TEXAS STATE UNIVERSITY-San Marcos
Department of Marketing
MKT 5321: Marketing Management
M 6:30-9:15pm DH 238
INSTRUCTOR: Debbie T. McAlister, Ph.D. (Department Chair)
TEL: 512-245-7428 (Voice) 512-245-7475 (Fax)
OFFICE: DERR 226
OFF. HOURS: Monday, 5:15 pm – 6:15 pm or by appointment (normally in office 8-5 M-F)
1. Marketing Strategy, O.C. Ferrell and Michael Hartline, 3rd edition, Thomson/South-Western,
2. E-mail address - I will use e-mail to generally communicate with the class, send reminder messages, and relay
answers to questions that you may have between class meetings.
3. To enhance your professionalism and marketing perspective, it is recommended that you read business
newspapers and magazines, such as the Wall Street Journal, Business Week, Fortune, and Business 2.0.
This course covers concepts, activities, and techniques related to the planning and coordination of marketing
functions, marketing policies, and the analysis of marketing administration.
1. Develop an understanding of the basic concepts and issues in marketing, including the creation of value
through the integrated production and distribution of goods and services and the global, political, economic,
legal, and regulatory context for business;
2. Build a working marketing vocabulary such that you are better able to understand and discuss marketing
concepts in business setting;
3. Develop an appreciation for the inherently strategic nature of contemporary marketing and for the role
marketing plays in business strategy and performance;
4. Enhance your understanding of what marketing managers actually do on a day-to-day basis by taking on the
role of marketing manager for an existing product/service;
5. Strengthen your ability to justify and support your decisions through information acquisition and
6. Extend your ability to write clearly, listen carefully, and report information in a professional and effective
7. Learn how to effectively work with others with an understanding of individual and group dynamics in
8. Strengthen your appreciation for how marketing relates to complementary business functions (e.g., human
resource management, accounting, production, etc…); and
9. Understand the ethical and social responsibilities of marketing management in organizations and society.
SKILLS YOU ARE EXPECTED TO BRING INTO THIS COURSE:
1. Written and oral communication skills necessary for achieving graduate status;
2. General understanding of the business and economic environment, finance, accounting, statistics, and
3. Ability to analyze and use library materials, reference resources, and research reports; and
4. Teamwork skills.
PREREQUISITES: Graduate standing.
THIS COURSE IS A PREREQUISITE FOR: N/A
1. Professional lectures;
2. Discussion of assigned readings;
3. In-class exercises, both group and individual;
4. Student written and oral presentations;
5. Classroom participation; and
6. Group (peer) evaluation.
ATTENDANCE: You are expected to not only attend, but to actively contribute to the learning experience of
the class. Poor attendance can significantly hurt your overall class participation grade.
EXAMINATIONS: There are two examinations based on the textbook, class lecture material, and the
marketing plan project. You are responsible for all assigned reading, even if the instructor does not cover it in
class. No make-up exams are given. Exam 1 is a group exam, worth 15 percent of your final grade. Exam 2 is
an individual exam, worth 25 percent of your final grade. To prepare for the exams, take an action-oriented and
repetitive approach (outline chapters as you read; rewrite major concepts as you study). Exams are graded for
level of quality in responses, including the use of appropriate marketing language and relevant practical example
MAKE-UP AND LATE WORK POLICY: Be sure to allow adequate time to solve unanticipated problems
with respect to deadlines. Submissions turned in late during class or within 24 hours of the deadline will receive
half credit. Submissions more than 24 hours late will not be accepted. Exceptions to this policy may be granted
Marketing Plan Team Project (35%)
Action Plan and Group Contract Due: February 7
Rough Draft #1 Due: March 7
Rough Draft #2 Due: April 11
Final Paper Due: May 2
Final Presentations: (15 minutes each): May 2, May 9
Critical Thinking: This project will require that each participant and each team assume the role of “marketing
manager” for one real-life product or service. The marketing plan team project is analytically challenging,
requires creativity, and facilitates improvements in oral and written communication skills. Most marketing
managers are highly skilled MBAs who are responsible for overseeing one product or product line. In this
regard, they make a variety of marketing decisions, including those that focus on product issues (e.g.,
development, extension, and deletion), pricing strategies (e.g., cost-based, demand-based, prestige), integrated
marketing communications/promotion programs (e.g., advertising, personal selling, sales promotion, publics
relations), and distribution channel/supply chain management matters (e.g., intensity of market coverage, vertical
marketing system structure). The marketing manager makes these decisions within the context of ethical, global,
political, social, legal and regulatory, environmental, technological and competitive factors.
