MBA 6208 - 22660 Page 1

Marketing Management Dr. Kip Dillard

SPRING 2023 3/20/23-5/13/23

COURSE SYLLABUS

1. MBA 6208: Marketing Management

Class Time and Room Numbers
HYBRID CLASS
CRN: 22660 ONLINE Mon 8:00-9:50PM

This course is in support of a degree program at the UHD College of Business that has
earned professional accreditation by AACSB International. AACSB International is an
association of more than 1,100 business educational institutions, and other
organizations in 70 countries that are dedicated to the advancement of management
education worldwide. Only 568 business programs, or less than 5% worldwide, have
earned this distinguished hallmark of excellence in management education. Some
institutions accredited in Texas are: The University of Houston, Rice, SMU, TCU,
Baylor, Texas Tech, The University of Texas at Austin, Texas A&M, and our very own
University of Houston-Downtown.

2. COURSE DESCRIPTION:

Credit: 2 semester hours. An analysis of the major marketing decisions of

product development and management, demand estimation, distribution, market
structure analysis, pricing, promotion with emphasis on role and impact of
technology in marketing management. The course will provide you with a
systematic framework for understanding marketing management and strategy.

This course is Blackboard (BB) enabled and BB will be a primary mode of

communication for this course. Assignments, announcements, and information
will be distributed and submitted via BB. Please access your account daily for
class announcements and course material. Note: If you plan to access the
course from work, try connecting early in the course. Some businesses have
very rigid settings on their firewalls that do not allow participation in activities
such as chat, or the interactivity necessary to take a quiz/exam online.

You should complete the online orientation at the UHD online site if this is your
first online course. Please familiarize yourself with BB completely before you
begin the class. Pay attention to recommended computer configuration(s).
Technology problems not related to the UHD website are not acceptable reasons
for missed work. No late work is accepted.
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3. Prerequisites ARE NOT optional, pre-requisites ARE requirements or courses

that must be completed PRIOR to taking this course. The pre-requisites for this
course as described in the UHD catalog course description are:

Admission to the MBA Program

It is the students’ responsibility to insure that they meet the pre-requisites prior to
enrollment in this course. If the student enrolls and does not meet the pre-
requisites he/she may be administratively withdrawn from the course at any time.
The administrative withdrawal will result in NO REFUND of tuition and fees
because it appears that the student knowingly enrolled in the course in violation
of the Catalog requirements. Any variance in pre-requisite requirements or this
policy must be obtained in writing from the Department Chair prior to enrollment
in this course.

4. Professor: Kip Dillard, Ph.D.

Corporate Fellow Silvana Petrin

5. Office Location: RM 425 Shea

Conference Hours: Mon via zoom: 5:00-6:00PM;Tues: 4-5:30pm in-
person

6. I look forward to the opportunity to get to know you during the term although
because our class is online, it can be difficult to see you face to face. I will be glad to
talk with you about any aspect of the course--or for that matter anything that is on your
mind. Please let me know if I can be of help. My office is B425 in the Shea St. building
downtown.

My office phone number is 713-223-7983 but because of the nature of this course (i.e.,
Online), it is best that you call/text my cell phone (813-390-4294), send an email to my
email address (dillardj@uhd.edu) or send me a message on Blackboard.
CALLING/TEXTING MY CELL, SENDING AN EMAIL TO DILLARDJ@UHD.EDU OR
SENDING ME A MESSAGE ON BLACKBOARD ARE ALL ACCEPTABLE FORMS
OF COMMUNICATION. However, understand that I receive no notification of messages
on Blackboard so I would use this medium only when time is not a critical variable. Please
feel free to call or send me a text/email if you have a critical question and/or you need
to talk to me. If a situation arises where you need to reach me and leaving a message
is not adequate, please send a text to my cell phone.

7. REQUIRED TEXTBOOK:
Marketing Management, 16th edition, by Kotler/Keller/Chernev, Pearson 2022,
ISBN 978-0-13-588715-8. All students need a textbook the very first day of
class. (UHD Bookstore: text rental and simulation access are available).
You may also visit https://www.pearson.com/store/p/marketing-
management/P100003054015/9780135886830
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and obtain an e-book and purchase the simulation when you register for the
class simulation (see below).

REQUIRED OUTSIDE MATERIALS (Cases): Go to:

https://hbsp.harvard.edu/import/1037910

to purchase the cases required for this class. You will be required to register on
the site (Harvard Business Publishing). Upon completing the brief registration
process, you will be able to login, and purchase the cases assigned for this
course. Cost is approximately $43. NOTE: for some cases there is an “audio”
version of the case in addition to the online version. The audio versions
are strictly optional (not required to be purchased). Also, you will have the
option to purchase a printed version of the cases (in addition to digital). You are
not required to exercise this option.

