Welcome to
Introductory Marketing, Online
NOTE 1: This
course requires regular deadline-driven
posting to a Discussion Group, and Group Work all done
electronically; you must complete the Marketing Plan
(Final Exam Substitute) with a group.
NOTE 2:
I have office hours by appointment and
am always available by email.
The syllabus is not official until the first day
of classes. |
|
Calendar Description
Covers the fundamentals of marketing theory, concepts and
management as applied to marketing's strategic role in meeting
customer needs, including product (goods and services), price,
promotion, distribution, consumer, segmentation, positioning,
ethics, research. Includes the creation of an actual marketing
plan
Degree Credit Exclusion: AP/ADMS 3200 3.0
|
Prerequisites
No courses required, but you must be prepared to participate in the
Moodle Discussion
Group and the Team project; you must activate and regularly access
your Discussion Group platform and your yorku.ca email account (or a substitute).
|
Course Director
Professor: M Louise Ripley, M.B.A., Ph.D.
Office: Atkinson 268C
Reach me at: lripley@yorku.ca
(not by telephone) and for registered students, through the
Discussion Group
Course Consultation Hours: On the Discussion Group and by email,
in person at times
to be arranged
Course Time and Location
Via Internet
Catalogue Numbers
Winter 2013 Section P: K38R01
Fall
2013 Section E: D52Y01
Winter 2014 Section P: U28Y01
|
Organization of the Course |
|
|
Course Structure This course is an Internet course, taught entirely online, with
many students truly at a distance. We
do not meet in person until the in-class test (with
arrangements for those who live more than three hours
away). This puts much more of the
onus for learning on the student, where it rightfully belongs
anyway. It does mean that you cannot require physical
attendance at group meetings for work on the project; as a
course that is part of a Business curriculum, we require team
work, but all group work is done electronically. The materials on this
website have been developed to be used on the Internet, not printed out
and used as a textbook.
There
are no "streamed lectures" or audio tapes for this
course; you will instead work your way through the
Learning Units,
developed by Professor Louise Ripley, where
there are Waving Hand Exercises
that we will use as the basis for online discussion,
which is where much of your learning will occur.
This discussion takes place on
Moodle.
These, and the discussion that arises from your
responding to the postings of other students and
your professor, also
form the basis of some of your
assignments and the
test.
We also use a textbook, and an online
Course Kit consisting of all the places linked to
from these pages. This syllabus is the first part of
the Course Kit that you will encounter. There is an
Online Study Guide provided by the publishers,
Pearson.
There are 12 Learning Units and 12
weeks in a course; if you are someone who desires
structure, plan to do a little more than one per
week so that you will finish by the time of the
in-class test. Realize that one
of these units is the
Final Exam Substitute
Group Project and you must start it before the 12th week. If, like most of us, your life is busy and
uncertain, plan to work at a pace that best suits you, keeping
in mind deadlines and required participation in the Discussion
Group, the Contributions Assignments, and required
participation in your project e-group. Note that the Marketing Plan
takes some time to research and assemble and should not be left until the last week.
There are Waving Hand Exercises early in the course
and you won't be assigned to a Final Exam Substitute
Marketing Plan group until about week 3. Just use a
product you know to answer these questions. You may
want to look back on these as you get busier on your
Plan.
|
|
Waving Hand Exercises
Posting to the Discussion
Group
 There
are roughly 15 Waving Hand Exercises in each of the
Units. When you come to a Waving Hand Exercise
(recognize it by the picture of a waving hand),
stop, think about what your answer would be, click
on the link to Moodle, and post your answer in the
appropriate place (you will see these on Moodle).If
someone already has answered this particular Waving
Hand Exercise, add your comments below theirs as a
reply. This keeps the strings of postings in some
order and will make it easier when you come to your
first assignment. You are strongly advised to start posting
your responses to the Waving Hand Exercises early,
and to keep posting regularly and keep responding to
the postings of other students. It is not possible to stress too
strongly how important participation in the
Discussion Group is for this course. This is where
the majority of your learning will take place.
Students frequently ask, "How much
should I write?" A good rule of thumb from
academic articles written about online courses suggest a minimum of
one short paragraph and a maximum of two.