Written and Oral Communication: In small groups, marketing management teams will write a comprehensive
marketing plan and prepare professional presentations with MS PowerPoint. Writing and presenting marketing
plans provide an opportunity to showcase your hard work, creative ideas, and marketing knowledge to peers and
the instructor. The two rough drafts are not graded, but provide valuable insights for developing the final project
and final presentation. I will preview your presentation and/or written document for an un-graded analysis and
Teamwork: The success of your team will greatly depend on the ability of the team members to work together.
Working well as a team requires that each member learns to cope with different personalities of the other team
members. A strong team does not let differences in schedules, age, gender, or experiences interfere with their
performance. If a team member does not carry his or her share of the work, that individual should be warned of
the need for improvement. I should be considered an ex officio member of each group and kept apprised of
developments, especially when the team is approaching the decision to remove a team member for non-
Information Technology & Research: All data sources, including interviews, websites, company reports,
magazine articles, and others, must be referenced in the written report. Any material taken directly from another
source must be placed in “quotes” or properly reworded and sourced. The failure to give full credit can be
grounds for plagiarism. A sufficient amount of secondary research is normally available on the Internet and in
the library to complete the project. All students must be proficient in using online databases available through
Personal Marketing Plan: The Brand Called You (15%)
You will be developing a written marketing strategy designed to facilitate your reflective thinking, professional
development and career strategy. A lecture and worksheets from your professor support this assignment. This project
focuses on your professional goals, by developing your own marketing strategy for securing a new position or advancing
your career. The plan is due February 14 at the beginning of class.
Class Leadership, Participation and Professionalism (10%)
A goal for this classroom is to have a positive, courteous, and respectful environment that is conducive to
learning. Attendance, participation, daily assignments, and professionalism count toward this grade. Irreverent
and off-topic comments can also affect the participation grade. Class participation grades will be assessed using
the Participation Continuum at the end of the syllabus. Both you and I will interactively work to finalize this
grade. At the end of the term, I will pass out a copy of the participation continuum. You will be asked to
evaluate and explain your performance on this form. I will collect, carefully read, and then assess each form.
Marketing Plan Team Project 35%
Personal Marketing Plan 15%
Class Leadership, Participation and Professionalism 10%
Final course grades will be based on a straight 90 (A), 80 (B), 70 (C), 60 (D), and, less than 60 (F) continuum. For this
reason, you should work to solidify and ensure that you finish the course within the grade range you desire. The
emphasis should be on balance, don’t focus on a project at the expense of the exams and vice-versa.
Team project scores may be adjusted for peer evaluations, so please ensure your strong commitment,
participation, and contribution to all team assignments. You will be providing feedback on team members’
relative contributions and efforts. If an individual member’s contribution averages less than 90 percent, then he
or she will receive that percentage of the team’s grade. Members whose overall assessments total 90 percent or
higher will receive the team’s grade.
All assignments and the marketing plan must be computer generated (double-spaced, 12 pt. font, with one-inch
margin on all sides). Correct grammar, spelling, sentence structure, and word selection are required. If you need
any assistance, please contact the Writing Center at the Department of English (245-3018 or 245-2169). The
center offers a developmental and word processing lab.
Faculty and students must retain a record of all graded coursework (projects, quizzes, exams, etc.) for at least one
semester. These may be necessary as evidence to resolve any disputes in grades assigned.
