INTERNATIONAL UNIVERSITY OF JAPAN Graduate School of International Management

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1 Course INTERNATIONAL UNIVERSITY OF JAPAN Graduate School of International Management Academic Year: 2016/2017 Term: Fall 2016 Course code MKG1010 Course title Marketing Management Name of Instructor Nora Sharkasi Credits: 2 Instructor s contact Office # Office Hours E mail: Information 324 By appointment Sharkasi@iuj.ac.jp Class Schedule Day / Time Tuesdays: sessions 1 and 2 at 10:30 12:00 and 13:00 14:30, respectively. Purpose and Role Most people define marketing as advertising or creating promotional offers to reach the market, it is true that these activities are part of marketing, but the role of Marketing entails a number of other activities crucial to stimulating sales, such as: understanding customers demands and segmentation, analyzing the market and competition, contributing to the design of products and services, forecasting and pricing, branding and positioning, introducing new offerings and most importantly creating, capturing and communicating value. Marketing, therefore, falls in the heart of any operating business and is integral to establishing a company s strategic direction. The main purpose of the marketing management course is to prepare students for careers in marketing. It will also help students, aiming at a career other than marketing, to understand synergies between marketing and other business units. General careers in Marketing Management span across but not limited to: 1. Marketing Planning, 2. Marketing Intelligence System (Market, Competitor & Customer), 3. Marketing Research, 4. Market Segmentation, Targeting & Positioning, 5. Brand Management, 6. Integrated Marketing Communications (Advertising, PR & Sponsorship), 7. Marketing Channels Management, 8. Pricing (Strategy, Methodology & Financial Implications) and 9. New Product development. This course will also help students lay the foundation for careers in specific marketing concentrations, such as: 1.Customer Relationship Management, 2. Internet/Digital Marketing (Social Media, E marketing). Marketing Management, MKT1010, serves as a capstone course to MBA students. This course focuses on the marketing management aspects; such as: Analyzing Consumer and Business Markets (B2C and B2B), Market Segmentation and Targeting, Understanding Value Capturing and Creation, Writing Value Proposition and expansion to global markets and growth strategies. Students who pass this course will also demonstrate knowledge of marketing strategies pertaining product, customer and competition. Other aspects of Marketing Strategies, Marketing Communication, and Marketing 1

2 Research, Customer Relationship Management and Social Media Marketing will be studied in depth in other marketing elective courses. Learning Objectives Course Description Upon completion of this course, students will be able to: (1) Demonstrate understanding of marketing knowledge. Specifically, an in depth understanding of the discipline from value creation, communication, and capturing, to value delivery. (AACSB L5 4) (2) Demonstrate an ability to evaluate and make choices among alternatives. Specially, learning how to plan, develop, and implement a marketing strategy. ( AACSB L4 4) (3) Demonstrate an ability to gather and interpret consumer behavior (L6 2) (4) Demonstrate an ability to interpret marketing concepts and data (L4 3) (5) An understanding of Marketing as a business process and its relationship of business management In this course, we will carry out discussions, practically examine real world marketing problems from an assigned case study or a practical scenario, messaging the value of a product or service to a specific segment through a certain channel, and deliver group presentations. Students will also debate their opinions in class and critique the solutions provided by their peers in a constructive manner. The course is scheduled over a 10 week period starting Oct 3 rd and ending Dec 6 th with a final exam scheduled in week 11 and a midterm in week 5. Every week, students will have to complete a 10 minute quiz (except for Week 5 and 8). 50% of the course is delivered by the instructor through lectures; the remaining time is dedicated for case discussions, practical sessions, group presentations, and a a midterm exam. Teaching Methodology This course features the following: 1. Attendance and Participation: Students will be graded on contributions to create a positive learning environment for this course. This includes enhancing the atmosphere and quality of classroom discussions. In a typical class session, one or more students will be asked to begin the discussion by addressing specific questions about the required preparations. After the leadoff contribution, the discussion will be opened to the rest of the class. Some of the criteria for judging effective class participation include: Insightfulness (in analysis, observation, or questions) Constructiveness in the context of the class discussion flow The frequency of sharing opinions and insights 2. Case method: case discussions bring students in the position of the decision maker. For the instructor to help students effectively, she needs to know what the students understand about the case before the discussion. For this purpose, and to ensure that all students read the case and analyze it before class, students are required to form study groups and submit half to one page memo briefing on the case study. The deadline would be noon 12:00 p.m., Monday a day before class. (Font: Times New Roman, 12pt, single space). Students are also required to rewrite their report after the class discussion and submit the second report by 2

