MKT 6301 Section 502

INTRO. TO MARKETING MANAGEMENT

The University of Texas at Dallas
Spring 2005, Wednesday 7-9:45 PM, SOM 2.714

INSTRUCTOR:

Ashutosh Prasad, Ph.D. TA: Manish Gangwar

Office:SOM 3.221 Office: SOM 3.704
Office hours: Wed 4-7 pm Office hours: TBA
Phone: (972) 883-2027 (972) 883-4743
Email: aprasad@utdallas.edu manish.gangwar@student.utdallas.edu

TEXT: Marketing Management, 11th edition by Philip Kotler. Published by

Prentice Hall, 2003.
CASES: Case packets are available at the campus and off-campus bookstores.

COURSE OBJECTIVES: The objective of the core 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.
Students will form groups at the beginning of the semester and working as a group,
complete a marketing project and present it.

ATTENDANCE, EXAMS and POLICIES: Students are expected to attend all classes and
to have read the assigned cases. Quizzes may be given to ensure that the assigned
material has been read. Exams will consist of multiple choice, fill-in-the-blanks
questions or short answer essays. Any grading disputes must be submitted in writing
within a week of the results being posted. Late submissions will not be accepted. The
University policies (http://www.utdallas.edu/student/slife/scholastic.html) on scholastic
dishonesty will be strictly enforced.

GRADING:
Attendance and CP 10%
Project report (group) 15%
Project presentation (group) 10%
Peer evaluation 10%
Midterm Exam 25%
End-Term Exam 30%

PEER EVALUATION: To ensure that each group member performs responsibly, 10% of
the total 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 the class.

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PROJECT:

Each group will select a new product idea and develop a marketing plan for it. The
instructor will ask for a 2-page project proposal early on in the semester to ensure that the
project idea is suitable. This proposal should define the product, the target market and
why a need for the product exists. The final Project report should not exceed 25 double-
spaced pages. Appendices may be attached as necessary. 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
a. What is the need that you aim to satisfy and why is there a need for a new
product.
3. Situation analysis:
a. Who is the customer?
b. What is the competition?
c. State the assumptions about your company i.e., whether you are a startup
company or an established company.
d. What are the costs?
4. Potential market in terms of dollars, profits and sales:
a. Brief description of how you arrived at these numbers.
5. Marketing plan for the introduction:
a. Product: brand name, package, etc.
b. Promotion: Message, targeted to?, media (TV, Radio, Print).
c. Distribution
d. Price: Include discounts, incentives, etc.
e. Time frame, national or regional rollout
f. Limitations or potential threats to success. What if a big company copies
the new product?

Evaluation of the presentations:

Content:
1. Were the context & objectives well set up?
2. Were the appropriate analyses of costs, industry and consumers done?
3. Were the marketing plan decisions well supported?
4. Would you invest in this idea?
Style:
1. Speakers appropriately dressed?
2. Was the presentation interesting? Engaging?
3. Clarity of the talk – confidence, speed, loudness, clear visuals
4. Was the talk well organized; Time well managed?
5. Appropriate use of multimedia

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 Confidential
Peer Evaluation Form for 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 correct
and/or 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 Rate the member’s Please provide some justification for your rating
group member, yourself contribution on the below. Use back of form if required.
first, below. 1 to 10 scale:
1. Your Name:

2.

3.

4.

5.

Please seal and return this form to Prof. Prasad’s office

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SCHEDULE:

Date Topic Readings Assignments Due

1 Jan 12 Introduction to marketing, Ch. 1, 2 Form into groups
Ethics in marketing
2 Jan 19 Customer value, Retention, Ch. 3, 4, 6
Marketing strategy
3 Jan 26 Competition Ch. 9

4 Feb 2 Consumer behavior Ch. 7

5 Feb 9 Segmentation, Targeting Ch. 10,11 Project proposal

and Positioning due
6 Feb 16 New product development Ch. 12

7 Feb 23 Case discussion Tivo

Colgate-Palmolive
8 Mar 2 Midterm Exam
(Ch 1,2,3,4,6,7,9,10,11,12)
Spring Break, March 7 – March 12
9 Mar 16 Pricing Ch. 16
Deere & Co.
10 Mar 23 Channels of distribution Ch. 17, 18
Mary Kay Cosmetics
11 Mar 30 Sales force management, Ch. 21
Personal selling
12 Apr 6 Advertising Ch. 20

13 Apr 13 Project presentations All project reports

due
14 Apr 20 Project presentations Peer evaluations
(Thanksgiving Nov 25-27) due
15 Apr 27 End term Exam
(Ch. 16, 17, 18, 20, 21)