School Specific Outline: MRK213

Prerequisites:     MRK 106, EAC 150 is recommended. 

Topic Outline - (see last page)

Modes of Instruction

• A variety of instructional modes may be used including lectures, videos, class discussion, cases, computer simulations and in-class problem solving assignments 

Prescribed Texts and Tutorials

• McCarthy, and Perrault Basic Marketing - A Global Managerial Approach, 12th Canadian Edition; Irwin.
• Mason and Perrault "The Marketing Game!" Third Edition; Irwin. 
• Seneca Libraries. Guide to Research and Citation:  MLA Style. 3rd.ed. Toronto: Seneca College, 2009. Print.
  

Reference Materials  -   N/A

Required Supplies  -  N/A

Modes of Evaluation

• Term Test # 1 - 30% 
• Term Test # 2 - 25%
• The Marketing Game - 35% 

Assignment, Participation in classroom activities - 10% 

All written assignments must be word processed  and will be evaluated in part for acceptable English (grammar, spelling, composition, and appropriate style).  Your grade will be affected by this. 
 
 
 
 

The Marketing Game
The Marketing Game accounts for 35% of the final grade in this course. The mark of 35 is broken down as follows: 
        1.  In-class quiz  -  5% 
        2.  Four or five runs of the game (4 or 5 marks each)  -  10% 
        3.  Final Report  - 20% 

The objective of the Marketing Game is to allow students to have a hands-on experience at being the Marketing Department of a Company in as close to a real-life situation as possible. In spite of its name, the "Game" is, in fact, a computer-based business simulation that works very effectively to duplicate what would be faced in an actual business situation. 

There are groups of four companies competing against each other. In short, each company must pick a target market or markets from the list presented. They must structure the controllable marketing variables (the 4 P's) in such a way as to gain market share in the chosen market. They must try also to achieve favourable (increased) profitability. The four companies are pitted against each other. Each computer "run" represents a business period - quarter, a year, or what have you. 

After enough runs (during which the Marketing Mix is adjusted as necessary to increase effectiveness), the groups will gather up their results for the number of computer runs and will do a report to be handed in to the Professor - with the student group representing the Marketing Department, and the Professor representing the Company President. 

This report should include relevant graphical presentations of results in such areas as the professor requires in his or/ her report outline. 

The object for the student is two-fold: 
 

• To increase market share in the chosen market(s) and to favourably impact profit levels. 
• To be able to describe what happened, explain what changes were made to the Marketing Mix, and why. It  is also very important to be able to come to a conclusion about the group's effectiveness in figuring out what Marketing Mix changes were necessary in order to achieve the goals and objectives. 

Please understand that for the reasons stated above, although net profit is important, it is not all-important. Effective moves to impact the chosen market sector(s) and to increase profitability as well as to understand how that was done (and to be able to accurately describe it) is really what is most important. 

There is much more detail, but that is the overview of the "Game" and how it is to be evaluated. 
 
 
   

Promotion Policy

New Grading Policy

PROFESSOR(s):

APPROVED BY:    ____________________________________         ___________
                                 Academic Chair:  Chris Dudley                                   Date
                                 School of Business Management

PLEASE KEEP THIS DOCUMENT FOR FUTURE REFERENCE.  IT WILL BE REQUIRED IF YOU APPLY TO ANOTHER EDUCATIONAL INSTITUTION AND SEEK ADVANCED STANDING!

Last Updated For:   Winter 2010
 
 

WEEK		T E X T      T O P I C S
1		Improving Decision with Marketing Info - Chapter 8
2		Improving Decision with Marketing Info - Chapter 8
3		Developing Marketing Planning - Chapter 18
4		Developing Marketing Planning - Chapter 18
5		Pricing & Markup Chain, Markup % - (Append. B  544-546), Ch. 17 - P471-473, (Game Pricing in Game Text)
6		T E R M   T E S T #1  -  Chps. 8, 18; Pricing.
7		Demographic Dimensions - Chapter 5
-		S T U D Y     W E E K     (Oct. 26 - Oct. 30)
8		Appendix B   (538-548)
9		Appendix B   (P538-548)
10		Retailing & Wholesaling, Strategy Planning  (Chapter 12)
11		Retailing & Wholesaling, Strategy Planning  (Chapter 12)
12		T E R M   T E S T #2 - Ch. 5, 12, Append. C
13		Prepare Report for Marketing Game
14		EXAM   WEEK

Note:    Your professor will provide you with a topic outline for the Marketing Game Solution.

Revised for:   Winter 2010