MKT 6301

MARKETING MANAGEMENT

Mon. 9-11:45 PM

SM 2.717

 

Contact Information:

 

Dr. Nanda Kumar

Office: SM 3.702

Office Hours: Mon 4-6 pm

Phone: (972) 883 6426

Email: Use the mail feature in WebCT to send me an email

 

Course Web Page on WebCT – All class related announcements, weekly notes, addendum to class lectures, changes in schedules etc will be posted on the course page. I therefore suggest that you check the course webpage before every meeting!

 

Required Materials:             

 

Text: “Marketing Management” by Russell S. Winer, 2003.

Case Packet: Available at the bookstore.

 

 

COURSE OBJECTIVES:

The objective of this introductory marketing course is to provide a thorough understanding of marketing and its role in the organization. It will offer insight into the way in which consumer wants and needs are transformed into a firm’s strategies and tactics, and prepare students for the marketing challenges of the 21st century presented by rapid globalization and technology advances. Teamwork is emphasized. Depending upon class size students will form 8-10 groups at the beginning of the semester and work as a group to complete a case and a project report and present them.

 

ATTENDANCE and EXAMS:

Students are expected to attend all classes and to have read the assigned material.  Exams will consist of multiple choice, fill-in-the-blanks questions, and short questions. Any exam grading disputes must be submitted in writing within two weeks of the results.

 

GRADING:

 

Case Report (12+3)

15%

Attendance/Participation

10%

Mid-Term Exam

25%

Project Write-up

20%

Project Presentation

5%

End-Term Exam

25%

Total

100%

CASE ANALYSIS/REPORT:

 

Each group will submit one case analysis report and present that analysis to the class. The report should not exceed 10 double spaced pages not including exhibits, figures, and tables. Note the following guidelines for case analysis:

 

  1. You should analyze the case as though you were the company.
  2. Divide the analysis into 5 main sections:
    1. Problem statement (1/2 page)
    2. Issues:

                                                               i.      Consumer and demand analysis

                                                             ii.      Competitor analysis

                                                            iii.      Company strengths and weaknesses (SWOT)

    1. Alternatives:

                                                               i.      Economic evaluation

                                                             ii.      Qualitative evaluation

                                                            iii.      Marketing implications

    1. Recommendations

                                                               i.      Spell out details

    1. Plan of action

 

Keep in mind that not every case will call for every subheading from the above list. Also other subheadings may be appropriate in some cases.

 

  1. Your analysis should lead to a recommendation and a plan of action. Make a commitment and do not waffle. If you developed the plan clearly there should be no need to launch into an analytical style in this section.
  2. DO NOT REPEAT CASE FACTS WITHOUT ANALYZING THEM OR SAYING SO WHAT!
  3. Spelling errors and poor sentence construction will result in lower grade. Keep in mind you are creating a managerial report.
  4. In preparing for class read the case fast once. At the end of it, you should have a pretty good idea of the problem(s). Go back and read more carefully looking for facts and details that could help address the problems identified. Be sure to examine financial details of the company. Does the problem concern a big part of the firm or a small part, an established part or a new one, does it have to do with things going wrong or taking advantage of an opportunity? If necessary, organize data into a note or EXCEL chart. To help your learning think what is it that is puzzling, what information or knowledge don’t you have but you would have liked to have. After the first few sessions, see if the case turns on any principle you have learned or if the case is similar to another in some ways. At the end of the class you should expect to get some take away lessons, ideas or concepts.

 

 

 

 

TERM PROJECT:

 

Each group will select a new product idea and develop a marketing plan for it. The write-up should not exceed 25 double-spaced pages.  Appendices may be attached as necessary.  Late assignments will not be accepted.  Each group will present its project on the date listed in the class schedule.  The presentation should not exceed 20 minutes.

 

The project report should contain the following

  1. An introduction to the topic.
  2. Problem definition
    1. What is the need that you aim to satisfy and why is there a need for a new product.
  3. Situation analysis:
    1. Who is the customer?
    2. What is the competition?
    3. State the assumptions about your company i.e., whether you are a startup company or an established company.
    4. What are the costs?
  4. Potential market in terms of dollars, profits and sales:
    1. Brief description of how you arrived at these numbers.
  5. Marketing plan for the introduction:
    1. Product: brand name, package, etc.
    2. Promotion: Message, targeted to whom, media (TV, Radio, Print).
    3. Distribution
    4. Price: Include discounts, incentives, etc.
    5. Time frame, national or regional rollout
    6. Limitations or potential threats to success. What if a big company copies the new product?

 

Evaluation of the presentation:

Content:

  1. Is the idea intuitively appealing?
  2. Would you invest money in the project?
  3. How do you evaluate the idea on novelty or creativity?

Style:

  1. Was the presentation interesting? Engaging?
  2. Confidence of the speakers – relaxed
  3. Clarity of the talk – speed, loudness
  4. Were the visuals presented clear?
  5. Clear conclusions provided?

 

 TENTATIVE SCHEDULE:

 

 

Topic

Readings

Assignments Due

1

Introduction, Marketing framework

 

Ch. 1-2

 

2

Market structure

 

Ch. 6

Get project idea approved

3

No Class!

 

 

4

Marketing research

 

Ch. 3

 

5

Consumer behavior

 

Ch. 4

 

6

New product development and Product Decisions

 

Ch. 7, 8

Finalize project

7

Case discussions

Colgate-Palmolive Case, Calyx & Corolla Case

Case report & presentation

(Gr. 1, 2 & Gr. 3,4)

8

Midterm Exam

 

 

9

Advertising

 

Ch. 9

 

10

Pricing

 

Ch. 12

 

11

Promotion

 

Ch. 13,

Deere Case

Case report and presentation

(Gr. 5,6)

12

Distribution

 

Ch. 10

 

 

13

Customer relationship management

 

Ch. 14,

Goodyear case

Case report and presentation

(Gr. 7,8)

14

Project presentations

 

 

Project report due

15

Final Exam

 

 

 

 

 

 

 

 

 

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. These evaluations will be held confidential. It should be filled out and returned to the instructor with the final exam. 


Confidential

Peer Evaluation Form for Group Case and 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 used to determine your contribution to the group work.  For example, if you rate your contribution 8, and other members rate you 6, 8 and 10, then your peer evaluation will be 8.0.  You should be honest and impartial in your evaluations.  The instructor reserves the right to correct and/or discard evaluations that are questionable.  Please use the scale shown below:

 

No contribution                                                                            Contributed

at all                                                                              a lot

┌───────┬───────┬──---------─────┬───────┐

                     0                 2                 4                             8                 10

 

Enter the name of each group member, yourself first, below.

Rate the member’s contribution on the 1 to 10 scale:

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

1. Your Name:

 

 

 

 

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4.

 

 

 

 

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6.

 

 

 

 

Please seal and return this form with your FINAL EXAM.