Download Course outline - CUHK Summer School

THE CHINESE UNIVERSITY OF HONG KONG
INTERNATIONAL SUMMER SCHOOL (JULY SESSION)
Preliminary
(January 2017)
28 JUNE – 31 JULY 2017
Course
MKTG2010 Marketing Management
Class Time
14:30-17:15 Tue, Wed, Thur
Class Location
Email
TBC
Professor Durairaj Maheswaran
Paganelli-Bull Professor of Marketing and International Business
Stern School of Business, New York University
Visiting Professor, The Chinese University of Hong Kong
To be provided
Teaching Assistant
TBC
Teacher
Course Description
This course is devoted to the study of the management of marketing functions, the analysis of external forces
affecting marketing decision making, the implementation and control of marketing activities, and an
examination of the global impact of marketing. Course objectives include the development of students’
understanding of the fundamental concepts underlying the selection and assessment of markets and the
development and delivery of products, an investigation of the role and contribution of marketing to the
conduct of successful business operation and to society, and to develop student abilities in identifying
marketing opportunities and viable marketing strategies.
Course Objectives
The focus on marketing is critical to the survival and success of any corporation. This course will provide you
with a framework for applying a variety of marketing tools and concepts in the conduct of business. This
course will examine the major marketing issues facing companies that do business both domestically and in
the global marketplace. The specific course objectives are:
1. To develop a framework of basic marketing concepts.
2. To introduce students to the elements of marketing mix and their implementation in the marketplace.
3. To provide opportunities to develop communication skills and team work skills that are necessary to be a
successful marketing person.
4. To acquaint students with the available sources of information on markets and marketing.
5. To enhance student abilities to identify and evaluate marketing opportunities abroad.
6. To exercise student abilities to develop a comprehensive marketing plan
7. To familiarize students with the critical issues in designing and managing the marketing operations of
major corporations.
Course Mechanics
Lectures
Lectures will be used to introduce new tools, frameworks and concepts that are important for conducting a
thorough marketing analysis. These lectures will be interactive rather than a simple monologue.
Cases
Cases are descriptions of real-world business situations, which provide opportunities to define and develop
marketing strategies and plans. Case analyses will be used to illustrate how marketing concepts apply to these
complex situations. The case method is the most effective means of developing decision-making capabilities. It
helps to develop a process of thinking that leads to informed decisions. In addition, case discussions provide
opportunities to develop critically important communication skills. Your contribution to each case discussion
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will be evaluated during each class.
Videos
We will watch a video on the topic discussed during each session. These videos will provide real life examples
of the concepts learned in the lecture. The videos will be discussed in class. The students are expected to take
notes since there will be questions in the examinations based on the videos.
Required Textbook (Core text for the course, to be included in the ISS booklist)
The textbook is Philip Kotler and Gary Armstrong Principles of Marketing, 16th global edition, 2016: Pearson
Education. It provides a broad overview of most topics as well as many references to important articles. You
are not responsible for all of the details of the book. However, you should be comfortable with applying its
major concepts. This is a recommended text book and the lectures will not directly follow from the text book.
Reading(s)/Reference(s) (Additional readings recommended for the course, NOT to be included in the
ISS booklist)
Grading Weights
Students will be evaluated on their performance in the following:
Class Participation
Class Exercises
Team Project*
Final Exam*
15%
20%
35%
30%
Class Participation (15%)
You are expected to actively participate in the class. Attend class regularly and on time. You are expected to
contribute the learning process by expressing your views and discussing the views presented by your
colleagues. You are expected to follow the honor code and be a responsible participant in the class. No late
submissions or extra credits are encouraged. Group exercises should be taken seriously and each individual
should contribute equally to the group exercises. Please bring your name card to the class daily and
display it for identification.
Class Exercises (20%)
The students will be given SIX sets of assignments based on the class lectures. These assignments will
consist of short answers and simple applications of the concepts discussed in the class. The class will be
divided into groups of five members each. You can select your own group members. The professor will
lecture on the topic of the day for about one hour and fifteen minutes. Students will be given a handout of
the lecture outline prior to the class to facilitate selective reading of the textbook in conjunction with the
lecture. The class will then take a short ten minutes break. When the class reassembles, the groups will
separate and work on an applications case/assignment based on the lecture given earlier in the session. The
groups will have about 30 minutes to discuss the issues raised in the case/assignment and come up with
solutions. Each case/assignment will have specific questions and right answers. At the end of thirty minutes,
the professor will present the questions and invite a group at random to discuss the questions. The questions
will be discussed to ensure the relevant lessons were communicated to everyone in the class. Each group
will be asked to score the correct answers for their group and return the solution sheet to the professor. The
points will be tracked and the groups will be ranked based on their scores. At the end of each class, the
ranking will be announced. The best of FIVE scores will be taken with each contributing to 4 % of the
grade. All group members will be given the same grade. The group members will prepare for the class
exercise in advance by reading the relevant book chapters and handouts to be discussed in class.
