The University of Texas at Dallas

Project Management Program

Marketing for Managers: MKT 6301

June-December 2008

Instructors

James Munch Phone: (937) 775-3193 office

Cell: (937) -750-7335
james.munch@wright.edu

Course Manager
Carolyn A. Cooper- Murriel, MISM
Program Coordinator
Project Management Program
Executive Education Center
Carolync@utdallas.edu
Phone: 972-883-5842
Fax: 972-883-6381

Course Objectives

This course introduces the student to many fundamental, yet complex marketing
decisions facing contemporary business firms. The basic objective is to help
executives and managers better solve marketing problems by understanding the
setting in which such decisions are made, the tools available to facilitate these
decisions, and the impact of the decisions for the firm and the “larger
marketplace.”

The class will focus on several keys to effective strategic decision

making: careful analysis of the situation, intelligent use of the information at
hand, utilization of appropriate knowledge of marketing principles, as well as an
assessment successful past marketing practices.

Learning Outcomes and Assessment

Identify key strategic issues such as what business a company should be

in; what is the market, what is the sustainable competitive advantage
Judge how marketing resources should be allocated in a specific situation
Understand the concepts of customer focus, satisfaction, and brand
loyalty
Effectively utilize the case method and critical thinking to analyze business
problems. These specific set of skills include
1. Being able to follow sound processes of strategic planning,
 goal setting, action planning, problem analysis, decision-
making, logical reasoning, and communication in analyzing
comprehensive written cases.
2. Be able to select important, relevant facts from all those
presented in a case, and determine what information is
useful.
3. Be able to organize the facts in a logical manner.
4. Be able to make a determination if the problem is a problem,
or symptom of a problem.
5. Be able to formulate alternative courses of action to provide
a solution, based on problem analysis.
6. Be able to select a specific course of action and explain the
reasons for the action.
7. Be able to effectively express yourself in written and verbal
presentations.
8. Be able to defend your analysis and solutions subject to
questioning.
Students’ development of the skills listed above will be
assessed throughout the course, and will especially be
evaluated in the final written case assignment.

Resources

Text: Principles of Marketing, 8th edition, 2008

Lamb, Hair, McDaniel

Annual Editions: Marketing 08/09, by John E. Richardson,

McGraw-Hill/ Dushkin Publishing Co.

Articles: Assigned in class from Annual Editions Reader

Cases: Listed by Week Due

Evaluation and Grading Rubric

Emphasis in this course is on content mastery, critical thinking, and

demonstrated ability to apply marketing concepts to business situations

Individual Evaluation 40%

Classroom Contribution/Class Assignments 15%
Final Exam-Case Write up 25%

Team Cases 60%

Four Team Case Write-ups 15% each
Written Assignments
Evaluation of written assignments and project papers will be based on thoughtful,
analytical, well-constructed responses demonstrating knowledge of the topic by
citing examples of the key concepts present in the readings or cases.

A ---Excellent: Understanding of all key issues; no important analytical

errors or omissions; concise, very well written and organized, makes
appropriate use of charts and tables.
B---Good: Understanding of most issues; only a few important issues
not discussed; few analytical errors; well-written and well-organized,
makes appropriate use of charts and tables.
C---Adequate: Understanding of many issues, but not all important
aspects covered; various analytical errors; excessive case recitation
unsupported by analysis; poorly written or organized, makes
inappropriate use of charts and tables.

Classroom Discussions Weight 15%

The purpose of the metric is to encourage you to discuss class material.
Participation will be evaluated using the following criteria:

A --- Excellent comments: answers questions appropriately;

understands all key issues; often develops discussion by building on or
integrating others’ comments
B --- Good comments: answers most questions appropriately;
understands most key issues; introduces some new issues or adds to
others’ comments
C --- Adequate comments: answers few questions appropriately;
understands some issues, but not all important aspects; introduces
issues without reference to prior discussion or repeats previous points.

