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The University of Texas at Dallas

Global Leadership Executive MBA Program

Marketing for Managers: MKTG 6301


Section: MIM
Summer 2007: April 23 – June 17, 2007

Professor Contact Information


James Munch Phone: (817) 272-2258 office Fax: (972) 883.6164
E-Mail: Use Blackboard e-mail

Carolyn Reichert Phone: (972) 883.2726 (W) Fax: (972) 883.6164


Course Manager (972) 867.7088 (H)
E-Mail: Use Blackboard e-mail
Office Location: SM 1.506
Office Hours: By appointment

Course Pre-requisites, Co-requisites, and/or Other Restrictions


There are no pre-requisites for this class.

Course Description

This course introduces the student to many fundamental, yet complex marketing
decisions facing contemporary business firms. The basic objective is to help executives
and managers better solve marketing problems by understanding the setting in which
such decisions are made, the tools available to facilitate these decisions, and the impact
of the decisions for the firm and the “larger marketplace.”

The class will focus on several keys to effective strategic decision making: careful
analysis of the situation, intelligent use of the information at hand, utilization of
appropriate knowledge of marketing principles, as well as an assessment successful
past marketing practices.

Student Learning Objectives/Outcomes


• Identify key strategic issues such as what business a company should be in;
what is the market, what is the sustainable competitive advantage
• Judge how marketing resources should be allocated in a specific situation
• Interpret the concepts of customer focus, satisfaction and brand loyalty.
Text: Marketing Management
Philip Kotler and Kevin Keller, Prentice Hall, 12th edition, 2006

Articles: Listed by Week Due

Cases: Listed by Week Due

Schedule of Assignments

Pre Retreat
Assignment: Pyramid Pizza Case. Read the case and be prepared for an in-
class discussion.

Retreat: Introduction to Marketing; How to Prepare a Marketing Case


Date: Saturday, April 21, 1:00 PM-4:00 PM
______________________________________________________________

Week 1: Introduction to Marketing and Models for Strategic Planning


Dates: April 23-April 29
Lecture: Introduction and Strategic Planning

Readings: Chapters 1 and 2

Articles: “The Very Model of a Marketing Plan,” pdf file

Sheth, J. N., et. al., “The Antecedents and Consequences of


Customer –Centric Marketing,” Journal of The Academy of
Marketing Science, Vol. 28., No. 1, p. 55-66.

Discussion Forum: Individual responses to questions on Marketing Planning and the


Sheth article posted to the Discussion Forum by May 1

Plan Ahead: Team case: Walmart Stores due May 5


_______________________________________________________________

Week 2: Consumer Decision Making and B-to-B Marketing


Dates: April 30- May 6
Lecture: Business to Business and Consumer Decision Making

Readings: Chapters 5, 6 and 7

Assignment: Wal-Mart Stores Case


See the following material to assist you with the assignment
• “One Nation Under Wal-Mart,” Fortune , March 3, 2003 pdf file
• “Is Wal-Mart Good For America,” PBS series on-line videos.
Due date: Team written case questions posted to Digital Drop Box by May 5
midnight CST

Web conference: Discuss Wal-Mart Case


Web conference Date: Sunday, May 6 at 5:00 pm CST

Peer Evaluation Due: Peer evaluations on Wal-Mart due May 7


_______________________________________________________________

Week 3: Market Segmentation, Targeting, Positioning


Dates: May 7- May 13
Lecture: Market Segmentation

Readings: Chapters 8, 9, 10 and “The Customer Experience,” pdf file

Plan ahead: Team Case: Matching Dell due May 19


______________________________________________________________

Week 4: Market Research


Dates: May 14 - May 20
Lecture: Market Research
Readings: Chapters 3 and 4

Assignment: Matching Dell.


Due date: Team written case questions posted to Digital Drop Box by May 19
midnight CST

Web conference: Discuss Dell Case


Web conference Date: Sunday, May 20 at 5:00 pm CST

Peer Evaluation Due: Peer evaluations on Dell due May 21


________________________________________________________________

Week 5: Product Strategies


Dates: May 21 – May 27
Lecture: Product Strategies
Readings: Chapters 10, 11 and 12
“Making Old Brands New,” pdf file

Assignment: VALS Survey and conduct a PRISM profile for your zip code and
your hometown zip code.
Instructions and link posted on Blackboard

Discussion Forum: Individual responses on questions on the VALS Survey and


PRISM profile posted to the Discussion Forum by May 28
Plan ahead: Team Case: Snapple Case due June 2
________________________________________________________________

Week 6: Services Marketing


Dates: May 28 – June 3

Lecture: Services Marketing


Readings: Chapter 13
“Why Service Stinks,” pdf file

Assignment: Snapple Case.


Due date: Team written case questions posted to Digital Drop Box by June 2
midnight CST

Web conference: Discuss Snapple Case


Web conference Date: Sunday, June 3 at 5:00 pm CST

Peer Evaluation Due: Peer evaluations on Snapple due June 4


________________________________________________________________

Week 7: Distribution Channels, Wholesaling and Retailing


Dates: June 4 – June 10

Lecture: Channels and Retailing


Readings: Chapters 15 and 16
“Why Service Stinks,” pdf file

Discussion Forum: Individual responses to questions on Services Marketing


posted to the Discussion Forum by June 11

Plan Ahead: Team Case: “Four Seasons Hotels and Resorts” due June 16
____________________________________________________________

Week 8: Promotion Strategies: Integrated Marketing Communications


Dates: June 11 – June 17

Lecture: Integrated Marketing Communications and Pricing Strategy


Readings: Chapters 14, 17, 18, 19

Assignment: “Four Seasons Hotels and Resorts”.


