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
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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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