is indicated on the course schedule, class activities
and homework assignments that will be collected for
grading.
Will be required to complete online quizzes related to
the book (Management by the Numbers).
Final Examination 20% A full 3-hour exam will be held at the end of term.
Questions and materials will be drawn from the
assigned text, reading assignments, group projects and
class activities/discussions.
Individual Total 65% Students must earn 39/65 to be eligible for team marks.
TEAM
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Item Marks Comments
Team Assignments
Case Study Report -
25%
Peer Review Case
Study Presentation &
Discussion Paper -
10%
35% Students will complete, in self-selected teams of 5 to 6,
a quantitative marketing case study, and in-class
presentation. (Refer to class handouts for details)
Students will also review a report of a peer group and
prepare a discussion paper related its findings.
Team members will complete team member evaluations
for each assignment / presentation (see section 11
above for details)
Total 100%
Important Notes
Students must pass the individual section / components of this course (60%).
Failure to do so will result in an “F” for the course regardless of final mark
inclusive of team / group work. This means that group work marks cannot earn an
overall passing grade if the individual grade assessments are not satisfactory. Students
participating in Group Projects will be asked for evaluations of other group members.
You will require A REGULAR OR BUSINESS calculator for this class. Bring this toevery class to participate in activities and in-class assignments. You will also require
this calculator for the exam. NO PHONE, PDA, OR OTHER WIRELESS HANDHELD
CALCULATOR CAPABLE DEVICE PERMITTED. A dictionary may be permissible,
depending on the format of the quiz / exam WITH prior permission from instructor.
Having a phone, PDA or similar device turned on during an exam or quiz will be
considered cheating and will result in an immediate grade of zero.
14. Examinations - Final Exams
A significant portion of your final grade will be based on the final exam. There will be no
make up exams in this course. This means that if you miss the exam you will simply
lose the number of points associated with it. Your grade will therefore be computed as if
that particular entry was a zero.
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It is critical that you arrive to the final exams on time. Latecomers disrupt those already
writing the assessment, and interfere with the invigilator’s responsibilities. Therefore,
once an exam has begun, latecomers will be expected to finish the exam within the
original time scheduled. You will not be granted additional exam writing time because
you arrived late.
The only exceptions to the above regarding absences/lateness are verifiable validated
medical excuses. If you will be missing a graded evaluation due to medical reasons, you
are required to produce a letter from a physician. The letter must clearly state that in the
professional opinion of the doctor, you were unable to satisfy course requirements on
the dates in question. The University reserves the right to contact the physician's office,
not to discuss confidential specifics, but to verify that the letter is legitimate.
Accommodation may require the student to write an exam in the Testing Centre and the
invigilation fee (currently $30) is the student’s responsibility.
If you should have a personal or psychological trauma, which is of such magnitude that
you would be forced to miss an examination, a written letter of explanation must
accompany such an excuse from your psychiatrist, psychologist, or counselor. A letter
from the attending physician or clergyman must validate absence due to a death in the
family. In the absence of such written verification you will not be excused. All medical
excuses must be personally presented to the instructor as soon as you are able to return
to class for a make up to be scheduled.
15. GradingAll letter grades assigned to projects, activities, and the final grade in this course
correspond to the official Kwantlen Polytechnic University Percent Conversion Scale,
(see below).
The Kwantlen Polytechnic University Percent Conversion Scale
Grade % Scale Definition
A+ 90-100 Exceptional achievement
A 85-89 Outstanding achievement
A- 80-84 Excellent achievement
B+ 76-79 Very good achievement
B 72-75 Good achievement
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Grade % Scale Definition
B- 68-71 Good achievement
C+ 64-67 Satisfactory achievement
C 60-63 Satisfactory achievement
C- 56-59 Marginal achievement
D 50-55 Minimal achievement
F 0-49 Unsatisfactory achievement
16. Instructor’s Schedule
I encourage all students to meet with me throughout the course to discuss course topics
and/or get extra guidance on assignments. From an instructor’s standpoint this one on
one discussion is most rewarding and I encourage everyone to take advantage of my
open office policy. Please see me during my office hours or email me and make an
appointment for another time If it is more convenient, or if your concern is of a personal
nature, you are welcome e-mail me – I will respond to your e-mails promptly. This
usually means, given my teaching schedule a response within 1 or 2 days, not including
weekends.
