[Urban and Hauser 1993]



Marketing Management

351775001

行銷管理

Fall Term, 2016

Instructor: Dr. Chien-Wei Chen (陳建維)

Office: 261135

Phone: 29393091 ext. 81135

E-mail Address: cweichen@nccu.edu.tw

Classroom: TBA

Time: 1:10 – 4:00 p.m. Tuesday

Office Hours: 10:00 – 12:00 am. Thursday or by appointment

Course Description

Marketing involves an exciting social, economic, and psychological process. Decisions concerning goods and services to be offered, their prices, and how they are to be promoted and distributed have a profound impact on the thinking and behavior of individuals, organizations, and societies. Marketing activity is at the core of managing a business; it provides the focus for interfacing with customers and is the source of intelligence about customers, competitors, and the business environment in general. Marketing activities also shape the health of those who provide goods and services.

Marketing management is concerned with the long-term relationships of the firm with its customers as well as short-term sales activity. Marketing has become a major organizational thrust rather than just a task assigned to a single functional department. Successful marketers create and deliver superior value to their customers, meaning the difference between customer perceptions of the benefits to costs for purchasing and using a product or service to be greater than that of competitive offerings.

Future marketing managers will need a sound grounding in marketing principles and an understanding of the fast-paced, business world in which they will be working. This course is about developing marketing strategy and managing the marketing process. It emphasizes the role of marketing in creating value for customers and focuses on what the prospective manager needs to know. An appreciation and understanding of marketing management is central to virtually every important decision that managers make. Successful creation of value in turn leads to the creation of value for other firm stakeholders, including shareholders and employees.

Course Objectives:

This course provides an overview of marketing management in the modern international enterprise, both at the level of the firm and the marketing function. Specific objectives include:

1. To develop a wider understanding of the role of marketing and the value of marketing management in achieving corporate success within increasingly competitive, dynamic and turbulent environments;

2. To develop skills in analyzing market opportunities and building organizational ability to respond to them. This will involve learning the key concepts and techniques, as well as developing the skills, for customer analysis, competitive analysis and the allocation of marketing investments;

3. To acquire a basic understanding of the various functional policy areas of marketing, such as product, pricing, promotion and distribution, and the decision-making capabilities to formulate marketing strategies and plans which integrate marketing functional areas.

Course Content:

To achieve the course objectives, course activity will consist of:

1. A weekly lecture discussing key ideas in marketing management.

2. Group projects and marketing plans to discuss practical marketing problem situations.

Course Materials

Readings

References

Aaker, David A. (1996), Building Strong Brands, New York, NY: The Free Press.

Capon, Noel and James M. Hulbert (2001), Marketing Management in the 21st Century, Upper Saddle River, NJ: Prentcie-Hall, Inc.

Chaffey, Dave, Fiona Ellis-Chadwick, Richard Mayer, and Kevin Johnson (2009), 4th ed. Upper Saddle River, NJ: Prentcie-Hall, Inc.

Churchill, Gilbert A. and J. Paul Peter (1998), Marketing: Creating Value for Customers, 2nd ed. Boston, MA: McGraw-Hill.

Coughlan, Annet T., Erin Anderson, Louis W. Stern, and Adel I. El-Ansary (2001), Marketing Channels, 6th ed., Upper Saddle River, NJ: Prentice-Hall.

Ferris, Paul W., Neil T. Bendle, Philip E. Pfeifer, and David Reibstein (2006), Marketing Metrics: 50+ Metrics Every Executive Should Master, Upper Saddle River, NJ: Wharton School Publishing.

Financial Times (1999), Mastering Marketing: Your Single-Source Guide to Becoming a Master of Marketing, Harlow, Essex, U.K.: Prentice-Hall.

Keller, Kevein Lane (1998), Strategic Brand Management: Building, and Managing Brand Equity, Upper Saddle River, NJ: Prentice-Hall.

Roger A. Kerin, Steven W. Hartley, Eric N. Berkowitz, and William Rudelius (2006), Marketing, 8th ed. New York, NY: McGraw-Hill.

Donald R. Lehmann and Russell S. Winer (2002), Products Management, 3rd ed. Boston, MA: McGraw-Hill.

Mohr, J. (2001), Marketing of High-Technology Products and Innovations. Prentice-Hall, Upper Saddle River, NJ.

Mullins, John W., Orville C. Walker, Jr., and Harper W. Boyd, Jr. (2008), Marketing Management: A Strategic Decision-Making Approach, 6th edition, New York, NY: McGraw-Hill.

Glen L. Urban and John R. Hauser (1993), Design and Marketing of New Products. 2nd ed. Englewood Cliffs, NJ: Prentice-Hall.

Group Work:

You will be formed into syndicates of 5 students. The work of the group will form an important part of the course. A specific group will be responsible for orally presenting two group projects: current event report and benchmarking. In the classroom discussions, please be willing and prepared to contribute your ideas.

