|
|
|
MBA5201 (IBM6015) Marketing Management |
|
Professor Tang
Yingchan 唐瓔璋 教授 |
|
I.
COURSE OBJECTIVE This marketing
management course is a survey course designed to provide the students with an
understanding of the basic concepts of marketing management and experience in
making marketing decisions. It is an organizational philosophy and a set of
guiding principles for interfacing with company’s customers, competitors,
collaborators, and the environment. Marketing entails planning and executing
the product conception, pricing, promotion, and distribution of ideas, goods,
and services. It starts with identifying and measuring consumers' needs,
wants and demands, assessing the competitive environment, selecting the most
appropriate customer target segment positioning and developing marketing
strategy and implementation program for an offering that satisfies consumers'
needs better than the competition. Marketing is the art and science of
creating customer value and market place exchanges that benefit the
organization and its stakeholders. The objectives of this course are
threefold: 1. to develop students' ability to identify marketing
problems and opportunities, and to help create customer
value and shareholder value for an organization; 2. to deepen students' understanding about strategic
issues such as competitive analysis, product positioning, target markets
selection, market-oriented management, and making decisions with right blend
of marketing 4Ps, and 3. to analyze current business events in the context of
established marketing principles, with special focus on the digital economy
and emerging Asian and Chinese markets. The course is concerned
with the development, evaluation, and implementation of marketing management
in complex environments. It focuses on the process of marketing
management with a strong application tone. As a result, knowledge of
marketing concepts are generated from in-depth analysis of a varieties of
principles, theories, industry and company facts, analytical procedures,
techniques, models, and marketing simulation game. By using a wide
range of quantitative as well as qualitative methods, interactive lectures,
videos, hands-on exercises, and case studies, we will share key analytical
frameworks and tools that are essential to a good marketing strategy. II.
TEXTBOOK AND READING MATERIALS 1. Kotler, P. & K.L.Keller
(2016), Marketing
Management,15/e, Pearson 2. Marketing Management Study Guide, Companion Website 3. StratX (MixPro) MARKOPS: The Simulation for Marketing Training III.
PLAGIARISM & STUDENT RESPONSIBILITIES Reading assignments should be prepared thoroughly
prior to the session for which they are assigned. Lectures will parallel the
text in most instances but will be supplemented by additional material,
thereby making attendance a necessity Each student is expected to participate
regularly in class discussion, both as called by the instructor and on a
voluntary basis. Academic dishonesty will not be tolerated in any form. Any
student who engages in academic dishonesty will be penalized to the fullest
extent allowed by university guidelines. IV. COURSE
EVALUATION V.
MARKOPS SIMULATION GAME "You can't create a
leader in a classroom." (Fast Company,
2003) -
Professor Henry Mintzberg, McGill University
"Don't give up: Never quit before you reach your goal." -
Jim Valvano, former NCSU Basketball Coach Game Perspective The Markops
is designed to provide
a "hands on" learning experience in marketing analysis and decision
making. Student-chosen teams of three members will be charged with the
responsibility of developing and executing marketing strategy and plans
within the context of the game. The game is a rather nice and realistically
complex representation of the "real world", so the marketing skills
developed and enhanced within IBM6015 should easily be transferable to your
future careers. Game Preparation Understanding the rules of the game is
the secret to win, therefore going through the ESTRAT before the real
game starts is highly recommended. You may try to log-on the machine, to
print out information available on your disc, and to input marketing
decisions. Discuss with your team members or consult with me if you have any
questions. It should be noted that you are expected to do detailed
quantitative analyses using spreadsheets to have the greatest chance of
success. Game Performance and Evaluation The grade for
performance will be based on the last period's game result: 1.
Cumulative net contribution 2.
Total market share (based on $ sales) Your team grade will be
calculated as: Your Game Result/ Highest Team's Game Result Business Plan Each team will be responsible for turning
in decisions on the due dates. No late assignment will be accepted.
Immediately after decision 3, the team must submit the business plan for
periods 4. The Markops business plan is as follows (Official Guidelines): • Market
Analysis Period 1 - Period 3 • Situation
Analysis Period 4 Forecast Period 4 • Market
Strategy Periods 5-7 • Key
Learning Points • Overall
quality / professionalism You can discuss your team's experience,
leadership, sales forecasting tools, and how the final decision was settled,
etc. The report should not exceed eight pages. The best and the worst
teams will be asked to present a shortened form of this assessment report to
the class at the end of the semester. This presentation should include all
members of the team and should be professionally presented using charts and
graphs wherever possible. Each team will be given 15 minutes for the
presentation, followed by a 5-minute Q&A. Evaluation of your business
plan is based on • Quality
of your analysis of the market situation, appreciation of consumer trends • Coherence
of your decisions, overall strategy and the accuracy of your long-term
vision • Efficacy
of the means selected to enhance performance, and their suitability with
respect to brand portfolio management techniques • Your
ability to predict sales and profitability • Your
sensitivity to strategic issues specific to your market • Clarity,
concision of expression, persuasiveness of argument • Originality
of approach, creativity of ideas • Quality
and branding of written presentation VI.
FINAL TERM PROJECT In order to facilitate
the planning, communication and leadership skills needed to succeed in a
corporate setting and to draw on your specific areas of interest and
expertise, this group project gives you an opportunity to exercise and
advance your ability to understand and analyze marketing situations, identify
an opportunity, and connect the project topics to real-life experience and
current marketing practices. Potential project topics
can be (only select one): 1. Marketing Plan: market
analysis and strategic marketing plan for a focal real-life company’s
market/business development and new product development and marketing 4Ps
execution (detailed in GMBA "Business Development
for Start-ups" and "Entrepreneurship and Global Business
Competition"). 2. Industry Analysis:
understand how industries are structured and affected by both technology and
regulation, as well as how they interact with one another and evolve.
Some emerging
topics such as GAFA/BAT, AI, Big data, FinTech and blockchain, sharing
economy (P2P, airbnb, and Zipcar), eCommerce (O2O. Omni-channel), and
AR/VR/MR (JARVIS, Mobileye) etc. 3. Advanced Marketing
Research topics: identify and present emerging research topics such as
marketing analytics, luxury branding, two-side markets, US China Trade
wars, under- or over-valued of RMB, etc. from top marketing journals, J. of
Marketing, J. of Marketing Research, J. of Consumer Research, and Marketing Science VII.
CLASS SCHEDULE (Office Hours)
|
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
This Homepage is
maintained and updated by Dr. Edwin Tang
of the Taiwan National Chiao Tung University.
Last updated on October 02, 2018.
Copyright, All rights reserved.