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. Students are expected to apply what they have learned throughout the course in real marketing activities. For the final group presentation, students are expected to explicitly share how they applied some of the learning lessons in class.
- (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 the Financial Times, The Wall Street Journal, 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 disabilities. Please talk to me in case you need any assistance.
- If you have any 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!! ^^
- Harvard Business Case
- MIT Sloan Management Review
- McKinsey & Company
- Boston Consulting Group
Recommended Readings: News articles from the Financial Times, The Wall Street Journal, 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