Course Syllabus

Course Information MKT 6301.002 Marketing Management Friday 4 6:45 pm, SOM 2.722, Fall 2011

Professor Contact Information

Instructor: Prof. Ashutosh Prasad Tel: (972) 883-2027 E-mail: aprasad@utdallas.edu Office: SOM 3.221 Office Hours: Thursday 2-5 pm or by appointment

TA: Tel. E-mail: Office: Office hours

FYI, please use the above and not eLearning for sending us email.

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

Course Description The objective of this core marketing course is to provide a broad coverage of contemporary marketing theory and practice. It will provide insight into the manner in which consumer wants and needs are transformed into a firms strategies and tactics, and prepare students for the marketing challenges presented by rapid globalization and technology advances. We discuss consumer behavior and cover the segmentation, targeting and positioning framework. Attention is devoted to specific marketing mix decisions to help execute a marketing strategy effectively. Topics include marketing strategy, ethics, advertising, product development, pricing, channels and retailing. HBS cases are analyzed to explore the application of course concepts and tools. Teamwork is emphasized. Students will form groups at the beginning of the semester and prepare a new product marketing plan and present it.

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Student Learning Objectives/Outcomes - Students will demonstrate an understanding of marketing, e.g., the value of segmentation. Assessed by test questions. - Students will be equipped with problem solving techniques, e.g., quantitative methods for setting prices. Assessed by test questions. - Students will be able to relate marketing concepts to business practices, e.g., the design of advertisements. Assessed by test questions. - Students will have an appreciation of ethics and social responsibility in making marketing decisions. Assessed by test questions.

Required Textbook and Materials Textbook Marketing Management, Russell S. Winer, Pearson Prentice Hall, 4th Edition, 2011. Cases The UTD bookstore and off campus bookstore will have a case packet with the five HBS cases assigned for the class. The cases are: Colgate-Palmolive Co: The Precision Toothbrush Clocky: The Runaway Alarm Clock Mary Kay Asian Market Entry (A) Virgin Mobile USA: Pricing for the Very First Time Marketing James Patterson Overheads PowerPoint slides can be downloaded from the eLearning page for the class. If the slides are zipped, the tools to unzip it should be on your computer. If not, try 7-zip (www.7zip.org). Content Management System The University provides eLearning for secure communication of grades. We will use it for the grade book, announcements and collaboration functionality. Collaboration tools -- Chat, Who's Online, and Discussions -- should show up on the side panel.

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Assignments & Calendar Date Session 1 Fri, Aug 26 Topics Introduction to Marketing Syllabus review Marketing Ethics Strategic Marketing Framework Consumer Behavior Instructor discusses case: ColgatePalmolive Market Structure & Competitor Analysis Readings / HW Due Ch. 1

Session 2 Fri, Sep 2 Session 3 Fri, Sep 9

Ch. 2 Ch. 4 Form groups Read Case Ch. 6 Discuss project ideas with instructor & finalize Ch. 7 Read Case. All even numbered groups submit case report. Ch. 8

Session 4 Fri, Sep 16

Session 5 Fri, Sep 23

Product Decisions Half of even numbered groups present case: Marketing James Patterson New Product Development

Session 6 Fri, Sep 30 Session 7 Fri, Oct 7 Session 8 Fri, Oct 14

Fill a feedback form Exam I (Ch, 1,2, 4, 6, 7, 8) Pricing Half of odd numbered groups present case: Clocky Communications & Advertising Strategy Half of even numbered groups present case: Virgin Mobile Sales Promotion Ch. 9 Read case. All odd numbered groups submit case report. Ch. 10 Read case. All even numbered groups submit case report. Ch. 11

Session 9 Fri, Oct 21

Session 10 Fri, Oct 28

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Session 11 Fri, Nov 4 Session 12 Fri, Nov 11 Session 13 Fri, Nov 18

Channels of Distribution Guest lecture Half of odd numbered groups present case: Mary Kay Direct Channels Guest lecture

Ch. 12 Read case. All odd numbered groups submit case report. Ch. 13

Nov 24-25 is Thanksgiving holiday Session 14 Fri, Dec 2 Project Presentations Synopsis & Review All groups email Project Reports by the start of class Return peer evaluation form

