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Management of Technology 科目名称:Marketing for Management of Science and Technology Executive Summary Management of Science and Technology (MOST) has always been an integral part of Marketing. However, Science and Technology have emerged in this new millennium as the most important driver of future events unprecedented in scale and impact. This course therefore, has been designed to refocus on the importance and relevance of MOST to the successful implementation of Marketing and vice versa. Naturally, the ultimate objective of this course is to assist students to develop creative, productive, and strategic thinking skills and the ability to apply all these skills in order to deal effectively with constantly emerging new realities in both the global and local markets. The course consists of 14 modules, including the first module for warm-up. Additional materials such as Six Thinking Hats and Mind Maps are provided for workshops or practices to enhance thinking skills and creativity of students. This course and all the teaching materials have been developed over the past year while actually teaching three courses at Ritsumeikan Asia Pacific University. Namely: International Marketing for senior undergraduate students, Marketing for MBA students, and Marketing Strategies also for MBA. Consequently, this course covers a broad range of topics, from basic marketing concepts to a higher level of strategic management tools such as game theory, scenario planning, and real options. Although the course is divided into 13 months, the volume of the content is not equally divided. In fact the volume is quite heavy for modules 9 through 12 and teaching only the last three modules (module 10, 11, and 12) in some depth could take a whole semester. Instructors are therefore requested to pick up the contents most appropriate for their audience and make their own teaching plan. The cases provided in this course are either written by me or by my students. As a matter of fact, this course has still much room for improvement in many ways. For that your feedback will be highly appreciated. The case method is strongly encouraged for teaching this course and the cases provided in this course or those from other sources could be utilized. 1 Management of Technology Teaching Notes 1. Development of this course and its implications for teaching: This course and all the teaching materials have been developed over the past year while actually teaching the students the three courses at Ritsumeikan Asia Pacific University. Namely: International Marketing for senior undergraduate students, Marketing for MBA students, and Marketing Strategies also for MBA. Consequently, this course covers a broad range of topics, from basic marketing concepts to a higher level of strategic management tools such as game theory, scenario planning, and real options. Although the course is divided into 13 months, the volume of content is not equally divided. In fact the volume is quite heavy for modules 9 through 12 and teaching only the last three modules (module 10, 11, and 12) in some depth could take a whole semester. Instructors are therefore requested to pick up the contents most appropriate for their audience and make their own teaching plan. The cases provided in this course are either written by me or by my students or borrowed from periodicals such as Fortune magazine and Business Week. As a matter of fact, this course has still much room for improvement in many ways. For that your feedback will be highly appreciated. 2. Teaching Approach: To ensure that the course is presented in a way that encourages constructive two-way communication between students and lecturers: 1) Lecture sessions should be structured in an interactive format where students are encouraged to raise questions and make comments or suggestions either during the class or at a later time. 2) Students should be encouraged to make a short presentation related to the topics being covered in the lectures, either voluntarily or upon request from the lecturer. 3) Use of the case method is strongly encouraged for teaching this course, providing students with the opportunity to learn from real world examples, and to engage in discourse and decision making in a simulated setting, to help develop a real understanding of the processes and issues that must be mastered in order to develop a strategic mind set. The cases provided in this course (which are listed 2 Management of Technology in a separate document together with relevant module numbers) as well as the cases from other sources could be used for that purpose. For the use of the case method, please refer to “Making a Genuine Case Method Feasible at APUBS”. 3. Brief Summary of Each Module: Module *: Course Warm-up This module is to unlock the mental locks of students in order to prepare them for the course – mentally and physically. The warm-up exercises introduced here, especially abdominal breathing, would actually be useful to start each class. Module 1: Course Overview Module 1 defines the course content and the target audience. It presents the aim of marketing, while highlighting the importance of Management of Science and Technology (MOST). It shows first that MOST has always been an integral part of marketing. Then it emphasizes that MOST has emerged as the most important driver of future events, unprecedented in its scale and impact, thus becoming a central part of marketing. At the end of this module, students will let go of their perceived notions about marketing and enter a completely new world of marketing. The focus of this module is to open up the student’s mind and widen their horizons, while inviting them to start the practice of marketing as a science and, more importantly, as an art. Module 2: Marketing Management Module 2 is the run-up to the basic theory of marketing. This module will focus on the essence of marketing and its processes. Various definitions of marketing and marketing management philosophies are presented. The highlight of this module is the innovative marketing equation that encapsulates marketing. The marketing mix 4P’s along with the 4C’s is another highlight. After this module, which is meant to be an overview of marketing, students will be ready to proceed to more specific topics of marketing. Module 3: Market Oriented Strategic Planning This module’s focus is on strategy, a word profusely used but rarely understood in depth. It starts with why market orientation is essential. Then the importance of developing