MKT 6301 - 501 MARKETING MANAGEMENT

Call number 82753

Fall 2011
Meeting Time: T 7:00 pm - 9:45 pm Classroom: SOM 1.110 Office Hours: T 6:00 pm 7:00 pm Prof. Ernan Haruvy Email: eharuvy@utdallas.edu

Recommended Text: Philip Kotler and Kevin Lane Keller, Marketing Management, 14th ed., $217.50 Required: Case Packet for Haruvy. $53.50 Course Description This core course in marketing management will provide students with an overview and understanding of the role of marketing in organizations. Special attention will be given to the way in which consumer wants, needs, perceptions, and attitudes impact firms strategies. Topics will include marketing strategy, planning and control, segmentation, consumer behavior, promotion, advertising, branding, new product management, pricing, distribution, and retailing. Students in this course will learn marketing terminology, develop an understanding of the basic principles of marketing and their applications and learn to recognize their significance and scope in marketing management. The lectures will be interspersed with case discussions. Students are expected to actively participate in constructive class discussions. Learning Objectives Following the completion of this course, students are expected to: 1. Show the ability to apply marketing principles to business settings, such as analyzing the strengths, weaknesses, opportunities and threats facing the strategic business unit, explaining with examples how marketing actions can influence the consumer decision making process 2. Develop an overall understanding of the principles of marketing, in the significant areas of product management, pricing, promotions, distribution, consumer behavior, etc. 3. Demonstrate the ability to solve numerical problems in the areas of break-even analysis, price elasticity, market research, media planning, etc. 4. 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. Course Policy Participation grade is based on class discussion, leadership in the group, and preparedness. Late submissions will be penalized. Peer Evaluation: Your share in the groups grade will be determined by your peer evaluation score. Please abide strictly by the Academic Honor Code.

Course Evaluation and Grading Course Evaluation and Grading Presentation Assignments Project Write-up Case Report Participation First Exam Second Exam 10% 20% 15% 15% 20% 20% Each group will submit two project presentations Each group will submit a final written project report. Each group will submit one case report Based on involvement in the case discussions. Closed book Closed book

COURSE SCHEDULE
Dates Aug 30 Sep 6 Sep 13 Sep 20 Sep 27 Oct 4 Oct 11 Oct 18 Oct 25 Nov 1 Nov 8 Nov 15 Nov 22 Nov 29 Dec 6 Topics Introduction, Project Description, Segmentation The four 4 Ps, Case 1-- Dove Focus on Consumers Strategy, Case 2 New Beetle Marketing Research New Product Development, Ethics Marketing Plan, Buyer Behavior Exam 1 Case 3Nestle, Product Life Cycle Due date for first video presentation submission Pricing, Case 4-- Omnitel Promotion Mix, Case 5 -- Schwab Advertising, Sales promotion, personal selling, direct mkt, PR, Case 6 -- Citibank Channels, Case 7 -- Google Exam 2 / Due Date for Second Presentation submission Group Project presentations 1 & 2 2

Group Project: I will divide you into groups of 4-5 people. Each group will have to come up with a marketing plan for a website providing proofreading, research support and curriculum vitae support services for UT-Dallas students. There will be two video projects. Video Submission: Both projects involve creating a short 4 minute video (which you may post on Youtube). Submission 1: The video should be an online advertisement to potential UT-Dallas customers explaining the benefits of your service. The ad should incorporate elements from the four Ps, the customer decision step process, segmentation, environmental scanning, communication and advertising (all the lectures prior to the presentations). The ad should appeal to at least two segments of consumers which should be easily identified in the video. However, the ad should be appealing to consumers in that it must be entertaining, effective and persuasive. Submission 2: The video should be an online ad appealing to investors. It should explain to investors the revenue model, the product line, pricing, channel and distribution. As with project 1, it should be entertaining, effective and persuasive. Written Project: The written project will essentially provide the detail to the two presentations, but it should not assume that the reader has seen the presentations. It should provide the main selling points of the project, with the details as gathered from the groups research. The written project should be about 15 pages long, not including figures, in font 12 and double-spaced. There may be some accompanying tables and figures but no more than 10 pages. The project should have a cover page with the group name, group number, and group member names. The project will have three parts: (I) Executive summary (II) Consumer Focus, and (III) The Business Model. The Executive Summary should summarize the project and identify the main points. These are your main selling points. Write this section well! One to two pages are sufficient for this section, but make sure you briefly identify the revenue model, competitive strategy, the four Ps, points of differentiation from the competition, the consumer segments targeted, and the short and long-term goals. Under Consumer Focus, please pay attention to the following: (1) Are the consumer segments clearly identified, with a clear rationale for why these segments are most appropriate? (2) Did you identify the Decision Steps as they pertain to each of your segments? (3) Explain in detail your media choices and advertising message. (4) How is your media- strategy geared towards the chosen segments and these decision steps? (5) How do the four Ps configure into these decisions? In the business model section, make sure the following are covered: (1) Did you clearly identify all relevant competitors, both online and offline competitors? Did you differentiate from them? (2) Do you have a competitive strategy in terms of each of the four Ps treated in a rigorous manner as covered in class? (3) Do you have a well defined channel strategy? (4) Did you conduct sufficient and clearly presented research to support your claims and demonstrate both the potential and defensibility of your idea? (5) Did you show clear revenue potential with a careful research-based demand forecast? (6) Did you show a profit potential by accounting for all possible and relevant costs?