DROP/WITHDRAWAL: A "W" will be automatically assigned if the drop/withdrawal procedure is completed
on or before February 4. If the drop/withdrawal procedure is completed between February 5 and April 21, a
"W" will be assigned only if the student is passing the course on the date the registrar processes the drop.
Otherwise, an "F" will be recorded. Students should consult the instructor prior to dropping or withdrawal from
the class. The instructor will inform student of the grade that will be assigned.
HONOR CODE: All students are required to abide by the Texas State University honor code. The pledge for
Students at our University recognize that, to insure honest conduct, more is need than an
expectation of academic honesty, and we therefore adopt the practice of affixing the following
pledge of honesty to the work we submit for evaluation:
I pledge to uphold the principles of honesty and responsibility at our University.
The complete honor code may be found at http://www.txstate.edu/effective/upps/upps-07-10-01.html under
ACADEMIC HONESTY: Submission of any work for a grade for which unauthorized help has been received
is termed academic dishonesty and will be grounds for a failing grade in the course. "Unauthorized" is a term
used here to designate stealing, copying (with or without permission), collaboration with other individuals or
sharing programming code outside of sanctioned group activities. Students are strongly encouraged to refer to
the Texas State student handbook for policies related to academic dishonesty. These policies may be found at
http://www.mrp.txstate.edu/studenthandbook/rules.html#academic. This instructor views any such act as a
clear violation of ethical standards and will take appropriate disciplinary and punitive action.
CLASSROOM CIVILITY: Classroom professionalism and civility are to be maintained at all times. To create
an environment that is conducive for teaching and learning, appropriate social conduct is required. Pagers and
cellular phones are to be turned off or set to vibrate. No eating, drinking, sleeping or chatting when class is in
session. No walking in and out during exams or when class is in session. Please limit personal and side
conversations. For further information, please see Students’ Responsibilities on Advising and Learning found at
STUDENTS WITH DISABILITIES: A student with a disability may require an accommodation(s) to
participate in the course. They must contact the instructor within the first two weeks of the semester. They will
be asked to provide documentation from the Office of Disability Services (ODS) at that time. Failure to contact
the instructor in a timely manner will delay any accommodations they may be seeking. Ongoing care by a
physician does not automatically qualify you as an ODS special needs student. Students are required to file
paperwork for accommodations with ODS each semester. Accommodations granted one semester do not
automatically carry forward to the next. See UPPS No. 07.11.01 for additional information.
RELIGIOUS HOLY DAYS: Special rules apply to students who are absent for the observance of a holy day
(see UPPS 02.06.01). If absences are anticipated for religious holy days, the student must notify the instructor no
later than the University’s 15th class day of the semester. Notification forms for planned absences may be
obtained from the Dean of Students Office. The instructor must sign the form before it becomes a valid
document for the student.
PERSONAL MESSAGE FROM DR. DEBBIE T. MCALISTER:
Welcome to MKT5321. After teaching MBAs at various universities, I believe graduate students expect and
learn most from instructors who are well-organized, focused on creating skills applicable in the workplace, and
able to showcase both individual and group work. I have created a class experience founded on the guiding
principle of marketing – excellence in product development and a focus on customer orientation and satisfaction.
Throughout this syllabus, you will see evidence of this philosophy. I have high expectations for my students -
expectations that you value, learn, contribute to, and show respect and interest in this marketing class. From me,
you can expect professionalism, preparation, helpfulness, timely responses to your work and questions, and
cutting-edge information and thought in marketing.
