1212232466_1210705843_MKT 4730-1-081.doc 137KB Jan 09 2011 11:48:46 PM
ASSUMPTION UNIVERSITY
SCHOOL OF MANAGEMENT
DEPARTMENT OF MARKETING
COURSE SYLLABUS
SEMESTER 1/2008
SCHOOL OF MANAGEMENT VISION
To be one of the leading international business schools in the ASEAN region providing high quality business
education to enable graduates to make invaluable contributions to organizations and society.
SCHOOL OF MANAGEMENT MISSION
To shape our students into independent-minded graduates who are well-versed in business, able to
communicate effectively, tech savvy, innovative, and ethical to successfully face global challenges.
COURSE ORGANIZATION
Course Title:
MKT4730 Marketing Management
Semester:
1/2008 (Day Program)
Credits:
3 Credit Points
Pre-requisites:
Senior Standing
106 Credits or Department Chairperson’s approval
MKT2280 Principles of Marketing
MGT2900 Principles of Management
Course
A study and discussion of the scopes and fields of marketing management: the need of
Description:
marketing and product planning for promotion purposes, the need to plan for new
products, to replace existing products, and planning for new marketing techniques,
including pricing and pricing policies, the techniques of market surveying, its objectives
and limitations, the management of personal selling, coordination of advertising with all
other aspects of marketing, the development of policy toward changing the items
comprising the product lines, and the control of marketing operations.
Objectives:
To enable students to gain insights into environmental components and conditions
and their impacts on organizations’ marketing strategies.
To provide students with an in-depth understanding and appreciation on the important
elements of marketing strategies as well as their applications in different situations.
To help students develop analytical ability and skills required for identifying lucrative
opportunities and realizing the consequences of ignoring threats, for identifying and
analyzing strengths and weaknesses of organizations’ marketing strategies; for
rectifying and/or developing more effective strategies to leverage marketing
opportunities.
COURSE LECTURER
Lecturer: Dr.Vindhai C.
Office:
SG114
Email:
Lecturer:
Office:
Email:
A.Nitipan
CL1201
Website:
www.sm.au.edu/mkt
[email protected]
A.Tuangporn
CL17
tuangporn.pin@g
mail.com
A. Nitayanun K.
A. Voravit
A. Alisara
[email protected]
m
[email protected]
Alisara.charins
[email protected]
m
A. Samonphat
CL17
smonpatt@hotma
il.com
A. Suchira P.
CL17
[email protected]
u
A.Junjira
CL17
jdeenava@yaho
o.com
COURSE RESOURCES
Main Textbook:
Philip Kotler and Kevin Lane Keller, Marketing Management, 12 th Edition, Prentice Hall,
2006
References:
Course Website:
www.sm.au.edu/mkt
1
MARK ALLOCATIONS
Participation/ Attendance (4 points = 1%)
Case Study/ Workshop
Quizzes (2 x 5%)
Mid-Term Examination
Comprehensive Final Examination
Group Project (5 persons):
Project Papers
Research Design and Findings
Individual Presentation
TOTAL
5%
5%
10%
20%
35%
15%
5%
5%
Total 50%
Students missing mid-term
and/or final exam will
receive automatic
withdrawal without their
consent. "C" grade is
awarded to students with
50% of total 60% from these
requirements.
