MKM706 – MARKETING

FUNDAMENTALS
Professor: Domenic Gasparro
Today’s Agenda:
• Course Introduction
 Learning Outcome
 Overview
 Evaluation
• Instructor Introduction & Expectations
• Student Introductions
• Basic Marketing Concepts
Learning Outcomes
1. Assess the role of marketing in today's business environment
2. Select an appropriate market segment(s) consistent with the
organization's marketing objectives
3. Conduct environmental analyses, both internal and external
4. Formulate a marketing plan including marketing objectives,
marketing mix, strategies, budgetary considerations, and evaluation
criteria. This plan will specifically include:
a. pricing strategies which take into account perceived value,
competitive pressures, and corporate objectives
b. strategies for the efficient distribution of products and services
c. a promotion mix for marketing a product or service based on an
identified target market
5. Communicate effectively in oral and written formats
6. Work effectively in a group environment
Course Overview
• Introduction Marketing class
• Basic fundamental theories and applications
• Case based teaching and assignments
• Individual and group work required
• A core course for key 2nd semester courses
Weekly Schedule
• See Blackboard Handout
• Class format:
– Class 1 – Lecture/cover material
– Class 2 – Case or Activity to discuss material in real world
application
Resources - Blackboard
 We will be using Blackboard to post:
 Important announcements, due dates
 Course outline
 PowerPoints from class
 Assignment expectations
 Work submitted by students or groups (e.g.
Marketing Plan) via SafeAssign
Assignments
• Individual Case #1 – 15%
• Case Study Group Presentations – 20%*
• Pairs Case #2 – 20%
• Group Project – Marketing Plan – 25%
• Midterm Exam – 20%

*Using real business to help solve problem

Case Analysis
• Using case analysis discussed in class, you will be
analyzing real world business problems and
presenting adequate solutions
• 1 Individual assignment
• 1 in pairs (pairs assigned by professor)
Marketing Plan
• In groups of 5, you will be completing a full
marketing plan for a company
• Information on marketing plan structure and
assignment will be given in more detail in week 6
• Groups will be assigned by professor
Academic Integrity Policy
• https://
www.senecacollege.ca/about/policies/academic-int
egrity-policy.html
• Review by next week
• We take this policy seriously in the Marketing
Management Program!
Introductions
• Started Consulting Company in 2012
– Primarily in distribution and marketing of food products
• MBA from Schulich School of Business
• BBA Schulich School of Business
• Sport Marketing Certificate
• Marketing roles
– Account Management
– New Product Development
– Branding
– Distribution and Merchandising
Introductions
• Full-time teacher since 2018
• MKM Coordinator
• Part-Time Teacher
– ISC100
– MRK200
– QNM103, QNM 106
– BAM101

• Marketing, Entrepreneurship and Motivation

• Sports Fan
• Lifelong Learner
Introductions – Your Turn
• Name
• Business experience (work or school)
• What do you want to get out of this
program
Introductions – Your Turn
• Name
• Business experience (work or school)
• What do you want to get out of this
program
Expectations of Me, Expectations of
You
• You should expect me to:
– Show up on time and prepared, ready to give 100%
– Care about the class and your learning
– Be available for questions on content, assignments, etc
– Make class enjoyable

• I should expect you to:

– Show up on time and prepared, ready to give 100%
– Care about your learning and the learning of your classmates
– Be curious
– Respect your classmates time – listen and challenge them
– Ask insightful questions in class and to guest speakers
– Have class etiquette – act as if this is a business meeting
Specific Guidelines
• Late submissions (even 1 minute after
deadline) results in a mark of ZERO
– Your boss expects you hand your work in on time
– If you do not understand the timing of a deadline
or have issues please speak with your professor
• Notify your instructor if you will miss class
– Treat this as a business meeting
• Be 5 minutes EARLY to class so you can be on
time
What is Marketing?
• Why are we here?
• Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large. (AMA, 2013)

• Product example.
The Strategic Planning Process
The Strategic Planning Process
• The first task facing any enterprise is to identify it’s potential long-run
opportunities, given its market experience and core competencies.
• Once it has chosen its direction, it must develop concrete marketing plans that
specify the marketing strategy and tactics going forward.
A 3-Step Process:
i. Define the Corporate Mission.
ii. Establish Strategic Business Units (SBU) & Allocate Resources.
iii. Assess growth opportunities.
Business Models
Some Traditional Examples:

• Manufacturer
• Retailer/Merchant
• Distributor
• Franchise
• Subscription
• Advertiser
• Brokerage
• Commission
Business
Models
What Business Are You In?

Empowerment Personal Goals Imagination

https://vimeo.com/124349182
Challenges & Opportunities of Marketing Today

• Power shift to customers

• Massive increase in product selection – global competition

• Audience and media fragmentation

• Shifting demand patterns – effects of technology

• Privacy, security, and ethical concerns

The Strategic Planning Process:
The first task facing any enterprise is to identify it’s potential
long-run opportunities, given its market experience and core
competencies.
Once it has chosen its direction, it must develop concrete
marketing plans that specify the marketing strategy and tactics
going forward.
A 3-Step Process:
i. Define the Corporate Mission.
ii. Establish Strategic Business Units (SBU) & Allocate Resources.
iii. Assess growth opportunities.
Media spending in Canada from 2007 to 2019, by medium (in million
Canadian dollars)
Pay TV Free-to-air TV Infomercials
Online TV Radio Newspapers
General magazines Out-of-home (ex stadia, incl cinema) Digital

16000
Net advertising spending in million Canadian dollars

14000

12000

10000

8000

6000

4000

2000

0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018* 2019*
Major Marketing Activities & Decisions
• Strategic Planning
– Strategy – the organization’s game plan for success
– Marketing plan – the outline of the marketing program
– Tactical planning – specific markets/segments and the marketing
programs that will meet their needs/wants

• Research and Analysis

– Internal analysis – analyzing the firm’s current strategy and
performance
– Competitive intelligence – analyzing competing businesses
– Environmental scanning – analyzing the external environment
– Situation analysis – combination of all three analyses
Major Marketing Activities & Decisions
(continued)
• Developing Competitive Advantage
– Competitive advantage – something the firm does better than
competing firms
– Sustained Competitive Advantage – something the firm does
differently than competing firms
– SWOT analysis – strengths, weaknesses, opportunities, threats

• Marketing Strategy Decisions

– How a firm will fulfill the needs of its customers
– Market segmentation and target marketing
– Marketing program decisions (the marketing mix)
– Branding and positioning
Major Marketing Activities & Decisions
(continued)
• Social Responsibility and Ethics
– Social responsibility – maximizing positive impact on society, while
minimizing negative impact
– Marketing ethics – principles/standards that define acceptable
conduct in marketing activities

• Implementation and Control

– Process of executing the marketing plan
– Marketing activities must be controlled to ensure that the strategy
stays on course.

• Developing and Maintaining Customer Relationships

– Transactional marketing
– Relationship marketing
Are there any Universal Rules for
Marketers?
According to Philip Kottler of the Kellogg
School of Management, here are the top 3:
1. Understand your target customers and solve their
problems in a better way than your competitors.
2. Build your brand promise that is delivered by
everyone in your business network.
3. Innovate continuously in your products, services,
and supply chain.
Get to know your groups
• Sit together and exchange emails
• Find 5 things in common with eachother
• Present findings to class