Marketing Management Course Outline 宋亦平 Course Description: This course is designed for you, undergraduates, to improve your understanding of and skills in marketing as a discipline Ve 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 ObIective In this course we seek to: e Introduce you to critical concepts and phenomena in marketing e Develop your skills in marketing analysis and planning e Familiarize you with marketing strategies and tactics; e Enhance your problem solving and decision making abilities from marketing perspectives and insights Textbook Kotler, Philip and Kevin L. Keller(2006), Marketing Management, 12th Editio Prentice hall Teaching outline Week 1 Understanding Marketing Course Introduction What is Marketing Cases e Video Case: The Change of the News Groups in Guangzhou
Marketing Management Course Outline 宋亦平 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: ☺ Introduce you to critical concepts and phenomena in marketing; ☺ Develop your skills in marketing analysis and planning; ☺ Familiarize you with marketing strategies and tactics; ☺ Enhance your problem solving and decision making abilities from marketing perspectives and insights. Textbook: Kotler, Philip and Kevin L. Keller (2006), Marketing Management, 12 th 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 Cas 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 Strategi
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 STPStrategies Market Segmentation Market Targeting Market Positioning Case Tweeter etc (HBR 9-597-028) R endings Chapter 10 in Marketing Management Perceptual Mapping: A Managers Guide(HBs 9-590-121) Week 6 Differentiation and branding Differentiation Strategies Brand and brand 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
⚫ 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 Ca The Birth of the Swatch(HBR 9-403-096) Readin Chapter 12 in Marketing Management The House of Quality Week 10 Services strategy What is a service Service-Quality Model Readi 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 Cas Hartmann Luggage Company: Price Promotion Policy(9-581-068 Reading:
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:
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 Cas Dell: Direct Marketing in China(developed by Yiping Song) Reading 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 Sales Promot Case BMWFI|ms(9-502-046) Readin pter 18 in Marketing Manag Week 14 IMC Strategy From Promotion to imc Designing and Managing IMC
⚫ 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
Cas Super Girl(developed by Yiping Song) Readings Chapter 17 in Marketing Management Integrated Marketing Communications(HBS 9-599-087) Week 15 esentation of Term Project Week 16 Wrap up& Summary
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