COURSE OUTLINE (Tentative: Subject to Change)
DATE CLASS FOCUS & OBJECTIVES LECTURES & ASSIGNMENTS
1/24 Understanding class structure and expectations Lectures - Welcome to MKT 5321, The Brand
Called You, Behavioral Style & Team Success
Meet with clients and SBDC Representatives
Determine team assignments for Marketing Plan
Learning about “marketing yourself” REMINDER: Library Exercise due 1/31
Understanding behavioral style – individual and
group dynamics in organizations
1/31 Preparing and writing a marketing plan Library Exercise due
Setting standards of professionalism Lectures: Strategic Marketing Planning,
Develop team action plan for marketing plan
Read Chapters 1, 2
REMINDER: Action Plan and Team Contract
2/7 Conducting research for information acquisition Action plan and Team Contract due
and management —global, regulatory, economic,
legal, ethical, competitive, customer, and Lectures: External, Internal, & SWOT Analysis,
organizational analysis Customer Analysis, Competitor Analysis
Read Chapters 3, 4
REMINDER: Personal Marketing Plan due 2/14
2/14 Constructing marketing goals and objectives Personal Marketing Plan due
Lecture: Developing Goals and Objectives
2/21 Developing customer relationships Lectures: Customer Relationships, Developing
Creating a marketing strategy—creation of value
through integrated production and distribution of Read Chapters 5, 6
goods and services
Review for Exam #1
2/28 Exam 1 (chapters 1-5) REMINDER: Rough Draft due 3/7
Work on Marketing Plan
03/07 Assessing progress on the marketing plan Rough Draft #1 Due
Teams meet with Dr. McAlister
03/13-0 Spring Break
03/21 Developing the marketing mix Read Chapters 7, 8 & 9
Lectures: Product Strategy, Services Marketing,
Pricing Strategies, Supply Chain Management
03/28 Developing the marketing mix, continued Read Chapters 10, 11
Evaluating and controlling the marketing Lectures: Integrated Marketing Communication,
program Marketing Implementation and Control
04/04 Experiencing a ethics crisis and understanding Read Chapter 12
responsibilities in organizations and society
Lectures: Marketing Ethics and Social
Role-play Exercise: National Farm and Garden
REMINDER: Rough Draft due 4/11
04/11 Assessing progress on the marketing plan Rough Draft #2 due
Team meetings with Dr. McAlister
04/18 Presenting information in business settings- Lecture: Effective Presentations
information management and reporting for
business Team Exercise: Presenting your own marketing
Review for Exam #2
04/25 Exam #2 (Chapters 6 -12)
05/02 Marketing Plan Reports Final marketing plan due
Marketing Plan Presentations Teams present marketing plans (15 minutes
05/09 Marketing Plan Presentations Teams present marketing plans (15 minutes
MARKETING PLAN PROJECT:
The course is designed so class topics and discussions are directly tied to the marketing plan project. Sample
plans and marketing plan worksheets are available. Students are required to plan and write a marketing
management project and present their findings in a formal report. A working understanding of the electronic
databases available at Alkek Library is required to successfully complete the project. Part of the project also
involves reading and interpreting current business events. The instructor’s website has a link to online research
resources. Each marketing plan team will develop a comprehensive marketing plan for a client of the Small
Business Development Center:
1. Michael Grish – Architect, 1907 W. 38th Street, Austin, Tx 78731 (512) 452-4489
2. Dr. Cecilia Burnside – Cats Love House calls, 8127 Mesa Dr., Ste B206 Austin, Tx 78759 (512) 343-9200
3. Norman Boyd – The Cleaning Authority
4. Lillian Aaron – Business Accounting Software, 8607 Grandview Dr. Austin, Tx 78645 (512) 267-2277
5. Chris Hunt – Silverado Smokehouse, 612 Lime Rock Dr, Round Rock, Tx 78681 (512) 577-4935
6. Nationwide Sports – Jeff Forster, 1612 Sharon Place, Cedar Park, Tx 78613, (512) 249-2611
7. Power Accessories of the Americas - Adria Tabor, 104 Hunter Ridge, San Marcos, Tx 78666 (512) 392-1990
Role-play exercises, also called behavioral simulations, are educational and training tools developed for use in
universities and professional training environments. These behavioral simulations enhance traditional approaches to
learning experiences because they 1) give participants an opportunity to practice making decisions that have business
content and consequences, 2) recreate the power, pressures, and information that affect decision-making at work, 3)
provide participants with a team-based experience that enriches their skills and understanding of work group and
organizational dynamics, and 4) use a debriefing and feedback period to allow for the exploration of complex and
controversial issues in business.