3 midnight Wednesday. The grades of both reports will be averaged. 3. Group Presentations: Class members will form study groups to deliver a presentation in one chapter of the book assigned to each group randomly. The presentation exercise aims at encouraging students to give a mock lecture on a topic not covered in class. The chapters assigned for this exercise are available in course outline. 4. In class Quizzes: these are designed so that the instructor will monitor students understanding of new and important concepts. The results of the multiple choice or T/F in class quiz will be examined instantly to ensure a sufficient level of students understanding before moving on to the next concept. The collective average score of the quiz determines whether or not students have to take any extra quizzes for assurance purposes. 5. Midterm and Final Exam: Some of the questions are from in class quizzes, case study questions and others covering material delivered in lectures or selected chapters presented by students group presentations. (60% multiple choice and T/F, 30% case questions, 10% multiple choice and T/F from other sources). One bonus question to stimulate healthy competition. 50% of the sessions entail students discussions of case studies and debates, learning by doing in the practical sessions and group presentations. Prerequisite Students are required to attend all lectures, actively participate in class discussions and read the book chapters and any other assigned readings and case studies before class. Assessment Methods in Alignment with Intended Learning Objectives (1) (2) (3) (4) (5) Class Participation 20% 50% 50% 35% 20% Midterm Exam 15% 10% 15% Final Exam 15% 10% 15% Peer Review 5% 5% In class Quizzes 25% 10% 25% Assignments: Case Memos 20% 50% 50% 35% 20% Weight on Final Grade 30% 15% 5% 20% 30% Textbook(s) Required Textbook: Marketing Management Global Edition, Edition: 15, Authors: Philip Kotler and Kevin Lane Keller, Publisher: Pearson, Year: 2015, ISBN 10: ; ISBN 13: , Type: Paper Back Dr. Philip Kotler, is a distinguished professor of international marketing at Northwestern University s Kellogg School of Management, is widely regarded as the Father of Modern Marketing. He was trained as an economist at the University of Chicago, learning from legendary Milton Friedman. He later did his PhD at MIT under the guidance of Nobel Prize winning economist Paul Samuelson. One of kotler s biggest contributions to the field of marketing was popularizing the idea of the Marketing Mix, also known as the Four Ps of Marketing, an idea first proposed by an academic Jerome McCarthy in Required Case Studies: Tivo Segmentation Analysis by Moran Cerf. Source: Kellogg School of Management, Publication Date: Jan 25, 2016, Product #: KEL932 PDF ENG. (Subjects Covered: Analytics; Customer & client analysis; Innovation; Market analysis; Market research; 3

4 Market segmentation) Tivo by Alice Tybout and Julie Hennessy. Source: Kellogg School of Management. Publication Date: Jan 1, Product #: KEL132 PDF ENG. Geographic: United States, (Subjects covered: Brands; Competitive environment; Consumer behavior; Consumer marketing; Innovation; Market analysis; Market research; Marketing strategy; Product introduction; Product management) Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value by Chekitan S. Dev & Laure Mougeot Stroock. Source: HBS Brief Cases, Publication Date: Jun 15, 2007, Product #: 2087 PDF ENG (Subjects Covered: Brand management; Brands; Customer retention; Quantitative analysis) Maersk Line: B2B Social Media It s Communication, Not Marketing by Zsolt Katona and Miklos Sarvary. Source: UC Berkeley Haas School of Business, Publication Date: Feb 11, 2014, Product #: B5779 PDF ENG. (Subjects Covered: Business to business; Internet marketing; Marketing; Multinational corporations; Social media Marketing) Metabical: Positioning and Communications Strategy for a New Weight Loss Drug by John A. Quelch and Heather Beckham. Source: HBS Brief Cases, Publication Date: Jul 22, Product #: 4240 PDF ENG. (Subjects Covered: Consumer behavior; Marketing communications; Product introduction; Product positioning) LG Chemical: Capacity Expansion And Product Mix in China by Bowon Kim, Sanghyung Ahn & Chulsoon Park. Source: University of Hong Kong, Publication Date: Jan 22, 2008, Product #: HKU709 PDF ENG Reed Supermarkets: A New Wave of Competitors by John A. Quelch & Carole Carlson. Source: HBS Brief Cases, Publication Date: Jun 17, 2011, Product #: 4296 PDF ENG. (Subjects Covered: Brands; Business growth; Competitive strategy; Consumer behavior; Consumer marketing; Market positioning; Market segmentation; Marketing strategy; Product positioning) Recommended books McDonald, M. & Dunbar, I (2004). Market Segmentation. Oxford, ISBN Geoffrey A. Moore (2014). Crossing the Chasm. HarperCollins Publishers, Broadway, NY ISBN Recommended Readings : Segmentation and Targeting by Sunil Gupta (2014). HBS Product #: 8219 HTM ENG Performance Provided, Market Demand, And the Product Life by Clayton M. Christensen. (1997). Product #: 1558BC PDF ENG The Elements of Value by Eric Almquist; John Senior & Nicholas Bloch (2016). Harvard Business Review, Product #: R1609C PDF ENG Business to Business Marketing by Frank V. Cespedes & Das Narayandas (2014). HBS Product #: 8145 HTM ENG The Implementation of Customer Profitability Analysis: A case Study, Industrial Marketing Management by Raaij, E.M., Vernooij, M.J.A. & Triest, S.V. (2003)., Vol. 32, pp ( Customer Profitability and Lifetime Value by Elie Oftek. Source: HBS. Publication Date: Aug 7, Product #: PDF ENG. (Subjects covered: Customer relationship management; Customer retention; Direct marketing; Market analysis; Marketing planning; Marketing strategy; New product marketing; Personalization; Total customer value; Value chains) (Week 2 Oct 11) Ch. 3: Preparing for Segmentation avoiding the big mistakes by McDonald and Dunbar (McDonald, M. & Dunbar, I (2004). Market Segmentation. Oxford, ISBN ) we will use 4 mini case studies in Ch.3 to understand different segmentation archetypes. (Week 3 Oct 18) Positioning: The essence of Marketing Strategy by Marian Moore and Richard Helstein. Publication Date: Mar 16, Product #: UV1425 PDF ENG. 4

