This is the set of web pages
I used for teaching Introductory Marketing
online
before my retirement, July 1, 2015. You
may be using the materials with another
professor.
--
Louise Ripley
Welcome!
We use a
Moodle Discussion
Group (not active until first day of classes)
To reach me, email me at
lripley@yorku.ca,
rather than through the Moodle Discussion Board or
mail system
This syllabus is not official until
the first day of class
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Course/Professor Information
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/Course Credit Exclusions: AK/ADMS 3200 3.0; AP/ADMS 3200 3.0
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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).
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Course Director Professor M Louise Ripley, MBA., PhD
Office: Atkinson
College 268C
EMail:
lripley@yorku.ca
(no telephone)
Course Time and Location:
Internet Course
Consultation Hours: Discussion Group, email,
in person at times
to be arranged
Catalogue Numbers
Fall 2014 Section E: X45G01
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Organization of the Course |
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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 (which everyone takes in
November), with arrangements for those who
live more than three hours away (contact
esohelp@yorku.ca
to arrange this). This means that you
cannot require physical attendance at group meetings for
work on the project. The required teamwork is done
electronically, to give you experience with how much of
business is done today. The group project serves as a
substitute for the Final Exam in December.
There are no
"streamed lectures" or audio tapes for this course;
you instead will work your way through
Learning Units with
Moodle
for online discussion. These, along with the
required textbook, and an
online Course Kit form the basis of
all work in the course. We do not use the Pearson
Marketing Lab.
There are 12 Learning Units,
including the term-long Marketing Plan (Final Exam Substitute
Group Project). Plan to do a little more than one unit per
week so you will finish by the time of the in-class
test. 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 Assignment, the Test, 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, after the
"enrol without permission of the professor" date. In
places where you are asked about your project
product and you are not yet in a group, just use a
product you know to answer these questions. You may
want to look back on these as you get into serious
work on your
Plan.
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The Course Kit
The Course Kit for this course is entirely online,
including this Course Syllabus and anything linked from
it, and the Learning Units. The web pages are colour coded,
each course with its own colour. In addition to the
ground rules and information about communicating,
grades, and tests, there is a page of frequently asked
questions in courses, 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 personally, a page of
important other links, and a general alphabetical
index to my website. When you enrol, you are automatically added to the
Moodle platform for this course and you should see your
course when you type in http://moodle.yorku.ca.
See the
Students' Guide to Moodle. If
you have registered late, it may take 24 hours or so for
your Moodle connection to show up.
The course kit is designed to be used as an online
facility. It is far too big to print out in its
entirety. |
 Waving Hand Exercises
Posting to the Discussion
Group |
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Please don't be afraid of
the Waving Hand! Several people have told me it
scares them, a guy in Germany wrote to say the
dismembered hand
spooked him, and a student told me he had dropped
the course the year before because of the Waving
Hand. It is simply a picture to mark that "here is a
question about the material to answer on the Moodle Discussion Group".
Doing this will help you learn the material. The
hand represents someone waving a hand as in a
classroom, saying, "I know! I know!". It doesn't mean anything else and it doesn't do
anything else. Just read the question beside it,
answer it, and post it to Moodle using the blue link
in the box. Therre are roughly 15 Waving Hand
Exercises in each of the Units. See
the box below for specific instructions.
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.
There is no posting date due for the WHEs, and there
is no deadline. You may post right up to the end of
the course. You should try to finish them all to get the most learning
out of the course.
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 textbook, the website,
readings you are doing for your final exam
substitute project, or from your own work experience.
To
Start Working
with the Waving Hand Exercises:
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Learning Unit 1
(Introduction) and read it. When you come to
the first Waving Hand Exercise it will be
labelled, "Testing the System".
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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) and log in. From
your Moodle home page, click on the link to
this course. If it is not showing up, and
you have just registered, know that it takes
24 hours or so for you to be connected to
Moodle. In Moodle, scroll down the page to
find under "Topic 1", "Introduction". Click
on this. In this place, click on
either "Add a new discussion topic",
giving it the name "Testing the System", or, if
someone has posted something similar you
should click on "reply" under their message
and reply to it. This
keeps the strings of postings in some
order and will make it easier when you come to do
your Assignment.
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 or call it back. |
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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. Don't leave it 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 and in fact, you cannot
require attendance at a physical meeting of the group.
After the Statement of Intent
due date, however, you cannot move anyone. You must try
to make the group work. If someone has contributed
nothing, leave his/her name off the Statement of Intent
and I will move them to a new group containing all
those who appear to wish to start later. 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. |
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Important Dates and
Other Information
Read here why I do
not give permission to enrol after the "last date to enrol
without permission of the professor" or in a class
that is full
Academic Fees
Information About Helping Finance Your University Education
Dates for Withdrawal and Return of Fees |
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Course Readings and Materials
(all
included with purchase of textbook; online materials can be
accessed without a password and you may come back to them after
the course is finished)
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Required Textbook
Armstrong, Gary,
Philip Kotler, Valerie Trifts, and Lily Anne Buchwitz. (2015) Marketing: An
Introduction. Canadian 5th Edition. Toronto: Pearson
Prentice Hall,
ISBN: 013185720-7.
