The course will provide you with a systematic framework for understanding marketing management and strategy. Firstly, we will talk about the core concepts of marketing, and then we will explain the critical role of marketing in organizations and society. Secondly, we will explain how to analyze the marketing environment and utilize marketing opportunities. Then we will discuss how to develop marketing strategies through product strategies, price strategies, marketing channels strategies and promotion-mix strategies.
Through lectures and group work, the course enables students have a solid foundation of the fundamental marketing management.
By the end of this course, the student will be able to:
1) Explain the importance of marketing, marketing concept and the marketing management tasks.
2) Explain the STP strategy, and based on this, embracing target marketing.
3) Explain the marketing mix four Ps and have an understanding of how to delivering high customer value.
Marketing, Customer value, Brand, STP strategy (Segmentation, targeting, positioning), Marketing mix 4Ps
|✔ Specialist skills||Intercultural skills||✔ Communication skills||Critical thinking skills||✔ Practical and/or problem-solving skills|
Lecture, group work and presentation by students.
|Course schedule||Required learning|
|Class 1||Defining marketing and core marketing concepts||Explain what is marketing and understand the core marketing concepts.|
|Class 2||Developing marketing strategies and plans||Read the second chapter of the textbook.|
|Class 3||Marketing environment and marketing research/ Group work 1||Prepare a research report (focus on Marketing environment).|
|Class 4||Customer value,satisfaction and consumer behavior||Explain the concepts of customer value and satisfaction.|
|Class 5||Segmentation, market targeting and positioning (STP)/Group work 2||Prepare a research report (focus on STP strategies).|
|Class 6||Product strategy (1) -Setting product strategy and brand strategy||Explain the concepts of product strategy and brand strategy.|
|Class 7||Product strategy (2) - New-product development and product life cycle (PLC)||Explain the concepts of product life cycle (PLC), and new-product development.|
|Class 8||Pricing strategies and programs/Group work 3||Prepare a research report (focus on product strategy and pricing strategies) /communications).|
|Class 9||Marketing channels (1) - Designing and managing integrated marketing channels||Explain the role of marketing channels. Understand the difference between push strategy and pull strategy.|
|Class 10||Marketing channels (2) - Managing retailing, wholesaling and logistics||Explain the marketing decisions of retailers.|
|Class 11||Marketing communications (1) - Designing and managing integrated marketing communications/Group work 4||Prepare a research report (focus on marketing channels and marketing communications).|
|Class 12||Marketing communications (2) - Managing mass communications||Explain the marketing communications mix. Understand the difference between advertising and sales promotions.|
|Class 13||Final presentations (1)||Prepare slides and give a presentation.|
|Class 14||Final presentations (2)||Prepare slides and give a presentation.|
Marketing Strategy, 5th ed. 2016
PowerPoint documents that are to be used in class will be made available in advance via the OCW-i system. Students are expected to use these documents for preparation and review purposes.
Group work and reports: 60％ (10 points×4 reports, Presentations: 20 points)
Final exams 40%
Students must have successfully completed Introduction to Management (IEE.D201) or have equivalent knowledge.
Study pace and timing is subject to change.