Presenting Your Marketing Plan
The following outline is a guide for developing the oral presentation for your marketing plan. Please present the
information in a succinct, persuasive and enthusiastic manner.
1. Most Relevant External, Internal and SWOT Factors (4-5 points total)
2. Goals and Objectives for Marketing Strategy (use chart for presentation)
a. Qualitative Goals
b. Quantitative Objectives
c. Justification (very important to show integration)
3. Marketing Strategy and Tactics Recommendations
a. Describe Customer Group for this Strategy
b. Benefits Sought by this Customer Group
c. Internal Theme of the Marketing Strategy (helps audience remember key points)
4. Elements of the Marketing Strategy (use a chart)
a. Product (new, maintain)
b. Pricing (new, maintain)
c. Placement and Distribution (new, maintain)
d. Promotion and Communication (new, maintain)
5. Integration of Strategy (how 4 Ps work together; reinforce theme; “sell” it to audience).
- A consistent leader in the work of class is always prepared. Has worked out an analysis of why events in
material examined occur as they do as well as how these events relate to the topics under discussion. Responds
to the comments of other students. An initiator of activity in the class. Listening is also given a priority.
- Reasonably frequent participator in class. Responds to other students as well as the instructor.
- Occasionally takes the lead in introducing a new subject. Volunteers illustrations from his or her
own experience about the subjects under discussion.
- Occasional contributions to the class. Occasional responses to the remarks of other students.
- Answers questions from the instructor. Occasionally volunteers illustrations from her or her own experience in
response to instructor’s remarks. Rarely responds to other students.
- Answers questions from the instructor. Otherwise does not take part in class discussion.
- Takes no part in classroom discussion or activities.
ABOUT YOUR PROFESSOR:
Debbie T. McAlister is Chair of the Marketing Department and a tenured associate professor of marketing in the McCoy College of
Business Administration at Texas State University-San Marcos. The department strives to be nationally recognized for excellence in
marketing education and applied research. From 1999-2001, Debbie was on the faculty of the College of Business and Industry at
Mississippi State University. Prior to 1999, she was on the business faculty and Director, Center for Ethics at The University of Tampa.
During her four years in the center, the organization received a one million dollar endowment, educated over 4500 business people, and
garnered media attention.
She earned a Ph.D. in Business Administration from The University of Memphis (1993), M.S. in Marketing from Texas A & M
University (1990), and B.B.A. in Marketing from Abilene Christian University (1988). She has published many academic articles in
journals. In 1998, she published Integrity Management: A Guide to Managing Legal and Ethical Issues in the Workplace, with co-authors
O.C. Ferrell and John Fraedrich. Her second book, Business and Society: A Strategic Approach to Social Responsibility is co-authored
with Linda Ferrell and O.C. Ferrell.
Debbie received the 1999 Houghton Mifflin Pride/Ferrell Innovative Teacher in Marketing Award. In 2004, she received the Gary V.
Woods Research Award from the McCoy College of Business Administration at Texas State. Debbie has been elected to professional
positions including Vice President, Teaching and Information Dissemination for the American Marketing Association and President of the
Society for Marketing Advances. She serves on the Board of Directors for e-businessethics.com, the Direct Selling Education Foundation,
and the McCoy College of Business Administration Foundation.
She has taught in prestigious business programs at Queen’s University (Canada), Graduate School of Business Administration-Zurich
(Switzerland), Monterrey Tech (Mexico), the Vienna School of Economics and Business Administration (Austria) and Thammasat
University (Thailand). Before entering academe, Debbie was in product management with Texas Instruments, where she was part of the
team that launched the microLaser printer line. She also interned at the advertising agency handling the Dell and Kia accounts.
In her personal time, Debbie enjoys traveling to foreign countries, reading fictional crime, attending college sporting events, and spending
time with her family. She is married to Mark McAlister and they are the proud parents of Rebecca and Reed.
Local Mailing Address ________________________________________________________________
My top three choices for the SBDC project:
In a team setting, my major contributions are:
What I hope to accomplish this semester in MKT 5321: