Dear all, Please read the attachment carefully and hand in all prof ...

scu.edu.tw

Dear all, Please read the attachment carefully and hand in all prof ...

Dear all,

Please read the attachment carefully and hand in all prof. need ON TIME!!

*students will need to submit chapter summary (for 8 chapters) starting

on 10/17, 10/24, 10/31, 11/07, 11/14, 11/21, 11/28 and 12/05.

*The class would start around Dec. 14 (Wednesday) and last about 7 - 8

days. The last day of the class is usually on Dec. 23rd.

* we start the class on/around Dec. 14

* The students will make project presentation on the very last day of class

(around Dec. 23 or 22); their final written project won't be due until around

Jan. 10.

Alice Yen-Tzu Cheng

Secretary, Global Business Program

School of Business. Soochow University

Tel:+886-2-23111531 ext. 2881

Fax:+886-2-23893855

E-mail:alicecheng@scu.edu.tw

Add:56, Kuei-Yang St. Sec. 1, Taipei, Taiwan 100, R.O.C

1


Soochow University

College of Management

Global Business Program

(2011-2012 Academic Year)

Management of Marketing

Dr. Monle Lee

Textbook: CONTEMPORARY MARKETING, by Boone & Kurtz, 14th edition

(Thomson/South-Western 2010; or (this is the softcover copy) Contemporary

Marketing, by Boone & Kurtz, 2011 update, South-Western/Cengage Learning,

ISBN-13: 978-0-538-74690-8/ISBN-10: 0-538-74690-4)

Supplements: Case Discussions (to be distributed later); Extra class discussion

materials will be given at the proper times.

Session 1

Introduction

Chapter 1: Marketing: the Art and Science of Satisfying Customers

Main Learning Objective(s): explain how marketing creates utility through

the exchange process; contrast marketing activities during the four eras in

this history of marketing; outline the changes in the marketing

environment due to technology

Session 2

Chapter 2: Strategic Planning in Contemporary Marketing

Main Learning Objective(s): explain how marketing plans differ at various

levels in an organization; identify the steps in the marketing planning

process; describe the concept of SWOT analysis and its major elements

Chapter 3: the Marketing Environment, Ethics, and Social

Responsibility

Main Learning Objective(s): identify the five components of the

marketing environment; describe how government and other groups

regulate marketing activities and how marketers can influence the

political-legal environment; discuss the impact of the technological

environment on a firm’s marketing activities; explain how the socialcultural

environment influences marketing

Session 3

Chapter 4: E-Business: Managing the Customer Experience

Main Learning Objective(s): define e-business and give examples of each

function of the Internet; describe how marketers use the Internet to

achieve their firm’s objectives; explain how marketers use interactive

tools as part of their online marketing strategies

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Video Case Discussions: 3.2 The Marketing Environment, Ethics, and

Social Responsibility at Scholfield Honda (VC 4)

Session 4

Chapter 5: Consumer Behavior

Main Learning Objective(s): explain how marketers classify behavioral

influences on consumer decisions; describe cultural, group, and family

influences on consumer behavior; outline the steps in the consumer

decision process

Video Case Discussions 6.2 Business-to-Business Marketing at Flight

001 (VC-6) (refer to Chapter 6 for answers)

Session 5

Chapter 6: Business-to-Business (B2B) Marketing

Main Learning Objective(s): describe the major approaches to segmenting

business-to-business markets; identify the major characteristics of the

business market and its demand; outline the steps in the organizational

buying process

Chapter 8: Marketing Research and Sales Forecasting

Main Learning Objective(s): list and explain the steps in the marketing

research process; identify the methods by which marketing researchers

collect primary data; discuss the challenges of conducting marketing

research in global markets; outline important users of computer

technology in marketing research

Session 6

Chapter 9: Market Segmentation, Targeting, and Positioning

Main Learning Objective(s): outline the role of market segmentation in

developing a marketing strategy; explain each of the four bases for

segmenting consumer markets; explain the reasons for positioning and

repositioning products

Video Case Discussions: 9.2 Targeting and Positioning at Numi Tea

(VC 9)

Session 7

Chapter 11: Product and Service Strategies

Main Learning Objectives: list the classifications of consumer goods and

services, and briefly describe each category; describe each of the types of

business goods and services; identify the major product mix decisions that

marketers must make

Chapter 12: Developing and Managing Brand and Product Categories

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Main Learning Objective(s): explain the benefits of category and brand

management; identify the different types of brands; explain the strategic

value of brand equity; describe the strategies for new product development

Session 8

Chapter 13: Marketing Channels and Supply Chain Management

Main Learning Objective(s): describe the various types of distribution

channels available to marketers; describe the concepts of channel

management, conflict, and cooperation within the marketing channel

Video Case Discussions: 13.2 Marketing Channels and Supply Chain

Management at Recycline (VC-12)