Fri, Nov 9

Exam II (Ch. 9, 10, 11, 12, 13)

Grading Policy Activity Exam I Exam II Project report (1) Project presentation (1) Case report (2) Case presentation (1) Peer evaluation Attendance & CP Score 25% 25% 10% 5% 10% 5% 10% 10%

Grades will be posted online. Any grade dispute should be submitted in writing within one week of the assignment of the grade. Reports are due at the beginning of class. Late submissions will not be accepted. Grade cutoffs are: A+=93, A=90, A-=87, B+=84, B=81, B-=78, C+=75, C=72, C-=69, D+=66 and the lowest grade is F. The grading scale is applied after rounding the total score to the nearest integer.

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Course & Instructor Policies Exams: The exams consist of multiple choice, fill-in-the-blanks and short answer questions. If missing an exam is allowed (e.g. for emergencies), we may double the other exams score and subtract a penalty of 3 to 5 points. Attendance and class participation: Class time will be spent on important, interesting or difficult topics. However, students are responsible for all of the information in the chapter whether it is explicitly covered in class or not. You are expected to attend all sessions and to have read and reflected on the material to be covered in class. You are encouraged to raise discussion of current issues that are relevant to the topics discussed. Three absences are allowed without penalty. Else, subtract a point for each absence. Class participation scores will be based upon the quality of input, responses, questions and in-class activities. Please avoid disturbing others by being noisy or surfing the web. Project report: Each group and the instructor will agree on a new product or service idea. The group will develop a marketing plan for it over the course of the semester. The report should not exceed 10 pages. Appendices may be attached if necessary. It should be sent to the instructor by email in MS Word and PDF formats. The project reports will be graded as A (100%), B (80%), C (60%) or, if the report is not timely submitted or reveals a cursory effort, F (0%). The following is a possible way to structure the report: 1. 2. 3. Title page and Table of contents. A one page executive summary. A description of the company, its goals, its competencies. It may be assumed that the firm is a startup with $250,000 initial budget. Introduce the new product or service. Situation analysis: Summarize with a SWOT table. What is the firms cost structure? What are external forces competition analysis, PEST factors, and channel partners? Buyer analysis: Who are the customers? How is the market segmented? What is the need that you aim to satisfy? Estimate the market potential and the willingness-to-pay. Strategy: What is the product-market the firm is seeking to enter? Describe the target market. Provide a positioning statement. Make clear what the point of difference is for the product vs. competition. Marketing program: a. Product: brand name, package, etc. Provide a drawing (does not have to be art quality)

4.

5.

6.

7.

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b. c. d. 8.

Promotion: Message, targeted to?, media (TV, Radio, Print, Internet). Distribution, including time frame for national or regional rollout. Price: Including discounts, incentives, etc.

Financials: When will break-even be achieved? Forecast what market share your product would capture in a 3 year time period. Summarize the information with a table of financial projections showing sales in units and dollars, costs and profits. Evaluation and Control a comment about what might change in the plan if sales vary from projections. References and Appendices if needed.

9. 10.

Project presentation: Each group will present its project to the class. The amount of time per presentation depends on enrollment and hence TBA. Please provide each group member with some speaking role. The scoring will be A (100%), B (80%), C (50%) or, for no-shows or obvious lack of effort, F (0%). Evaluation of the presentation is based on content and style: Content: 1. 2. Is the plan presented in a structured manner? Are the visuals clear? Is the plan based on an understanding of the customers needs and strategic analysis, providing a clear point of difference of the product or service to the target market, fully detailed about the 4Ps, and consistent? Do the projections on the size of the market, the breakeven demand, and the profit potential appear reasonable? Does it make a compelling case? (for action, such as investment) Was the presentation interesting and engaging? Did speakers come across as smart, practiced, confident, polite in addressing questions? Was there clarity of communication speed and loudness of talk, ability to finish in time, no distracting mannerisms.

3. 4. Style: 1. 2. 3.

