MGT B04H3YLEC 30, 31: SUMMER 2007
PRINCIPLES OF MARKETING
Professor: Pankaj Aggarwal Class Meets: Lec 30 - Tuesday, 7.00-9.00pm. Room MW110
Phone: 416.287.5614 Lec 31 - Thursday, 5.00-7.00pm. Room MW160
email: firstname.lastname@example.org Office Hours: Room MW 332 by appointment
Home Page: www.utsc.utoronto.ca/~aggarwal Intranet: https://intranet.utsc.utoronto.ca
This course is intended to introduce you to the essential principles of marketing: how firms and consumers behave
and what strategies and methods marketers may use to successfully operate in today’s dynamic environment.
Specifically, the course goals are:
To introduce you to marketing strategy and to the elements of marketing analysis: customer analysis, company
analysis, and competitor analysis.
To familiarize you with different marketing tactics, namely the elements of the marketing mix (product, pricing,
promotion, and distribution strategies) to enhance your problem solving and decision making abilities.
To advance your appreciation of the marketing process as a framework of looking at the world.
To achieve the objectives stated above, classroom activity will consist of lectures, class discussions and in-class
exercises. In addition, I would frequently be using videos to demonstrate the concepts that we discuss in class. You
would be responsible for the entire book – although some chapters may not be covered in class in as much detail as
the others. Lectures will complement the book and hence are likely to go beyond the material in the textbook rather
than merely repeating it. I will also provide you with copies of any out-of-text material used in the course – which
will be posted ahead of time on the intranet. In addition, from time to time, I would give you small exercises in class
and/or to be done before class. These exercises are meant to help you better appreciate the concepts learnt in class as
well as to start applying them in different contexts.
Textbook will form an important resource for learning and you will be expected to come to class having read all
assigned readings before each class. It is my firm belief that speaking up in class and sharing your thoughts,
questions, and ideas is a good way to raise the level of learning for everyone. You must actively participate in the
class, and ask questions, and also cite your own experiences. So be prepared to speak up! Also, please ensure that
you make a name-card for yourself that is displayed at all times during the class.
M. Dale Beckman and John M. Rigby, Foundations of Marketing, 8th Canadian Edition, Thompson-Nelson.
Students taking this course for a credit must attend the first class. It is strongly recommended that students attend
every class session. While I do not make attendance mandatory, an important component of the overall grade is
class participation – and students who miss classes tend to lose out.
Final grades should usually range from A to C. You really would have to work hard to get a D or an F, although I
wont be shy to give you one if you deserve it. Unlike other courses that often require you to memorize material
from the book, the trick to getting a good grade in this course is to focus on understanding the concepts. Hence,
rather than testing your memory, the exams will be designed to test your understanding of the concepts learnt in
class and your ability to apply them in ‘real’ contexts. The specific grading scheme for the course will be as follows:
Mid-term Exam 20%
Final Exam 35%
Short Assignment 5%
Class Participation 5%
Group Project and Presentation 35%
Mid-term (20%) and Final (35%) Exams
There will be a mid-term and final exam in which material from lectures, assigned readings/handouts, and the
textbook will be covered. Make-up exams will not be given. Students who are unable to take the mid-term exam
should contact me ahead of time and provide a note from the doctor or other appropriate authority to explain the
reason. Provided that this is done, the weight of the missed exam could be transferred to the final exam. The mid-
term and the final are both two-hour exams. The final exam will be cumulative. The exact dates for the exams will
be announced later.
Group Project and Presentation (35%)
The objective of this project is to provide you with a hands-on experience in applying the concepts and methods of
marketing to a problem. The project would involve creating a marketing plan for a new product or service of the
group’s choice and designing specific tools to implement the plan. It will involve the following tasks:
1. Depending upon the class enrolments, students should form themselves into groups of 4-6 members. There
should be no more than 10 groups in the class. The final list of group names should be submitted to me before
the beginning of class on week 2 (May 15/17). You must make groups within your own section.
