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BA-3365 Marketing Management

Spring 2005
Classes Office Hours Instructor Office Telephone Number E-mail Address S 10:00 AM – 12:45 PM in SOM 1.102 TR 04:00 – 05:00 PM or by appointment TAESUN KIM SOM 3.604 972-883-6271 (Office) / 972-883-6727 (Fax) – best method of contact

Textbook: Marketing, 7th edition, by Berkowitz, Kerin, Hartley, 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
I expect active participation of the students in each class meeting. Starting on the second class meeting, each class will be opened by one of the groups presenting “current marketing news”. Other students should also offer comments and discussions. All discussions should be related to the course content as much as possible after you are exposed to them. I then will present important materials for a specific marketing topic and discuss with the class about their applications. I view my role, to some degree, as a facilitator of the class discussion. I will assign the date on which your group presents allocated marketing news and insights. 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:

1, 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 Marketing news analysis & presentation Homework I, II Project report Project presentation Midterm exam Final exam 7.5 % 7.5 % 10 % 15 % 10 % 25 % 25 %

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. Marketing news analysis & presentation will be graded mainly on the clarity of understanding key issues. Presenting group 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. Homework will be given according to the class schedule. Homework is due at the beginning of the corresponding class in the class schedule regardless of whether you attend class or not. Exams are closed book, multiple choice and short answer questions. Emphasis will be on testing of basic concepts and understanding of case analysis. No make-up exam will be given.


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. The University of Texas at Dallas has several procedures to deal with students who commit acts of scholastic dishonesty. Please refer to http://www. for further 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 & homework. Appropriate action will be initiated against students who violate this policy.

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: What is the consumer need that you aim to satisfy? 3. Situation analysis: What is currently available in the market to satisfy the need? What are the problems and why is there a need for a new product? Who is the target market? In short justify the new product. 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. Brief description of what assumptions you made and how you arrive at these numbers. 5. Marketing plan for the introduction: Product: Brand name, package, warranty, etc. Promotions: Message, targeted to, media (TV, radio, print). Distribution Price: Includes discounts, incentives, etc. 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? Would you invest money in the project? How do you evaluate the idea on novelty or creativity? 2. Presentation: Was the presentation interesting? engaging? Confidence of the speakers - relaxed. Clarity of the talk - speed, loudness. Were the visuals presented clearly? 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.


Tentative Class Schedule:
Week 1 2 Date Jan 15 Jan 22 Chapter Ch 1 Ch 2 Ch 3 Ch 4 Ch 5 Ch 5 Ch 6 Ch 8 Ch 9 Topics Introduction Marketing Principles Marketing Strategy Marketing Environment Marketing Ethics Consumer Behavior Consumer Behavior Organization Behavior Market Research Segmentation & Targeting Positioning Midterm Exam Ch 10 Ch 11 New Product Development Managing Products & Brands Spring Break Ch 12 Ch 13 Ch 14 Ch 19 Ch 18 Ch 15 Ch 16 Managing Services Pricing I Pricing II Advertising Promotion Distribution Retailing Final Exam Review Project Presentation Project Presentation Final Exam All Reports Due Wireless Warrior Why Dell's War Isn't Dumb HW 2 Due Just Another Product … The Player Products of the Century; Viagra Falls Can you believe Porsche … HW1 Due What’s Behind Ford’s… Project Idea Due Generation Y A Giant Reawakens How Nokia Chased … Assignments

3 4 5 6 7 8

Jan 29 Feb 05 Feb 12 Feb 19 Feb 26 Mar 05

9 10 11 12 13 14 15 16

Mar 12 Mar 19 Mar 26 Apr 02 Apr 09 Apr 16 Apr 23 Apr 30


Please fill out this form and return it to me. Name ____________________________________ Major ____________________________________ Tel. No. __________________________________ Email Address_____________________________ Your team name____________________________ Your team member (including yourself) 1__________________________ 2__________________________ 3__________________________ 4__________________________ 5__________________________