5 Class Outline Week Session Theme/Activity Readings Syllabus and debating the difference between 1 Course Orientation & debate sales and marketing Oct 4 Ch.1: Defining Marketing for the New Realities Week 1 2 Understanding Marketing Ch.9: Identifying Market Segments and Targets Oct 4 Management 3 Oct 11 Segmentations: Starting with the Customer Needs Ch.10 Craft Brand Positioning Week 2 4 Oct 11 Practical Session: Basic marketing analysis of realistic data, generate segmentation data and understand the science and art of the process Optional Reading: Segmentation and Targeting by Sunil Gupta Case: Tivo Segmentation Analysis by Moran Cerf. (Identifying potential seg. variables, selecting variables, learning pivot tables & If nested statements with AND & OR in excel and R square measures) 5 Oct 18 Practical Session: Writing a positioning statement, perceptual map creation, and using the maps Ch.3: Collecting Information and Forecasting Demand Week 3 6 Oct 18 Market Research, Forecasting Demand and Targeting Required Reading: Positioning: The essence of Marketing Strategy by Moore and Helstein. Case: Tivo by Alice Tybout and Julie Hennessy (Using analogies to forecast demand, targeting over time, and positioning & positioning statement) 7 Make up Class Wrapping up: Segmentation, Targeting and Positioning Week 4 8 Oct 25 9 Oct 25 Loyalty Programs and Branding Customer Profitability Ch.5: Creating Long term loyalty relationships Customer Lifetime Value and Activity based Costing Week 5 10 Nov 1 11 Nov 1 Evaluation Practical Session: Midterm Exam Writing a Value Proposition Statement for your customers/ clients Week 6 12 Nov 8 13 Nov 8 Forecasting Demand CLV Analytics Case Study Ch.3: Collecting Information and Forecasting Demand Case: Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value by Chekitan S. Dev & Laure Mougeot Week 7 14 Nov 15 Connecting with Customers in B2B Models Ch.7: Analyzing Business Markets Readings: Business to Business Marketing by Frank V. Cespedes; Das Narayandas 15 Nov 15 Marketing Communication and the Social Media: Case: B2B Social Media It s Communication, Not Marketing by Zsolt Katona and Miklos Sarvary 5

6 Week 8 Nov 22 Conference / Sessions make up classes in Week 3, 10 Week 9 16 Nov 29 Branding, Expansion and Marketing Mix Ch.8: Taping on Global Markets 17 Nov 29 International Marketing Case: LG Chemical: Capacity Expansion And Product Mix in China by Bowon Kim, Sanghyung Ahn & Chulsoon Park 18 Dec 6 Competition and Growth Ch. 12. Addressing Competition and Driving Growth Week Dec 6 20 Competition in Retail Industry Case Reed Supermarkets: A New Wave of Competitors by John A. Quelch & Carole Carlson Dec th Mock Final Exam Wrapping up: Managing a Holistic Marketing Organization period Final exam tentatively scheduled Dec 13th. Other All sessions will be video recorded; students can have access upon request. Students who are challenged with language are highly encouraged to ask for access. Students who miss a class due to an emergency are also encouraged to ask for access. Please refrain from using cell/mobile phones or checking the internet on your PC in class. Also, please be on time for class, weekly attendance is compulsory and taken in the first 5 minutes of each session. As per case study discussion, please read the assigned readings and case study before class. If you come unprepared to class, you affect the entire class discussion. This will also affect your overall grade through peer assessment and in class questions. In fairness to students who put in an honest effort, students who break IUJ rules and regulations regarding academic honestly will be processed accordingly. Please refer to the Students Handbook for PLAGIARISM, CHEATING, AND MISBEHAVIOR. 6