The Lee Kong Chian School of Business Academic Year 2016/17 Term 2

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1 The Lee Kong Chian School of Business Academic Year 206/7 Term 2 MKTG 0 MARKETING Instructor Name : Michelle Lee Title : Associate Professor of Marketing (Education) Tel : michlee@smu.edu.sg Office : LKCSB #060 COURSE DESCRIPTION The course introduces Marketing as both a professional and an academic discipline. As a profession, marketers identify consumer needs, determine which target markets to serve, and develop an optimal product, pricing, promotion, and distribution strategy that best satisfies consumer needs, relative to competition. Marketers serve a vital role in the long-term success of all organizations, profit-oriented as well as not-forprofit, small as well as large. Academically, marketing is a multi-disciplinary field involving the concepts, theories and methods used to understand exchanges and long term relationships between buyers and sellers. Through a combination of lectures, discussions, videos, individual and group assignments and case analyses, the course is designed to cover the basic concepts and principles of this challenging field. It is a required basic course for marketing majors, but it complements the theories and skills taught in many of the other majors at SMU. LEARNING OBJECTIVES By the end of this course, students will be able to: Apply marketing decision-making skills. This is the primary objective of the course. They should leave the course with the ability to analyze the marketing and business environment in which an organization is operating, to determine the major opportunities and problems facing the organization, to develop a creative set of alternative marketing strategies, to select the most appropriate one for the organization, and to convert the chosen strategic alternative into an actionable plan. Explain and apply some major marketing concepts, such as market segmentation, positioning, customer satisfaction, value creation, etc. Discuss institutional marketing knowledge, practice, and terminology. They should be able to converse intelligently with managers and understand the marketing situation in a variety of organizational environments. Much of this will be achieved by the analyses of case studies. Create a marketing plan that can be put into practice. Identify ethical issues that underlie many marketing decisions. PRE-REQUISITE/ CO-REQUISITE/ MUTUALLY EXCLUSIVE COURSE(S) Please refer to the Course Catalogue on OASIS for the most updated list of pre-requisites / co-requisites for this particular course. Do note that if this course has a co-requisite, it means that the course has to be taken together with another course. Dropping one course during BOSS bidding would result in both courses being dropped at the same time.

2 ASSESSMENT METHODS Quiz 2% Quiz 2 % Final Group Project 2% Mini Group Project % Research Requirement 3% Class Participation 0% Final exam 20% Total weight on individual assessment 60% Total weight on group assessment 40% ACADEMIC INTEGRITY All acts of academic dishonesty (including, but not limited to, plagiarism, cheating, fabrication, facilitation of acts of academic dishonesty by others, unauthorized possession of exam questions, or tampering with the academic work of other students) are serious offences. All work (whether oral or written) submitted for purposes of assessment must be the student s own work. Penalties for violation of the policy range from zero marks for the component assessment to expulsion, depending on the nature of the offence. When in doubt, students should consult the course instructor. Details on the SMU Code of Academic Integrity may be accessed at ACCESSIBILITY SMU strives to make learning experiences accessible for all. If you anticipate or experience physical or academic barriers due to disability, please let me know immediately. You are also welcome to contact the university's disability services team if you have questions or concerns about academic provisions: included@smu.edu.sg. Please be aware that the accessible tables in our seminar room should remain available for students who require them. INSTRUCTIONAL METHODS AND EXPECTATIONS A combination of lectures, class discussions, videos, business cases, and hands-on projects will be used to facilitate learning. Students are expected to come to every class prepared to contribute to discussions. The following is a description of the assessment components: Individual Assessments There will be two closed-book quizzes, covering material from both the textbook and lectures. These 30- minute quizzes will consist of multiple choice and short answer questions. Quizzes will take place at the start of class, so please be sure to be on time for classes. Note that make-up quizzes will not be permitted for students who miss a quiz. The final exam will be a two-hour exam consisting of a combination of multiple choice, short answer and essay/case questions, based on all material covered in the course. 2

