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    ADC602 CG Full Version

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    Janice Yizing

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    ume Avex Reputable Graduate Susie Stanfors Srtamie ADC 602 MARKETING MANAGEMENT Graduate School of Business Universiti Sains Malaysia COURSE GUIDE Lecturer: ZURINA MOHAIDIN & DR SHAIZATULAKMA, ‘Semester: Semester 1, Academic Session 2020/2021 ‘The ination in this documents important and shouldbe noted by al students undertaking the Master of Busines Adminstration Degrae Aoproved by: Ae GSB stives to nurture compélent and holst business leaders equipped with the relevant skis and inate noeded o make a difererco and to ead change in dynaic and competdve enwoament. Tac achieved through a combinain of giobalsed and negated cures, contemporny management races, ard apatiedcolaboate research ADC 602 Marketing Management Teaching Panel Name Room = Email Dr Zurina 05, Graduate Schoo! | 04-6536643 | mzuring@usmmy ‘Mohaidin of Business Dr Shaizatulakma | Kabin B, No 17, USM | 04-6535919 | shaizatulaema@usmmy Consultation Hours: Time Day ‘By Appointment (through emai) Weekdays. Learning Goal, Learning Outcome and Course Learning Objectives: Aller successful completion of this course, learners should be able to: 10%: Devlap an Undertandng ot matt Imanageront theory netneweseln ‘elton to business Sppieaton ios Evalat various concops ad states of Marketing 102: tli ther ndrtandngn Martine Management by resing varius complex bushes scenario Torr benonavaee ph profisenrn TOR Bemonsrate® gh potency lo Develop tectve communion sls mn Marketing Manapenentssues, Weak ‘Aetivities Part A: Introduction tothe course [Atthe end of Part A, lamers are expected to 1) Explain the objectives ofthis course. 2) Comprehend the leaning outcomes of his course and the learning activities te achieve each one of hem, 3) Comprehend on how they ae being assessed and the components 4) Explain the expectations from the couree projet '5) Explain the genera rues and procedures wih regard tothe course 8) Know their course-mates. Part B: Lesson 1: Understanding Marketing Managemen Learning Outcomes: [At the end of Lesson 1, learners are expected to + CB:lustfes why marketing decsions are important ‘Ad:Explain how matketng creates value ‘Ad:Explain on effective marketing practice (G8:Descibes some recent devexopments affecting marketing management (C8:Descibes marketing role in formulating and implementing strategies {AS.Diferentiato three levels of strategy ‘AS:Practice on the marketing implications of corporate anc business unit strategy decisions To achieve the learning outcomes, students are required to: 1) Compreend Chapter 1 from Kotler eta (2012) 2) Analyze and prepare for presentaion/partcipation and submission Case f: "Samsung ~ Bulling a Global Brand’, p2-4 trom Mullins ‘and Walker J (2030) 3) Case 2: “IBM Switches Statogis’, 30-33 from Mullins and ‘Walker Jr (2010) 4) Panicpate in Lecture on Lesson 1 Week ‘etiviios 2 | Leseon 2: Developing Marketing Sratesies and Plane Learning Outcomes: [At the and of Lesson 2, learmars are expected to: To achieve the learring outcomes, students are required to: 'AS:Dilferemtiate betwoon market and industries (66:Evaluate Market and Industry Atractveness, ‘Ad:Explain macro tend analysis (:ntepret atractveness of market and industy (C8.Describes the challenges in macrosevel market and industry analysis ‘ASslusity the psychological importance of the purchase affects the ‘decision-making process ‘Ad:Syrinasize the marketing implications of psychological, personal and ‘social inuences 1) Comprehend Chapter 3 and 4 trom Mulins and Waller Je (2010) 2) Analyze and prepare for presentaion/paricipaton ard submission 3) Case 3: “The Celular Telephone Business: Increasing Competition inva Growing Market 70-71 from Mulins and Walor Je (2010) 4) Case 4: “Crise Ships