Course Syllabus MKT 6301 (Section 002.13S) Spring 2013 School of Management The University of Texas at Dallas | Course Info | Communications | Assessments | Academic Calendar | Scholastic Honesty | Course Evaluation | UTD Policies | Course Information Course Course Number/Section Course Title Course Venue Term and Dates
MKT 6301.501 Marketing Management 2.804 (SOM) Spring 2012 (Jan 14 – May 13)
Professor Contact Information Professor Nanda Kumar Office Phone 972-883-6426 Email Address ELearning email Office Location SOM 3.702 Other Information Office Hours: Monday 6pm —7PM or by appointment Web page: http://elearning.utdallas.edu Course Pre-requisites, Co-requisites, and/or Other Restrictions None Course Description The objective of this introductory course in marketing 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, competition and the companies’ own strengths and weaknesses are transformed into a firm’s strategies and tactics to prepare students for challenges they will face as a marketing manager. Teamwork is emphasized. Students will form groups (I will determine the number of groups depending on the class size) at the beginning of the semester and work as a group to complete a case and a project report.
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Student Learning Objectives/Outcomes Students will, Learn SWOT analysis: 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 Develop an overall understanding of the principles of marketing, in the significant areas of product management, pricing, promotions, distribution, consumer behavior, etc. Demonstrate the ability to solve numerical problems in the areas of break-even analysis, price elasticity, market research, media planning, etc. 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.
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Required Textbooks and Materials Text: Marketing Management by Russell S. Winer and Ravi Dhar, 4th Edition, Pearson Prentice Hall Case Packet: Available at the bookstore. Student Assessments Grading Information Weights Final Exam Midterm Case Report Term Project Participation Total
30% 20% 20% 20% 10% 100
Accessing Grades Students can check their grades by clicking “My Grades” under Course Tools after the grade for each assessment task is released. Course Policies Make-up exams There will be no make-up exams. Late Work Late work will not be accepted. Class Participation Participation grades will be based on contribution of the student to class discussions as well as his/her contribution to group activities. Students are also required to participate in all class activities such as case discussions. Group Projects You will need to form a group of no more than 4-5 students. This will depend on the class size and I will confirm the maximum size of the group in our first meeting. In this course you will turn in two group assignments: (i) A case report and (ii) a term project. Case Report – we will be discussing 5 cases (available from the bookstore) over the course of the semester. The first case on Optical Distortion Inc. will be a practice case. The practice case is intended to provide you with an exposure to case analyses. In addition you will get an idea of what I am expecting in the case report. Of the remaining cases – Calyx and Corolla, Colgate Palmolive, Deere and Goodyear Aquatred you will need to turn in a group report on one of these four cases. The number of groups in any given semester varies and will depend on the number of students enrolled in the class. Please turn in your group’s top three choices
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before the end of the second week. In the event that multiple groups indicate a preference for a particular case we will toss to break the tie. Case reports will be due before the class they are scheduled to be discussed in. Term Project - Each group will select a new product or service idea and develop a marketing plan for it. A good idea for a new product or service is one which satisfies a consumer need that is not adequately met by the existing products/services in the market place; and one that is sustainable i.e. hard for another firm to come in and mimic readily. Each group is required to submit their new product idea before the end of the fourth week and get instructor approval. Please see guidelines for the Term project report below for additional details. The term projects will be presented in class (please see the tentative schedule). The presentation should not exceed more than 30 minutes. Guidelines for Case Discussion and Class Participation Note that as a group you will turn in a report on only one of the 5 cases we discuss. It is your responsibility to carefully read all the cases (before class) and come prepared for the case discussion. You may wish to annotate the case with your own interpretation, highlight relevant facts pertinent to the problem faced by the management (in the case) so that you are not struggling to look for facts when the case is being discussed in class. This will probably require you to read the case a couple of times. In your first read, you should skim through the case quickly to get a sense of what the problem is; the environment in which the firm is operating. On your second careful reading you should carefully explore and ask: who the customers are; what are their preferences; do all consumers have the same preferences if not how do their preferences differ; who are the key competitors; how are they serving the needs of the consumers; how does our product serve the needs better (if applicable); as a company what constraints do we face (financial, technological or other). After gathering this information you should understand the constraints that you face, in arriving at a decision. It is also important to arrive at decisions given the operating environment and technology available to the management at the time the decision was being made. In other words we will need to make decisions with the information provided in the case and not have the luxury of hindsight that we now possess. Your class participation grades will be based on how actively you participate in the case discussions, particularly the ones which you do not turn in a report for. Guidelines for Case Reports Following are some guidelines for the written 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: a. Problem statement (1/2 page) b. Issues: i. Consumer and demand analysis ii. Competitor analysis iii. Company strengths and weaknesses (SWOT) c. Alternatives: i. Economic evaluation ii. Qualitative evaluation