IF YOU DELAY GETTING YOUR CASES AND/OR TEXT, YOU WILL BE AT A

DISTINCT DISADVANTAGE IN THIS CLASS.

8. Course Learning Outcomes/Assignments

8.1 Learning Outcomes

1. Students will be knowledgeable of the theoretical marketing concepts needed to

develop good strategic marketing decisions in a changing business environment.

2. Students will be able to analyze marketing situations using the latest business
technologies to integrate marketing concepts with concepts from accounting,
finance and economics to make good decisions.

3. Course participants will be able to recognize and describe the important legal,
ethical and cultural dimensions of business environments in order to make the
appropriate business decisions.

4. To help students improve both oral and written communication skills.

8.2 Assignments

Cases - Each student will be required to analyze and submit (2) primary case
questions of their choice (may not be two cases due in the same week). Each case has
a primary question (next to the case name) and several secondary questions (see MKT
6208 Case Questions posted in COURSE CONTENT). Please post your case
assignments in BB under ASSIGNMENTS (for the cases selected). Posting deadline is
the Saturday night preceding scheduled class discussion of the case by 7pm. Late
postings receive a “0”. See below for the rubric utilized in grading case question
analyses.
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CASE EVALUATION RUBRIC

Cases will be graded based upon the following set of criteria:

 Content (80%)
Included here is whether you have substantially and fully examined all of the
issues, problems and alternatives and fully understand all aspects of the
primary case question. Have you presented realistic alternatives, realistic
objectives, and sound implementation strategies (as appropriate) for the
primary case question? If specific calculations are required, have you fully
addressed what was requested?

 Presentation (20%)
Included here is the layout, content, and readability of your primary case
question analysis. Encompasses items such as applicable Excel® slides,
situation analysis, problem definition, alternatives, analytical tables and
recommendations. Additionally, this takes into account the professionalism
of your primary case question presentation.

SIMULATION – Each student will be required to compete as part of a team in a

marketing simulation. An overview of the simulation is provided on BB in COURSE
CONTENT under CLASS SIMULATION and will be further discussed the first two class
sessions. You should read pages 1-25 in the Student_Manual 2023 (Stratsim
Marketing Case) prior to the first class (posted on BB in COURSE CONTENT under
CLASS SIMULATION).

Below are the instructions for registering for the class simulation.
1. Go to http://www.interpretive.com/students
2. You will see fields to enter your User ID and Password OR enter your
Course ID (COURSE ID is UHD43935).
3. If coming to the site for the first time, you will need to enter the Course ID
for your class in the indicated field and click the Register button to begin the
self-registration process.
4. Filling out your name and email on the page that appears will generate a
User ID and Password for you. You should also receive an email with your
User ID and Password.
5. Return to the login page, using your User ID and Password now. Once you
have logged in, please click the "Register For The Simulation" image to
register for the simulation.
6. Click the "Order Selected Items" button to pay for the simulation using a
credit card or PayPal. You may also register using an Access Code if you
purchased the code or bundled textbook from the bookstore.
7. Once you have created an account, you will use your User ID and
Password to login to your account in the future. Please only create an
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account with the Course ID once.

Please email Interpretive Simulations at support@interpretive.com if

you need any further assistance.

Simulation teams will be assigned by interpretive.com

March 27th by 5:30PM – you must be registered on the simulation site as outlined
above.
3/28 and 3/30 by 11:59pm – your practice decisions are due (this gives you an
opportunity to see all the decisions that are possible to make and you will see the
“practice” results of your decisions the following morning);
April 3rd by 11:59PM – your Marketing Plan (30% of simulation grade – 135 points) for
your firm is due (1 per team). Submit on BB under ASSIGNMENTS. Marketing Plans
must include all of the following (see Chapter 2 in your text):
1. Market Research - What data about the market that is currently buying the
product(s) or service(s) you will sell is available? Some areas to consider:
 Market dynamics, patterns including seasonality
 Customers - demographics, market segment, target markets, needs, buying
decisions
 Product - what's out there now, what's the competition offering
 Current sales in the industry
 Benchmarks in the industry
 Suppliers - vendors that you will need to rely on
2. Target Market - (see Chap 6 of your text) What are the niche or target markets for
your product and describe them.
3. Product - Describe your product. How does your product relate to the market? What
does your market need, what do they currently use, what do they need above and
beyond current use?
4. Competition Describe your competition. Develop your "unique selling proposition."
What makes you stand apart from your competition? What is your competition doing
about branding?
5. Mission Statement - Write a few sentences that state:
 "Key market" - who you're selling to
 "Contribution" - what you're selling
 "Distinction" - your unique selling proposition
6. SWOT Analysis – Company strengths, weaknesses, opportunities and threats
7. Market Strategies - Write down the marketing and promotion strategies that you
want to use or at least consider using. Strategies to consider:
 Networking - go where your market is
 Direct marketing - sales letters, brochures, flyers
 Advertising - print media, directories
 Training programs - to increase awareness
 Write articles, give advice, become known as an expert
 Direct/personal selling
 Publicity/press releases
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 Trade shows
 Web site
8. Pricing, Positioning and Branding - From the information you've collected,
establish strategies for determining the price of your product, where your product will be
positioned in the market and how you will achieve brand awareness.
9. Budget - Budget your dollars. What strategies can you afford? What can you do in-
house, what do you need to outsource?
10. Marketing Goals - Establish quantifiable marketing goals. This means goals that
you can turn into numbers. For instance, your goals might be to gain at least 30 new
clients or to sell 10 products per week, or to increase your income by 30% this year.
Your goals might include sales, profits, or customer satisfaction.
11. Monitor Your Results - Test and analyze. How will you identify the strategies that
are working?

