MGMA01

(Previously known as MGT B04)

Principles of Marketing
Winter 2014
Instructor Contact Information:
Name: Xuefeng iu
!ffice: IC "#1
!ffice $ours: Mon%a&s " ' ( pm )or *& appointment+
,mail: -uefeng.liu/utoronto.ca )preferre% contact+
0elep$one: 411 20# 4241
Class 3a&40ime : 0ues%a&s: (pm52pm
Class ocation: IC 212
0A: 6tanle& 0sang
0A email: stan.tsang/mail.utoronto.ca
!ffice $our: We%nes%a&: 10511am
0$urs%a&: 10511am
0A office: IC 221
Course 7e*site: $ttp:44portal.utoronto.ca
C!896, !80IN,

Introduction
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 todays dynamic
environment. Specifically, the course goals are:
To introduce you 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 learn from others success and others failure.
To advance your ability to solve marketing"related problems.
Format
To achieve the ob#ectives stated above, classroom activity will consist of lectures, class discussions and in"class
exercises. $n addition, $ would fre%uently be using videos to demonstrate the concepts that we discuss in class.
&ou would be responsible for the text book ' although some chapters may not be covered in class in as much
detail as the others. (ectures will complement the book and hence are likely to go *e&on% the material in the
textbook rather than merely repeating it. $ 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 )lackboard. $n addition, from time to time, $ would give
*anagement, +,-. *ilitary Trail, Toronto, /0, *+1 +23, 1anada
www.utsc.utoronto.ca4mgmt +
you small exercises in class and4or 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 *efore each class. $t is my firm belief that speaking up in class and sharing your thoughts,
%uestions, and ideas is a good way to raise the level of learning for everyone. &ou must actively participate in
the class, and ask %uestions, and also cite your own experiences. So be prepared to speak up5 Also: please
ensure t$at &ou make a name stan% for &ourself an% %ispla& it at all times %uring t$e class.
Required tet!ook and ot"er materials
Principles of Marketing, 6th 1anadian 7dition by 8hilip 9otler, :ary 2rmstrong, ;alerie Trifts, and 8eggy
1unningham, 8ublisher: 8earson 7ducation 1anada
(ecture 0otes and Supplementary <eadings: available *efore each class at the )lackboard.
;ideo clips may only be shown in class once and will not be kept in the library. $t is important, therefore,
that students attend all lecture sessions so as not to miss any video material.
Gradin# $c"eme
=inal grades should usually range from 2 to 1. &ou really would have to work hard to get a > or an =, although $
wont be shy to give you one if you deserve it. The trick to getting a good grade in this course is to focus on
understanding and applying the concepts. ?ence, 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:
%oursework &ei#"tin# 'ature o( )ctivity 'ote
1lass 2ttendance and
8articipation
.A $ndividual
7xam + 3BA $ndividual 7xams are not cumulative
7xam , 3BA $ndividual
$ndividual 2ssignment .A $ndividual
1ase <eport .A :roup 8eer 7valuation
1ase 8resentation .A :roup 8eer 7valuation
2ttendance and 1lass 8articipation .A!
&ou cannot contribute if you miss the class. So it is strongly recommended that students attend every class
session. Chile $ do not make attendance mandatory, an important component of the overall grade is class
participation ' and students who miss classes tend to lose out. $ will take attendance . times randomly across the
semester. 7ach attendance is worth + point in your final grade.
2lthough the classes will primarily be lecture"based, to encourage active learning participation in class
discussions will be rewarded. &ou will be graded on the ;ualit& of your class participation. :iven that the class
sizes tend to be fairly large for this course, it might be difficult at times to keep track of everyones participation.
?ence students who do not display their name"cards prominently may be at a disadvantage.