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iii. Marketing implications d. Recommendations i. Spell out details e. 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. 3. 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. 4. DO NOT REPEAT CASE FACTS WITHOUT ANALYZING THEM OR SAYING SO WHAT! 5. Spelling errors and poor sentence construction will result in lower grade. Keep in mind you are creating a managerial report. 6. 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 learnt 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 or ideas or concepts. Guidelines for TERM PROJECT Report 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. 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?
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Midterm Exam & Final Exam Our midterm exam will be held on March 5th and will span the material covered in all the lectures before the midterm. The final exam will be on May 14th. The final is not cumulative and will cover the topics discussed after the midterm. Both the midterm and the final will have a mix of multiple choice questions (~30) and a few short questions (3-4). Both the exams will cover the material in the book and the lectures.
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WEEK
DATES
TOPIC
READING
1
Jan 15
Introduction
Chapter 1
2
Jan 22
Marketing Framework
Chapter 2
Case preferences Due
3
Jan 29
Market Structure Analysis
Chapter 6
Optical Distortion Inc. case discussion
4
Feb 5
Marketing Research
Chapter 3
Term Project Idea due
5
Feb 12
Consumer Behavior
Chapter 4
6
Feb 19
Product Decisions
Chapter 7
Group report on Calyx and Corolla due
7
Feb 26
New Product Development
Chapter 8
Group report on Colgate Palmolive due
8
Mar 5
MIDTERM EXAM
9
Mar 12
SPRING BREAK
10
Mar 19
Advertising
Chapter 10
11
Mar 26
Pricing
Chapter 9
12
Apr 2
Promotion Deere Discussion
Chapter 11
13
Apr 9
Distribution
Chapter 12
14
Apr 16
CRM GY Discussion
Chapter 14
15/16
Apr 23/30
Term Project Presentations
17
May 7
Final Exam
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ASSIGNMENT
Group report on Deere due
Group report on Goodyear Aquatred due Term Project Due
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Scholastic Honesty The University has policies and discipline procedures regarding scholastic dishonesty. Detailed information is available on the Scholastic Dishonesty web page. All students are expected to maintain a high level of responsibility with respect to academic honesty. Students who violate University rules on scholastic dishonesty are subject to disciplinary penalties, including the possibility of failure in the course and/or dismissal from the University. Since such dishonesty harms the individual, all students and the integrity of the University, policies on scholastic dishonesty will be strictly enforced. Course Evaluation As required by UTD academic regulations, every student must complete an evaluation for each enrolled course at the end of the semester. An online instructional assessment form will be made available for your confidential use. Please look for the course evaluation link on the course Homepage towards the end of the course. University Policies Student Conduct & Discipline The University of Texas System and The University of Texas at Dallas have rules and regulations for the orderly and efficient conduct of their business. It is the responsibility of each student and each student organization to be knowledgeable about the rules and regulations which govern student conduct and activities. The University of Texas at Dallas administers student discipline within the procedures of recognized and established due process. Procedures are defined and described in the Rules and Regulations of the Board of Regents of the University of Texas System, Part 1, Chapter VI, Section 3, and in Title V, Rules on Student Services and Activities of the Course Syllabus Page 8, University’s Handbook of Operating Procedures. Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff members are available to assist students in interpreting the rules and regulations (SSB 4.400, 972/883- 6391). A student at the university neither loses the rights nor escapes the responsibilities of citizenship. He or she is expected to obey federal, state, and local laws as well as the Regents’ Rules, university regulations, and administrative rules. Students are subject to discipline for violating the standards of conduct whether such conduct takes place on or off campus, or whether civil or criminal penalties are also imposed for such conduct. Academic Integrity The faculty and administration of the School of Management expect from our students a high level of responsibility and academic honesty. Because the value of an academic degree depends upon the absolute integrity of the work done by the student for that degree, it is imperative that a student demonstrate a high standard of individual honor in his or her scholastic work. We want to establish a reputation for the honorable behavior of our graduates, which extends throughout their careers. Both your individual reputation and the school’s reputation matter to your success.
