MKT 6301 - MBC MARKETING MANAGEMENT

Fall 2010

Meeting Time: MW 10:30 pm - 11:45 pm Ernan Haruvy

Classroom: 2.117 Email: eharuvy@utdallas.edu
Office Hours for Haruvy: T 6:00 pm – 7:00 pm

Recommended Text: Philip Kotler and Kevin Lane Keller, Marketing Management, 13th ed.
$192.75
Case Packet for Dr. Haruvy. $46.75

Course Description
This core course in marketing management will provide students with an overview and
understanding of the role of marketing in organizations. Special attention will be given to the
way in which consumer wants, needs, perceptions, and attitudes impact firms’ strategies.
Topics will include marketing strategy, planning and control, segmentation, consumer
behavior, promotion, advertising, branding, new product management, pricing, distribution,
and retailing. Students in this course will learn marketing terminology, develop an
understanding of the basic principles of marketing and their applications and learn to recognize
their significance and scope in marketing management. The lectures will be interspersed with
case discussions. Students are expected to actively participate in constructive class discussions.

Learning Objectives
Following the completion of this course, students are expected to:
1. 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
2. Develop an overall understanding of the principles of marketing, in the significant
areas of product management, pricing, promotions, distribution, consumer
behavior, etc.
3. Demonstrate the ability to solve numerical problems in the areas of break-even
analysis, price elasticity, market research, media planning, etc.
4. 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.

Course Policy
Participation grade is based on class discussion, leadership in the group, and preparedness.
Late submissions will be penalized.
Peer Evaluation: Your share in the group’s grade will be determined by your peer evaluation score.
Please abide strictly by the Academic Honor Code.

1
2
Course Evaluation and Grading
Project Assignments 10% Each group will submit portions of the project periodically
Project Write-up 20% Each group will submit a final written project report.
Case Report 15% Each group will submit one case report
Participation 15% Based on involvement in the case discussions.
First Exam 20% Closed book
Second Exam 20% Closed book

COURSE SCHEDULE
Dates Topics

Aug 23 Introduction and Project Description

Aug 25 Segmentation

Aug 30 Case 1 Dove

Sep 1 The four P’s

Sep 8 Focus on Consumers

Sep 13 Case 2 – New Beetle

Sep 15 Strategy

Sep 20 Strategy

Sep 22 Marketing Research

Sep 27 Marketing Research

Sep 29 New Product Development

Oct 4 Ethics

Oct 6 Marketing Plan

Oct 11 Buyer Behavior

Oct 13 Exam

Oct 18 Case 3 Nestle

Oct 20 Product Life Cycle

3
Oct 25 Case 4—Omnitel

Oct 27 Pricing

Nov 1 Case 5 – Charles Schwab

Nov 3 Promotion Mix

Nov 8 Case 6-- Citibank

Nov 10 Advertising

Nov 15 Sales Promotion, Personal Selling, Direct Mkt, PR

Nov 17 Case 7 -- Google

Nov 22 Channels

Nov 24 Exam

Nov 29 Group Project presentations

Dec 1 Group Project presentations