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BUS205 Marketing Management

BUS205 Marketing Management. Course Introduction/Overview. Agenda. General Course Information Instructor & Students Introduction Course Overview & Objectives Course Format & Evaluation Group Project. General Course Information. Course Name: Marketing Management

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BUS205 Marketing Management

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  1. BUS205 Marketing Management Course Introduction/Overview

  2. Agenda • General Course Information • Instructor & Students Introduction • Course Overview & Objectives • Course Format & Evaluation • Group Project

  3. 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: L2peng@ln.edu.hk • Course Website: http://www.ln.edu.hk/mkt/staff/l2peng/bus205

  4. Introduction of Yourselves • Several questions you might choose to answer • Your nick name • Where you are from • Your program • Your year in your university program • Why you are in the course • Your hobbies, interests… • Your expectation about the course … How has your summer gone?

  5. 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

  6. Textbooks & References Required Textbook: • Kotler, et al. (2009), Principles of Marketing: A Global Perspective, Pearson Education South Asia. References: • 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

  7. Course Objectives • To introduce fundamental marketing concepts • By the end of this semester you should be able to • Apply concepts & theories to marketing situations & make appropriate decisions using a strategic marketing perspective • Broaden your managerial perspective of marketing from a business enterprise’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 • Make oral presentations with good communication skills such as using appropriate vocabulary

  8. 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

  9. 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)

  10. 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".

  11. Course Format & Evaluation • Class Participation 5% • At An Individual Level (80%) Mid-term Exam 15% Individual Written Assignment 15% Final Exam 50% • At A Group Level (15%) Group Project 15% Overall Course Grade100%

  12. 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

  13. Individual Written Assignment (15%) • 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

  14. 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’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)

  15. Group Presentation Assessment Criteria • 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 Plus • Peer evaluation among group members

  16. 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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