Session 9

Session 10

Chapter 14: Retailers, Wholesalers, and Direct Marketers

Main Learning Objective(s): explain the wheel of retailing; explain how

retailers select target markets; identify the functions performed by

wholesaling intermediaries; compare the basic types of direct marketing

and nonstore retailing

Chapter 15: Integrated Marketing Communications

Main Learning Objective(s): discuss how integrated marketing

communications relates to the development of an optimal promotional mix;

identify the different elements of the promotional mix and explain how

marketers develop an optimal promotional mix; discuss the value of

marketing communications

Chapter 16: Advertising and Public Relations

Main Learning Objective(s): identify the three major advertising

objectives and the two basic categories of advertising; describe the process

of creating an ad; list and compare the major advertising media; identify

the principal methods of sales promotion; explain the roles of cross

promotions, public relations, publicity, and ethics in an organization’s

promotional strategy

Session 11 Chapter 17: Sales Promotion (pp. 587-594)

Main Learning Objective(s): Identify the principal methods of sales

promotion; explain the roles of cross promotions

Video Case Discussions: 16.2 Advertising and Public Relations at

Ogden Publications (VC 15)

Chapter 18: Price Concepts

Main Learning Objective(s): outline the legal constraints on pricing;

explain the major cost-plus approaches to price setting; identify the major

pricing challenges facing online and international marketers

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Session 12

Chapter 19: Pricing Strategies

Main Learning Objective(s): compare the alternative pricing strategies and

explain when each strategy is most appropriate; identify the various

pricing policy decisions that marketers must make

Video Case Discussions: 18.2 Pricing Concepts at Evogear.com (VC

16-17)

Session 13

Project Presentations

* Additional Reading materials and/or written cases will be given at the proper times;

** The instructor reserves the right to make any changes

Objectives of This Course

1. To illustrate the dynamic, exciting, changing nature of marketing;

2. Identify the many variables involved in marketing decision making;

3. To enlarge the discussion of several marketing topics of increased importance,

particularly the strategic-planning process, sales promotion and publicity decision,

new forces in the environment, buyer behavior theory, organizational-buying

behavior, marketing of services, and distribution-channel developments

Assigned Readings:

It is essential that all text assignments be read. Students should also prepare the endof-chapter

cases for class discussions whenever assigned by the instructor.

Attendance:

Attendance will be taken periodically in class. Normally, less than one absence will

not affect your grade.

Class Participation:

The students should read all assignments (chapters, cases, handouts) before coming to

the class. He/She would be expected to express his/her opinion during these discussions.

Student involvement is important in this class and will be graded accordingly.

Exam/Grading:

Class Participation & Attendance 20% + 10%

Chapters Outlines

15% (please see the last page)

Project Presentation 20%

Written Project 25%

(due by Jan. 09, 2012 Taiwan local time, via e-mail attachment to mlee@iusb.edu)

* Your instructor reserves the right to make any changes on the above grade composition

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Marketing Plan Presentation: There will be 2 members in each group (if there are

more than 8 active students in the class, up to 3 students will be allowed in each team);

choose your own teammate; each team has 30 minutes to make their presentation.

Written Marketing Plan: You will have the same teammate, both in the presentation

stage and in the written stage; the written paper should be around 20 pages in the main

text and the rest go to appendix section, if any (typed, double spaced, word file).

Use the following format for both Project Presentation (Powerpoint – 30 minutes for

each team) and Written Project (around 20 pages in the main text) –

Marketing Plan – (Presentation – include item 1, 2, 3, and 4; written – all items below, plus

executive summary)

1. Introduction – including company and chosen country backgrounds & marketing

objective(s);

2. SWOT analysis: understand the compact car market within the chosen automobile

industry and form an effective positioning strategy for Sonic; research competitors’

offerings to better understand the Chevrolet Sonic’s place in the market; review

professional and consumer sources to assess sales projections;

3. Target market: identify both the demographics and psychographics of this target

market including characteristics, attitudes and beliefs; note the key attributes of the

Chevrolet Sonic that are most attractive to the target market in the chosen country;

4. Promotion strategy/IMC strategy (within the marketing mix): marketing mix, including,

but not limited to ‐ identify the tone, position and message; develop a single, integrated

message to promote the Chevrolet Sonic ; marketing tactics and creative samples;

propose and provide rationale for the selection of traditional and non‐traditional tactics

including event ideas, promotional tactics and digital media/content for one year;

creatively present primary marketing messages; develop visuals, content and all

tangibles for each campaign tactic;

5. Budget: assign budge percentages to each aspect of your marketing plan (especially

advertising campaign) assuming a (US)$30,000 budget (make any small adjustments on

the budget number, depending on the country chosen) to implement all tactics

including media buys (if applicable); this figure does not include media production costs;

justify allotted percentages for each tactic based on research, analysis, market profile

and marketing strategy;

6. Measurement and evaluation (monitoring): determine a measurement rubric for each

tactic; identify criterion by which effectiveness will be measured and evaluated.

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Chapters Outlines 15%

Please send your chapter outlines to your instructor according to the following

schedule – turn in by midnight Taiwan time

1. Chapter 1: 10/17/2011

2. Chapter 2: 10/24/2011

3. Chapter 3: 10/31/2011

4. Chapter 4: 11/07/2011

5. Chapter 5: 11/14/2011

6. Chapter 6: 11/21/2011

7. Chapter 8: 11/28/2011

8. Chapter 9: 12/05/2011

Format: at least two full pages for each chapter; double spaced; 12 points font; Times

New Roman; small graphics/designs/tables are allowed; covers important concepts

(please refer to the end of chapter important chapter concepts; refer the concepts to

business practices); please send it to the instructor via mlee@iusb.edu; word format.

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