MGCR 352 – Syllabus & Course Guidelines

Fall 2018
Desautels Faculty of Management – McGill University

Principles of Marketing
MGCR 352 –Section 004

Instructor: Claire Heeryung Kim

Office: Bronfman Room 333
Class: Tuesday/Thursday 10:05am – 11:25pm, Bronfman, Room 210
Office Hours: Thursdays 2:30pm – 3:30pm
E-mail: claire.kim@mcgill.ca

Teaching Assistant: Filippo Dall'Olio

Office: Bronfman, Room 535
Office Hours: Fridays, 1pm – 3pm (September 20, 2018 – final exam)
E-mail: filippo.dallolio@mail.mcgill.ca

Course Material
Recommended Textbook: Marketing 10th Canadian Edition by Crane,
Kerin, Hartley, and Rudelius. McGraw-Hill
Ryerson, 2017.*1
Required Course Package: A course package containing cases required
for this course can be obtained from Dave’s
store in the Bronfman Building.

Course Objectives
The overall objective of this course is to introduce students to the fundamental principles and
concepts of consumer marketing and to provide them with a structure for applying marketing in a
decision making framework.

A summary of course goals is:

1. Introduce marketing strategy (customer, competitor, and company analysis) and
the simple quantitative methods that support it.
2. Introduce the elements of the marketing mix (product, pricing, promotion, and
place), and demonstrate how each is used in a strategic, as well as in a tactical
manner.
3. Improve your problem solving and decision‐making ability and your ability to
convey your recommendations and solutions in both oral and written
communication through class discussion and case analyses.

In addition, this course will help develop the student’s ability to work effectively in teams.
*1Other recommended texts:
Principles of Marketing 8th Edition, Kotler, Armstrong, Cunningham, Trifts, Pearson Ed, 2011.
Marketing Real People, Real Choices, 4th Ed by Solomon, Marshall, Stuart, Smith, Charlebois, Shah, Pearson, 2013.

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 MGCR 352 – Syllabus & Course Guidelines
Fall 2018
Course Evaluation
A. Final Exam 50%
B. Group Projects
1. Case Analysis 10%
2. Application Question 10%
3. Marketing Plan
Plan Part I – Consumer and Market Profile 10%
Plan Part II – Marketing Strategy 15%
Plan Part III – Marketing Plan Presentation 5%

Description of Course Evaluation

A) Final Exam

This is a closed-book, in-class, individual based test which will be held during the official final
exam period, as scheduled by the university. There will be three hours to complete this exam.
The performance on this exam will constitute 50% of a student’s final grade.

B) Group Projects

Groups of 5-6 students will be formed at the beginning of the semester. The group-based projects
will constitute 50% of a student’s final grade. The following assignments/ projects will be
conducted and students will be graded as a group:

1) Case Analysis

Performance on this component constitutes 10% of the course grade. One of three cases will
be assigned to each group. At least three group members will present the analysis of the case
on the scheduled date. Refer to the detailed handout on case analysis to be given in the class.

2) Application Question

Each group will be required to make a 15 minute presentation on an assigned topic followed
by 5 minutes of questions and answers. At least 3 group members will present and the
assignment will be related to a class lecture and is designed to further illustrate and highlight
a marketing topic. The group’s performance will be graded based on the comprehensiveness
of background research, creativity of solution, and presentation. This component of the
group work will constitute 10% of the final grade.

3) Marketing Plan

Each group will be assigned an industry from which they will choose a product to build a
Marketing Plan. Groups will submit their product idea on Tuesday, October 2nd for
approval. A short, one page (typed) description is required at this date. If it is absolutely

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 MGCR 352 – Syllabus & Course Guidelines
Fall 2018
necessary to change the product idea after the submission deadline, an approval from the
instructor will be needed. Refer to the detailed handout on Marketing Plan given in class.

There are 3 parts to the Marketing Plan:

Part I: The Consumer and Market Profile

Before any group can come up with a marketing strategy for their product, the
group will need to have a solid understanding of the target market. For this part of
the assignment, each group is required to provide an in-depth analysis of the
consumer and the market within which the product will be sold. This part of the
assignment will be due Tuesday, October 30th. It is to be no more than 5 typed,
double spaced pages, 12 point (not including appendices).

Part II: The Marketing Strategy

This part of the Marketing Plan provides the actual strategy (the 4 P’s), including
each group’s financial calculations, export considerations, and implementation of
the product plan. This strategy is specifically constructed for the target market the
group describes in the Consumer and Market Profile part of the assignment. This
part of the Marketing Plan is to be handed in on Tuesday, November 20th. It is to
be no more than 8 typed, double spaced pages, 12 point font (not including
appendices). Please submit the original Part I of the Marketing Plan with Part II.
(Bind Part I and Part II together).

Part III: The Marketing Plan Presentation

During the last 2 weeks of classes, each group will be assigned a time to present
both parts of their Marketing Plan. Each group will have a maximum of 20
minutes (including setup time) to present, plus 5 minutes of group/instructor
questions. Please note that the group should have at least three members present
the Marketing Plan. In addition, all groups should submit the final PPT slides of
their marketing plan presentation on the first day of presentation (Tuesday,
November 20th).

Note: Each student must present at least once during the semester; either during the case
analysis, and/or the application question, and/or the Marketing Plan.

