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Chung Su-Lin 
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Syllabus updated
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Fall Semester

Outline of lecture


*NOTE: If you want to take this course but couldn't attend the first class on Oct.7, please read the syllabus carefully.

Purpose of lecture

This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models.

To ensure that students have a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan.

Through the in-depth semester-long simulation, students will be provided the opportunity to apply those marketing planning and decision-making skills.

Plan of lecture

1. Introduction / Defining Marketing for the 21st Century
2. Developing Marketing Strategies and Plans
3. Marketing Environment and Marketing Research
4. Customer Value, Satisfaction, and The Buying Decision Process
5. Identifying Market Segments and Targets
6. Creating Brand Equity
7. Crafting the Brand Positioning
8. Setting Product Strategy
9. Developing Pricing Strategies and Programs
10. Designing and Managing Integrated Marketing Communications
11. Designing and Managing Integrated Marketing Channels
12. Managing Retailing, Wholesaling, and Logistics
13. Marketing Strategies for Service Firms
14. Tapping into Global Markets

Textbook and reference

(Required) Pharmasim Simulation Software License
All students must purchase this license to participate in the simulation
You can purchase the software license from after
receiving a user name and password in class
All members of your team must have already purchased the license to start the simulation
(Recommended) Marketing Management, 13th edition, by Kotler/Keller, Prentice-Hall 2009.

Related and/or prerequisite courses

Students are expected to read assigned materials, prepare for, and actively participate in class discussion.
Study pace and timing is subject to change.
Please come to class on time.


Class Participation 40%
PharmaSim Marketing plan 10%
PharmaSim Final Presentations 20%
PharmaSim Debrief Paper 30%

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