Case analysis: Each group will submit two case analysis reports and present one case analysis in class. The write-up should not exceed 5 pages. Appendices may be attached if needed. It should be sent to the instructor by email in MS Word and PDF formats. Here are some suggestions for case analysis:

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1.

A case usually requires a decision to be made or evaluated. There is usually a decision maker. You should analyze the case as if you were either the decision maker and write a professional report. An initial section should describe the context of the problem (e.g., the relevant background of the firm) and provide a statement about the decision problem. Then do a situational analysis relating to the problem about: (1) the consumers (2) the competition (3) the company (4) distribution and transaction costs. Consider several alternative solutions to the decision problem. Often the case will make them explicit, but you can come up with your own. Evaluate these alternatives by (1) marketing and qualitative implications (2) economic comparison. This explains and defends why you went for your solution and not another solution. Clearly state your recommendation. The implementation of the recommendation will require a plan of action based on the 4Ps.

2. 3. 4.

5.

The instructor will do one case analysis to further clarify the above. Note that there is often no correct solution to a case, but points can be lost for things such as for not considering relevant factors (e.g., a customer analysis was omitted); for making inconsistent recommendations (e.g., choice of target market is inconsistent with the firms described strengths); for repeating case facts at length without reason; for poor writing; for not connecting the business situation with marketing theory etc. Midterm feedback Class will give feedback on one thing that you like about the class and one thing that could be improved in class. But even otherwise, please feel free to provide feedback to the instructor. Peer evaluation To ensure that each group member performs responsibly, a portion of the grade will be based on a peer evaluation conducted at the end of the semester. The peer evaluation form is included here. It should be filled out and returned to the instructor on the last day of class.

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Confidential Peer Evaluation Form for Group Assignments

The purpose of this evaluation is to measure the contribution of each member to the group effort. Each member will rate the 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 discard evaluations that are questionable. Please use the scale shown below:

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

Enter the name of each group member, yourself first, below. 1. Your Name:

Rate the members contribution on the 1 to 10 scale:

Please provide some justification for your rating below. Use back of form if required.

2.

3.

4.

5.

Please seal and return this form to the instructor

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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, Series 50000, Board of Regents, The University of Texas System, and in Title V, Rules on Student Services and Activities of the universitys 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) and online at http://www.utdallas.edu/judicialaffairs /UTDJudicialAffairs-HOPV.html. 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 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 ones own work or material that is not ones 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 universitys 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. Copyright Notice The copyright law of the United States (Title 17, United States Code) governs the making of photocopies or other reproductions of copyrighted materials, including music and software. Copying, displaying, reproducing, or distributing copyrighted works may infringe the copyright owners rights and such infringement is subject to appropriate disciplinary action as well as criminal penalties provided by federal law. Usage of such material is only appropriate when that usage constitutes fair use under the Copyright Act. As a UT Dallas student, you are required to follow the institutions copyright policy (Policy Memorandum 84-I.3-46). For more information about fair use, see http://www.utsystem.edu/ogc/intellectualproperty/copypol2.htm

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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 students 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 universitys 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 respondents 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 Deans 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. Incomplete Grade Policy As per university policy, incomplete grades will be granted only for work unavoidably missed at the semesters 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

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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. Student AccessAbility Services The goal of Student AccessAbility Services is to provide students with disabilities equal educational opportunities. Student AccessAbility Services provides students with a documented letter to present to the faculty members to verify that the student has a disability and needs accommodations. This letter should be presented to the instructor in each course at the beginning of the semester and accommodations needed should be discussed at that time. It is the students responsibility to notify his or her professors of the need for accommodation. If accommodations are granted for testing accommodations, the student should remind the instructor five days before the exam of any testing accommodations that will be needed. Student AccessAbility Services is located in the Student Services Building, room 3.200. Office hours are Monday Thursday, 8:30 a.m. to 6:30 p.m., and Friday 8:30 a.m. to 5:00 p.m. You may reach Student AccessAbility Services at (972) 883-2098. Guidelines for documentation are located on the Student AccessAbility Services website at http://www.utdallas.edu/studentaccess/documentation/ 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. These descriptions and timelines are subject to change at the discretion of the Professor.

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