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 MGCR 352 – Syllabus & Course Guidelines
Fall 2018
Tentative Course Schedule
Date Topic Readings /Assignments
September 4 Introduction to the Course
September 6 Marketing Overview: Customer Value, Chapter 1
Satisfaction, Relationships and Experiences
through Marketing
September 11 Developing Successful Marketing Strategies Chapter 2
September 13 The Marketing Environment Chapter 3
Segmentation / Targeting / Positioning Chapter 9
September 18 Segmentation / Targeting /Positioning Chapter 9
September 20 Assignment of Group work; Overview of
Marketing Plan Group Project; Librarian 2
Presentation
September 25 Quantitative Analysis Notes (posted on myCourses)
September 27 Case Analysis and Case Demonstration Tyler Pet Foods
October 2 Consumer Behavior Chapter 5
Application Question Group 1
Hand in Marketing Plan Idea
October 4 The Marketing Mix: Product Chapter 10, 11
Products, Services and the PLC Application Question Group 2
October 9 The Marketing Mix: Product Chapter 10, 11
New Product Development and Brands Application Question Group 3
October 11 The Marketing Mix: Product Chapter 10, 11
Branding and Brand Management Application Question Group 4
October 16 Case Analysis Case Presentations Groups 10, 9, 8,7
Magellan Boatworks
October 18 Case Analysis Case Presentations Groups 6, 5, 4
Meridian Systems
October 23 Case Analysis Case Presentations Groups 3, 2, 1
Reliance Baking Soda
October 25 The Marketing Mix: Pricing Chapter 13
Arriving at the final price/ price chains Application Question Group 5
October 30 The Marketing Mix: Place Chapter 14
Marketing Channels Application Question Group 6
Part I of Marketing Plan Due
November 1 The Marketing Mix: Place Chapter 15
Retailing, Internet Retailing, and Mobile Retailing Application Question Group 7
November 6 The Marketing Mix: Promotion Chapter 16
Integrated Marketing Communications Application Question Group 8
November 8 The Marketing Mix: Promotion Chapter 17, 18
Advertising, Sales Promotion, Direct Marketing, Application Question Group 9
Personal Selling, Public Relations
November 13 Reaching Global Markets Chapter 7
Application Question Group 10
November 15 Course Review
November 20 MARKETING PLAN PRESENTATIONS Part II of Marketing Plan &
FINAL Presentation Slides Due
Groups 1, 2, 3
November 22 MARKETING PLAN PRESENTATIONS Groups 4, 5, 6
November 27 MARKETING PLAN PRESENTATIONS Groups 7, 8
November 29 MARKETING PLAN PRESENTATIONS Groups 9, 10
Scheduled by University FINAL EXAM

2
michael.david.miller@mcgill.ca
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 MGCR 352 – Syllabus & Course Guidelines
Fall 2018

IMPORTANT ANNOUNCEMENTS
McGill University values academic integrity. Therefore, all students must understand the meaning and
consequences of cheating, plagiarism and other academic offences under the Code of Student Conduct
and Disciplinary Procedures (see www.mcgill.ca/integrity for more information.)

L'université McGill attache une haute importance à l'honnêteté académique. Il incombe par conséquent à
tous les étudiants de comprendre ce que l'on entend par tricherie, plagiat et autres infractions
académiques, ainsi que les conséquences que peuvent avoir de telles actions, selon le Code de conduite
de l'étudiant et des procédures disciplinaires (pour de plus amples renseignements, veuillez consulter le
site www.mcgill.ca/integrity).

In accord with McGill University’s Charter of Students’ Rights, students in this course have the right to
submit in English or in French any written work that is to be graded.

PLEASE NOTE:
1) In fairness to everyone else, the final exam must be written on the date and time assigned by the
university with the only exception being due to a medical emergency. Missing the final exam is an
issue to be dealt by the BCOM office, not with the instructor.
2) Class presentations will take place on an assigned date. No makeup dates will be given. If a group is
not prepared to present on their assigned date, they will get a zero for this portion of their course
work.
3) Parts 1 and 2 of the marketing plans must be handed in to the instructor on time. No late marketing
plans will be accepted, and if a group submission is late, it will receive a zero for that component of
the marketing plan. All sources used to write the marketing plan need to be listed.
4) A peer group evaluation will be performed by all groups to evaluate the individual group member
performances across all the group-based assignments. Students who fail to meet group requirements
will have their grades lowered accordingly (See Peer Evaluation Form attached to this outline).
5) Attendance may be taken for the librarian presentation, case analysis and case demonstration
presentation, case presentations, and last two weeks of class when groups present their Marketing
Plans and a 1% from the overall grade will be deducted for each class missed.
6) Please provide a readable printed copy of your presentation slides to your instructor prior to giving
each oral presentation.

IMPORTANT DATES TO REMEMBER

Librarian Presentation : September 20th

Demonstration Case: September 27th
Submit Marketing Plan Idea: October 2nd
Submit Part 1 of the Marketing Plan: October 30th
Submit Part 2 and final slides of the Marketing Plan: November 20th

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 MGCR 352 – Syllabus & Course Guidelines
Fall 2018

Class Section: Section XXX

Student Name: ______________________________________

Group Number: ______________________________________

Project: ______________________________________

PEER EVALUATION: Please evaluate your group members work fairly, honestly and with
integrity. The evaluation is to be based on the quality and quantity of each group member’s
work.

Members receiving an average of 80% or higher on overall evaluation will receive the grade assigned to the group;
members receiving an average below 80% will receive a partial grade which will be equal to the grade assigned to
the group multiplied by the peer evaluation average score. (For example: suppose the grade assigned to a group is
90 points (out of 100). A group member who receives an average of 85% will be given 90 points; a member who
receives an average of 70% on overall evaluation will receive 90*70%=63 points. )

NAME of GROUP MEMBER Overall evaluation

(/100 per evaluation)

Additional Comments (required for evaluations below 100):

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