Office Hours:
Campus Day Time
Surrey, Library 3670 Thursday 2:00-3:00 pm
17. Class Schedule (subject to minor revisions)
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Week Date Class Agenda
1 Jan 7 Welcome to “Marketing Information Management”
• Review of Course Presentation
• Marketing Metrics (Ch 1 & 2)• Group Formation and Report of topic selection
• Privacy and Informed Consent
• Sign up for Marketing by the numbers agreement
• Marketing Research
Management by the Numbers (MBTN): Descriptive Statistics 1,
Market Share Metrics 1 and 2
2 Jan 14 • How marketing measures organizations
• (Ch 2 , 3, 10, 11) from Marketing Metrics
• Read handouts given out in class
• MBTN: Calculating Margins, Breakeven Analysis, Profit
Dynamics
3 Jan 21 • How marketing measures organizations
• (Ch 10, 11, 12, 4 & 5) from Marketing Metrics
• Read handouts given out in class
MBTN: Growth, Sales force 1 and 2
• Assignment #1 Due
4 Jan 28 • The right products for the right customers
• ( Ch 4 & 5) from Marketing Metrics
• Read handouts given out in class
MBTN: New Product Forecasting, Cannibalization, Customer
Lifetime Value 1
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Week Date Class Agenda
5 Feb 4 Search Marketing
• Search Paid and Organic
• Read handouts given out in class• Chapters 3, 5 and 6 from Your Google Game Plan For
Success ( e-text from the library)
MBTN: Web Metrics
• Assignment # 2 Due
6 Feb 11 Website Analytics
• Read handouts given out in class
• Read Chapter 7, 9 from Your Google Game Plan For Success
(e-text from the library)
7 Feb 18 Digital Marketing
• Read handouts given out in class
Assignment # 3 Due
Feb 25 Spring Break
8 March 3 • Are they buying what you’re selling? (Ch 6 & 8)
• Read handouts given out in class
MBTN: Distribution, Promotion Profitability,
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Week Date Class Agenda
9 March 10 Pricing Strategy (Ch 7)
• Read handouts given out in class
MBTN: Pricing 1 and Pricing 2, Pricing Linear Demand and
Constant Elasticity
• Assignment # 4 Due
10 March 17 Social Media
• Are they hearing you? (Ch 8 and 9)
• Read handouts given out in class
MBTN: Advertising Metrics
Group 1 & 2 Report Published
11 March 24 • Group 1 & 2 Presentation
• Group 5 Peer Review of Group 1
• Group 6 Peer Review of Group 2
Group 3 & 4 Report Published
12 March 31 • Group 3 & 4 Presentation
• Group 1 Peer Review of Group 3
• Group 2 Peer Review of Group 4
Group 5 & 6 Report Published
13 April 7 • Group 5 & 6 Presentation• Group 3 Peer Review of Group 5
• Group 4 Peer Review of Group 6
14 Final Exam
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18. University Policies
Students are strongly advised to read the current Kwantlen Polytechnic University
Calendar as well as this semester’s Registration Guide & Timetable for important
information about student rights and responsibilities. Pay particular attention to thesections on counseling services, the educational calendar, the grading system,
graduation requirements, plagiarism and cheating, our President’s honour roll, and
withdrawals and refunds.
Note: Official Withdrawal
Failure to withdraw by the official date will result in a grade of “F”. It is in your best
interest to make certain that you have withdrawn from any class you are not attending to
ensure that you do not receive an “F” on your transcript.
Kwantlen Polytechnic University Cheating/Plagiarism Policy
Plagiarism and cheating are serious educational offenses, which may result in failure of
an assignment, failure of a course and possible suspension from Kwantlen. Some of the
details of the Kwantlen policy are outlined below. For complete details, please refer to
Kwantlen’s Plagiarism and Cheating policy in the Kwantlen Polytechnic University
Calendar.
a)Introduction
i.Cheating is defined as any dishonest or deceptive conduct or attemptedconduct by which individuals or teams of individuals use or attempt to use
unauthorized aids, assistance, materials and methods to represent their
academic work(s), as other than they are.
NOTE: Having a cell phone, PDA or similar device turned on during an exam or quiz will
be considered cheating and will result in an immediate grade of zero.
ii.Plagiarism is an act in which an individual submits the work of another person
as their own.
b)Policy
i.Kwantlen, in common with all educational institutions, will not accept cheating
or plagiarism.
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ii.Kwantlen Polytechnic University will enforce this condemnation of any proven
case of cheating or plagiarism in any course or any program in the following
manner:
i.in the event of a first offense, a grade of zero will be awarded for the
assignment or test;ii.in the event of a second offense, a failing grade will be assigned in the
course;
iii.in the event of a third offense, the student(s) will be expelled from the
College;
iv.in the event, a first or second offense is serious enough to merit stronger
disciplinary action, the College may assign a greater level of disciplinary
action than outlined above.
iii.This policy will be included in all Course Presentations.
c)Procedural Guidelines
i.When an Invigilator determines that a student is cheating or attempting to
cheat, or plagiarizing, the Invigilator will immediately gather all possible
evidence, assign a grade of 0, and report the incident to the Divisional
Director under whose jurisdiction the course falls. An Invigilator is a faculty
member or Director’s designate.
ii.When the Dean is informed by the Invigilator or Dean’s designate that the
student has cheated or attempted to cheat, or plagiarized, the Director will
contact the Registrar and assign additional disciplinary action which may berequired in accordance with penalty schedule descried in the preceding
section.
iii.Each offense resulting in disciplinary action shall be reported to the Registrar
who will maintain a record of it in the student’s file.
iv.Notwithstanding any of the foregoing, the student may at any time wish to
consult with a College Counselor and/or Student Advocate.
v.The student may appeal any decision or penalty imposed by appealing to the
College Appeal Committee. The decision of the Committee will be final and
binding.
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