Master of Business Administration (MBA) Marketing Management and Technology Course Code MTKM 5053

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1 UNIVERSITI TEKNIKAL MALAYSIA MELAKA FACULTY OF TECHNOLOGY MANAGEMENT AND ENTREPRENEURSHIP MASTER OF BUSINESS ADMINISTRATION City Campus Block C, Jln. Hang Tuah, Melaka Tel : Faks : Program Master of Business Administration (MBA) Course Marketing Management and Technology Course Code MTKM 5053 Status Core Course Level Master Credit Hours 3 credits (42 hours of learning per trimester) Prerequisite None Evaluation Coursework: - Individual Assignment 20% - Group Assignment 20% - Group presentation 10% - Class participation 10% Exam: - Mid-term 20% - Final 20% Total 60% 40% 100% Lecturer Name : Dr. Mulyaningrum mulyaningrum2001@yahoo.com Telephone : Class Monday, pm, BK 4 Trimester Taught November 2011/2012 Course Objectives This course aim to: Develop critical thinking skills of marketing and technology Hone the ability to synthesize technology toward marketing Grow in the ability to recognize key marketing issues in corporate with technology Think strategically and tactically about marketing with technology Applying promotion strategy effectively with the knowledge of product technology, price and place Course Synopsis This course will address the systematically analyses and applies relevant marketing management theory to business problems that required by industrial and technological setting, besides helping managers in making good decisions. It also focuses in marketing management, instilling, motivation and developing marketing management skills of technopreneur. Topic includes: strategic planning, creating compelling value proposition and enduring brands, Dr. Mulyaningrum FPTT UTeM Page 1

2 segmentation, market analysis, buying behavior, branding, and customer relationship management. Discussion topics include global marketing and the effect of new technologies on the marketing environment and on the discipline of marketing itself. By the end of this course, students need to write major sections of marketing management, which are created by working in virtual teams. In doing so, students will develop the skill needed to create and critique marketing management. Text Marketing Management an Asian Perspective, Five Editions, Philip Kotler. Swee Hoon Ang, Siew Meng Leong and Chin Tiong Tan Additional Reading 1. Howkins, D.H & Mothersbough, D.L (2010). Consumer Behaviour, Building Marketing Strategy. McGraw Hill (11 th Edition) 2. Mohr, J., Sengupta, S. and Slater, S. (2010). Marketing for High Technlogy Product and Innovations (3 rd Editions). New York, Pearson. 3. Malholtra, N.K. (2008). Basic Marketing Research. (3 rd Edition). New York, Prentice Hall. 4. Curtis, T. (2008). Marketing for Engineers, Scientists and Technologies. John Wiley & Sons. 5. Journals of Marketing and Technology 6. Journals of Operation Management 7. Journals of Managerial Economic 8. Journals of Marketing Research 9. Journals of Strategic Marketing Dr. Mulyaningrum FPTT UTeM Page 2

3 WEEKLY LEARNING PLAN WEEK TOPICS MODE OF TEACHING 1 Understanding Marketing Management and Technology Defining Marketing 1) Explanation of Syllabi 2) Q&A session: between 3) Individual Weekly paper: Chapter 1 4) Power point presentation 2 Understanding Marketing Management and Technology Adapting marketing Build customer satisfaction, value and retention 2) Individual Weekly paper: Chapter 2 3 Analyzing Marketing Opportunities Winning market through market strategic planning Gathering information and measuring market demand 2) Individual Weekly paper: Chapter 3 4 Analyzing Marketing Opportunities Scanning the market environment Analyzing consumer market and buyer behaviour 2) Individual Weekly paper: Chapter 4 Dr. Mulyaningrum FPTT UTeM Page 3

4 5 Analyzing Marketing Opportunities Dealing with the competitor Identifying market segment and selecting target market 2) Individual Weekly paper: Chapter 5 6 Developing Market Strategies Positioning and differentiating the market offering through the product life cycle Developing new market offering Designing global market offering 2) Individual Weekly paper : Chapter 6 7 Shaping the Market Offering Setting the product and branding strategy Designing and managing service Developing price strategies and programs 2) Individual Weekly paper : Chapter 7 & 8 8 Mid-term Examination Examination Hall 9 Managing and Delivering Marketing programs Designing and Managing Value Networks and Marketing Channels The Role of Marketing Channels Channel Design Decisions 10 Managing Retailing, Wholesaling and Logistic Retailing Private Market Wholesaling Market Logistic Dr. Mulyaningrum FPTT UTeM Page 4