*anagement, +,-. *ilitary Trail, Toronto, /0, *+1 +23, 1anada
www.utsc.utoronto.ca4mgmt ,
*id"term 3BA! and =inal 3BA! 7xams
There will be a mid"term and final exam in which material from lectures, assigned readings4handouts, and the
textbook will be covered. *ake"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. 8rovided 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 e-am 7ill not *e cumulati<e. The exact dates for
the exams will be announced later.
$ndividual 2ssignment .A!
&ou need to visit a local =est =u& or >uture 6$op store in person and identify a potential marketing problem4
opportunity that the store has e.g., display arrangements of productsD efficiency of staff members, etc.!. )ased
on what you have learned in class, you need to +! analyze the real4potential conse%uences of this problem, and
,! propose a solution to the problem, assuming that you are the top manager of the store. $n the analysis, please
consider the most important one or two factors that you think make the store fail and4or thrive. Specifically, you
may want to:
$dentify the factors that should have fundamental influences on store performance.
Chat are the possible conse%uences of these effectsE
(ist the evidences that you have observed in the store to support the above conclusions.
?ow should )est )uy4 =uture Shop respondE That is, what should the management do to enhance these
effects if they are positive, or to eliminate them if they are negativeE
This assignment should be not exceed 5 pages double-space typed prose (1 margins, 12-point type) plus
exibits. /nly hard copy will be accepted. The deadline could be seen in the course outline below.
:roup 8ro#ect .A! and 8resentation +BA!
There is one coursework component that re%uires working in groups: !ase analysis"
:roup =ormation
>epending upon the class enrolments, students should form themselves into groups of ."F members. There
should be no more than +B groups in the class. The final list of group names should be submitted to the T2
before the beginning of class on week G. &ou must form groups within your own section. &ou are expected
to work with other members of your group in undertaking the above pro#ect. &our individual contribution to
the group efforts and accomplishments will be reflected in a peer assessment4team evaluation. 0o group
swapping is allowed. &ou are also expected to manage your group activities effectively and efficiently.
8eer 2ssessment4Team 7valuation
$n order to recognize individual contributions in team activities, and to prevent free"riding problems, team
evaluation results will be used to ad#ust the final individual grades.
2 case will be distributed at the beginning of /ctober. :roups are expected to figure out the real problems! that
the focal firm is facing, analyse the possible causes of the problems!, and provide the most efficient resolutions.
*anagement, +,-. *ilitary Trail, Toronto, /0, *+1 +23, 1anada
www.utsc.utoronto.ca4mgmt G
2ll groups are expected to submit a report which is not exceed H pages double"space typed prose +I margins,
+,"point type! plus exhibits, and make an H"minute 8ower 8oint presentation. 2 softcopy of the slides should be
submitted by each group before the lecture starts on the designated presentation date.
=urther information regarding the guidelines for writing the report, and the grading criteria for each of its
components will be communicated later. 2ssignments submitted by fax or email will not be accepted under any
circumstances. 2 hard copy should be submitted in class or to my office. The deadline of this group assignment
could be seen in the course outline below.
)cademic $u**ort
The >epartment of *anagement, in collaboration with the JTS1 library, will be providing academic
research support in the $1 )uilding. To refine your research skills or to learn more about various
scholarly resources, please contact the (ibrarian for *anagement and 7conomics students.
(ola <udin, (iaison (ibrarian, *anagement and 7conomics
<oom $1GF.
7mail: lrudinKutsc.utoronto.ca
Ceb: http:44guides.library.utoronto.ca4utscLmgt

The 7nglish (anguage >evelopment 1entre 7(>1! helps students develop the critical thinking,
vocabulary and academic communication skills essential for achieving academic and professional
success. 8ersonalized support includes: <C7 for academic writing!D 1ommunication 1afMs oral!D
>iscussion Skill")uilding 1afMsD ;ocabulary 1afMsD seminars4workshopsD personal 7(> consultationsD
drop"in sessions. http:44ctl.utsc.utoronto.ca4eld4
The Criting 1entre TC1! offers invaluable services to students learn to become a better writer5! and
offers many different kinds of help: drop"in sessions, individual consultations, workshops, clinics, and
online writing handouts. http:44ctl.utsc.utoronto.ca4twc4

)cademic Misconduct
Students should note that copying, plagiarizing, or other forms of academic misconduct will not be
tolerated. 2ny student caught engaging in such activities will be sub#ect to academic discipline
ranging from a mark of zero on the assignment, test or examination to dismissal from the university as
outlined in the academic handbook. 2ny student abetting or otherwise assisting in such misconduct
will also be sub#ect to academic penalties.
*anagement, +,-. *ilitary Trail, Toronto, /0, *+1 +23, 1anada
www.utsc.utoronto.ca4mgmt 3
3etaile% Course !utline:
Week 3ates 0opic4Case 0e-t 9ea%ings )9ea% *efore class+
+ September ,
$ntroduction to *arketing 1h+
, September 6
*arketing <esearch 1h G N 1h .
G September +-
1onsumer )ehavior 1h -
3 September ,G
#isiting a $tore% &n exercise 0o lecture
. September GB
*arketing Strategy 1h H
- /ctober F 8roducts, Services, and )rands
1h 6, +B
The individual assignment due today by .pm
F /ctober ,+
MI+ T,RM ,-)MI')TI.'/ +ate
to !e announced
0o lecture
*idterm exam will cover chapter +, G, ., -,
and H, but not 6 and +B
H /ctober ,H
8ricing Strategy 1h ++
6 0ovember 3
*arketing 1ommunications 1h +3 N+.
+B 0ovember ++
8ersuasion 1h +-
++ 0ovember +H
1reating 1ompetitive 2dvantage 1h +H
+,
0ovember ,.
:roup 8resentations
T)2 >inal ,-am
The final will cover chapter 6, +B, ++, +3, +.,
+-, and +H
*anagement, +,-. *ilitary Trail, Toronto, /0, *+1 +23, 1anada
www.utsc.utoronto.ca4mgmt .