Avoid postings that are limited to "I agree"
or "Great idea!". If you write to say you agree,
then tell us why you agree and support your
statement with concepts from the website or from
readings you are doing for your final exam
substitute project or from your own work experience.
|
|
|
The Course Kit
for this course is only online, and consists of this Course
Syllabus and anything linked from
it. The web pages are colour coded: each course has its own
colour. The Teaching
Policy Pages are linked from the top of this
syllabus. Under Teaching Policy, there is page of frequently asked questions in courses I
teach, and a warranty page that tells you that after completing a course with me you have a life-long invitation to return,
either to ask for help or to give it, or just to chat.
At the top of this syllabus page are links to pages that tell you about my teaching,
research, and service, some more about me, a page of important
other links, and a general alphabetical
index to my website. We use
Moodle for the Discussion
Group. When you enrol, you are automatically added to the
platform for this course and you should see your
course when you type in http://moodle.yorku.ca. |
|
Important Dates and Information
Read here why I do
not give permission to enrol after this date or in a class
that is full
Academic Fees
Information About Helping Finance Your University Education
Dates for Withdrawal and Return of Fees |
|
Course Readings and Materials
(all
included with purchase of textbook; online materials are
accessed without a password)
 |
Required Textbook
Armstrong, Gary,
Philip Kotler et.
al. (2012) Marketing: An
Introduction. Canadian 4thd Edition. Toronto: Pearson Prentice Hall
ISBN: 013185720-7
Library Copy:
Bronfman
Business Library, Schulich School of Business, on
two hour reserve:
PCOP.1744 BRONFMAN
Warning: Photocopying
more than 10% of a textbook is illegal, and may involve
penalties. Do not duplicate textbooks or obtain these
photocopies. |
 |
Professor's Web
Page Internet Learning
Units
There are no streamed lectures or audio
tapes in this course; instead there are 12 web-based
Learning Units prepared by Professor M Louise Ripley.
These are also copyrighted. |
|
|
Supplementary Reading
Regular reading of a good daily newspaper and
some of the popular business magazines
|
Getting
Started and
Completing This Course
|
|
To be
REGISTERED: I can only grade your work if you are
enrolled in this section of this course. |
|
Regular access to a
COMPUTER Do not enrol in this course
without regular computer access, either on your own or on
a York computer. |
|
Regular access to the
Discussion Group. Use this for the discussion of the Waving Hand Exercises. Your group for the Final Exam Substitute
project (a separate group) will be
assigned its own private Discussion Topic,
which you
can use as a forum for discussion and working on
your project. You can use
this facility to send
documents to each other as attachments which is very
useful when working on drafts of your group project. As the
professor, I am a member of every group's Discussion
Topic (so be careful what you say!) but no one in any
other group can enter the discussion. If you have
questions about any of the work for the course, there is a
Discussion Topic provided for asking those questions and
getting answers for everyone in the class. Use my private email only for clearly private
questions.
Note that you
must activate your Moodle account before you can be added
to the list, and account creation may
take up to 24 hours. Check out the
Moodle Website.
An activated YorkU.ca student (or York employee)
email ACCOUNT that you use regularly;
there may be times that we need to reach you by email.
The
WEB
PAGE LEARNING UNITS prepared by the professor.
You may access these at any time including after you have
finished the course, as I use
no passwords.
REQUIRED TEXTBOOK:
find this at the
York University Bookstore
and
other places
MICROSOFT POWERPOINT VIEWER
(download from Internet)
Time to spend in
E-CONTACT WITH GROUP MEMBERS for the
Final Exam Substitute Project. This project is not
complicated, and you should have some fun with it, but it does take some time,
so start it early. You are expected to complete this
electronically; you may not require in-person group meetings, since
many students are truly at a distance.
One Saturday or Sunday afternoon to come to campus to take the
one in-class
TEST
For those at true distance, contact
the Office of Computing Technology and e-Learning Services
about an invigilator in your area.
If your religion prohibits your working on the test date, contact me
at lripley@yorku.ca.
Time to read carefully the
Policy Page on
Communication, including the section on
Netiquette
which outlines some of the rules of behaviour in Internet
courses
Infromation about Distance Education from the Office of Computing
Technology and e-Learning Services
Contact addresses for possible help:
Academic Integrity: http://www.yorku.ca/academicintegrity/students/index.htm
Administrative Questions:
akcde@yorku.ca
or your home faculty
Awards: http://sfs.yorku.ca/aid/index.htm
Computer Help: helpdesk@yorku.ca
Computer PC Help: http://www.helpwithpcs.com/ or
http://www.pcguide.com/
Computers better than you own: York
computer labs
Computers, Getting connected:
Communications
Policy Page
Distance Education
http://www.yorku.ca/laps/disted/
Grade Reappraisal : http://www.yorku.ca/laps/students/reappraisal.html
Internet Basics: http://www.learnthenet.com/english/index.html
Moodle
Student's Guide to Moodle.