Due date: Team written case questions posted to Digital Drop Box by June 16
midnight CST

Web conference: Discuss Four Seasons Case


Web conference Date: Sunday, June 17 at 5:00 pm CST
Peer Evaluation Due: Peer evaluations on Four Seasons due June 18

Plan ahead: Individual Case: Arrow Electronics due June 24


____________________________________________________________

Week 9: Course Conclusion


Dates: June 11 – June 17

Assignment: Individual Case: “Arrow Electronics”


Due date: Individual case questions posted to Digital Drop Box by June 24
midnight CST

Evaluations: Course Evaluations


Due date: June 24
_______________________________________________________________

Grading Policy and Evaluation

• Emphasis in this course is on content mastery, critical thinking, and


demonstrated ability to apply marketing concepts to business situations

• Individual Assignments 40%


Three Discussion Forum Responses 15%
Final Exam-Case Write up 25%

• Team Assignments 60%


Four Team case write ups 40%
Four Web Conferences 20%

Written Assignments
Evaluation of written assignments and project papers will be based on thoughtful,
analytical, well-constructed responses demonstrating knowledge of the topic by citing
examples of the key concepts present in the readings or cases.

• A ---Excellent: Understanding of all key issues; no important analytical errors


or omissions; concise, very well written and organized, makes appropriate
use of charts and tables.
• B---Good: Understanding of most issues; only a few important issues not
discussed; few analytical errors; well-written and well-organized, makes
appropriate use of charts and tables.
• C---Adequate: Understanding of many issues, but not all important aspects
covered; various analytical errors; excessive case recitation unsupported by
analysis; poorly written or organized, makes inappropriate use of charts and
tables.
Web conference Discussions Weight 5% each
The purpose of the web conferences is to discuss class material. Participation in the
web conferences will assist you in understanding the assignments. Participation will be
evaluated using the following criteria:

• A --- Excellent comments: answers questions appropriately; understands all


key issues; often develops discussion by building on or integrating others’
comments
• B --- Good comments: answers most questions appropriately; understands
most key issues; introduces some new issues or adds to others’ comments
• C --- Adequate comments: answers few questions appropriately; understands
some issues, but not all important aspects; introduces issues without
reference to prior discussion or repeats previous points.

Discussion Forum Participation Weight 5% each


Students are expected to post responses that reflect content knowledge, analytical skills
and add value to the discussion topic. Grades for discussions forum participation will be
based on the quality of the response.
• A: Excellent contribution --- Insightful; key points and ideas set tone of other
contributions.
• B: Good contributions --- Used key points and issues to add value to the
overall discussion thread.
• C: Acceptable contribution --- Contribution was on topic; built on other’s
ideas.
• D: Unacceptable contribution --- Contribution did not add value.
• F: No posting

Course & Instructor Policies

Format for Written Assignments


Written assignments should be Word documents (no html formats) that are:
• Double-spaced, 12 pt. Arial or Times New Roman font
• Citations properly formatted in MLA style
• Clearly identified by author or team
o For an individual assignment, the student name needs to be on the first
page of the document AND as part of the document name, i.e.
Jonessocres.doc when it is submitted.
o For a team assignment, the team number and names of team participants
on the first page AND the team number as part of the document name i.e.
Team2MNCs.doc when it is posted
o There is no need for a separate cover pages
Submission
Assignments should be posted on Blackboard (Bb) within the course area by the due
date. Assignments are submitted to the Digital Drop Box under Tools tab. Be sure to
use the SEND command to submit to the Drop Box. Do not use ADD command to post.

Late Assignments
If you need to miss an assignment deadline, you must pre-notify the instructor and
course manager before the deadline. You should provide the reason for missing the
deadline and an alternative date for submitting the assignment. The instructor and
course manager must approve the extension and the new deadline. If you do not pre-
notify the instructor, the instructor may determine the appropriate grade deduction for
the assignment.

Retreats: Attendance at the retreat is a course requirement. Missing the retreat may
be grade affecting and may require makeup assignments at the discretion of the
instructor.

Evaluations:

Peer Evaluation
Students need to complete a peer evaluation for each team assignment. The peer
evaluation is an electronic document whose link is located on Blackboard (Bb) in the
course area under the Information button. Students allocate 100 points among the team
members to reflect the level of contribution made by each team member on a specific
assignment.

Course Evaluation
The completion of a course evaluation is a course requirement. Students need to
complete a course evaluation form which is an electronic document whose link is
located on Blackboard (Bb) in the course area under the Information button. Students
who do not submit a course evaluation by the due date will receive an incomplete grade
for the course.

UTD Policy on Cheating:

Students are expected to be above reproach in all scholastic activities. Students who
engage in scholastic dishonesty are subject to disciplinary penalties, including the
possibility of failure in the course and dismissal from the university. "Scholastic
dishonesty includes but is not limited to cheating, plagiarism, collusion, the submission
for credit of any work or materials that are attributable in whole or in part to another
person, taking an examination for another person, any act designed to give unfair
advantage to a student or the attempt to commit such acts." Regents' Rules and
Regulations, Part One, Chapter VI, Section 3, Subsection 3.2, Subdivision 3.22.
Professors randomly use “Turnitin.com” to screen papers against other published works
on the web to insure against plagiarism.