April 5th by 11:59PM – 1st “real” decision due

9 additional decisions will be required as follows:

4/8 – 2nd decision

4/12 – 3rd decision
4/15 – 4th decision
4/18 - 5th decision
4/21 – 6th decision
4/26 – 7th decision
4/29 – 8th decision
5/2 – 9th decision
5/5 – 10th decision

April 20th by 11:59PM – Mid-Game report due evaluating how you are doing versus
your initial strategy and any changes to your strategy (10% - 45 points)

TEAM SIMULATION PERFORMANCE – 60% of grade (270 points)

Decisions are due by 11:59pm CDT on the dates above, with results available the
following morning.

Note: The Instructor may modify your individual grade on the simulation based on
feedback from group members regarding your participation and/or contribution in this
assignment.

8.3 Course Objectives

This course is concerned with the development, evaluation, and implementation of

marketing management in complex environments. The course deals primarily with an
in-depth analysis of a variety of concepts, theories, facts, analytical procedures,
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techniques, and models. The course addresses strategic issues such as:

 What business should we be in?

 What are our long-term objectives?
 What is our sustainable marketing competitive advantage?
 Should we diversify?
 How should marketing resources be allocated?
 What marketing opportunities and threats do we face?
 What are our marketing organizational strengths and weaknesses?
 What are our marketing strategic alternatives?

9. ADA REASONABLE ACCOMMODATIONS

University Requirements: Disruptions, COVID Reporting, and Safety

To address issues related to disruption of university functions, COVID reporting, and

safety protocols, as well as mandatory engagement with classes by the 10 th class day,
UHD has prepared a general set of requirements that can be found HERE.
These requirements are part of the expectations for this course. Any updates
to the website will be communicated to students via their Gatormail accounts.

UHD Student Support Services

UHD has developed many resources to support your learning. We have developed a
website that will offer a “one stop shop” for access to many of the resources you might
need this semester to support your educational goals. Please access this website to
get started: https://tinyurl.com/SSR2020. If you do not find the resource you need on
this website, please contact your instructor, who will make every effort to connect you
with the help you need.

Accessibility and Statement of Reasonable Accommodations

The University of Houston-Downtown (UHD), is committed to creating a learning

environment that meets the needs of its diverse student population. Accordingly, UHD
strives to provide reasonable academic accommodations to students who request and
are eligible, as specified by Section 504 and ADA guidelines. Students with disabilities
may work with the Office of Disability Services to discuss a range of options to
removing barriers in this course, including official accommodations. If you have a
disability, or think you may have a disability, please contact the Office of Disability
Services, to begin this conversation or request an official accommodation. Office of
Disability Services, One Main St., Suite GSB 314, Houston, TX 77002. (Office Phone)
713-221-5078 (Website) www.uhd.edu/disability/ (Email) disabilityservices@uhd.edu
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10. Disaster Planning.

In the event that the university is officially closed due to natural or manmade disaster,
the university may determine to move all courses to BB for continuation online until the
university reopens. The decision for university courses to continue online will be
communicated through the same channels that the university uses to communicate with
students during disasters. Adjustments to the syllabus may be made by the professor,
as appropriate.

11. GRADING POLICIES AND PROCEDURES:

a. Course Grade Determination

The final course grades will be determined using the following scale:
% of total Grade
Mid Term 150 pts 15% A= 895-1000
Final 250 25 B= 795-894
Simulation 450 45 C= 695-794
Casework* 150 15 D= 595-694
1,000 pts 100% F= 594 and below

*Questions and preparation

b. Exams - There will be two exams. Exam Format: Exam format will be
discussed prior to each exam.

