Marketing Management Course Outline ??? Course Description: This course is designed for you, undergraduates, to improve your understanding of and skills in marketing as a discipline. We use cases, discussions, and readings to provide a mix of integrated concepts and hands-on problem solving approaches. We, at the same time, encourage a variety of perspectives by our attendees on marketing issues. Objective: In this course we seek to: Textbook: Kotler, Philip and Kevin L. Keller (2006), Marketing Management, 12th Edition, Prentice Hall. Teaching Outline: Week 1 Understanding Marketing • Course Introduction What is Marketing Case: • Video Case: The Change of the News Groups in Guangzhou Readings: • Chapter 1 in Marketing Management • Note on Marketing Strategy (HBS 9-578-061) Week 2 Marketing philosophies and Customer Value • Production Philosophy • Product Philosophy • Sales Philosophy • Marketing Philosophy • Creating Customer Value Readings: • Chapter 1 and 5 in Marketing Management • Marketing Myopia (HBR R0407L, by Theodore Levitt) Week 3 Connecting with Customers • Customer Satisfaction and Loyalty • Analyzing the Market Case: • Bora in China (developed by Yiping Song) Readings: Chapter 5, 6, and 7 in Marketing Management • Note on Consumer Behavior Week 4 Dealing with Competition • Identifying Competitors • Competitive Strategies Case: • Cola wars in China: The Future is Here (Ivey 903A06) Readings: • Chapter 11 in Marketing Management Week 5 STP Strategies • Market Segmentation • Market Targeting • Market Positioning Case: • Tweeter etc. (HBR 9-597-028) Readings: • Chapter 10 in Marketing Management • Perceptual Mapping: A Manager’s Guide (HBS 9-590-121) Week 6 Differentiation and Branding • Differentiation Strategies • Brand and Branding
Case Study: • Inside Intel Inside (HBS 5-502-083) Readings: • Chapter 9 and 10 in Marketing Management • Should You Take Your Brand to Where the Action Is? (HBS 97501) Week 7 Marketing Research in China (by guest speaker) Week 8 Presentation of Term Project Design Week 9 Product Strategy • What is a product • Attributes of a product • Developing new product Case: • The Birth of the Swatch (HBR 9-403-096) Reading: • Chapter 12 in Marketing Management • The House of Quality Week 10 Services Strategy • What is a service • Service-Quality Model Reading: • Chapter 13 in Marketing Management A Conceptual Model of Service Quality and Its Implications (Journal of Marketing, Fall 1985, by A. Parasuraman, et al. ) Week 11 Pricing Strategy • Price in marketing vs. price in economics • Initiating and responding to price change Case: • Hartmann Luggage Company: Price Promotion Policy (9-581-068) Reading: • Chapter 14 in Marketing Management • How Do You Know When the Price Is Right? (HBR 95501, by Robert J. Dolan) Week 12 Distribution Strategy • Power and Dependence in Channel • Channel Conflict Case: • Dell: Direct Marketing in China (developed by Yiping Song) Readings: Chapter 15 in Marketing Management • Make your dealers your partners (HBR 96206, by Donald V. Fites) • Channel Conflict: when is it dangerous! (The McKinsey Quarterly 1997, No. 3) Week 13 Promotion Strategy • Promotion Mixs • Advertising • Sales Promotions Case: • BMW Films (9-502-046) Readings: • Chapter 18 in Marketing Management Week 14 IMC Strategy • From Promotion to IMC • Designing and Managing IMC Case: • Super Girl (developed by Yiping Song) Readings: • Chapter 17 in Marketing Management • Integrated Marketing Communications (HBS 9-599-087) Week 15 Presentation of Term Project Week 16 Wrap up & Summary