2. Each team will be required to choose a “new” product or service for which they will be required to develop a
marketing plan. The new product should ideally be a new-to-the-world product. A brief description of the
particular product/service should be submitted for approval by week 5 (June 05/07).
3. Each group is then required to do the following to complete the project: Assume that you are a consultant hired
by the marketer of the product or service to develop and launch this new product. Your report should include
the following components:
Description of the existing situation including company objectives, company strengths, etc., and existing
competitors in the marketplace.
Identify the customers for the specific product or service and describe these consumers in relevant ways
(demographics, lifestyles, knowledge of product, etc.). Explain why the new product/service would be
appropriate for your target market. This step will involve one-on-one interviewing of a small group of
potential users of the product or service as well as follow-up survey of a larger sample of potential users.
Outline a marketing strategy for the new product/service. This discussion should include a description of
the product and its benefits, and positioning strategy. You will also develop a pricing strategy, the
communication strategy and promotional format, as well as give recommendations for the distribution
channel(s) for your brand.
Each group will make a presentation about their project to the rest of the class. Depending upon the number
of groups, the presentations will be for about 10 minutes each. If required, we might extend the class on the
day of the presentations.
The presentations will have a grade component of 5% out of the 35% for the group project. The written
part would thus carry the balance 30% of the total grade of the project.
Further information regarding the guidelines for writing the report, and the grading criteria for each of its
components will be communicated later. Assignments submitted by fax or email will not be accepted under any
circumstances. The final date to submit this written report is the last day of class (July 31/Aug 02).
To discourage ‘free-riding’ in the group project, you will be required to complete a peer evaluation sheet which
should be turned in by the report due date. The peer evaluation sheet should be signed by each group member before
being handed over to me. Also, the format of the final exam will be such that students who contribute to the group
process are more likely to do well than those who free-ride.
Short Assignment (5%)
You will be required to write a short (two pages double-spaced – no more than 750 words) assignment on a grocery
store visit. Specific questions/issues will be given to you and you will write a brief report on your visit to the store.
This assignment is due at the beginning of week 5 of the course (June 5/June 7). The class on week 4 (May 29/31) is
suspended to give you time to conduct your visit.
Class Participation (5%)
Although the classes will primarily be lecture-based, to encourage active learning participation in class discussions
will be rewarded. You will be graded on the quality of your class participation. Given that the class sizes tend to be
fairly large for this course, it might be difficult at times to keep track of everyone’s participation. Hence students
who do not display their name-cards prominently may be at a disadvantage. Although attendance is not mandatory,
those who miss a class will also lose out on this component of the grade. If you miss a class, please do not request
alternative ways for evaluation.
Tentative Weekly Plan for the Course:
Date Topic Readings
Week 1 (May 8/10) Introduction to Marketing Ch 1
Week 2 (May 15/17) Marketing Process and Company Analysis Ch 2, Ch 5
Week 3 (May 22/24) Competitor Analysis Lecture notes
Week 4 (May 29/31) Visiting a Grocery Store: An exercise NO LECTURE
Week 5 (June 5/7) Customer Analysis: Buyer Behavior Ch 8, Ch 9
Week 6 (June 12/14) Customer Analysis: Segmentation, Targeting, Positioning Ch 3, Ch 4, Ch 6
and Mid-Course Review
Week 7 MID TERM EXAMINATION: Date to be announced
Week 8 (June 26/28) Product Policy: New Products Ch 10, Ch 11, Ch 12
Week 9 (July 10/12) Pricing Strategy Ch 13, Ch 14
Week 10 (July 17/19) Promotion: Communication and Advertising Ch 18, Ch 19
Week 11 (July 24/26) Channels of Distribution, Marketing Research and Ch 15, Ch 16, Ch 7
Week 12 (July 31/Aug 2) Group Presentations
Aug 11-24 FINAL EXAMINATION: Date to be announced