Course Syllabus

Course Information
MKT 6301.5U1 1847 Marketing Management Summer 2010
Wednesday 6:00 pm to 10:00 pm
Room SOM 2.722 (please check again first day of class)

Professor Contact Information

Alexander Edsel
Tel. 972-883-4421
Alexander.Edsel@utdallas.edu
Office: SOM Office 3.609
Office Hours: TBD

Course Pre-requisites: None

Course Description
The Marketing Management course emphasizes marketing research, pricing, segmentation, positioning and integrated
planning. The topics to be covered include marketing management, buyer behavior, internet marketing, product
management, distribution, sales management, promotion, advertising, internet marketing, competitive strategy, ethics and
marketing research. In all these areas, the emphasis is on the use of analysis of facts and data. The course makes extensive
use of real world scenarios. Exams will test application of principles to decision situations.

Student Learning Objectives/Outcomes

Objectives/Goals:
Master fundamental management knowledge
Master the principles, ethics and techniques of Marketing

This course introduces the fundamentals of marketing through a series of decision problems encountered by marketing
managers. There are three key elements of instruction:
1. Learning by doing: You will select a new product/service idea and develop a marketing plan
2. Learning through lectures, discussions and solving scenarios for each lecture.
3. Learning through case studies and breakout sessions.

The following are the outcomes expected:

show the ability to apply marketing principles to business settings, such as analyzing the strengths, weaknesses, op
portunities and threats facing the strategic business unit, explaining with examples how marketing actions can
influence the consumer decision making process
develop an overall understanding of the principles of marketing, in the significant areas of product management, pr
icing, promotions, distribution, consumer behavior, etc.
demonstrate the ability to solve numerical problems in the areas of breakeven analysis, price elasticity, market rese
arch, media planning, etc.
Identify ethical and legal issues facing businesses in relation to their employees, products/services, the
environment, government, and society, and lead by modeling ethical behavior.

Required Textbooks and Materials

Marketing Management by Philip Kotler, 12th or 13th edition, Prentice Hall, Inc. $ 190.67 (13th edition) new
or app. $143.25 if used
Six (6) Case Studies available at UTD and Off Campus Bookstore $ 46.75

Course Syllabus Page 1

 Assignments & Academic Calendar
(Topics, Reading Assignments, Due Dates, Exam Dates)

Lecture Date Topic Chapters Assignments

1 May 26 Syllabus Overview-course expectations 1 (skim), Groups must be formed by end of

Introduction: Marketing Principles and 2 and 5 class. Cases and presentation
Planning, Key Information, Strategy dates will be assigned for each
formulation, 4’ps, SWOT analysis group
Retention, Re-activation, Loyalty Metrics-
driven
2 June 2 Market Research: quantitative and 3 -4
qualitative. Demand Forecasting

3 June 9 Consumer & Business Buying Behavior 6&7 Guest speaker

4 June 16 Segmentation, Targeting & Positioning 8 -11 TruEarth Healthy case due
Branding & Competition
5 June 23 Product & Services Management: new 12 & 13 Pepcid AC case due
product launches, lifecycle mgt, divestment
Exam review
June 30 Pricing, Ethical & legal issues
Midterm exam ( no make-ups)
Lectures 1-4
6 July 7 Pricing, Ethical & legal issues ctd 14 Microsoft case and Virgin
Mobile due
7 July 14 Sales & Channels (Direct, Indirect. Mixed) 15-16 Sunrise Medical and Cyworld
Advertising and PR due
8 July 21 Direct Marketing, Internet Marketing 18-19 Guest speaker
(email, SEM, SEO, organic, paid, surveys,
rich media)
9 July 28 Introducing New Products, International 20-21
marketing
Exam review
10 August 4 Projects due Project Presentation written and
oral Turn in Project Peer Review
Evaluations
11 August 11 Final Exam comprehensive

Cases:
Each group will submit one written case report no more than 15 pages long (in Times New Roman, font size No. 12, double
spaced) and make an oral presentation (app. 20-30 minutes) to the class. At least 4 group members should present each
time. Preferably, every group member should be given an opportunity to present either the Case or the Marketing Plan. I
will facilitate any necessary media (overhead projector). Case reports are due at the beginning of class regardless of
whether you attend class. Late reports will NOT be accepted.

Final Project

Each group will complete a written group project and make an oral presentation (app. 30-40 minutes) to the class. At least 4
group members should present each time. Preferably, every group member should be given an opportunity to present either
the Case or the Marketing Plan. The Final project will evaluate how well you have learned and applied the principles of
marketing.