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The Judicial Affairs website lists examples of academic dishonesty. Dishonesty includes, but is not limited to cheating, plagiarism, collusion, facilitating academic dishonesty, fabrication, failure to contribute to a collaborative project and sabotage. Some of the ways students may engage in academic dishonesty are: Coughing and/or using visual or auditory signals in a test; Concealing notes on hands, caps, shoes, in pockets or the back of beverage bottle labels; Writing in blue books prior to an examination; Writing information on blackboards, desks, or keeping notes on the floor; Obtaining copies of an exam in advance; Passing information from an earlier class to a later class; Leaving information in the bathroom; Exchanging exams so that neighbors have identical test forms; Having a substitute take a test and providing falsified identification for the substitute; Fabricating data for lab assignments; Changing a graded paper and requesting that it be regraded; Failing to turn in a test or assignment and later suggesting the faculty member lost the item; Stealing another student’s graded test and affixing one’s own name on it; Recording two answers, one on the test form, one on the answer sheet; Marking an answer sheet to enable another to see the answer; Encircling two adjacent answers and claiming to have had the correct answer; Stealing an exam for someone in another section or for placement in a test file; Using an electronic device to store test information, or to send or receive answers for a test; Destroying or removing library materials to gain an academic advantage; Consulting assignment solutions posted on websites of previous course offerings; Transferring a computer file from one person’s account to another; Transmitting posted answers for an exam to a student in a testing area via electronic device; Downloading text from the Internet or other sources without proper attribution; Citing to false references or findings in research or other academic exercises; Unauthorized collaborating with another person in preparing academic exercises. Submitting a substantial portion of the same academic work more than once without written authorization from the instructor. http://www.utdallas.edu/judicialaffairs/UTDJudicialAffairs-Basicexamples.html Updated: August, 2011 Plagiarism on written assignments, especially from the web, from portions of papers for other classes, and from any other source is unacceptable. On written assignments, this course will use the resources of turnitin.com, which searches the web for plagiarized content and is over 90% effective. During tests and quizzes, students in this section are not allowed to have with them any food or drinks, scratch paper, course materials, textbooks, notes, invisible ink pens, or electronic devices, including IPads, IPhones, IPods, MP3 Players, earphones, radios, smart phones, cameras, calculators, multi-function timepieces, or computers. When possible, students should sit in alternating seats, face forward at all times, and remove any clothing which might conceal eye movements, reflect images of another’s work, or hide course material for copying. Exam proctors will monitor any communication or signaling between students by talking, whispering, or making sounds, or by using your hands, feet, other body movements, the test paper itself or your writing implement. Students in this course suspected of academic dishonesty are subject to disciplinary proceedings, and if found responsible, the following minimum sanctions will be applied: 1. Homework – Zero for the Assignment
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2. 3. 4. 5. 6.
