Marketing Management
Syllabus
Spring, 2012
Instructor: Jaw, Chyi
Office Tel: #5231
Text: Basic Marketing: A Marketing Strategy Planning Approach, by Perreault、Cannon、McCarthy 18e, McGraw-Hill, 華泰代理。
※ Please respect the intelligent property of the textbook, don’t copy the textbook illegally.
Course Objective:
1. Build market concept based on global and information economics;
2. Analyze marketing environment and market characteristics;
3. Develop and integrate marketing mix strategies;
4. Manage marketing actions and link other functions in a firm;
5. Focus on some special marketing issues;
6. Reinforce marketing practical skill by case study;
7. Review important marketing literature and communicate the academic knowledge;
8. Explore interesting idea and learn to develop a research framework in this discipline.
※Notes:
1. Please always check the announcements for this course on the instructor’s blog.
2. About 9 students make up a team (totally 8 teams) to work for all assignments in this course. The class representative has to send the team list including team number and membership names to jaw.report@gmail.com after the first class.
3. We will spend 20 minutes to review the lesson of last week by Interactive Q&A.
4. The Marketing Practice is the most important assignment and performance for this course. Every team has to contact a small-and-medium firm to understand their marketing strategies and problems and complete all of the marketing practice assignments.
5. There are twice Exams in this semester, both of middle-term exam and term exam.
6. In order to save resources and speed up the reviewing process, necessary work is asked to email jaw.report@gmail.com. Some excellent work may be posted on the instructor’s blog as a reference for other students.
7. Those delayed and crib report would be rejected.
Grading Policy:
Practical Case 50%
Class Participation 20% (Including Interactive Q&A)
Exam 30%
2/22 Introduction
2/29 Marketing Concept & Strategy Planning: CH. 1 & 2 (CH. 19 & 20)
Marketing Practice (1): Case Introduction
3/7 Changing Marketing Environment & STP: CH. 3 & 4
Movie: Outsourced
3/14 Demographic Environment: CH. 5
Marketing Practice (2): The Changing Environment and the STP Strategies for the Case
3/21 Buying Behaviors: CH. 6 & 7
Marketing Practice (3): The Customer Characteristics and Buying Behaviors of the Case
3/28 Marketing Research: CH. 8
Marketing Practice (4): (a) Find the Important Marketing Problems for the Case; (b) Design and Implement a Marketing Research for the Case.
4/4 Spring Break
4/11 Products & Services: CH. 9
Marketing Practice (5): Design a Webpage for the Case
4/18 Mid-term Exam
4/25 NPD & Product Management: CH. 10
Marketing Practice (6): Develop a New Product or a New Service for the Case.
5/2 Channel Strategies (I): CH. 11, 12 & 13
Video Case
5/9 Guest Speech: Dr. Chin, Vice President of Kopin Taiwan Corporation
5/16 Channel Strategies (II): CH. 11, 12 & 13
Marketing Practice (7): Redesign to Improve the Physical Surroundings for the Case Store
5/23 Promotion (I): Introduction & Personal Selling: CH. 14 & 15
International Award Ad CF
5/30 Promotion (II): Ad, SP, & PR: CH. 16
Marketing Practice (8): (a) Develop a Complete Promotion Proposal for the Case (Including All Promotion Tools); (b) Produce a CF for the Case.
6/6 Pricing Strategies: CH. 17 & 18
Marketing Practice (9): Estimate the Total Marketing Cost and Develop a Pricing Strategy for the Case
Video Case
6/13 Final Term Presentation for Marketing Practice
6/20 Term Exam