Petitions : http://www.yorku.ca/laps/council/students/petitions.html
Professor, reaching me:
lripley@yorku.ca
(tell me your name and course number)
Uploading Assignments at eServices Office:
http://www.yorku.ca/laps/disted/coversheetweb.htm
or
disted@yorku.ca
or 416-736-5831 for trouble uploading
Web page use on Louise's site:
Idiot's Guide to This Web Site
Writing: http://www.yorku.ca/laps/writ/writing_centre.html
 |
A general rule of thumb
for preparing for University level courses is 2 hours of
outside preparation for every hour in class to achieve an
average mark. Add to this for your Internet course the three
hours you would normally spend in the classroom to get
a rough idea of how much time you should spend on this
course to achieve an average (C) mark. |
To
Start Work in the Course:
Go to the first Learning
Unit and read the beginning of it, including the first Waving
Hand Exercise in
Learning Unit 1 (Introduction) named "Testing
the System".
|
|
A Note on the Waving Hand Exercises: |
|
After reading the
Exercise and deciding on your answer, to
post your answer to Moodle, click on the
link to Moodle in the Exercise (each
Exercise has this link). In Moodle, under #3,
Communication Tools, click on the first
Learning Unit topic, titled, "Introduction".
Find the first Exercise, "Testing the System".
Post your answer. Click on
either "Add a new discussion topic" or, if
someone has posted something similar you may
"reply" to it.
When you are finished, post
your contribution. Note that you can either
mark it to send right away, or not click
that box and you will have up to half an
hour to reword it. |
|
Course Purpose
Marketing is obviously important for a
Marketing major, and that may be why you're
here - because the course is required for a degree. Perhaps less obviously, Marketing is important
for someone majoring in Finance or Human Resources or
English or
Ancient Etruscan Art. Whether you are applying for a
job with a consumer goods firm or in business-to-business
marketing or in a museum, whether you are seeking a better
way to market your company's product or government funding
for an expedition to Italy to unearth ancient urns or a
publisher for your newest novel or a way to reach people to
convince them to give up dangerous habits like smoking or
offensive traditions like child labour, you will probably be more
successful if you understand what Marketing is, how it
works, and the effect it has on people and society.
|
Learning
Objectives In addition to the basic
Learning Objectives that are common to all
courses I teach, by the end of this course you should
1) understand Marketing terminology
and theory, as shown by your performance on tests and
assignments
2) have
a basic knowledge of how to market yourself, your
skills, and your ideas, as well as more traditional
products such as toothpaste or soap
as shown in your creation of a Marketing Plan
3) understand why thinking like a marketer and
with a social conscience is crucial to the survival of
any organization
today, as shown in your contributions to the Discussion
Group, your performance on tests and
assignments, and your rating as a team member
|
|
Expanded Course
Description In this university-level course we
study both theory and practice through such things as textbook
readings, course materials, websites, case studies, exercises,
video clips, and the construction of a Marketing Plan. Theory helps us
understand the field by reading what others have learned
and examining models they have constructed to help
explain how things work. The Introductory Unit
introduces you to some models and definitions of Marketing developed by such
Marketing
scholars as Arndt, Bagozzi, Borden, Hunt, and Kotler.
You'll be going to a coffee shop to try out
Peter Drucker's theory of what is most important for a
marketer to know. There are dozens
of real-life Marketing stories in your textbook, a number of
them with accompanying videos in the CD-ROM included with your textbook. These help
explain the principles and techniques and terminology of
Marketing with examples from real-life Canadian companies and situations. Your assignments are based on work
with these learning opportunities. And finally, we'll combine the study of the
theory and practice of Marketing in the construction of
a Marketing Plan, done as an electronic team project, as so
much of business is done today.