3 Group Assessments You should form groups of by the end of the third class, at which time you will be asked to submit a list of names of your group members. Note that students are encouraged to provide peer evaluation at the end of the term and any free-riding in group work will significantly affect your grade. Final group project The objective of this project is to give students the opportunity to apply concepts learned in this course to a real-world marketing problem. Your term project should be a professional-looking write-up, detailing the marketing strategy for a new product or service that you deem viable in today's market; or an ailing product or service, whose performance in the market you think can be improved with the help of a new marketing program. The report should include: - an introduction and a discussion of the problems (if any); - an assessment of the existing situation, including an analysis of: the strengths and weaknesses of the company, the competitive environment, and the consumers; - details of the recommended marketing strategy, including a discussion of the 4Ps as well as the target market and positioning of the product. The formatting requirements for the report are as follows: - page limit (excluding appendices) - typewritten minimum 0 point size font - double-spacing - use of appropriate headings and sub-headings You are required to do a presentation in Week 4 and reports are due on the same day as the presentation. Mini group project A list of topics will be announced at the start of the term. Each topic will be assigned to two or three groups and a brief will be provided two weeks prior to the deadline. (Please see schedule on the last page for deadlines.) A presentation as well as an 8-page, double-spaced, report that meets the requirements of the brief are required. The mini project differs from the final group project in that it has a narrower focus, typically requiring the analysis of a specific issue relating to segmentation, product, price, promotion or place. Research Requirement The purpose of the research requirement is to give you a better understanding of the marketing research process by being a participant in that process. Each marketing research study you participate in gives you % of your final grade. The maximum you can earn on this component is 3%. To participate in a research study, log on to the Subject Pool System website at You will be able to view a list of studies available and the times when they will be conducted. Each study takes no more than an hour to complete. Select a study that interests you and a time that suits you. Please note that after you have signed up for a study, it is important to show up on time for the appointment. If you miss an appointment, you will not be permitted to sign up a second time for the same study. If you anticipate not being able to make an appointment, you should return to the website to cancel your appointment and sign up for an alternative one. If you prefer not to participate in a study for whatever reason, you have the alternative of earning credit for this component by summarizing a research article. To do this, locate one of the following journals in the library: The Journal of Consumer Research, The Journal of Marketing, or The Journal of Marketing Research. Find an article that interests you and write a summary of the article. Your summary should include a discussion of the hypotheses of the research, the methodology used, key findings, and implications of those findings for marketers. The summary should not exceed two pages and will be graded on a pass/fail basis. % will be awarded for each summary, up to a maximum of 3%. Class Participation Your class participation grade will be based on how actively you contribute to discussions in class. Please note that the quality of your contributions count. Spouting nonsense will add nothing to your grade may even adversely affect your grade. 3

4 CONSULTATIONS AND TEACHING ASSISTANTS I will be happy to respond to queries by (michlee@smu.edu.sg). If you would like to meet with me, please make an appointment by . The teaching assistants for this course will be announced at a later time. CLASS TIMINGS This class meets twice a week in.-hour sessions. RECOMMENDED TEXT AND READINGS Kotler & Armstrong, Principles of Marketing (6th Global Edition), Prentice Hall. 4

5 TENTATIVE SCHEDULE Week Topic Activities/Assignments Textbook Chapters Introduction Key Marketing Concepts 20 Marketing Management Philosophies Case video: Levi s 2 Strategic Planning Submission of group 2 membership, choice of mini project topic The Marketing Environment 3 3 Segmentation, Targeting, and 7 Positioning Positioning 7 4 Consumer Behaviour Consumer Behaviour Mini project Consumer Behaviour Business Buying Behaviour 6 Marketing Research Quiz 4 6 Marketing Research 4 7 Marketing Research Branding 4 8 Branding Product Strategies 8 Mini project 2 8 Term Break 9 New Product Development 9 Pricing 0, 0 Pricing Integrated Marketing Communications Marketing Communications: Advertising Marketing Communications: Sales Promotion, Public Relations, Personal Selling Marketing Communications: Sales Promotion, Public Relations, Personal Selling Mini project 3 4 Quiz 2 2 Direct and Online Marketing Mini project 4 Distribution Channels Retailing 3 Study break / Consultations 4 Final Group Project presentations Presentation and report Final exam Updated Oct 4, 206,6,