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 Eval