"Please note that there will be no shared exams of this
class with other sections of this course. That is, the
exams for this class will be unique in their questions and
held separately from the exams of other sections of this
course.
|
 |
A NOTE
ABOUT TEAMWORK:
Part of the curriculum of Business education is learning
to work in teams; you cannot do the
Final Exam Substitute
Group Project alone. Take a look at it now and be sure that you are willing and able to
commit to it the time and cooperation it requires. It is
a term-long project, and is not to be left until the
last week. In the week following the
end of the "enrol without permission" period, you will be assigned to an
e-group for the purpose of completing this project. As
this is an Internet course, all group work is done by
email or through the Discussion Board. You are not expected to meet in person, in fact
you are discouraged from doing so: part of the purpose
of the assignment is to give you experience in working
in e-groups. If you are not responding to your group, if they
feel you are not pulling your weight right from the
start, I will reassign you along with others who are
waiting to start later, so that people who wish to get
started on time may do so. The course is planned for you
to work somewhat on your own schedule, but you must keep
up with group work and assignment due dates. Read more About
Groups and Teamwork. |
|
|
|
Evaluation
Summary and Description of Assignments
Effective writing is one of
the most important skills you can acquire in a
university course, and one that you will use in your
education, your career and your life; so too is the
skill of following instructions. All assignments in all
courses I teach require you to write well and to submit
work properly. Read carefully the full instructions on
this web site on Writing
Well for a Better Grade, on
References
(although you do not need formal references in this
course),
and on Format For Submitting
Work Properly, and check out the
Writing
Centre. Do not assume that because you have
written papers before you have mastered the art; writing
is something we continually work on to improve. Note that you may be asked to make
reference in tests to any assignments and final
projects.
The Office of
Distance Education e-Services
returns midterm exams
to students via their student
York U e-mail addresses as PDF file attachments
NOTE: A student's final course
grade is not necessarily confined to a compilation of
marks earned on individual course components. Final
course grades may be adjusted to conform to Programme or
Faculty grades distribution profiles. The average mark in this
course is usually C+. |
|
Grading, Assignment Submission,
Lateness Penalties and Missed Tests
Grading
The grading scheme for the course conforms to the
9-point grading system used in undergraduate programmes
at York. For a full
description of York grading system see the
York
University Undergraduate Calendar.
Students may take a limited number of courses for degree
credit on an ungraded (pass/fail) basis. For full
information on this option see
Alternative Grading
Option and scroll down to "Grading."
Assignment
Submission Click on
Upload to
eServices
Website to submit assignments listed to be
uploaded; send those to be sent to my email to
lripley@yorku.ca.
Lateness
Penalty/Missed Tests:
Proper academic
performance depends on students doing their work not
only well, but on time. Accordingly assignments for
this course must be received on the due date specified
for the assignment. With the exception of the Final
Exam Substitute, you may submit any assignment up to
one week late for a grade of not more than the lowest
mark earned by anyone who handed it in on time. For the Final Exam Substitute, you may hand
it in up to one DAY late with the same arrangement. In
either case, you do not have to request the extension,
just send the late paper to my personal email:
lripley@yorku.ca. Due to large class
sizes, I can no longer make informal arrangements for
exceptions to the lateness penalty or for missing a
test. If you must defer work or miss a test for any
reason, and wish to obtain full credit for it, you
must do it by petitioning for a
Deferred
Standing Agreement. Check for this term's Deferred Dates. The one exception to this is if
you are registered with the Office for Persons with
Disabilities, Special Needs, or a York Counseling Centre, in which case, please contact me directly
as early in the course as possible either in person or
by email at
lripley@yorku.ca.
About this Course
Kit/Syllabus
This Course Kit/Syllabus is designed as an on-line
facility. If you do wish to print something, you should be
able to just click on "File" and "Print" or you can click on
"File" and "Save As" in a file location of your choice, then
go into your word processor programme and call up the file
and print it, but do not plan to print the entirety of the
kit or syllabus; it is too large and it was not
planned as a printed document.
|
About Your Professor
Photograph by Timothy Hudson |
I'm your professor, Louise Ripley. My office
is 268C Atkinson. Office hours for this Internet course are
by email
(lripley@yorku.ca)
and the Discussion Group. Email me; I don't use my phone but I'm always on the
email. Call me "Louise" or address me as "Dr. Ripley"
if you must. The name Ripley belonged to my
labour-union-organizer father and I carry it proudly.
I am a Professor of Marketing and of
Women's Studies. For many years I supervised students in
the Masters in Environmental Studies programme at York but
am now restricting my cross-appointment to only two schools.
I earned a PhD in
Management Studies (major in Marketing) from
University
of Toronto, an MBA in Finance from
Loyola University of
Chicago, and a Bachelor's degree from
Shimer,
one of the world's finest (and smallest) liberal arts
undergraduate schools. I worked in Finance and Marketing Research in
Chicago and have taught at York for more than thirty years.