Team Presentation/Report (15 + 20%)
The class will be divided in to teams with each having about 4-5students. These teams are the same as the
teams for the class exercises. Each team will select a product or service and prepare a strategic marketing
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plan for a firm of its choosing and make marketing recommendations to management. The format for the
plan will be the same as the course outline. Teams will make oral presentations on the last session of the
class. The teams will also prepare 2-3 page double spaced report discussing the critical points of your marketing
plan. You can include up to 10 additional pages of tables, figures and exhibits. This report will form the basis of
your presentation.
Final Examination (30%)
There will be one final examination at the end of the module. It will be designed to ensure that the students
have understood the concepts and the framework discussed in class. This examination will be
comprehensive and based on class notes, discussion and the assigned text book chapters.
Teacher Student Interaction
If at any point during the course you have questions regarding the presentation of cases, exams, and other
course related issues, please contact the teacher either by phone or in person.
Group Evaluation
Group members will evaluate each of their colleagues on the extent of contribution. If a group member is
not putting in his/her share of time or make the expected contribution, he/she must first be given a warning.
If the behavior pattern continues, other member should then provide the feedback on the group evaluation
form (to be given later). The errant group member will then receive a proportionately lower grade for the
case. However, at least two members of the same group should converge on the ratings of unequal
performance. An evaluation form is attached to the syllabus. However, if the group functions well, there is
no need for evaluation.
Assignments and Policies
Honesty in Academic Work:
Attention is drawn to University policy and regulations on honesty in academic work, and to the disciplinary
guidelines and procedures applicable to breaches of such policy and regulations. Details may be found at
http://www.cuhk.edu.hk/policy/academichonesty/.
With each assignment, students will be required to submit a signed declaration
(http://www.cuhk.edu.hk/policy/academichonesty/Eng_htm_files_(2013-14)/p10.htm) that they are aware of
these policies, regulations, guidelines and procedures.
•
In the case of group projects, all students of the same group should be asked to sign the declaration,
each of whom is responsible should there be any plagiarized contents in the group project, irrespective of
whether he/she has signed the declaration.
•
For assignments in the form of a computer-generated document that is principally text-based and
submitted via VeriGuide (http://www.cuhk.edu.hk/veriguide), the statement, in the form of a receipt, will be
issued by the system upon students' uploading of the soft copy of the assignment.
Assignments without the properly signed declaration will not be graded by teachers.
Only the final version of the assignment should be submitted via VeriGuide.
The submission of a piece of work, or a part of a piece of work, for more than one purpose (e.g. to satisfy
the requirements in two different courses) without declaration to this effect shall be regarded as having
committed undeclared multiple submission. It is common and acceptable to reuse a turn of phrase or a
sentence or two from one’s own work; but wholesale reuse is problematic. In any case, agreement from the
course teacher(s) concerned should be obtained prior to the submission of the piece of work.
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Class Schedule
Week
Date
Topics
Readings/Assignment
Weekly theme, if any
1
1
Wed, June 28
2
Thu, June 29
Introduction
Prentice Machine Tools
Segmentation
Gillette
Chapter 1
Chapter 2
Weekly theme, if any
3
Tue, July 4
2
4
Wed, July 5
5
Thu, July 6
Consumer Behavior
Liquid Detergent
Chapter 5
Marketing Research
Dog Dilemma
Diffusion of Innovation/PLC
Class Exercise # 1
Chapter 4
Chapter 9
Weekly theme, if any
6
Tue, July 11
3
7
Wed, July 12
8
Thu, July 13
Product Strategies
Class Exercise #2
Pricing Strategies
Class Exercise #3
Distribution
Class Exercise #4
Chapter 8
Chapter 11
Chapters 12
Weekly theme, if any
9
Tue, July 18
4
10
Wed, July 19
11
Thu, July 20
Advertising Management
Class Exercise # 5
Advertising Management
Class Exercise # 6
Global Marketing
Chapter 15
Chapter 19
Weekly theme, if any
5
12
Tue, July 25
13
Wed, July 26
Global Marketing
14
Thu, July 27
Final Examination
Marketing Plan Presentations
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