Case Write-ups – Zero for the Assignment Quizzes – Zero for the Quiz Presentations – Zero for the Assignment Group Work – Zero for the Assignment for all group members Tests – F for the course
These sanctions will be administered only after a student has been found officially responsible for academic dishonesty, either through waiving their right for a disciplinary hearing, or being declared responsible after a hearing administered by Judicial Affairs and the Dean of Student’s Office . In the event that the student receives a failing grade for the course for academic dishonesty, the student is not allowed to withdraw as a way of preventing the grade from being entered on their record. Where a student receives an F in a course and chooses to take the course over to improve their grade, the original grade of F remains on their transcript, but does not count towards calculation of their GPA. The School of Management also reserves the right to review a student’s disciplinary record, on file with the Dean of Students, as one of the criteria for determining a student’s eligibility for a scholarship. Judicial Affairs Procedures Under authority delegated by the Dean of Students, a faculty member who has reason to suspect that a student has engaged in academic dishonesty may conduct a conference with the student in compliance with the following procedures: (i) the student will be informed that he/she is believed to have committed an act or acts of academic dishonesty in violation of University rules; (ii) the student will be presented with any information in the knowledge or possession of the instructor which tends to support the allegation(s) of academic dishonesty; (iii) the student will be given an opportunity to present information on his/her behalf; (iv) after meeting with the student, the faculty member may choose not to refer the allegation if he/she determines that the allegations are not supported by the evidence; or (v) after meeting with the student, the faculty member may refer the allegations to the dean of students along with a referral form and all supporting documentation of the alleged violation. Under separate cover, the faculty member should forward the appropriate grade to be assessed if a student is found to be responsible for academic dishonesty; (vi) the faculty member may consult with the dean of students in determining the recommended grade; (vii) the faculty member must not impose any independent sanctions upon the student in lieu of a referral to Judicial Affairs; (viii) the faculty member may not impose a sanction of suspension or expulsion, but may make this recommendation in the referral documentation If the faculty member chooses not to meet with the student and instead forwards the appropriate documentation directly to the dean of students, they should attempt to inform the student of the allegation and notify the student that the information has been forwarded to the Office of Dean of Students for investigation. The student, pending a hearing, remains responsible for all academic exercises and syllabus requirements. The student may remain in class if the student’s presence in the class does not interfere with the professor’s ability to teach the class or the ability of other class members to learn. (See Section 49.07, page V-49-4 for information regarding the removal of a student from class).
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Upon receipt of the referral form, class syllabus, and the supporting material/documentation from the faculty member, the dean shall proceed under the guidelines in the Handbook of Operating Procedures, Chapter 49, Subchapter C. If the respondent disputes the facts upon which the allegations are based, a fair and impartial disciplinary committee comprised of UTD faculty and students, shall hold a hearing and determine the responsibility of the student. If they find the student in violation of the code of conduct, the dean will then affirm the minimum sanction as provided in the syllabus, and share this information with the student. The dean will review the student’s prior disciplinary record and assess additional sanctions where appropriate to the circumstances. The dean will inform the student and the faculty member of their decision. Email Use The University of Texas at Dallas recognizes the value and efficiency of communication between faculty/staff and students through electronic mail. At the same time, email raises some issues concerning security and the identity of each individual in an email exchange. The university encourages all official student email correspondence be sent only to a student’s U.T. Dallas email address and that faculty and staff consider email from students official only if it originates from a UTD student account. This allows the university to maintain a high degree of confidence in the identity of all individual corresponding and the security of the transmitted information. UTD furnishes each student with a free email account that is to be used in all communication with university personnel. The Department of Information Resources at U.T. Dallas provides a method for students to have their U.T. Dallas mail forwarded to other accounts. Withdrawal from Class The administration of this institution has set deadlines for withdrawal of any college-level courses. These dates and times are published in that semester's course catalog. Administration procedures must be followed. It is the student's responsibility to handle withdrawal requirements from any class. In other words, I cannot drop or withdraw any student. You must do the proper paperwork to ensure that you will not receive a final grade of "F" in a course if you choose not to attend the class once you are enrolled. Student Grievance Procedures Procedures for student grievances are found in Title V, Rules on Student Services and Activities, of the university’s Handbook of Operating Procedures. In attempting to resolve any student grievance regarding grades, evaluations, or other fulfillments of academic responsibility, it is the obligation of the student first to make a serious effort to resolve the matter with the instructor, supervisor, administrator, or committee with whom the grievance originates (hereafter called “the respondent”). Individual faculty members retain primary responsibility for assigning grades and evaluations. If the matter cannot be resolved at that level, the grievance must be submitted in writing to the respondent with a copy of the respondent’s School Dean. If the matter is not resolved by the written response provided by the respondent, the student may submit a written appeal to the School Dean. If the grievance is not resolved by the School Dean’s decision, the student may make a written appeal to the Dean of Graduate or Undergraduate Education, and the deal will appoint and convene an Academic Appeals Panel. The decision of the Academic Appeals Panel is final. The results of the academic appeals process will be distributed to all involved parties. Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff members are available to assist students in interpreting the rules and regulations.
