MARKETING MANAGEMENT
MKT 5023
Spring 2004
Dr. Tina M. Lowrey
458-5384 (4.04.06)
tlowrey@utsa.edu
Office Hours:
Tuesdays 4:30-6:30 p.m.
(and by appointment)
Course Description:
This is NOT a lecture course. It is assumed that you
have basic marketing knowledge. The purpose of this course is to apply that
knowledge to solving problems in a variety of marketing areas. In this course,
cases will be used to demonstrate key marketing concepts as they apply to
specific situations. Topics to be covered include the identification and selection
of appropriate target markets, the proper use of marketing research, brand
strategy, distribution, pricing, and marketing communications. There will be three
types of cases used throughout the semester. The first type of case is the
traditional Harvard-style case. These cases have been selected for a variety of
products and services. In addition, some cases have been chosen because they
address important issues, such as global marketing considerations.
The second type of case is a simulation, called Capstone. You and your team
members will compete with the rest of the class in marketing electronic sensors.
This is an interactive, dynamic case experience that will give you insights not
obtainable from textbook cases.
The final type of case is what’s called a “live” case – a real, hands-on project with
an actual client (and minimal budget). The client for this semester is the
Department of Homeland Security (DHS), and many more details on this project
are provided in a separate booklet.
Required Texts:
Marketing Management 2004 (electronic text)
J. Paul Peter & James H. Donnelley, Jr.
Team Member Guide 2004 (Capstone simulation – to be
provided in class)
DHS Collegiate Marketing & Recruitment Program (to be
provided in class)
Marketing Management
Spring 2004
Page Two
Assignments:
There will be one major team paper, one client-side team
paper, four individual-effort case briefs, one major team presentation (individual
presentation grade), one Capstone final report (team), and one DHS final grade.
Evaluation will be based on the following points:
Individual case briefs (25 pts. ea.):
Team case paper:
Presentation grade:
Client-side paper:
Capstone final report:
DHS grade:
TOTAL:
100 pts.
100 pts.
50 pts.
50 pts.
100 pts.
100 pts.
500 pts.
Teams and Groups:
You will be a member of one team (for the Capstone
simulation and Harvard-style cases), membership of which can be determined by
who you know or which case you’d like to present. You will also be a part of a
DHS department, membership of which will be determined by the functional area
with which you feel most comfortable.
Your Capstone team will be responsible for 8 decisions throughout the semester,
due at NOON on specific Tuesdays (no late decisions will be accepted). This
team will also turn in a Capstone final report on April 20th (team grade). In
addition, this same team will present a Harvard-style case. These presentations
will be limited to 20 minutes total, and grades will be given to each individual
presenter. A team grade will be given for the paper that accompanies the
presentation. This team will also serve as client on another Harvard-style case.
Your DHS department will be responsible for functional duties throughout the
semester. A proposal and final report will be prepared and everyone in the class
will receive the same grade for the combined effort provided that peer
evaluations indicate that everyone has done their fair share of the work on
this project (I am hopeful that this will be the case). In addition, we will need to
select presentation teams for both DHS presentations (one each), and individuals
selected for these presentations will NOT be required to present with their teams
as described above. Again, these presenters will receive individual presentation
grades, but these presentations will NOT be limited to 20 minutes.
Finally, students will prepare four case briefs for the cases for which they are not
serving as client or presenting – these are individual-effort, one-page summaries.
The purpose of these briefs is to ensure everyone is prepared to discuss the
case assigned. No late briefs will be accepted – NO EXCEPTIONS!
Marketing Management
Spring 2004
Page Three
COURSE SCHEDULE
DATE
TOPIC/ACTIVITY
ASSIGNMENT
1/13
Introduction to Course
Form DHS departments and
Capstone teams
1/20
Introduction to DHS Project
Read entire DHS project book
1/27
Marketing Research
Capstone Decision #1
(due at noon)
Sections II & III, Ch. 2
South Delaware Coors, Inc.
2/3
Target Markets
Capstone Decision #2
Ch. 5
Case #1 (4): 3DV-LS
2/10
Product Management
Decision #3
Ch. 6
Case #2 (7): Starbucks
2/17
Pricing Issues
Decision #4
Ch. 11
Case #3 (25): America Online
2/24
Decision #5
Prepare for 3/2
3/2
***** Presentation of Proposal to DHS *****
3/9
Distribution
Decision #6
3/16
***** Spring Break – Enjoy! *****
3/23
Marketing Communications
Decision #7
Ch. 8
Case #5 (15): Lady Foot Locker
3/30
Last Decision!
Case #6 (2): Harley-Davidson
4/6
The 4 P’s Revisited
Prepare for 4/13
4/13
***** Final DHS Presentation *****
Ch. 10
Case #4 (20): Peapod
Marketing Management
Spring 2004
Page Four
COURSE SCHEDULE (cont.)
DATE
TOPIC/ACTIVITY
4/20
Final Capstone Reports Due
4/27
Return Capstone Reports
ASSIGNMENT
--------------------------------------------------------------------------------------------------------In general, each evening will be structured as follows:
7-8 p.m.
Case presentations (20 min.), client-side Q&A, and
in-class discussion
BREAK
8-9 p.m.
DHS project (departments or entire class, depending)
9:00 SHARP!
Capstone simulation results provided to teams
(I’ll meet with teams on an as-needed basis)
This should give us plenty of time for each component of the course. Obviously,
there will be specific evenings where we will devote more time to the DHS
project, depending on the needs of the client.
NOTE:
All client dates subject to change, per client’s request.