Course Syllabus Page 2

Two options
1. It must be new product or idea for a small startup venture with total advertising and promotional budget in year
one being $100,000
2. If UTD has a company that would like us to have a do a project/marketing plan that will be announced on first day
of class

Length: No more than 25 pages: Times New Roman, font size No. 12, double spaced + another 3-5 pages with Appendix

Project Outline
1. Executive Summary: needs/problems and key issues
2. Market Research: primary and secondary research
3. Information & Analysis: description of market (size), demographics, geographics, consumer/or business behavior,
SWOT, strategic analysis, competition, market research data, etc
4. Segmentation Targeting & Positioning
5. 4 P’s: with operational & financial details and projections for each (keys to success) and metrics
6. Alternatives considered & Recommendation
7. Appendix: show charts, forecasts, breakeven, financial projections- 3 years, data from market research, etc

Project: Evaluation of the Presentation. Suggestions:

Content:
How unique was the product or service
Was the market, product, competition and/or company analyzed thoroughly?
Have key concepts of marketing been applied?
If Instructor highlighted something as relevant for your project, was this included?
Has every key and relevant area of a marketing plan been incorporated or addressed?
Gaps, alternatives, key issues not covered?
Have the recommendations been compared against alternative courses of action? Realistic?
Are the metrics well chosen and achievable?

Presentation:
Was the presentation interesting and engaging ?
Confidence of the speakers - relaxed. Clarity of the talk -speed, loudness
Were the visuals presented clearly? And does written & oral presentation match?
Was a clear conclusion provided?

Course Syllabus Page 3

Grading Policy

A. Overall course grade will be determined by your performance on case reports, scores on examinations, project and
class participation. The weight given to each of the activities is given below.

Activity Weight
1. Case and Peer evaluations* 15%
2 Midterm exam- Closed Book 25 %
3. Final Exam- Closed Book & partly cumulative 30 %
4. Group Project and Peer evaluations* 30 %
Total 100%

* Peer evaluation : if your peer review score is below a 7, you receive a 10-point deduction from final case or group project
score. i.e. if the Case received a 90 you would get an 80

Attendance & participation in class are important and a key factor when considering borderline situations between two
grades

Overall Course Total Letter Grade

92 –100 A
89-91 A-
86 -89 B+
82-85 B
79-81 B-
75-78 C+
65 – 74 C
Less than 65 F

B. Cases and Projects will be graded mainly on the strength of the arguments in the analysis section . In order to
encourage groups to prepare a professional report the following weights will be used.

Case grading (and format)

Activity Weights
1. Highlight key issues, problem & relevant background information (be brief with background) 10 %
2 Analysis – qualitative, quantitative i.e. SWOT, strategy competition, customers, market and 40 %
environment. Buyer behavior THERE IS NO MARKET RESEARCH TO BE CONDUCTED IN
THE CASE, USE ONLY THE MATERIAL PROVIDED IN THE CASE. DO NOT GO OUTSIDE
FOR ADDITIONAL INFORMATION
3. Evaluation of alternative courses of action & Recommendation; answer questions posed in case and 40 %
which I emailed the group
4. Overall written & oral presentation of the report. Adherence to guidelines 10%
Total 100%

Project
Activity Weights
1. Key issues, problem & relevant background information 5%
2. Market research: surveys etc Primary research gets more points/consideration if well done 20%
3 Analysis – qualitative, quantitative i.e. SWOT, strategy competition, customers, market and 30 %
environment. Buyer behavior
4. Evaluation of alternative courses of action & Recommendation; Metrics & how to implement the 30 %
decision - 4 P's.
5. Uniqueness of product/service and marketing 10 %

Course Syllabus Page 4

 6. Overall written & oral presentation of the report. Adherence to guidelines 5%
Total 100%
Confidential: do not turn in as a group with case or project, you must turn it
in individually as a hard copy, DO NOT E-MAIL
Peer Evaluation Form for Case Study & Group 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 the peer
evaluation score. For example, if you rate your contribution 8, and other members rate you 9, 8 and 9, then your peer
evaluation will be 8.5. You should be honest and impartial in your evaluations. The instructor reserves the right to adjust
and/or discard evaluations that are questionable. Please use the scale shown below:
IMPORTANT NOTE: IF A STUDENT RECEIVES AN AVERAGE PEER SCORE OF 6 OR LOWER; THEY WILL
RECEIVE ONE GRADE LEVEL LOWER THAN THE GROUP’S CASE OR PROJECT SCORE.

No contribution Contributed
at all a lot
┌───┬───┬───┬───┬───┬───┬───┬───┬───┐
1 2 3 4 5 6 7 8 9 10

Enter the name of each Rate the member’s Please provide some justification for your rating below
group member, yourself contribution on the 1 only if the score you assigned to a team member is a
first, below. to 10 scale: 6 or lower. Use back of the form if needed.
1. Your Name:

2.