Assignment:

Format for Written Assignments

Written assignments should be Word documents (no html formats) that are:
Double-spaced, 12 pt. Arial or Times New Roman font
Citations properly formatted in MLA style
Clearly identified by author or team

Evaluations:

Peer Evaluation
Students need to complete a peer evaluation for each team assignment.
Students allocate 100 points among the team members to reflect the level of
contribution made by each team member on a specific assignment.
UTD Policy on Cheating:

Students are expected to be above reproach in all scholastic activities. Students

who engage in scholastic dishonesty are subject to disciplinary penalties,
including the possibility of failure in the course and dismissal from the university.
"Scholastic dishonesty includes but is not limited to cheating, plagiarism,
collusion, and the submission for credit of any work or materials that are
attributable in whole or in part to another person, taking an examination for
another person, any act designed to give unfair advantage to a student or the
attempt to commit such acts." Regents' Rules and Regulations, Part One,
Chapter VI, Section 3, Subsection 3.2, Subdivision 3.22. Professors randomly
use “Turnitin.com” to screen papers against other published works on the web to
insure against plagiarism.

Course Outline by Class Day

________________________________________________________________

Sessions 1 & 2: June 5, 2008

Chapter 1, Overview of Marketing

Chapter 2, Strategic Planning
Chapter 3, The Marketing Environment and Marketing Ethics
Chapter 4, Global Vision

Reader:

#1”Hot Stuff,” Gwen Moran, Entrepreneur, August 2006

# 2 “The World’s Most Innovative Companies,” Jena McGregor,

Business Week, 4/24/06

#15 “Wrestling with Ethics, “ Philip Kotler, Marketing Management, Nov/Dec 2004

#43 “How China Will Change Your Business,“ Ted Fishman, Inc., March 2005

Case Method and Expectations

Sessions 3 & 4: August 16, 2008

Chapter 5, Consumer Decision Making

Chapter 6, Business Marketing
Chapter 7, Segmenting and Targeting Markets

Reader:

#4 “Customers at Work,” Peter C. Honebein and Roy F. Cammarano,

Marketing Management, Jan/Feb 2006

#6 “Customer Connection,” Anne M. Mulcahy, Leadership Excellence, Jan. 2007

#3 “The Next 25 Years,” Alison Stein Wellner, American Demographics, April

2003

Case: Dell Computer Case Team Paper All teams and presentation by
Team 1

Individual Assignment: Complete the VALS Survey and conduct a PRISM

profile for your zip code and your hometown zip code.
http://www.sric-bi.com?VALS/presurvey.shtml
www.claritas.com search for “where you live” tab

Sessions 4 & 5: October 16, 2008

Chapter 8, Decision Support Systems & Marketing Research

Chapter 9, Product Concepts
Chapter 10, Developing and Managing Products

Reader:

#19: “Eight Tips Offer Best Practice for Online MR,” Philip Kotler, Marketing
News, April 1, 2005

#27: “He Came. He Sawed. He Took on the Whole Power-Tool Industry,” Melba
Newsome, Inc., July 2005

Case : Vanguard, Inc. Team 2 Presents

Sessions 6 & 7: November 15, 2008

Chapter 11, Services and Nonprofit Organization Marketing

Chapter 12, Marketing Channels and Logistics Decisions
Chapter 13, Retailing

Reader:

# 11 “Non Profits Can Take Cues From Biz World,” Larry Chiagouris,
Marketing News, July 15, 2006

# 34: Old Pillars of New Retailing,” Leonard Berry, Harvard Business Review,
April 2001

# 35 “Why COSTCO is so Damn Addictive,” Matthew Boyle, Fortune, October 30,

2006

Case : Wal-Mart Stores, Inc. Case Team 3 Presents

Also: Read” One Nation Under Wal-Mart,” Fortune , March 3, 2003 PDF file.

Also: Go to www.google.com type in the search box “Is Wal-Mart Good For
America,” Then watch the 4 view clips on your
computer.

Sessions 8 & 9: December 4, 2008

Chapter 14, Marketing Communication and Personal Selling

Chapter 15, Advertising and Public Relations
Chapter 16, Sales Promotion and Personal Selling
Chapter 17, Pricing Concepts
Chapter 18, Setting the Right Price

Reader:

#32 “Boost Your Bottom Line by Taking the Guesswork Out of Pricing,” Wellner,
Inc., June 2005

Case: To Be Determined. Class Presentation