BA-3365 Marketing Management

Spring 2005

Classes S 10:00 AM – 12:45 PM in SOM 1.102

Office Hours TR 04:00 – 05:00 PM or by appointment
Instructor TAESUN KIM
Office SOM 3.604
Telephone Number 972-883-6271 (Office) / 972-883-6727 (Fax)
E-mail Address tskim@utdallas.edu – best method of contact

Materials

Textbook: Marketing, 7th edition, by Berkowitz, Kerin, Hartley, and Rudelius

Objectives

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 (http://webct.utdallas.edu) 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:

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http://www.utdallas.edu/distlearn/students/index.htm, or from UTD IT help desk (Tel:
972-883-2911, Email: assist@utdallas.edu).

Grades

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 7.5 %

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

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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.
Utdallas.edu/student/slife/TtitleV.html 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:
9 What is the consumer need that you aim to satisfy?

3. Situation analysis:
9 What is currently available in the market to satisfy the need?
9 What are the problems and why is there a need for a new product?
9 Who is the target market? In short justify the new product.
9 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.

9 Brief description of what assumptions you made and how you arrive at these
numbers.

5. Marketing plan for the introduction:

9 Product: Brand name, package, warranty, etc.
9 Promotions: Message, targeted to, media (TV, radio, print).
9 Distribution
9 Price: Includes discounts, incentives, etc.
9 Time frame: National or regional rollout

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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?

9 Would you invest money in the project?
9 How do you evaluate the idea on novelty or creativity?

2. Presentation: Was the presentation interesting? engaging?

9 Confidence of the speakers - relaxed.
9 Clarity of the talk - speed, loudness.
9 Were the visuals presented clearly?
9 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.

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Tentative Class Schedule:

Week Date Chapter Topics Assignments

1 Jan 15 Ch 1 Introduction
Marketing Principles
2 Jan 22 Ch 2 Marketing Strategy Can you believe Porsche
Ch 3 Marketing Environment …

Ch 4 Marketing Ethics HW1 Due

3 Jan 29
Ch 5 Consumer Behavior What’s Behind Ford’s…
4 Feb 05 Ch 5 Consumer Behavior Project Idea Due
Ch 6 Organization Behavior Generation Y
5 Feb 12 Ch 8 Market Research A Giant Reawakens

6 Feb 19 Ch 9 Segmentation & Targeting How Nokia Chased …

Positioning
7 Feb 26 Midterm Exam

8 Mar 05 Ch 10 New Product Development Products of the Century;

Ch 11 Managing Products & Brands Viagra Falls

9 Mar 12 Spring Break

10 Mar 19 Ch 12 Managing Services Wireless Warrior

Ch 13 Pricing I
11 Mar 26 Ch 14 Pricing II Why Dell's War Isn't
Dumb
12 Apr 02 Ch 19 Advertising HW 2 Due
Ch 18 Promotion Just Another Product …
13 Apr 09 Ch 15 Distribution The Player
Ch 16 Retailing
14 Apr 16 Final Exam Review
Project Presentation
15 Apr 23 Project Presentation All Reports Due

16 Apr 30 Final Exam

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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__________________________