Not Just for Grandma and Grandpa ‘Aaymore,p. 88-100 from Muli and Walker Jr 2010), 5) Participate in Lecture on Lesson 2 ‘Week ‘etivies ‘Lesson 8: Gathetng Itmaton ang Scancna the Enoomen ‘Conducting Marketing Research Learning Outcomes: [At the end of Lesson 3, learners are expected to ‘AAExpiain on how seling diferent kinds of goods and services to ‘organization requres diferent marketing programs ‘Adsidently Forecasters Tea Kt {C8:Descibes rate of citusion of innovators ‘Ad:Explain cautions and caveats in forecasting AAS:Diferentistes Cusiomer Relationship Management and Market Knowledge Systems ‘AS: Proposes: Marketing Research To achieve the learning outcomes, students are required t: 1) Comprenend Chapter 3 ane from Ker et al (2012: 2) Analyze and prepare for presentation/paticipaon and submission 3) Case 5: "DHL Exel Supply Chain: Bulling Long-Term Relationships with Organizational Buyers’, p 124-126. om Milne and Walker (2o10) 4) Case 6: ‘Alcan Communications Group: Bringing Modem Telecommunicaions to Tanzania’, p.148-180 from Muling. and Waker J (2010) 8) Paricipate in Lecture on Lesson 3 [Week Raiivies 4 | Lesson 4: Creating Customer Value, Satisfaction and Lovaly ) 2 3) 4 5 Learning Outcomes: [At the end of Lesson 4, lamers are expected to: + A&Eepain market segments ‘Ad:Expain th stops fs choosing attractive market segments ‘AB:Diferentates. between cfferent largelng stvalegies for ferent ‘opportunites (CE:nterpreton the ferentiation of brands ‘Aé:Compare physical and perceptual postioning ‘Aa‘Explan brand positioning process ‘AS:susty tho outcomes af effective postoning To achieve the learning outcomes, students ae required to: Comprehend Chapter 5 from = Kellar (2012 ’ ‘Analyze and prepare fr presentatoniparteipaton ard submission Case 7: “Blue Ribbon Sports Targets Distance Runners", p.178- 478. from Mulins and Walker J (2010) Case 8: “Fast Foods Tum Healthy’, p.200-201 fram Mulins and Walker Jr(20%0) Participate in Lecture on Lesson 4 Week Retivities Lesson 5: Analyzing Consumer Markets and Susiness Market Learning Outcomes: ‘At the end of Lesson §, lamers are expected to ‘Aa:Synthesize how business compete 'AS:Explain the difrence of compattve strategies (Gs-Retates when a strategy is appropiate AS:Propose how diferent business. strategies Influerce marketing Gecisions To achieve the earring outcomes, students are required to 4) Comprehend Chapter 6 and 7 from Kotler eta (2012) 2) Analyze and prepare for presentation/paricipation and submission 8) Case 8: “Business Stratogios and Marketing Programs st 3M" 224-226, from Mulins and Walker (2010) 4) Participate in Lecture on Lesson 5 Lesson 6: dentiving Market Seoments and Tarast Learning Outcomes: A the end of Lesson 6, lamers are expected to ‘+ CB:ntorpret product design decisions for competitive advantage + C8:Describes on managing product ines + 3: Explain new product development process decisions ‘+ -A&: Explain product decisions over the product fe cyte “To achieve the leaming outcomes, students ar require t: 41) Compreend Chapter 8 from Kole etal (2012) 2) Analyze and prepare or presenttionparticipation and submission: 3) Case 10: “Product Decisions in a Service Busines”, p.248-249, ‘eam Mulins ana Walker J (2010) 4) Participate in Lecture on Lesson 6 ‘Week ‘atiities Lesson 7: Creating Brand Equty and Crafting Brand Posing Learning Outcomes: [At the end of Lesson 7, learners are expected to: + C&:Descrbes the process for making pricing decisions ‘+ AS:Propose the methods managers use fo termine an apprpriate price level + Aa:Explain on price structure “To achieve the leaning outcomes, students are required to 41) Comprehend Chapter 9 and 10 fram Kote et al (2012) 2) Analyze and prepare fr presertaton/patcipation ard submission: 3) Case 11: "Ryanair Low Prices, igh Pofts ~ But Increasing Costs" 280-281, ftom Muling and Waker Jr (2010) 4) Participate in Lecture on Lesson 7 Lesson &: