Transcript Part One - Lingnan University

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
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General Course Information
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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
1. Your nick name
2. Where you are from
3. Your program
4. Your year in your university program
5. Why you are in the course
6. Your hobbies, interests…
7. Your expectation about the course
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How has your summer gone?
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Expectations
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
Expectations of you:
• In class: Punctuality, Respect and Tolerance
• Out of class: Don’t miss the exams; Stick to the deadlines
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Textbooks & References
Required Textbook:
• Kotler, et al. (2009), Principles of Marketing: A Global
Perspective, Pearson Education South Asia.
References:
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Advertising Age
Business Horizons
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
1. Apply concepts & theories to marketing situations & make
appropriate decisions using a strategic marketing
perspective
2. Broaden your managerial perspective of marketing from a
business enterprise’s point of view.
3. Improve your analytical skills
4. 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)
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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
5%
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At An Individual Level (80%)
Mid-term Exam
Individual Written Assignment
Final Exam
15%
15%
50%
At A Group Level (15%)
Group Project
15%
Overall Course Grade
100%
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Exams
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Mid-term Exam (15% of the final grade)
Coverage: chapter 1-7
Time: October 20 (Monday), 530-630pm
Format: MC Questions (?)
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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
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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
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Group Project
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Group Case Study: apply marketing logic to solve realistic
business problems
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Projects must include:
- Presentation (20 minutes with 5 minutes Q/A)
- PowerPoint materials immediately before presentations
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All cases come from the text: (4-6 persons/group, 6 groups)
1. Red Bull: Charging into the Future (p. 56)
2. Victoria’s Secret Pink: Keeping the Brand Hot (p. 142)
3. Kodak: Changing the Picture (p. 162)
4. L’Oreal: An Image Makeover in India (p. 195)
5. Shanghai Tang: China’s Fist Great Luxury Brand? (p. 228)
6. Neptunus Group: Taking on China’s Healthcare (p. 396)
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Group Presentation Assessment Criteria
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Organization of Presentation Content
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Effectiveness of Presentation Skills
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Coordination among Group Members
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Ability to Identify Problems / Issues
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Relevance of Recommendations to the problems
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Ability to Handle Questions & Queries
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Others
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Peer evaluation among group members
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Important Dates
Confirmation of team members – September 18 (Thursday,
3rd week)
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
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