5 11 Designing and Managing Integrated Marketing Communications The Role of Marketing Communications Developing Effective Communications Deciding on the Marketing Communications Mix Managing the Integrated Marketing Communication Process 12 Managing Mass Communications: Advertising, Sales Promotions, Event and Public Relations Developing and Managing an Advertising Programms Deciding on Media and Measuring Effectiveness Events and Experiences 13 Tapping into Global Market Competing on a Global Basis Deciding Whether to go Abroad Deciding Which Market to Enter Deciding How to Enter the Market ) Q&A session: between 14 Group Presentation 15 Final Exam Open Ended 16 Final Result Submission Written Document Dr. Mulyaningrum FPTT UTeM Page 5

6 FORMAT & GARDING POLICY This course offers discussions, brief lectures, cases study analysis, and experiential exercise. The lecturer and students will provide an overview of key point and issues on each topic. Cases and exercise are used to illustrate related issued. Students are responsible for obtaining details, generating questions, and determining the direction of the discussion. Students need to complete the assigned reading from the textbook (noted above) prior to class. Students also need extra reading materials on regular basis such as magazine or newspaper (e.g. WSJ, Business Week, Times, Newsweek, Forbes, Future). The evaluation of student performance is based on the following criteria: 1. Team Marketing Management and Technology class seminar: Students will be divided into teams. Each team is responsible to lead one class during the trimester, as in the weekly learning plan above. Team will need to prepare materials to cover (e.g. WSJ, Business Week, Times, Newsweek, Forbes, Future) related to the topic area. The remaining time will be spent to lead an exercise, activity, case, and debate, ect. To demonstrate and help people learn and practice the key points from the team presentation. 2. Individual Assignment: Students will be given a case study during the trimester to be completed and hand to the lecturer every week. Case should cover scenarios provided lecturer. 3. Team Projects A team of 3 or 4 students is required to complete the projects. The course instructor and team members (peer evaluation) will evaluate the performance of the project. Team project will involve considerable outside of the class meeting, small research or data collection, library and on-line work, and supplementary readings. Written report, typically in pages range, double spaced, including everything, should handed to the instructor for evaluation. Oral presentation is maximum 20 minutes to the class. The written report must be submitted to the instructor immediately upon completion of the presentation. The team members and course instructor will agree the topics, which is generally any topics in the Marketing Management and Technology. Ideally, the projects should attempt to research and solve a related problem in Marketing Management and Technology. Project includes (but is not limited to) topics such as the following: Dr. Mulyaningrum FPTT UTeM Page 6

7 Outlines Syllabus: 1. Understanding Marketing Management and Technology a. Defining marketing b. Adapting marketing c. Building customer satisfaction, value and retention 2. Analyzing Marketing Opportunities a. Winning market through market strategic plan b. Gathering information and measuring market demand c. Scanning the market environment d. Analyzing consumer market and buyer behavior e. Analyzing business markets business buying behavior f. Dealing with competition g. Identifying market segments and selecting target markets 3. Developing Market Strategies a. Positioning and differentiating the market offering through the product life cycle b. Developing new market offerings c. Designing global marketing offerings 4. Shaping the Market Offering a. Setting the product and branding strategy b. Designing and managing services c. Developing price strategies and programs 5. Managing and Delivering Marketing Programs a. Designing and managing value networks and marketing channels b. Managing retailing, wholesaling, and market logistic c. Managing integrated marketing communications d. Managing advertising, sales promotion, public relations, and direct marketing e. Managing the sales force f. Managing total market efforts Dr. Mulyaningrum FPTT UTeM Page 7

8 Each project must include three components: 1. Integrate the existing literature using academic, professional and managerial material 2. Create a new model, framework, or conceptualization 3. Demonstrate how managers in the organization can use the model or framework in practice The latest research should be consulted and included along with traditional views. Student will need to venture beyond the text and incorporate outside sources (e.g. books, journals, magazines, and internet). While demonstrating the implications or applications for managing the student can present data from surveys, interviews, case analysis, newspaper or magazines, internet, etc. Team will need to prepare weekly progress report on team meetings and activities during preparation of the project. The report should note what you have accomplished during the week, any problems or issues that across, any new directions or resolutions of issues, and other elements of relevance to either the team projects or the team Marketing Management and Technology of the class assignment. Reports are due at the beginning of every class. Evaluation of the progress report will be part of the overall Team Project Written report marks. Dr. Mulyaningrum FPTT UTeM Page 8