Students assigned to the same group will be requested to work as a team on a specific new product project. Basically, the projects can encompass three broad categories of marketing activities—consumer, services, and high-tech marketing. Each team will be responsible for writing and presenting the marketing plan for the launch of the specific product or service it chooses.

Grading:

Marketing Plan ··············· 40%

Group Project ··············· 25%

Final Examination ··············· 30%

Classroom Performance ··············· 5%

Course Schedule：

|Session 1 |Introduction to the Course | 9/13/16 |

|Session 2 |The Role of Marketing and Marketing Management | 9/20/16 |

Readings: Park and Zaltman: Chapter 1: The Management of Markets Orientation

“Building Loyalty in Business Markets,” Harvard Business Review, September 2005 (131-139).

“Marketing Myopia,” Harvard Business Review, July-August 2004 (138-149).

|Session 3 |Customers and Customer Value | 9/27/16 |

Readings: Churchill and Peter: Chapter 1: Marketing: Creating Value for Customers Lehmann and Wine: Chapter 6: Customer Analysis

“Do you value customer value?” (Mastering Marketing, pp. 23-27)

|Session 4 |Market and Sales Forecasting | 10/04/16 |

Readings: Mullins, Walker, and Boyd: Chapter 6

Urban and Hauser: Chapter 12

|Session 5 |Segmentation, Targeting, and Positioning | 10/11/16 |

Readings: Churchill and Peter, Chapter 8

“Rediscovering Market Segmentation,” Harvard Business Review, February 2006 (122-131).

“How You Slice It: Smarter Segmentation for Your Sales Force,” Harvard Business Review, March 2004 (105-111).

|Session 6 |Product Management | 10/18/16 |

Readings: Lehmann and Wine, Chapter 1: Introduction to Product Management; Chapter 2: Marketing Planning

“SKU: taking stock of more than brands” (Mastering Marketing, pp. 120-125)

|Session 7 |Marketing Plan—1st Presentation | 10/25/16 |

Market Opportunities, Marketing Objectives, and Sales Forecasting

25 minutes for presentation; 5 minutes for Q&A (per team)

|Session 8 |Branding | 11/01/16 |

Readings: Aaker, Chapter 2: Building A Brand—The Saturn Story

Aaker, Chapter 3: The Brand Identity System.

Keller, Chapter 12: Introducing and Naming New Products and Brand Extensions

Aaker, Chapter 9: Leveraging the Brand

|Session 9 |Pricing Strategy | 11/08/16 |

Readings: Capon and Hulbert, Chapter 18: Managing Price and Value

John Gourville and Dilip Soman (2002), “Pricing and the Psychology of Consumption,” Harvard Business Review, September, 91-96.

11/12/14

|Session 10 |Current Event Report | 11/15/16 |

Group Project: Select a marketing-related article that cover such issues as a salient product, a consumption pattern, a market trend, and competitive moves of a famous brand. The article that you believe is worth reading may come from popular magazines or newspapers like BusinessWeek, The Economist,工商時報,天下雜誌, or 商業週刊. The article should have been written within the last one year. Your tasks are (1) to make a short presentation (25 minutes) to summarize the article and comment on their significance to the study of product/brand management and (2) to prepare a couple of questions that may lead to class discussion (5 minutes). Please submit a photocopy of the original article to the teacher before October 21.

|Session 11 |Distribution Channel Decisions | 11/22/16 |

Readings: Coughlan, Anderson, Stern, and El-Ansary, Chapters 1 and 13.

|Session 12 |Marketing Plan—2nd Presentation | 11/29/16 |

New Product Development

25 minutes for presentation; 5 minutes for Q&A (per team)

|Session 13 |Integrated Marketing Communications |12/06/16 |

Readings: Mullins, Walker, and Boyd, Chapter 13

“Making the Major Sale,” Harvard Business Review, July-August 2006 (140-148).

|Session 14 |Marketing Effectiveness | 12/13/16 |

Readings: Farris et al., Chapter 1: Introduction

Chapter 2: Share of Hearts, Minds, and Markets

|Session 15 |Sector Marketing | 12/20/16 |

Readings: Kerin, Hartley, Berkowitz, and Rudelius (2006), Chapter 12: Managing Services

“Golden rules for customer service” (Mastering Marketing, pp. 221-225)

Mohr (2001), Chapter 6: Understanding High-Tech Customers

“Customer Value Propositions in Business Markets,” Harvard Business Review, March 2006 (90-99).

|Session 16 |Benchmarking | 12/27/16 |

Benchmarking is the process of comparing one's business processes and performance metrics to industry bests or best practices from other companies. Select one company famous for its marketing practices in its businesses (or industries) and introduce what it is good at.

25 minutes for presentation; 5 minutes for Q&A (per team)

|Session 17 |Final Examination | 1/02/17 |

|Session 18 |Marketing Plan— Final Presentation | 1/09/17 |

Launch Plan

25 minutes for presentation; 5 minutes for Q&A (per team)

* Final Report due 1/19/15 (Mon.) (20 pages maximum)

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