mrkt 3240 s10 fawcett, dan 4.55 ( spring 2016)

8/18/2019 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 –[email protected]

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:[email protected]:[email protected]


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MRKT 3240 - Marketing Information Mgmt - Course Presentation cont’d

• 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

MRKT3240 Page 2 of 16


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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 [email protected]. 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


mailto:[email protected]:[email protected]


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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


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


MBTN: New Product Forecasting, Cannibalization, Customer

Lifetime Value 1



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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 Chapter 7, 9 from Your Google Game Plan For Success

(e-text from the library)

7 Feb 18 Digital Marketing


Assignment # 3 Due

Feb 25 Spring Break

8 March 3 • Are they buying what you’re selling? (Ch 6 & 8)


MBTN: Distribution, Promotion Profitability,



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9 March 10 Pricing Strategy (Ch 7)


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)


MBTN: Advertising Metrics

Group 1 & 2 Report Published

11 March 24 • Group 1 & 2 Presentation

• Group 5 Peer Review of Group 1



12 March 31 • Group 3 & 4 Presentation




13 April 7 • Group 5 & 6 Presentation• Group 3 Peer Review of Group 5


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.


mrkt 3240 s10 fawcett, dan 4.55 ( spring 2016)

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