12. ACADEMIC INTEGRITY (PS 03.A.19. AND PAGE 24 UHD STUDENT

HANDBOOK)

The code states: “Students must be honest in all academic activities and must
not tolerate dishonesty.” Students are responsible for doing their own work
and avoiding all formats of academic dishonesty. The most common
academic honesty violations are cheating and plagiarism (these are different).
Cheating includes, but is not limited to: submitting material that is not one’s
own, using information or devices that are not allowed by the faculty member,
obtaining and/or using unauthorized material (including instructor
resources/materials), fabrication of information, violating procedures prescribed to
protect the integrity of a test or evaluation exercise, collaborating with others on
assignments without the faculty member’s consent, cooperating with or helping
another student to cheat, having another person take an examination in the
student’s place, altering exam answers and requesting that the exam be re-
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graded, and/or communicating with any student during an exam, other than the
faculty member or exam proctor. Plagiarism includes, but is not limited to:
directly quoting the words of others without using quotation marks or indented
format to identify them, using sources of information (published or unpublished)
without identifying them, paraphrasing materials or ideas of others without
identifying the sources. ANY OF THESE ACTIVITIES MAY LEAD TO AN “F” IN
THE COURSE AND/OR EXPULSION FROM THE UNIVERSITY.

13. CLASS MANAGEMENT POLICIES/RULES/GUIDELINES

13.1 ATTENDANCE

Since a considerable portion of your grade comes from case analysis and
discussion, class/zoom attendance is considered mandatory. Any class you
miss, you will receive a “0” for participation for that class. Any student who
misses more than 1 class will receive an automatic “F” in the class. From time
to time it may be necessary to adjust the class schedule or I will find it necessary to
include assignments that were not on the initial syllabus distributed at the beginning
of the session. Your absence on these class days does not relieve you of the
responsibility for these changes in schedule or additional assignments. Any changes
will be communicated to you through BLACKBOARD. It is your responsibility to
be aware of any changes in schedule or additional assignments posted
through BLACKBOARD.

13.2 LATE ASSIGNMENTS

Assignments are scheduled at the beginning of the term; therefore, there is no

need for late assignments. Assignments are due at the time posted on
BLACKBOARD or explained in the syllabus. Any assignment not submitted by
specified time and date is considered a late assignment. Late assignments are
typically not accepted. Any assignment missed will receive a grade of zero (0).
You may submit an assignment early without penalty.

13.3 OTHER COURSE POLICIES

a) All assignments for this course have been carefully planned. THERE
IS
NO OPPORTUNITY FOR EXTRA CREDIT, NO DROPPING OF SCORES,
and NO TEST RETAKES.

b) Typed Homework - All assignments should be prepared using the computer.

Handwritten work will not be accepted except on in-class examinations.

c) Name Placards – Each student is REQUIRED to have a name placard (not

required if your name shows up via zoom) that prominently displays their
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first and last name in front of them on his/her zoom session beginning the
first class. If you do not have a placard displayed or your name does not
show up via zoom, you may receive a “0” for that class.

IMPORTANT NOTICE : Additional assignments or changes in the syllabus may be

made at any time through BLACKBOARD. It is the student's responsibility to be
aware of these changes.

Your failure to attend class or make contact with me to adequately explain your
absence by the 10th class calendar day of the term will result in your being
administratively dropped from this course. Being dropped from this course may
affect your enrollment status and/or your financial aid eligibility.

In addition to the policies specified in this course syllabus, all UHD courses also
follow shared policies published on https://www.uhd.edu/academics/Pages/UHD-
Common-Course-Syllabus-Policies.aspx addressing the following areas:
· Responses to University-Wide Disruptions
· Academic Honesty
· Accessibility and Statement of Reasonable Accommodations
· Attendance and Roster Certification
· Book Purchasing
· COVID-19 Exposure or Diagnosis
· Recording of Class Sessions
· Religious Holy Days
· Safety Precautions
· Student Support Services
· Student Counseling Services
· Technology Requirements
· Testing and Final Exams
· Use of Blackboard, Gatormail, and Zoom

Tentative Schedule of Assignments/Discussions

Date Reading/ Assignment(s) Case(s)

03/20/23 Class Orientation

Syllabus
Simulation Discussion Sample Case - Pets.com
Part 1: Chapters 1-2 Inc.

03/27/23 Simulation Discussion (Cont.)

Part 2: Chapters 3-5 Case 1 - Cialis
Part 3: Chapters 6-7

04/03/23 Part 4: Chapters 8-11 Case 2 - Vans

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Case 3 - Virgin Mobile

Date Reading/ Assignment(s) Case(s)

04/10/23 Mid-Term
Exam

04/17/23 Part 5:
Chapters 12-14
Case 4 – Amazon
Shopper Model
Part 6: Chapters 15-16 Case 5 - Clean Edge Raz

04/24/23 Part 7: Chapters 17-19 Case 6 - Hilton HHonors

Case 7 – Rocket
Fuel

05/01/23 Part 7:
Chapter 20-21
Case 8 – Pricing
the EpiPen
Case 9 - Autobytel

05/08/23 Simulation Wrap-up

FINAL EXAM