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MKT 6301

MARKETING MANAGEMENT
Mon. 4-6:45 PM
SM 2.902

Contact Information:

Dr. Nanda Kumar


Office: SM 3.702
Office Hours: Mon 3-4 pm or by appointment
Phone: (972) 883 6426
Email: nkumar@utdallas.edu
Course Web Page: http://www.utdallas.edu/~nkumar

Required Materials:

Text: “Marketing Management” by Russell S. Winer, 2003.


Case Packet: Available at the bookstore.

COURSE OBJECTIVES:
The objective of this introductory marketing course is to provide a thorough
understanding of marketing and its role in the organization. It will offer insight into the
way in which consumer wants and needs are transformed into a firm’s strategies and
tactics, and prepare students for the marketing challenges of the 21st century presented by
rapid globalization and technology advances. Teamwork is emphasized. Depending upon
class size students will form 8-10 groups at the beginning of the semester and work as a
group to complete a case and a project report and present them.

ATTENDANCE and EXAMS:


Students are expected to attend all classes and to have read the assigned material. Exams
will consist of multiple choice, fill-in-the-blanks questions, and short questions. Any
exam grading disputes must be submitted in writing within two weeks of the results.

GRADING:

Case Report (12+3) 15%


Attendance/Participation 10%
Mid-Term Exam 25%
Project Write-up 20%
Project Presentation 5%
End-Term Exam 25%
Total 100%

1
CASE ANALYSIS/REPORT:

Each group will submit one case analysis report and present that analysis to the class. The
report should not exceed 10 double spaced pages not including exhibits, figures, and
tables. Note the following guidelines for case analysis:

1. You should analyze the case as though you were the company.
2. Divide the analysis into 5 main sections:
a. Problem statement (1/2 page)
b. Issues:
i. Consumer and demand analysis
ii. Competitor analysis
iii. Company strengths and weaknesses (SWOT)
c. Alternatives:
i. Economic evaluation
ii. Qualitative evaluation
iii. Marketing implications
d. Recommendations
i. Spell out details
e. Plan of action

Keep in mind that not every case will call for every subheading from the above
list. Also other subheadings may be appropriate in some cases.

3. Your analysis should lead to a recommendation and a plan of action. Make a


commitment and do not waffle. If you developed the plan clearly there should be
no need to launch into an analytical style in this section.
4. DO NOT REPEAT CASE FACTS WITHOUT ANALYZING THEM OR
SAYING SO WHAT!
5. Spelling errors and poor sentence construction will result in lower grade. Keep in
mind you are creating a managerial report.
6. In preparing for class read the case fast once. At the end of it, you should have a
pretty good idea of the problem(s). Go back and read more carefully looking for
facts and details that could help address the problems identified. Be sure to
examine financial details of the company. Does the problem concern a big part of
the firm or a small part, an established part or a new one, does it have to do with
things going wrong or taking advantage of an opportunity? If necessary, organize
data into a note or EXCEL chart. To help your learning think what is it that is
puzzling, what information or knowledge don’t you have but you would have
liked to have. After the first few sessions, see if the case turns on any principle
you have learnt or if the case is similar to another in some ways. At the end of the
class you should expect to get some take away lessons or ideas or concepts.

Each student is expected to turn in a one page individual report on the other cases.
You may discuss these cases with group members but the report has to be written up
individually.

2
TERM PROJECT:

Each group will select a new product idea and develop a marketing plan for it. The write-
up should not exceed 25 double-spaced pages. Appendices may be attached as necessary.
Late assignments will not be accepted. Each group will present its project on the date
listed in the class schedule. The presentation should not exceed 20 minutes.

The project report should contain the following


1. An introduction to the topic.
2. Problem definition
a. What is the need that you aim to satisfy and why is there a need for a new
product.
3. Situation analysis:
a. Who is the customer?
b. What is the competition?
c. State the assumptions about your company i.e., whether you are a startup
company or an established company.
d. What are the costs?
4. Potential market in terms of dollars, profits and sales:
a. Brief description of how you arrived at these numbers.
5. Marketing plan for the introduction:
a. Product: brand name, package, etc.
b. Promotion: Message, targeted to?, media (TV, Radio, Print).
c. Distribution
d. Price: Include discounts, incentives, etc.
e. Time frame, national or regional rollout
f. Limitations or potential threats to success. What if a big company copies
the new product?

Evaluation of the presentation:


Content:
1. Is the idea intuitively appealing?
2. Would you invest money in the project?
3. How do you evaluate the idea on novelty or creativity?
Style:
1. Was the presentation interesting? Engaging?
2. Confidence of the speakers – relaxed
3. Clarity of the talk – speed, loudness
4. Were the visuals presented clear?
5. Clear conclusions provided?

PEER EVALUATION:
To ensure that each group member performs responsibly, I request that you
evaluate your group members including yourself on their contribution to the group’s
success. The evaluations will be held strictly confidential. It should be filled out and
returned to the instructor with the final exam.

3
Confidential
Peer Evaluation Form for Group Case and Project

The purpose of this evaluation is to measure the contribution of each member to the group effort.
Each member will rate the relative contribution of all members in the group on a 10-point scale.
The average of these ratings will be used to determine your contribution to the group work. For
example, if you rate your contribution 8, and other members rate you 6, 8 and 10, then your peer
evaluation will be 8.0. You should be honest and impartial in your evaluations. The instructor
reserves the right to correct and/or discard evaluations that are questionable. Please use the scale
shown below:

No contribution Contributed
at all a lot
┌───────┬───────┬──---------─────┬───────┐
0 2 4 8 10

Enter the name of each Rate the member’s Please provide some justification for your rating
group member, yourself contribution on the below. Use back of form if required.
first, below. 1 to 10 scale:
1. Your Name:

2.

3.

4.

5.

6.

PLEASE SEAL AND RETURN THIS FORM WITH YOUR FINAL EXAM.

4
TENTATIVE SCHEDULE:

Date Topic Readings Assignments Due


1 Jan 10 Introduction, Marketing Ch. 1-2
framework

2 Jan 17 NO CLASS!
3 Jan 24 Market structure Ch. 6 Get project idea
approved
4 Jan 31 Marketing research Ch. 3

5 Feb 7 Consumer behavior Ch. 4 ODI Case


discussion
6 Feb 14 New product Ch. 7, 8 Finalize project
development and Product
Decisions

7 Feb 21 Case discussions Colgate-Palmolive Case report &


Case, Calyx & presentation
Corolla Case (Gr. 1, 2 & Gr. 3,4)
8 Feb 28 Midterm Exam
9 March 7 Spring Break!!
10 March 14 Advertising Ch. 9

11 March 21 Pricing Ch. 12

12 March 28 Promotion Ch. 13, Case report and


Deere Case presentation
(Gr. 5,6)
13 April 4 Distribution Ch. 10

14 April 11 Customer relationship Ch. 14, Case report and


management Goodyear case presentation
(Gr. 7,8)
15 April 18 Project presentations Project report due

16 April 25 Final Exam