Competitive Dynamics Leaming Outcomes: [At the nd of Lesson 8 lamers are expected to 8: Describe Marketing Channels [Ad: Explain objectives fo be achieved in designing distribution channels ‘Ad: Explain on institutions tobe included in designing cstibuton channels ‘Aa: Identifies and choose channel desgn atematves| ‘AS: Diferenate betwoen channel design for global market ane services (C6: Describes channel management decisions To achieve te learning outcomes, students are required to 1) Comprehand Chapter 1 fom Kotler et al (2012) 2) Analyze and propare for presentation/patcipatin and submission: 3) Case 12: “Changing Global Retal Trends Send a “Get Wel” Greeting to Haimarkep.308-300, from Mulins ans Welker Jr (2010) 4) Paticpate in Lecture on Lesson 8 —— [Week Reis 9 | Lesson 9; Setting Product Strategy Learning Outcomes: [At the end of Lesson 9, learners are expected to: + Ad: Explain the promotion mix + AS: Propose an integrated marketing communications plan & Digital Marketing + C6: Describes the nity-arity of promotional decision making ‘+ Ad: Synthesize the approaches in mentoring the sales foce to evaluate and contol sales performance To achieve the leaning outcomes, students are required to: 41) Comprenend Chapter 12 fom Kote at l (2012) 2) Analyze and prepare for presentaion/paricipaton ard submission: 3) Case 13: "Integrated Marketing Communication Takes on Some [New Twists” 342-543. rom Muline and Welker J (2010) 4) Paricipate in Lecture on Lesson 9 10 | Lesson 10: Designing and Managing Services Learning Outcomes: ‘At the end of Lesson 10, leamers are expected to: 1+ C&:Desctbes new-economy strategy + Adsideniies the advantages and dlesdvantages ofthe new economy for marketers 'A8:Explain on developing a new-oconomy stratogy + AS:Proposes strategies fo serve neweconomy markets “To achieve the leaning outcomes, studens ae require to: 4) Comprehend Chapter 13 from Kotler otal (2012) 2) Analyze and prepare for presenttion’partcipation and submission 3) Case 14: "Are Virtual Goods the Webs “Next Big Thing'?'p.372 373, from Mullins and Waker Jr (2010) 4) Parcipate in Lecture on Lesson 10 ‘Week ‘etivites 11 | Lesson 11: Developing Pricing Strategies and Programs Learning Outcomes: [At the end of Lesson 11, leamers are expected to: ‘Aa: Explain how news new C8: Appraise market entry strategies ‘A3: Identiesstrateghe marketing programs for pionears G8: Describes growth-market strategies for market leaders [AS: Proposes share-growth strategies fr followers To achieve the learning outcomes, students ae required to 1) Comprehend Chapter 14 fom Kate (2012) 2) Analyze and prepare for prosentaion/paticipaton ard submission 53) Case 15: "Canon, Inc. ~ Suecess that is Hard to Capy’p 402-403, ‘om Mulins and Walker Jr (2010) 4) Paicpate in Lecture on Lesson 11 12 | Lesson 12:_Designing and Mansging Marketi Learning Outcomes: ‘At the end of Lesson 12, leamers ae expected to ‘+S: Identify strategic choices in mature markets + Ad: Expain marketing strategies for mature markets + 8: Describes strategies for docining markets To achieve the learning outcomes, stunts ae required to: 41) Comprehend Chapter 18 & 16 Kotler etal (2012) 2) Analyze and prepare for presentation/paricipaton and submission 8) Case 16: “Canon, inc. ~ Strategies for Mature and Declining Markets. 438-439. fom Mullins and Walker Jr (2010) 4) Panicpate in Lecture on Lesson 12 ‘Week ‘etivities 8 Lesson 13: Designing and Managing Marketing Communication Learning Outcomes ‘At the end of Lesson 13, leamers are expected to ‘+08: Describes onthe design of appropriate administrative relationships for ‘the implementation of aferent competive strategies ‘+ Ad: Explain on the design of appropriate organizational stuctues. and processes for implementing efferent strategies ‘+ AS: Propose marketing plans To achieve the leaning outcomes, students are required to: 1) Comprehend Chapter 17.18,18 from Kotler (2012) 