Week 10: Service Management Week 11: Understand ing Brand Equity Week 12: Measuring and Managing Brand Equity Week 13: Pricing Strategy Week 14: Channel Management Week 15: Marketing Communication Tools Week 16: Integrated Marketing Communication Week 17: Group Project Presentation Course requirements This course integrates lectures, class discussions, group term project, and exams to achieve the course objective. Both text and assigned readings are emphasized in this course. Students are responsible for all required read ing and must prepare for class discussions. The selected articles are designed to broaden the students'perspective. The group term project will be designed to develop the students'ability to work with classmates and will allow students to explore in some depth a topic or concept introduced in the text Some specific requirements follow.(1)Attendance: Proper understand ing of class information requires prompt class attendance.(2) Participation: Student participation is an important component of the course. Students are expected to come to class prepared, and willing to discuss the read ings, cases, and other class exercises.(3)Personal Integrity: Using information from other sources and not citing the source is plagiarism, a form of cheating Grading The final grade is composed of four parts: class attendance and discussion personal homework assignments, group term project, and final exam 1. Class attendance and participation: 20% 2. Assignment perform 20% 3. Group term project 20% 4. Final exam Recommended reading: Silk, Alvin J (2006), What is Marketing, Harvard Business School Press [2] Rao, Vithala R. and Joel H. Steckel (1998), Analysis for Strategic Marke ting, Addison Wesley Longman, Inc. [3] Wood, Marian Burk(2004), The Marketing Plan Handbook, Prentice HallWeek 10: Service Management Week 11: Understanding Brand Equity Week 12: Measuring and Managing Brand Equity Week 13: Pricing Strategy Week 14: Channel Management Week 15: Marketing Communication Tools Week 16: Integrated Marketing Communication Week 17: Group Project Presentation Course Requirements: This course integrates lectures, class discussions, group term project, and exams to achieve the course objective. Both text and assigned readings are emphasized in this course. Students are responsible for all required reading and must prepare for class discussions. The selected articles are designed to broaden the students’ perspective. The group term project will be designed to develop the students’ ability to work with classmates and will allow students to explore in some depth a topic or concept introduced in the text. Some specific requirements follow. (1) Attendance: Proper understanding of class information requires prompt class attendance. (2) Participation: Student participation is an important component of the course. Students are expected to come to class prepared, and willing to discuss the readings, cases, and other class exercises. (3) Personal Integrity: Using information from other sources and not citing the source is plagiarism, a form of cheating. Grading: The final grade is composed of four parts: class attendance and discussion, personal homework assignments, group term project, and final exam. 1. Class attendance and participation: 20% 2. Assignment performance: 20% 3. Group term project: 20% 4. Final exam: 40% Recommended Reading: [1] Silk, Alvin J. (2006), What is Marketing, Harvard Business School Press. [2] Rao, Vithala R. and Joel H. Steckel (1998), Analysis for Strategic Marketing, Addison Wesley Longman, Inc. [3] Wood, Marian Burk (2004), The Marketing Plan Handbook, Prentice Hall