2020 Marketing

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Academic unit or major
Undergraduate major in Industrial Engineering and Economics
Instructor(s)
Chung Su-Lin 
Course component(s)
Lecture
Mode of instruction
ZOOM
Day/Period(Room No.)
Tue3-4(W932)  Fri3-4(W932)  
Group
-
Course number
IEE.D203
Credits
2
Academic year
2020
Offered quarter
4Q
Syllabus updated
2020/9/18
Lecture notes updated
-
Language used
Japanese
Access Index

Course description and aims

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.

Student learning outcomes

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.

Keywords

Marketing, Customer value, Brand, STP strategy (Segmentation, targeting, positioning), Marketing mix 4Ps

Competencies that will be developed

Specialist skills Intercultural skills Communication skills Critical thinking skills Practical and/or problem-solving skills

Class flow

Lecture, group work and presentation by students.

Course schedule/Required learning

  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.

Out-of-Class Study Time (Preparation and Review)

To enhance effective learning, students are encouraged to spend approximately 100 minutes preparing for class and another 100 minutes reviewing class content afterwards (including assignments) for each class.
They should do so by referring to textbooks and other course material.

Textbook(s)

Marketing Strategy, 5th ed. 2016

Reference books, course materials, etc.

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.

Assessment criteria and methods

Group work and reports: 60% (10 points×4 reports, Presentations: 20 points)
Final exams 40%

Related courses

  • IEE.D201 : Introduction to Management
  • IEE.D301 : Business Starategy and Organization
  • IEE.D431 : Distribution and Marketing

Prerequisites (i.e., required knowledge, skills, courses, etc.)

Students must have successfully completed Introduction to Management (IEE.D201) or have equivalent knowledge.

Other

Study pace and timing is subject to change.

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