2) Analyze and prepare for presentaionfpartcipation ard submission 3) Case 17: "Nokia Reorganzing to Accommodate Changing Markets and Technelogy'p 470-471. from Mulins and Walker Jt 2010) 4) Paricipatein Lecture on Lesson 13 “4 “Tapping into Global Market Messuring and Delving Mi Performance Learning Outcomes: [At the end of Lesson 14, leamers are expected to ‘Aa: Explain step by stp in designing marketing metics (C8: Describes the desig decisions for sates mantoring systems 'AS:Justly the design decisions for marketing metrics 'AS: Propose tals for periodic assessment of marketing perfarnance 'Ad: Explain on measuring and delvring market performance “To achieve the learning outcomes, students ae required to: 1), Comprehend Chapter 18 from Mulins and Waker J (2010) 2) Analyze and prepare fr presentation/pacipation and eubmisien: 3) Case 18: "Metres Pay for Waban 496.497. from Mulins and Walker Jr 2010) 4) Participate in Lecture on Lesson 14 Prescribed Text: Koller, KellorL,AngSH.Leong, SIM.and Tan,C.T (2012). Marketing Management : An ‘Asian Perspective. Sixth Eaton Singapore Pearson Education South Asia Pa id. Additional Readings: KotterP. and Keller, KL (2016) Marketing Management 15° edition: Pearson Education Lined ‘Engiang) Kim, W.C. and Mauborgne,F.(2005). Blue Ocean Strategy: How fo Create Uncontostod Morkat ‘Space and Make the Campetion relevant, US: Harvard Business Schl Publishing Ferrel, 0. C. and Hartline, M.D. (2011). Marketing Management Strategies, "Eton, Canads: ‘South Western Cengage Learning Holensen, 8. (2010). Marketing Management: A Relationship Approach, 2™ Edion, United ‘Kinga: Pearson Marshal, G.W. and Johnston, M. W. (2010). Marketing Management. Singapere : MeGraw-Hil "Education (Asia). Kotler, P. and Keller, K. L. (2012). Marketing Management. 14° Edition. Upper Saddle River: Pearson Prentice Hal Kotler, P.. Kellar, KL Ang, §. H, Leong, $. M. and Tan, ©. T. (2008). Markting Management: An Asian Perspective. 5" Edlvon. Singapore’ Pearson Education South Asi ‘Supplementary Readings on Articles Journals: ‘To supplement your presentation, case analysis and term paper, you may like to consult some important journals and erlmagazines in the area and related areas, The folowirg Is a Et of ust few of them Journal of Marketing “Journal of Marketing Research Harvard Business Review Sloan Management Review ‘Academy of Management Journal ‘Academy of Management Review ‘Journal of international Marketing ‘Journal of Consumer Academy of Management Executive & etc [ Sludenris Rave tofu 80% class attendance requirement fo the ieaure Sessions. Failure to observe tis rule wil esultin the student nol beng able to si for the final ‘hiss the rubrics which ae used to evaluate your projec. Please make sure you have these criteria in your report to avotd losing any marks. tego Pose ow Reroge [Heeage [G20 pcan Tor aida Pape ORT Soe aa 1. Company profie (bet iad ‘umber and proof empoyes). athe baciground of te eomaNy 1 The rarer and pate oF enpoveee 2 Profile of arating Dapareont (cto no. of mareting/ste aa their function ‘nd responses, smaretg/heatcout rt) S}Thebeckgaund of Mang Department of the company is wel 1 he tial mune af marktng or sates inca thir fncton ane ‘espnales eat (brely deserves the Marketing bonehmart pacts). 2) The Mating ane FTE 4 Marketing Management ses (what fo you see as, major Markatlng ‘Management sues faced by your somes?) 5) aerteaton at Wavtng Management protien ores ocd By thecomganyis wallets ) Development and. formuatan oP ‘Souesprobiem:s dear sttoe 1 Precicity snd appisoly oF VOUT ecommendatins wel aralyad 1} Gear ana coherent wie Up of RE foaclaion wel grated = =| SV feavast cance ond wees te 1 Repwords that Fe he content fl Frmuston of car care refarch guests andes industry Anais 3) Te sien of wfornation roe Ievindstry prfte B]Canprchenve and ups Information er the ndty poe

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