You can probably safely use the fourth edition, which is
at the
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. |
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Professor's Web
Page Internet Learning
Units
There are no streamed lectures or audio
tapes in this course; instead there are 12 web-based
interactive Learning Units prepared by Professor M Louise Ripley.
These are copyrighted. |
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Supplementary Reading
Regular reading of a good daily newspaper and
some of the popular business magazines
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Learning Units (Read about Getting
Started)
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3. Sustainable Marketing
Required
Readings
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11.
Communication
and Sales
Required
Readings
Text Chapter 12
Text Chapter 13
(For those with interest,
there is a further chapter, 14, on Direct and Online
Marketing; it will not be on the test) |
Unit 11 Web Page -
Communication and Sales
This unit has a lot of full-colour ads;
it may take a while to download with slower machines
Be sure to
finish this unit and its Waving Hand Exercises
before the test. The last two weeks of the course
are reserved for work on your team project - The
Marketing Plan |
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Getting
Started and
Completing This Course
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What you need: |
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To be
REGISTERED: I can only grade your work if you are
enrolled in this section of this course. |
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Regular access to a
COMPUTER Do not enrol in this course
without regular computer access, either on your own or on
a York computer. |
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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 when teams
are formed, after the "enrol without permission" date has
passed. You can use your own Discussion Topic 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, or
use GoogleDocs as many students do. 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, but use it rather than the Moodle mail which I
don't get into as often as I do email.
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. Plan to do the
whole exercise together rather than just parcelling out
pieces of it. You will learn the material more thoroughly this
way.
One Saturday or Sunday afternoon to come to
the Keele Street campus to take the
one in-class
TEST.
For those at true distance (more than 3 hours), contact
the Office of Distance
Education
about an invigilator in your area. If your religion prohibits your working on the test date, or if you
are registered with Special Needs, contact me
EARLY IN THE COURSE and at least a month before the test, 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
Information 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
Accommodation for Students needing it:
http://www.yorku.ca/secretariat/policies/document.php?document=68
Awards: http://sfs.yorku.ca/aid/index.htm
Computer Help:
esohelp@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
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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. |
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Course Purpose
Marketing is obviously important for a
Marketing major or Minor, 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 probably will be more
successful if you understand what Marketing is, how it
works, and the effect it has on people and society.
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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 and be able to use 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
Recognize that Introductory Marketing has a huge
amount of information, as does any introductory course.
You will need to absorb as much as you can by diligently
reading the text and the web pages and writing in the
Discussion Group. Material memorized for a test does not
stay in our heads long. The test is part multiple choice and
part short answer (percentages vary), taken from both
the textbook and the web pages. No one is expected to
know 100% of all the material. Start now, long before
the test, to THINK LIKE A MARKETER. If I ask you what
makes a quality photocopier, know that it is "one that
meets the needs of the customer". You don't want to
answer something like, "prints well, ink is easily
replaced" because I'm not teaching a course in
photocopier technology. Think like a marketer.
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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.
Learn these; I ask about them on the test. 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 on the publisher's website. These help
explain the principles and techniques and terminology of
Marketing with examples from real-life Canadian companies and situations. Your
assignments and test 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.
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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
Department. Do not assume that because you have
written papers before you have mastered the art; writing
is something we continually work on to improve; I am
still studying and practicing good writing. For the
Marketing Plan, read the section on
Writing in Point
Form. 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
assignments and tests
to students via their student
York U e-mail addresses as PDF file attachments.
Click here
to be taken to the list of assignments, tests,
due dates, etc. for the
Fall 2014 Course |
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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+. |
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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, contact me directly
as early in the course as possible,
and at least a month before the test or due date, either in person or
by email at
lripley@yorku.ca.
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About Your Professor
My Major Teaching
Philosophy: Ultimately it's all connected,
everything to everything else, and one of the joys of education
and scholarship is discovering those links |
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I'm your professor, Louise
Ripley. My office is 268C Atkinson. I am in the office at
various times so my office hours will be by appointment
(lripley@yorku.ca). Call me "Louise" or address me as "Dr. Ripley". The name Ripley belonged to my
labour-union-organizer father and I carry it proudly. You
can read more about me on my
Personal Page.
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I am a (tenured Full) Professor of Marketing and of
Women's Studies. For many years I also 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. 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. |
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Important York Policies
(the small print) |
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:
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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.
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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.
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