BUS205 Marketing Management

Course Introduction/Overview

Agenda

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General Course Information Instructor & Students Introduction Course Overview & Objectives Course Format & Evaluation Group Project 1-2

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General Course Information

Course Name: Marketing Management Course Number: BUS205 - LEC1&LEC6 Instructor: Peng, Ling

Location & Time –

AR322

LEC1: Tuesday 300-430 & Thursday 500-630 LEC6: Tuesday 430-600 & Thursday 300-430

Office Hours: BU205

M 1430-1630 & W 1430-1630 or by email & appointment

Email: [email protected]

Course Website:

http://www.ln.edu.hk/mkt/staff/l2peng/bus205

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Introduction of Yourselves

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Several questions you might choose to answer

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Your nick name 2.

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Where you are from Your program Your year in your university program 5.

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Why you are in the course Your hobbies, interests

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Your expectation about the course How has your summer gone?

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Expectations

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What you can expect of me:

Punctuality Reasonable accessibility Treating every student with respect Timely posting of partial notes on the web Carefully designed & assessed exams Careful exam security and supervision

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Expectations of you:

In class: Punctuality, Respect and Tolerance Out of class: Don

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t miss the exams; Stick to the deadlines

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Textbooks & References

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Required Textbook:

Kotler, et al. (2009), Principles of Marketing: A Global Perspective, Pearson Education South Asia.

References:

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Advertising Age

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Business Horizons

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The China Quarterly Harvard Business Review Marketing News Media Wall Street Journal South China Morning Post Business Week Time Fortune The Economist Far Eastern Economic Review

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Course Objectives

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To introduce fundamental marketing concepts By the end of this semester you should be able to

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Apply concepts & theories to marketing situations & make appropriate decisions using a strategic marketing perspective Broaden your managerial perspective of marketing from a business enterprise

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s point of view.

Improve your analytical skills Present your findings & recommendations in a concise, convincing & logical way via written work, such as case studies & written assignments 5.

Make oral presentations with good communication skills such as using appropriate vocabulary

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Course Overview

Part 1: Defining Marketing & the Marketing Process (Ch 1,2)

Chapter 1 - Marketing Chapter 2 – Company and Marketing Strategy

Part 2: Understanding the Marketplace & Consumers (Ch 3-6)

Chapter 3 – The Marketing Environment Chapter 4 – Managing Marketing Information Chapter 5 – Consumer Markets & Consumer Buyer Behavior Chapter 6 – Business Markets & Business Buyer Behavior

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Course Overview (Cont)

Part 3: Designing a Customer-Driven Marketing Strategy & Integrated Marketing Mix (Ch 7-12, 14, 15)

Chapter 7 – Customer-Driven Marketing Strategy (//Midterm) Chapter 8,9 - Product Chapter 10,11 - Price Chapter 12 – Place (Channels & SCM) Chapter 14,15 – Promotion (IMC, Advertising and PR)

Part 4: Extending Marketing (skip) 1-9

A Joke

UN runs a survey recently. The question is

“Could you please give us your opinion honestly about the food shortage in the rest of the world?” It turns out a huge failure, because:

South Americans do not know the word "

please

", Eastern Europeans do not know the word "

opinion

", Asians do not know the word "

honestly

", Africans do not know the word "

food

", Western Europeans do not know the word "

shortage

", and Americans do not know the word "

the rest of the world

".

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Course Format & Evaluation

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Class Participation At An Individual Level (80%)

Mid-term Exam Individual Written Assignment Final Exam

At A Group Level (15%)

Group Project 5% 15% 15% 50% 15%

Overall Course Grade

100%

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Exams

Mid-term Exam (15% of the final grade)

Coverage: chapter 1-7 Time: October 20 (Monday), 530-630pm Format: MC Questions (?) •

Final Exam (50% of the final grade)

Coverage: chapter 1-12 & 14, 15 Time: TBA by the administration Format: A case study & a couple of essay questions

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Individual Written Assignment

(15%)

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Choose a topic related to some current issues in marketing

to discuss what determine a successful relationship between marketers and customers – to explore why supply chain management comes to the forefront in recent years – to discuss the strengths and weaknesses of conducting marketing research online to discuss the pros and cons of green marketing To discuss the impact of self-service technologies on marketing of banking services (e.g. telephone, ATM, Internet) etc.

Collect information from various sources Write a report of findings & recommendations / discussions Due at Dec. 5 & the length around 1000 words 1-13

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Group Project

Group Case Study: apply marketing logic to solve realistic

business problems

Projects must include:

- Presentation (20 minutes with 5 minutes Q/A) - PowerPoint materials immediately before presentations

All cases come from the text: (4-6 persons/group, 6 groups)

1. Red Bull: Charging into the Future (p. 56) 2. Victoria

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s Secret Pink: Keeping the Brand Hot (p. 142) 3. Kodak: Changing the Picture (p. 162) 4. L

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Oreal: An Image Makeover in India (p. 195) 5. Shanghai Tang: China

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s Fist Great Luxury Brand? (p. 228) 6. Neptunus Group: Taking on China

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s Healthcare (p. 396)

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Group Presentation Assessment Criteria

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Organization of Presentation Content Effectiveness of Presentation Skills Coordination among Group Members Ability to Identify Problems / Issues Relevance of Recommendations to the problems Ability to Handle Questions & Queries Others

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Plus Peer evaluation among group members 1-15

Important Dates

Confirmation of team members – 3 rd week) September 18 (Thursday, Case presentation & submission of ppt materials - November 20 (Thursday for Case 1&2) - November 25 (Tuesday for Case 3&4) - November 27 (Thursday for Case 5&6) Submission of individual written assignment – December 5, Friday, 5pm, last day of the term 1-16