inspiring mission statements is emphasized drawing on some excellent examples. The module also analyses the business environment for the organization and points out the external forces of business in a macro and microenvironment. The internal forces are also viewed through SWOT analysis. The module highlights strategy formulation and a number of old famous oriental strategies are introduced. They are expected to inspire the student to learn more about strategic thinking, which in fact has long been deeply rooted in human history Module 4: Markets and Buying Behavior 3 Management of Technology “What is a market?” is the first topic of this module. Then factors affecting consumer-buying behavior are explained: namely, cultural, social, personal, psycho graphical factors. Maslow’s hierarchy of human needs will be an ideal food for thought to deepen student’s understanding of human needs. Consumer buying behavior and buying decision process are also discussed. The two cases included in this module will be appropriate for class discussion. Module 5: Marketing Information Systems Module 5 is about Marketing Information Systems (MIS) and it highlights Marketing Research as the essence of MIS. Various research techniques are mentioned and explained in this module, and the hurdles of different research techniques is also mentioned. After completing this module, the student can discuss on the various methods and techniques of marketing research and the kind of information needed to be successful in marketing. In particular, students would have become much more wary of various pitfalls in marketing research. Active class discussion and student input are essential for the understanding of this module. Module 6: STP Strategy This module focuses on STP analysis. Segmentation, Targeting and Positioning are the essence of a company’s marketing strategy and this module will help the student understand how a company actually reaches its target audience or target customer with what appeals. Different methods of these techniques are explained in this module and particular emphasis has been placed on the USP of a company under its positioning strategy. The students are then encouraged to think and create the USP of their own or their future company. Module 7: Product Strategies Reaching a clear understanding of “What a product is” is essential to the deep understanding of Marketing. This module first provides a clear-cut answer to that question. Then it proceeds to product strategy including product mix decision and branding. Service is an integral part of product and is given a due weight in this module. Product lifecycle and innovation are also discussed in some depth. Module 8: Pricing and Distribution Strategies Pricing is the most important aspect of a good marketing strategy (because it is the only P that brings in money to the company) and therefore a lot of emphasis has been given on different types of pricing techniques and methods. Factors that affect pricing decisions such as elasticity of product demand are explained in some depth. Distribution is another important pillar of this module. The nature of distribution channel and distribution functions is discussed. The drastic changes that are taking place in distribution due to the advancement of IT and their ramifications are discussed in Module 10. Module 9: Marketing Communication Strategies 4 Management of Technology Designing and managing integrated marketing communications are the focus of this module. Then each element of the communications mix (advertising, sales promotion, public relations and publicity, personal selling, direct marketing) is covered one by one. The Keynesian beauty contest practice will track students to evaluate advertisements from the customer’s viewpoint. Module 10: IT and Marketing This module focuses on how IT has drastically changed marketing. First, the need for a new marketing paradigm is emphasized. Then the interrelationship of so called e-commerce, e-business, and e-marketing is classified. IT has also dramatically affected the STP processes. The 11 Immutable Laws of Internet Branding vividly show the unique characteristics of Internet marketing. A new marketing mix has to be worked out being fully aware of the possibilities and limits of the Internet. The ultimate question is about the future: how IT would affect the human life? Module 11: Managing Uncertainty This module focuses on how we can manage uncertainty. We start with the anatomy of the future, especially the residual uncertainty. Then we move on to the choice of strategic postures and moves. Introduction to Decision Science is intended to familiarize students with decision making under uncertainty. Furthermore, this module provides advanced managerial tools such as Scenario Planning, Real Options. How to cope with pitfalls of emerging technologies and disruptive technologies are also included for effective management of science and technology. Module 12: Strategic Management in the Asia Pacific This module is designed to provide students with basic frameworks for strategic management in the Asia Pacific. Developing expertise on how to form and manage strategic alliances effectively is a sine qua non for any business planners concerned with the region. The same applies to portfolio management. Therefore, several portfolio models are introduced. But students need to be cautioned against the limitations/pitfalls of these models. A good understanding of the game theory would also help. More important is the practice to utilize it in business. For that, several cases written by students are included. A deep understanding of value and supply chain management and Balanced Scorecard also help managers not only to develop effective strategies but also to put them into action. The following case is very relevant to this module: Strategic Management in China – The case of CIMIC Corporation. Module 13: Course Wrap-up This last module brings students back to the very question with which we started the whole course: what is marketing? Through the discussion of criticisms levelled 5 Management of Technology at marketing, students are expected to see the forest that they may have lost sight of because of many marketing trees in the course. They have yet to answer the fundamental question: what are our highest needs? The comparison of Economics and Marketing will shed some light for deeper understanding of marketing. The three maxims of marketing are the wrap-up of this course. February 2004 Aki TAKAMOTO Ritsumeikan Asia Pacific University 6