Download [Urban and Hauser 1993]

Marketing Management
351775001
行銷管理
Fall Term, 2016
Instructor:
Dr. Chien-Wei Chen (陳建維)
Office:
Phone:
E-mail Address:
Classroom:
Time:
261135
29393091 ext. 81135
[email protected]
TBA
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.
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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.
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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
Final Examination
Classroom Performance
··············· 25%
··············· 30%
··············· 5%
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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
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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
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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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