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Incomplete Grade Policy As per university policy, incomplete grades will be granted only for work unavoidably missed at the semester’s end and only if 70% of the course work has been completed. An incomplete grade must be resolved within eight (8) weeks from the first day of the subsequent long semester. If the required work to complete the course and to remove the incomplete grade is not submitted by the specified deadline, the incomplete grade is changed automatically to a grade of F. Disability Services The goal of Disability Services is to provide students with disabilities educational opportunities equal to those of their non-disabled peers. Disability Services is located in room 1.610 in the Student Union. Office hours are Monday and Thursday, 8:30 a.m. to 6:30 p.m.; Tuesday and Wednesday, 8:30 a.m. to 7:30 p.m.; and Friday, 8:30 a.m. to 5:30 p.m. The contact information for the Office of Disability Services is: The University of Texas at Dallas, SU 22 PO Box 830688 Richardson, Texas 75083-0688 (972) 883-2098 (voice or TTY) Essentially, the law requires that colleges and universities make those reasonable adjustments necessary to eliminate discrimination on the basis of disability. For example, it may be necessary to remove classroom prohibitions against tape recorders or animals (in the case of dog guides) for students who are blind. Occasionally an assignment requirement may be substituted (for example, a research paper versus an oral presentation for a student who is hearing impaired). Classes enrolled students with mobility impairments may have to be rescheduled in accessible facilities. The college or university may need to provide special services such as registration, note-taking, or mobility assistance. It is the student’s responsibility to notify his or her professors of the need for such an accommodation. Disability Services provides students with letters to present to faculty members to verify that the student has a disability and needs accommodations. Individuals requiring special accommodation should contact the professor after class or during office hours. Religious Holy Days The University of Texas at Dallas will excuse a student from class or other required activities for the travel to and observance of a religious holy day for a religion whose places of worship are exempt from property tax under Section 11.20, Tax Code, Texas Code Annotated. The student is encouraged to notify the instructor or activity sponsor as soon as possible regarding the absence, preferably in advance of the assignment. The student, so excused, will be allowed to take the exam or complete the assignment within a reasonable time after the absence: a period equal to the length of the absence, up to a maximum of one week. A student who notifies the instructor and completes any missed exam or assignment may not be penalized for the absence. A student who fails to complete the exam or assignment within the prescribed period may receive a failing grade for that exam or assignment. If a student or an instructor disagrees about the nature of the absence [i.e., for the purpose of observing a religious holy day] or if there is similar disagreement about whether the student has been given a reasonable time to complete any missed assignments or examinations, either the student or the instructor may request a ruling from the chief executive officer of the institution, or his or her designee. The chief executive
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officer or designee must take into account the legislative intent of TEC 51.911(b), and the student and instructor will abide by the decision of the chief executive officer or designee. Off-Campus Instruction and Course Activities Off-campus, out-of-state, and foreign instruction and activities are subject to state law and University policies and procedures regarding travel and risk-related activities. Information regarding these rules and regulations may be found at the website address given below. Additional information is available from the office of the school dean. (http://www.utdallas.edu/BusinessAffairs/Travel_Risk_Activities.htm) These descriptions and timelines are subject to change at the discretion of the Professor. Top
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