NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5009_P1 MARKETING MANAGEMENT
INSTRUCTOR: DR DOREEN KUM
Office: BIZ 1, 8-18
Tel: TBC
Email: TBC
CLASS SCHEDULE: Tuesday, 6pm – 9pm
Mochtar Riady Building, BIZ 1, 3-1
SESSION: SEMESTER II, 2012/13
COURSE OBJECTIVES
Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges with target groups that satisfy customer and organizational objectives. It involves analyzing the environment to identify opportunities, and developing marketing strategies and programs to exploit such opportunities.
This course aims to impart marketing concepts, tools, and techniques that may be applied to solve various problems in marketing management. It also provides an Asian perspective to the marketing management process.
REQUIRED TEXTS
Main Text:
Kotler, Philip, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan (2009), Marketing Management: An Asian Perspective, 5th edition, Prentice Hall: Singapore (KALT)
ASSESSMENT METHODS
Class Participation: 20%
Case Analysis (Presentation)*: 20%
Project (Presentation & Report)*: 20%
Midterm Quiz: 20%
Final Quiz: 20%
TOTAL: 100%
(*: subject to peer evaluation)
The class will be divided in 8-10 groups (depending on class size) for the case and project requirements of the course. Individual assessment will be based on class participation and the two quizzes. There will be peer evaluation relating to the group assignments. Members of each group will evaluate the contribution of other members of their group except themselves.
Class Participation
Class participation will be assessed by active and informed contribution to lectures, in-class exercises, as well as case and project presentations.
Case Analysis
Each group will be responsible for analyzing the case assigned and presenting the analysis to the class. Presenting groups are also responsible for answering queries from the rest of the class. A copy of the powerpoint slides should be submitted on the day of the case presentation prior to the presentation.
Project
The project will focus on writing and solving your own marketing case in the Sports, Beauty, or Healthcare industry. Based on secondary and/or primary marketing sources and research, identify, analyze, and address a real-life marketing problem faced by a company operating in Asia in one of the three industries. You should detail the current marketing strategy of the company of your choice, and make recommendations on how the company can tackle the problem faced.
Please submit a hard copy of a typed, one-page proposal (e.g., name of company, problem identified) for evaluation and record keeping by Week 5.
The final project report should be typed in font size 12, double-spaced, with a 20-page maximum and submitted to Turnitin before 6PM on 9 April (Week 12). A hard copy of the powerpoint slides should be submitted in class on that same day.
Quizzes
The two quizzes will each be 1.5 hours long and involve a closed-book assessment using a mixture of multiple-choice and short essay questions.
COURSE SCHEDULE
1 / Jan 15 / Course Introduction & Administration
Library Briefing
Understanding Marketing, Process, and Plans / KALT Ch 1, 2
2 / Jan 22 / Guest Speaker: Marketing Research and the Marketing Environment
Case Discussion: Trap-ease America / KALT Ch 3, 4
3 / Jan 29 / Segmentation, Targeting, & Positioning
Case 1: Air Asia / KALT Ch 8 & 10
4 / Feb 5 / Consumer Behavior
Case 2: Sony in China / KALT Ch 6
5 / Feb 12 / Managing Brands in Asia
Case 3: Metabical Positioning and Communications Strategy
Project Proposal Submission / KALT Ch 9
6 / Feb 19 / Midterm Quiz / Topics from Week 1-5
Feb 26 / RECESS BREAK
7 / Mar 5 / Product and Service Strategy
Case 4: Mountain Man Brewing Company / KALT Ch 12 & 13
8 / Mar 12 / Case 5: Dove – Evolution of a Brand
Case 6: Lee Kum Kee
9 / Mar 19 / New Product Strategy
Case 7: Clean Edge Razor / KALT Ch 20
Harvard Case
10 / Mar 26 / Pricing Strategy
Distribution Strategy
Case 8: Metabical Pricing / KALT Ch 14
KALT Ch 15
11 / Apr 2 / Promotion Strategy
Case 9: Haier in India
Case 10: Cialis / KALT Ch 17 to 18
Ch 19 (Reading)
12 / Apr 9 / Project Submission for All Groups
Project Presentation I
13 / Apr 16 / Project Presentation II
14 / Apr 23 / Final Quiz / Topics from Week 7-11
BMA5009_P1 Marketing Management, Semester II, 2012/2013 1
Dr Doreen Kum