Click here to read more about me
professionally and personally. After all these years, Introductory
Marketing is still one of my favourite courses to teach,
and I have discovered, after originally saying I'd never do
it, that I love teaching on the Internet. A while ago I
published a paper
on Internet Teaching which, although written for fellow professors,
may give you insight into my teaching philosophy in this
medium. |
|
|
|
|
Important York Policies |
Academic Honesty and Integrity
York students are required to
maintain high standards of academic integrity and are
subject to the
Senate
Policy on Academic Honesty.
By staying in this course, you agree to abide by these
rules. Students should also review materials on the
Academic Integrity Website.
I expect that all work submitted by
individuals or groups is the work of only that
individual or group, for only this course, not having
been done for any other course in any way, by the
current members or any one else. You are welcome to talk
with anyone you like while preparing for any part of
this course, but what you put together and hand in must
be your own work and original to this course. Violation
of these premises is grounds for prosecution under the
rules of the Faculty and the University.
Read here York's new booklet,
"Beware! Says Who?
Avoiding Plagiarism"
Accommodation Procedures:
|
Deferred Standing:
I do not give permission to defer work. If
you feel you must defer work, you must
petition. See
School Policy on Deferred Exams. |
Students with Special Needs
York University is committed to making reasonable
accommodations and adaptations in order to make
equitable the educational experience of students with
special needs and to promote their full integration into
the campus community. If you require special
accommodations, alert the Course
Director as soon as possible. Failure to notify the course director of
your needs in a timely manner may jeopardize the
opportunity to arrange for academic accommodation. Visit the
Counselling Centre
and Disability Services
for more information.
|
Ethics Review Process
York students are subject to the York
University Policy for the Ethics Review Process for
Research Involving Human Participants. In particular,
students proposing to undertake research which involves
human subjects such as interviewing the director of a
company or government agency or having people complete a
questionnaire, are required to submit an Application
for Ethical Approval of Research Involving Human
Participants at least one month before you plan to begin
the research. If you are in doubt as to whether this
requirement applies to you, contact your Course Director
immediately.
Grade Component Deadline
The course assignment structure and grading scheme (i.e.
kinds and weights of assignments, essays, exams, etc.)
must be announced and be available in writing to
students within the first two weeks of classes. Please see
Evaluation Summary.
Graded Feedback Rule
Under normal circumstances, students should receive some graded feedback worth at
least 15% per cent of the final grade for Fall, Winter or
Summer term, and 30% for full-year courses in the
Fall/Winter term prior to the final date for withdrawal
from a course without receiving a grade, with the following exceptions:
- graduate or upper level undergraduate
courses where course work typically, or at the
instructor's discretion, consists of a single piece of
work and/or is based predominantly or solely on
student presentations;
- practicum courses;
- ungraded courses;
- courses in Faculties where the drop
date occurs within the first three weeks of classes;
- courses which run on a compressed
schedule, e.g.: a course which accomplishes its academic
credits of work at a rate of one credit hour per two
calendar weeks or faster.
Note: Under unusual and/or
unforeseeable circumstances which disrupt the academic
norm, instructors are expected to provide grading schemes
and academic feedback in the spirit of these regulations
as soon as possible.
For more information, see the
Graded Feedback Rule.
Reappraisals
For reappraisal procedures and information, see
Reappraisal Policies
Religious Observance Days York University is committed to
respecting the religious beliefs and practices of all
members of the community and making accommodations for
observances of special significance to adherents. Should any
of the dates specified in this syllabus for in-class test or
examination, or for any scheduled lab, practicum, workshop
or other assignment pose a conflict for you, contact the Course
Director within the first three weeks of class and obviously
before the date that is a problem; you cannot do this
after-the-fact. To arrange an
alternative date or time for an examination scheduled in the
formal examination periods (December and April/May),
students must complete an
Online Examination Accommodation Form or pick one up
from the Student Client Services in the Student Services
Centre.
Student Conduct
Students and instructors are expected
to maintain a professional relationship characterized by
courtesy and mutual respect and to refrain from actions
disruptive to such a relationship. It is the responsibility of
the instructor to maintain an appropriate academic
atmosphere in the classroom, and the responsibility of the
student to cooperate in that endeavour. The
instructor is the best person to decide, in the first
instance, whether such an atmosphere is present in the
class. Read the full
Policy on Disruptive and/or Harassing Behaviour.
Twenty Percent (20%) Rule
No examination or test worth more than 20% of the final
grade will be given during the last two weeks of classes
in a term, with the exception of classes which regularly
meet Friday evenings or any time on Saturday or Sunday.
|
|
|
|