3.

4.

5.

6.

7.

8.

9.

10.

Please turn in this form the day the Cases or projects are due

Course Syllabus Page 5

Course & Instructor Policies

A successful course requires expectations to be satisfied on both sides. You can expect that I will select relevant materials
and present them effectively in class. I will foster a supportive environment in the classroom. If requested, I will provide
feedback on your performance in the course both formally and informally.

I expect that you will prepare carefully by reading your assignments/cases and will be ready to participate
in all class discussions. Attendance in class is required although one absence is allowed without penalty after the first
class. There is a 10-point deduction from your participation grade for every additional absence. I expect that you will
come to me if you have any difficulty with the material, or if you have suggestions to improve the quality of the course.

Make-up exams: No make-up mid-term test will be arranged. If the mid-term exam is missed & only for a verifiable
and valid reason, your final exam will account for 55% of your total grade. In this case your final exam will contain more
comprehensive material than the final of those students who took the midterm.

There are NO provisions for “extra credit” assignments in case of poor performance on any exam

My role is to facilitate the case discussion. Remember that the quality of discussion is the responsibility of the whole class.
Ten percent of the grade counts towards class participation.

Final note: While there is no "one" correct answer to the problem, there can be wrong answers or approaches. Please be
prepared and read your material, irrelevant or incorrect answers do not help your participation grade. We investigate
different approaches to the problem and understand the significance of each approach. In the process, you develop a
judgment about how to approach real life decision problems.

Field Trip Policies

Off-campus Instruction and Course Activities

Off-campus, out-of-state, and foreign instruction and activities are subject to state law and University policies and
procedures regarding travel and risk-related activities. Information regarding these rules and regulations may be
found at the website address http://www.utdallas.edu/BusinessAffairs/Travel_Risk_Activities.htm. Additional
information is available from the office of the school dean. Below is a description of any travel and/or risk-related
activity associated with this course.

Student Conduct & Discipline

The University of Texas System and The University of Texas at Dallas have rules and regulations for the orderly
and efficient conduct of their business. It is the responsibility of each student and each student organization to be
knowledgeable about the rules and regulations, which govern student conduct and activities. General information
on student conduct and discipline is contained in the UTD publication, A to Z Guide, which is provided to all
registered students each academic year.

The University of Texas at Dallas administers student discipline within the procedures of recognized and
established due process. Procedures are defined and described in the Rules and Regulations, Board of Regents,
The University of Texas System, Part 1, Chapter VI, Section 3, and in Title V, Rules on Student Services and
Activities of the university’s Handbook of Operating Procedures. Copies of these rules and regulations are
available to students in the Office of the Dean of Students, where staff members are available to assist students in
interpreting the rules and regulations (SU 1.602, 972/883-6391).

A student at the university neither loses the rights nor escapes the responsibilities of citizenship. He or she is
expected to obey federal, state, and local laws as well as the Regents’ Rules, university regulations, and

Course Syllabus Page 6

 administrative rules. Students are subject to discipline for violating the standards of conduct whether such conduct
takes place on or off campus, or whether civil or criminal penalties are also imposed for such conduct.

Academic Integrity

The faculty expects from its students a high level of responsibility and academic honesty. Because the value of an
academic degree depends upon the absolute integrity of the work done by the student for that degree, it is
imperative that a student demonstrate a high standard of individual honor in his or her scholastic work.

Scholastic dishonesty includes, but is not limited to, statements, acts or omissions related to applications for
enrollment or the award of a degree, and/or the submission as one’s own work or material that is not one’s own.
As a general rule, scholastic dishonesty involves one of the following acts: cheating, plagiarism, collusion and/or
falsifying academic records. Students suspected of academic dishonesty are subject to disciplinary proceedings.

Plagiarism, especially from the web, from portions of papers for other classes, and from any other source is
unacceptable and will be dealt with under the university’s policy on plagiarism (see general catalog for details).
This course will use the resources of turnitin.com, which searches the web for possible plagiarism and is over 90%
effective.

Email Use

The University of Texas at Dallas recognizes the value and efficiency of communication between faculty/staff and
students through electronic mail. At the same time, email raises some issues concerning security and the identity of
each individual in an email exchange. The university encourages all official student email correspondence be sent
only to a student’s U.T. Dallas email address and that faculty and staff consider email from students official only if
it originates from a UTD student account. This allows the university to maintain a high degree of confidence in the
identity of all individual corresponding and the security of the transmitted information. UTD furnishes each
student with a free email account that is to be used in all communication with university personnel. The
Department of Information Resources at U.T. Dallas provides a method for students to have their U.T. Dallas mail
forwarded to other accounts.

