SemesterFall Semester, 2019
DepartmentIntegrated Curriculum by Dept. of Business Administration
Course NameMarketing Management
InstructorPARK SUNG JUN
Credit3.0
Course TypeRequired
Prerequisite
Course Objective
Course Description
Course Schedule










































































































































































週次



Week



課程主題



Topic



課程內容與指定閱讀



Content and Reading Assignment



教學活動與作業



Teaching Activities and Homework



學習投入時間



Student workload expectation



課堂講授



In-class Hours



課程前後



Outside-of-class Hours



1



Introduction



What is Marketing?



Marketing in the era of the Fourth Industrial Revolution



Lecture &



Discussion



3



3



2



Marketing



Fundamentals



Book: Chapter 1



Lecture &



Activity



3



6



Reading: Recent Issues in Marketing



3



Marketing



Strategy Framework



Book: Chapter 2 & 3



Lecture &



Discussion



3



6



Reading: Case (HBR)



 



Group Report: SWOT Analysis



4



Consumer Psychology and Behavior



Book: Chapter 5 & 6



Lecture &



Discussion



3



9



Reading: Company Report



 



Individual Report: “Cross-cultural Differences in Consumer   Behavior”



5



Brands and Products/Services



Book: Chapter 7, 8 & 9



Lecture &



Activity



3



9



Reading: Case



 



Group Activity & Report:



“Brand Yourself”



6



Promotion and Marketing



Communication



Strategy



Book: Chapter 14 & 15



Lecture &



Activity



3



9



Reading: Video Clip



 



Group Activity & Report:



Trip to a 101 Building and Taking Pictures of Promotion Strategies



7



Group Project



Developing a Marketing Communication Strategy



Lecture &



Activity



3



9



8



Field Study



9



Mid-term Exam



(A Case Analysis – Short Essay; Open-book)



3



9



10



Retailing and



B2B Marketing



Book: Chapter 12 & 13



Lecture &



Activity



3



9



Reading: Case (HBR)



 



Group Activity: Trip to a Night Market to Understand Retail Environments



11



Marketing



Research and Data Science



Book: Chapter 4



Lecture &



Activity



3



9



Reading: Case (HBR)



 



Group Report: Survey Design and Basic Statistical Analysis



12



Pricing Strategy



Book: Chapter 10 & 11



Lecture &



Discussion



3



9



Group Consultation



13



Digital Marketing and New Media



Book: Chapter 17



Lecture &



Discussion



3



9



Reading: Case (HBR)



 



Group Activity & Project



14



Marketing Ethics and CSR



Book: Chapter 20



Lecture &



Discussion



3



9



Reading: Case



 



Group Project



15



Group Project Consultation



3



9



16



Final Project Presentation



3



3



17



Final Exam (Multiple questions)



18



Field Study



Teaching Methods
Teaching Assistant

To be announced later.


Requirement/Grading

1. Group Activity (60%):



  All students will be formed into a group of two or more students. Group activities are an essential evaluation point for this class. Peer evaluations will be conducted and taken into consideration later.




  • (Group Project 1) Each group will develop a marketing communication strategy. You will make and distribute flyers/posters in the street near our campus. Also, digital marketing communications using social media will be conducted. The number of likes and comments will be counted on your final presentation day.

  • (Group Project 2) As a final project, each team will go out to a field to market and sell their products. Initial seed money will be granted to each team. Later on, the total profit will be counted. It’s okay to go to a bankrupt. However, in case that you earn a positive profit, then additional points will be given. (But, remember, it’s okay to go to a bankrupt.)

  • (Each class) Each group will take turns to present and share news articles. A presenting team will summarize and show how the articles are related to key concepts learned from a previous class. The other groups should ask valuable questions to the presenting team. I recommend students to read news articles from Financial Times, The Wall Street Journals, and others. Also, articles from company reports are welcomed, such as McKinsey or BCG. In addition, each team will be assigned a case to present and facilitate class discussion.



 



2. Exams (20%):




  • For a mid-term exam, students will analyze a real marketing case. Students will critically analyze the segmentation-targeting-positioning strategy of a global company. Students can refer to textbooks or even external sources (e.g., online search). However, there will be a time-limit, and the late submission will be penalized. Also, word limits will be strictly imposed.

  • For a final-exam, about 25 multiple questions will be asked. Any lesson or learning material used in this class are subject to be covered. Please refer to the main constructs and key concepts learned throughout the course.



 



3. Report (10%):



  There will be two individual reports. Guidelines will be announced later in class. The first paper asks you to write your personal experience when you felt a cross-cultural difference in consumer behaviors. The second paper is about designing a survey for market research.



 



4. Other (10%):




  • There can be pop quizzes in class.

  • “Cold-calls” will be conducted. For meaningful comments, additional points will be given. Remember, active participation and class attendance matter for this class.



 



5. Academic Policy:




  • Any kinds of academic dishonesty will lead to a failing grade (e.g., cheating, misrepresenting, and plagiarism). Please make sure to cite and acknowledge all sources in order to avoid any unintentional plagiarism. There is NO tolerance for academic dishonesty!

  • Please note that an absence of two or more weeks will penalize your final grade. In case of an unavoidable absence, please let me know in advance. Also, being late is considered unacceptable because it interferes with the learning environment for others.

  • I am happy to assist students with disability. Please talk to me in case you need any assistance.

  • If you have questions, please do not hesitate to ask them. Remember, there is no such thing as a “dumb” question.

  • Mentoring, career-coaching, and language (English) supports are opened to all students. If you are willing to communicate with me, please feel free to contact me at any time. Lastly, let’s enjoy this semester!! ^^


Textbook & Reference

Reading Materials:




  • Harvard Business Case

  • MIT Sloan Management Review

  • McKinsey & Company

  • Boston Consulting Group



Recommended Readings: News articles from the Financial Times, The Wall Street Journals, and others.



 



Textbooks (not mandatory):




  • Marketing Management, 15th Edition, Philip T. Kotler & Kevin Lane Keller, Publisher: Pearson

  • Principles of Marketing, 17th Edition, Philip T. Kotler & Gary Armstrong, Publisher: Pearson


Urls about Course
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