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BA-3365 Marketing Management (Section 001

Spring 2006

Class hours Office Hours Instructor Office Telephone Number E-mail Address

Sat 9:00 – 11:45 AM in SOM 1.212 Thursday 2:00 – 4:00 PM or by appointment SEUNGWON JEON SOM 3.618 972-883-4418 - best method of contact

Textbook: Marketing, 8th edition, by Kerin, Hartley, Berkowitz, and Rudelius

This course is about the fundamentals of marketing principles. Through a series of lectures and cases which describe the decision problems encountered by marketing managers, the course emphasizes marketing strategy, planning, and control, as well as marketing operation. The specific topics that will be covered include marketing management, buyer behavior, product policy, pricing strategy, distribution, communications, sales management, promotion, competitive strategy, and marketing research. The course will cover marketing mostly in the context of products and services.

Class Format & Expectation
Throughout the course of the semester you will be exposed to a variety of informative marketing videos, articles and business cases. Most class gatherings will be comprised of instruction on the relevant material for the day and class discussion regarding an in-class video or assigned topic. All assigned readings should be read by the day they appear on the syllabus, as this is the day the material will be covered in class. We will use the course page on WebCT ( as the major communication medium for the class. You can send/receive course-related emails, download lecture notes, check your grades, and participate in course-related discussions on this site. Power Point lecture notes for each class will be available for downloading before the class. I recommend you bring the print-out of the notes when you attend the class. Help on WebCT access can be found on the web site:, or from UTD IT help desk (Tel: 972-883-2911, Email:

Course grades will be determined by your performance on marketing news reports, scores on examinations, project, class participation, and bonus questions. The weight given to each of the above is given below. Class participation Project report Project presentation Quiz + Homework Midterm exam Final exam Marketing issues presentation 5% 15 % 10 % 15% 25% 25 % 5%

Class participation grade is subjective and will be based on your participation and attendance. You are expected to attend every class as well as to participate in in-class discussions. 5% of your total grade is determined by your class attendance and another 5% will be evaluated by me according to the overall quantity and quality of your answers to the questions I ask in class. Homework will be given according to the class schedule. Homework is due at the beginning of the corresponding class in class schedule regardless of whether you attend class or not. Emergencies should be addressed with me prior to the due date. Late submissions will automatically be lowered by one letter grade. On-line homework will be on line through WebCT. Exams are closed book, combination of multiple choice, short answer, and short essay questions. Emphasis will be on testing of basic concepts and understanding of case analysis. There will be no make-up final exam! Marketing issues presentation will be graded mainly on the clarity of understanding key issues. Presenting individual will submit 1 page long report including following components: 1. Key issues 2. Recommendation or your thought The report will be electronically submitted to the instructor one day before the corresponding class. Project report and project presentation must be submitted by April 22, 2006. Both the hard copy and e-copy of project report and presentation must be received by the beginning of the class on April 22, 2005. The length of the report is normally 10 double-

spaced pages, including reference, tables and figures. Time allocated to presentation is approximately 25 minutes including Q&A.

Final Project
Develop a new product idea (product, service, way of doing marketing) by brainstorming in your group. Screen the ideas to come up with one idea that has the best chance of being marketed. Prepare a marketing plan covering all aspects of marketing such as product, packaging, brand name, advertising theme, slogan, promotion, price, and distribution. The group will present this idea to the class at the end of the semester and the class will evaluate both the presentation and the merit of the idea. What the report should ideally have: 1. An introduction to the topic. 2. Problem Definition: ü What is the consumer need that you aim to satisfy? 3. Situation analysis: ü What is currently available in the market to satisfy the need? ü What are the problems and why is there a need for a new product? ü Who is the target market? In short justify the new product. ü Also state the assumptions about your company, i.e. whether you are a startup company or an established company. 4. Potential market in terms of dollars, profits, or sales. ü Brief description of what assumptions you made and how you arrive at these numbers. 5. Marketing plan for the introduction: ü Product: Brand name, package, warranty, etc. ü Promotions: Message, targeted to, media (TV, radio, print). ü Distribution ü Price: Includes discounts, incentives, etc. ü Time frame: National or regional rollout Provide brief justification for your choice in each case. 6. Limitations or potential threats to success. What if a big company copies the new product? Points will be awarded for presentation of information and the flow of arguments. Evaluation of the Presentation: 1. Content: Is the idea intuitively appealing?

ü Would you invest money in the project? ü How do you evaluate the idea on novelty or creativity? 2. Presentation: Was the presentation interesting? engaging? ü Confidence of the speakers - relaxed. ü Clarity of the talk - speed, loudness. ü Were the visuals presented clearly? ü Clear conclusion 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 on the day of final presentation.

Academic Honesty
UTD has clear policies on academic dishonesty, which includes cheating on an exam, plagiarism, collusion, and falsifying academic records. These activities will not be tolerated in this class. Please look at the catalog for more information on this topic. In this course, collaboration is permitted on all group projects including case analysis and final project. No cooperation or collaboration is allowed on exams & assignments. Appropriate action will be initiated against students who violate this policy. Any student who commits an act of scholastic dishonesty is subject to discipline. Scholastic dishonesty includes, but is not limited to, cheating, plagiarizing, colluding, submitting for credit any work or materials that are attributable in part or fully to another party, taking an exam for another person, and engaging in or attempting to engage in any act designed to give unfair advantage to a student. The University of Texas at Dallas has several procedures to deal with students who commit acts of scholastic dishonesty. Refer to for further information on this topic. Particularly, please note that plagiarism is a serious offense and points will be deducted for committing it. If a student is not sure what plagiarism is or how to properly recognize sources, he/she is strongly encouraged to talk with the instructor regarding this issue.

Tentative Class Schedule:
Week Date Topics Chapters


Jan 14

Introduction, Marketing Principles



Jan 21

Marketing Strategy, Marketing Environment, Group Meeting Marketing Ethics, Consumer Behavior, Quiz Homework (project plan) due Organizational Behavior Market Research Segmentation & Targeting Positioning Midterm Exam New Product Development Managing Brand & Services Pricing I Pricing II Spring Break Marketing Channels, Retailing Advertisement & Promotion Discussion of Group Projects Integrated marketing communications Discussion of Group Projects

Ch2 Ch 3 Ch 4 Ch 5 Ch 6 Ch 8 Ch 9


Jan 28


Feb 4


Feb 11


Feb 18


Feb 25

Ch 10 Ch 11, 12 Ch 13 Ch 14


Mar 4


Mar 11


Mar 18

Ch 15 Ch 17 Ch 19


Mar 25


Apr 1

Ch 18


Apr 8 Apr 15

Project Presentation


Project Presentation Project Presentation, All Reports Due Final Exam review Final Exam (No make-up exam will be given)


Apr 22


Apr 29