Withdrawal from Class

The administration of this institution has set deadlines for withdrawal of any college-level courses. These dates
and times are published in that semester's course catalog. Administration procedures must be followed. It is the
student's responsibility to handle withdrawal requirements from any class. In other words, I cannot drop or
withdraw any student. You must do the proper paperwork to ensure that you will not receive a final grade of "F" in
a course if you choose not to attend the class once you are enrolled.

Student Grievance Procedures

Procedures for student grievances are found in Title V, Rules on Student Services and Activities, of the
university’s Handbook of Operating Procedures.

In attempting to resolve any student grievance regarding grades, evaluations, or other fulfillments of academic
responsibility, it is the obligation of the student first to make a serious effort to resolve the matter with the
instructor, supervisor, administrator, or committee with whom the grievance originates (hereafter called “the
respondent”). Individual faculty members retain primary responsibility for assigning grades and evaluations. If
the matter cannot be resolved at that level, the grievance must be submitted in writing to the respondent with a
copy of the respondent’s School Dean. If the matter is not resolved by the written response provided by the
respondent, the student may submit a written appeal to the School Dean. If the grievance is not resolved by the
School Dean’s decision, the student may make a written appeal to the Dean of Graduate or Undergraduate
Education, and the deal will appoint and convene an Academic Appeals Panel. The decision of the Academic
Appeals Panel is final. The results of the academic appeals process will be distributed to all involved parties.

Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff
members are available to assist students in interpreting the rules and regulations.

Course Syllabus Page 7

Incomplete Grade Policy

As per university policy, incomplete grades will be granted only for work unavoidably missed at the semester’s
end and only if 70% of the course work has been completed. An incomplete grade must be resolved within eight
(8) weeks from the first day of the subsequent long semester. If the required work to complete the course and to
remove the incomplete grade is not submitted by the specified deadline, the incomplete grade is changed
automatically to a grade of F.

Disability Services

The goal of Disability Services is to provide students with disabilities educational opportunities equal to those of
their non-disabled peers. Disability Services is located in room 1.610 in the Student Union. Office hours are
Monday and Thursday, 8:30 a.m. to 6:30 p.m.; Tuesday and Wednesday, 8:30 a.m. to 7:30 p.m.; and Friday, 8:30
a.m. to 5:30 p.m.

The contact information for the Office of Disability Services is:

The University of Texas at Dallas, SU 22
PO Box 830688
Richardson, Texas 75083-0688
(972) 883-2098 (voice or TTY)

Essentially, the law requires that colleges and universities make those reasonable adjustments necessary to
eliminate discrimination on the basis of disability. For example, it may be necessary to remove classroom
prohibitions against tape recorders or animals (in the case of dog guides) for students who are blind. Occasionally
an assignment requirement may be substituted (for example, a research paper versus an oral presentation for a
student who is hearing impaired). Classes enrolled students with mobility impairments may have to be
rescheduled in accessible facilities. The college or university may need to provide special services such as
registration, note-taking, or mobility assistance.

It is the student’s responsibility to notify his or her professors of the need for such an accommodation. Disability
Services provides students with letters to present to faculty members to verify that the student has a disability and
needs accommodations. Individuals requiring special accommodation should contact the professor after class or
during office hours.

Religious Holy Days

The University of Texas at Dallas will excuse a student from class or other required activities for the travel to and
observance of a religious holy day for a religion whose places of worship are exempt from property tax under
Section 11.20, Tax Code, Texas Code Annotated.

The student is encouraged to notify the instructor or activity sponsor as soon as possible regarding the absence,
preferably in advance of the assignment. The student, so excused, will be allowed to take the exam or complete
the assignment within a reasonable time after the absence: a period equal to the length of the absence, up to a
maximum of one week. A student who notifies the instructor and completes any missed exam or assignment may
not be penalized for the absence. A student who fails to complete the exam or assignment within the prescribed
period may receive a failing grade for that exam or assignment.

If a student or an instructor disagrees about the nature of the absence [i.e., for the purpose of observing a religious
holy day] or if there is similar disagreement about whether the student has been given a reasonable time to
complete any missed assignments or examinations, either the student or the instructor may request a ruling from
the chief executive officer of the institution, or his or her designee. The chief executive officer or designee must
take into account the legislative intent of TEC 51.911(b), and the student and instructor will abide by the decision
of the chief executive officer or designee.

Course Syllabus Page 8

 These descriptions and timelines are subject to change at the discretion of the Professor.

Course Syllabus Page 9