National Taiwan University
Department International Business

Spring 2013

Marketing Management


Professor: Dr. J. Chris Lin (林俊昇教授)
Office: Room 501, College of Management Building II 管理學院二館501室
Phone: (02) 3366-9732
E-mail: chrislin@ntu.edu.tw
Textbook: Kotler et al., Marketing Management: An Asian Perspective
(Sixth Edition)
Cases: To be distributed
Readings: To be distributed

Course Objective:
The purpose of this course is to (1) provide students an understanding of the role and importance of marketing in a firm as a managerial challenge; (2) familiarize students with marketing related knowledge from conceptual, theoretical, practical and analytical perspectives; (3) help students developing skills required in organizing effective marketing strategies and activities; (4) enable students to improve the ability of working out problems, cases and projects as a team; and (5) prepare students to be future managers in different fields with great marketing sense and knowledge.

Brand marketing will be particularly emphasized in this course. Lectures, class participation, case discussions and group projects are designed to help students LEARN as more as possible in FUN and INTERESTING ways.

Course Requirements:

Class Attendance and Participation (Required) (15%)
Group Exercise and Case Discussions (20%)
Exams (40%)
Group Term Project (25%)

Tentative Course Topics Covered
Subject to change according to student performance and needs
(Class handouts will be uploaded to CEIBA prior to the discussion of a topic)

1. Course Introduction

2. Understanding Marketing Management: (a) The Role, Importance and Scope of Marketing in Current Business World (b) Developing Marketing Strategies (Chapter 1-2)

3. Scanning the Marketing Environments (Chapter 3)
HBS Case Discussion (1):
Louis Vuitton in India

4. Conducting Marketing Research (Chapter 4)
Marketing Research Insights

5. Creating Customer Value, Satisfaction and Loyalty (Chapter 5)
Term Project Starts
Brand Evaluation and Revitalization: The Rebranding Project

6. Analyzing Consumers: Consumer Behavior and Diffusion Theory (Chapter 6 + Additional Readings)
Company Overview: Absolut Vodka’s Revolution in Wine Marketing

7. Segmentation, Targeting and Positioning (Chapter 7)
Industry Overview: Identifying the Mobile Phone Users

8. Building Strong Brands (1): Building Brand Equity (Chapter 9-10 + Additional Readings)
Company Overview: Singapore Airlines’ Brand Strategy

9. Building Strong Brands (2): Product/Design/Aesthetics (Chapter 12 + Additional Readings)
HBS Case Discussion (2):
Design Thinking and Innovation at Apple

10. Midterm Exam (Date to be announced)

11. Developing Pricing Strategies (Chapter 14 + Additional Readings)
Company Overview: IKEA’s Pricing Strategies

12. Managing Services Marketing (Chapter 13 + Additional Readings)

13. Designing and Managing Marketing Channels and Retailing (Chapter 15-16)
Case Overview:
Laura Ashley and FedEx Strategic Alliance

14. Designing and Managing Marketing Communications (1): Advertising (Chapter 17-18 + Additional Readings)
Great Advertising Review

15. Designing and Managing Marketing Communications (2): Sales Promotion, Personal Selling, Event Marketing, Product Placement, and Public Relations (Chapter 18-19 + Additional Readings)
Case Overview:
British Airways: “The World’s Biggest Offer” Promotion

16. Determinants of Marketing Success
Examining the Marketing Success of Global Firms

17. Group Term Project Presentation
Brand Evaluation and Revitalization: The Rebranding Project

18. Final Exam

Class Participation and Attendance Policy:
Class attendance and participation is required and very critical for your FINAL GRADE. Students need to take this course very seriously and learn to be responsible for their own behavior. Unexplained absence is not allowed in this course. Significant points will be deducted from your final grade for each unexplained absence. In case of absence, you have to inform the professor and TA in advance to be excused, except emergency or illness (that can be explained afterwards). You are encouraged to draw on knowledge gained from preparation or in previous classes, and contribute to the class discussion. I track each student’s attendance and participation throughout the semester, making sure you learn well. I will try my best to help each student to perform well.
Personal Information Form
Each student will have to fill a personal information form downloadable from CEIBA. You are required to fill the form in details (with your photo attached) electronically, and upload it before the deadline. This is very important for our participant-centered learning, and helps the professor to understand each student better. You have to complete this form in order to take this course.
Groups:
Each student will be assigned to a group of certain students with diversified background (depending on the total enrollment) after the registration is finalized.
Check and Read Emails:
Class-related information will be sent to your school email account listed on CEIBA on a regular basis. It is your responsibility to check and read your email.
Classroom Rules and Individual Norms:
a) “Raise your hand to talk” Policy: To maintain classroom order, you need to raise your hand to get the professor’s permission to talk. You should not chat with other students during the lecture.
b) “No Laptop, Mobile Device, and Cellular Phone” Policy: You are not allowed to use your personal laptop computer, portable mobile devices (e.g. iPad), mobile phone, or other similar electronic devices in class. All electronic devices must not be used during the class.
c) Feel free to bring food and drinks to the classroom.
d) Seating will be arranged by the professor. The seating chart will be finalized after the registration is closed. To be fair to each student, seats will be rotated on a regular basis during the semester.