Marketing Management
Marketing Management
Course title: Marketing Management
Course type: Required
Time and Location:
Textbook：Essentials of Marketing by Perreault
Instructor: Dr. Jane P. Wu, Professor
– Office: C407
– Tel (office): 0755-26032001
– Email: jpwu99@gmail.com
– Office Hours: By appointment
Course description:
This course teaches the concepts of marketing management through a series of readings and cases that profile the decision-making problems marketing managers’ face. The course emphasizes the interrelationships of marketing concepts, decision making, strategy, planning, and systems of control. Topics will include buyer behavior, product policy, pricing strategy, promotion, competitive strategy, and brand management.
Course objective:
Upon completion of this course the student should be able to...
1. Define what marketing management is
2. Understand marketing strategy as applied by many companies today
3. Apply analytical and critical thinking skills used in marketing decision-making
4. Understand the role that marketing plays in the larger organization (i.e. finance operations, management, etc.).
1. Define what marketing management is
2. Understand marketing strategy as applied by many companies today
3. Apply analytical and critical thinking skills used in marketing decision-making
4. Understand the role that marketing plays in the larger organization (i.e. finance operations, management, etc.).
Teaching method:
Marketing Management is a discussion-driven course, thus the vast majority of our classes will be focused on discussion -- of marketing terms, marketing events, and marketing cases.
Course assessment:
Midterm (Individual work-strategy analysis) (40%):
In this assignment you will attempt to understand the marketing strategy applied by a company of your choosing. You may select any company, and any product or service. Write an analysis of their marketing strategy in bringing that product or service to market. Make sure to cover all of marketing's core concepts. Pay particular attention to the unique ways in which that company positions itself, and the product or service, in the market place. Describe what you interpret to be the overall strategy of that product or service, and how it fits (or doesn't fit) within your perception of the company's mission.
Final (Group work-marketing plan) (40%):
Pick an individual product or service (it should not be an existing one), and write a comprehensive marketing plan profiling the competitive strategy needed to bring that product or service to market. You may use any marketing plan format with which you are familiar. If you aren't familiar with any particular style, you can email the instructor to receive a sample format.
Participation (20%)
Individual class contribution and the performance of weekly case study will be considered in this part.
Course Schedule:
Week | Pre-class Reading | Content |
1 | Ch.1 | Marketing’s Value to Consumers, Firms, and Society |
Ch.2&3 | Marketing Strategy Planning & Evaluating Opportunities in the Changing Marketing Environment | |
2 | Ch.4&5 | Focusing Marketing Strategy with Segmentation and Positioning & Final Consumers and Their Buying Behavior |
Ch.6 | Business and Organizational Customers and Their Buying Behavior | |
3 | Ch.7&8 | Improving Decisions with Marketing Information & Elements of Product Planning for Goods and Services |
Ch.9 | Product Management and New-Product Development | |
4 | Ch.10&11 | Place and Development of Channel Systems & Distribution Customer Service and Logistics |
Ch.12 | Retailers, Wholesalers, and Their Strategy Planning | |
Midterm | ||
6 | Ch.13 | Promotion—Introduction to Integrated Marketing Communications |
Ch.14 | Personal Selling and Customer Service | |
7 | Ch.15 | Advertising and Sales Promotion |
Ch.16 | Pricing Objectives and Policies | |
8 | Ch.17 | Price Setting in the Business World |
Ch.18 | Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges | |
Final | ||