NATIONAL UNIVERSITY OF SINGAPORE

NUS Business School

Department of Marketing

BMA5009 Marketing Management

Lecturer : Dr. CHENG Peng Sim

Office: MRB 8-28

Tel: 6516-3059

Email:

Session : Semester I, 2011/2012

Course Objectives

The objective of this course is to train participants to apply concepts and techniques in marketing so that they become acquainted with the duties of a marketing manager. More specifically, you will be exposed to the development, evaluation, and implementation of marketing management in a variety of business environments.

This course is taught with both strategic and managerial focus. Through cases, discussions, exercises and activities, participants would be given opportunities to perform the role of a marketing manager. At the end of this course, participants should have acquired analytical skills in solving marketing related problems and challenges and be familiar with the strategic marketing management process.

Course Description

Managing in the constantly changing business environment is an essential requirement for business success as the world moves through the 21st century. There are many indications that management thought and practice have moved into a new era. The fundamental premise underlying market-driven strategy is that the market and customers that form the market are the starting point in strategy formulation. Described as market-driven strategy, the key challenges for business organizations include: (1) developing a shared vision throughout the organization about the market and how it is likely to change in the future, (2) identifying opportunities for delivering superior value to customers, (3) positioning the organization and its brands in the marketplace to obtain the best match between distinctive capabilities and value opportunities, (4) recognizing the potential benefits of partnering with customers, suppliers, distribution channel members, internal functions, and even competitors, and (5) shaping the design of the organization to implement and manage strategy.

We will discuss how companies become market driven and guide their strategies based on a shared understanding of markets and competition. You will have an opportunity to develop strategy analysis, planning, and control skills by applying market-based concepts and methods in class discussion and case analysis of U.S. and Asian companies.

Text & References

Readings from ereserves.

Text: To be announced.

Course Design and Your Responsibility

This course is designed to cover the majority of contemporary marketing topics. The assigned readings are used as resources to kick-start our journey. Course handouts will be provided in advance, usually via the library’s e-reserves facility or IVLE. You are strongly encouraged to read the assigned readings and prepare the discussion questions before attending each class meeting.

The course is designed as follows. In the first two weeks of the semester, we will begin our journey by exploring foundational concepts such as the marketing environment and the marketing management process. In weeks three and four, we will learn about our customers and their buying behavior. Starting in week five, we will be creating customer value through meaningful product offering and by week eight, we would have learned the strategies to support the product. Finally, in week nine, we will review strategies for creating successful long term growth.

Evaluation Methods

The final grade will be fully based on a continual assessment (CA) of students’ performance. The tentative breakdown is as follows:

Short Group Activity 10%

Group Assignment (case - report & presentation) 25%

Critique of cases presented by other teams 10%

Peer Evaluation (Individual Performance) 5%

Individual Assignment 10%

Quiz 30%

Class Participation 10%

100%

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