25%
100%
TENTATIVE CLASS SCHEDULE
PERIOD
CHAPTER AND TOPICS
Part I UNDERSTANDING MARKETING MANAGEMENT
1-2
Ch. 1 Defining Marketing for the Twenty-First Century
3-5
Ch. 2 Developing Marketing Strategies and Plans
Part II CAPTURING MARKETING INSIGHTS
6-8
Ch. 3 Gathering Information and Scanning Environment (self-study)
Ch. 4 Conducting Marketing Research and Forecasting Demand
QUIZ I
Saturday 28 June 2008 (17.00 – 18.00)
Part III CONNECTING WITH CUSTOMERS
9-10
Ch. 5 Creating Customer Value, Satisfaction, and Loyalty
11
Ch. 6 Analyzing Consumer Markets
12
Ch. 8 Identifying Market Segments and Targets
13-14
Ch. 10 Crafting the Brand Positioning
MIDTERM EXAMINATION
Day Program – Thu 24 July 2008 (15.00 – 17.00)
Evening Program – 28th July 208(18.00 – 20.00)
Part IV BUILDING STRONG BRANDS
15-16
Ch. 20 Introducing New Market Offerings
17-18
Ch. 9 Creating Brand Equity
19-20
Ch. 12 Setting Product Strategy
21-22
Project Discussion : Linking STP and Marketing Mix
QUIZ II
Saturday 30 August 2008 (17.00 – 18.00)
Part V SHAPING THE MARKET OFFERINGS
23-24
Ch. 14 Developing Pricing Strategies and Programs
Part VI DELIVERING VALUE
25-26
Ch. 15 Designing and Managing Value Networks and Marketing Channels
Part VII COMMUNICATING VALUE
27-28
Ch. 17 Designing and Managing Integrated Marketing Communications
29
Ch. 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and
30
Public Relations
Ch. 19 Managing Personal Communications: Direct Marketing and Personal Selling (selfstudy)
COMPREHENSIVE FINAL EXAMINATION
Day Program – Mon 29 September 2008 (13.00 – 16.00)
Evening Program – 29th September 2008 (18.00 – 21.00)
2
.
CHAPTER
1
Learning Objectives
-What is marketing?
-How has marketing
management changed?
- Company orientations toward
the marketplace
2
4
5
6
-How does marketing affect
customer value?
-How is strategic planning
carried out at different levels of
the organization?
-What does a marketing plan
include?
-What constitutes good
marketing research?
-How can companies more
accurately measure and
forecast demand?
-What are customer value,
satisfaction, and loyalty and
how can companies deliver
them?
-What is the lifetime value of
customers?
-How can companies both
attract and retain customers?
-How can companies cultivate
strong customer relationship?
What is database marketing?
-How do consumers make
purchasing decisions?
Skip Topics
1. Table 1.1 pg. 21
2. Table 1.2 pg. 22
3. exchange and transactions pg. 68 self study
4. what is marketed p. 8-10 self
study
5. key customer markets p. 11-12
self study
6. core concepts p. 24-30…list
briefly since they will be repeated
throughout the course and have
been explained in detail in MKT
2280 principles of marketing
1. Corporate and division strategic
planning - briefly explain.
SKIP: Organization and Organizational
Culture pg. 48
EXTRA HANDOUTS: BCG Growth-Share
Matrix
SKIP:
1. Table 4.3 pg. 109
2. Overcoming Barriers to the Use of
Marketing Research pg. 110
3. Measuring Marketing Productivity
pg. 110—119 **skip all topics
including the following**
a. Customer-performance
scorecard, stakeholderperformance scorecard
pg. 112
b. Measuring Marketing
Plan Performance pg.
113-116
c. Marketing-Mix Modeling
pg. 119
4. Market Buildup Method pg. 124125
SKIP:
1. Product and Service Quality pg.
138-139
2. Total Quality Management pg.
139-140
3. Data Warehouse and Datamining
pg. 155-157
4. The Downside of Database
Marketing and CRM pg. 157-159
SKIP:
1. What influences consumer
3
Recommended
Workshop & Notes
-Demand States
Notes:
- File about BCG will
be provided later.
- Market and sales
potential and its
application
-BPI and BDI
-CLV
-Expectancy-Value
Model
-How do marketer analyze
consumer decision making?
8
9
10
-What are different levels of
market segmentation?
-How can a company divide a
market into segments?
-How should a company
choose the most attractive
target markets?
-What are the requirements for
effective segmentation?
-What is a brand and how does
branding work?
-What is brand equity?
-How is brand equity built,
measured, and managed?
-What are the important
decisions in developing a
branding strategy?
-How can a firm choose and
communicate an effective
positioning in the market?
-What marketing strategies are
appropriate at each stage of the
PLC?
12
-What are the characteristics of
products and how can they be
classified?
-How can a company build and
mange its product mix and
product lines?
-How can companies combine
products to create strong cobrands or ingredient brands?
14
-How should a company set
prices initially for products?
How should a company adapt
prices to meet varying
circumstances and
opportunities?
behavior p. 164-172 self study :
begin teaching from personality
and self-concept p. 172
2. Motivation p. 174-175 : Freud,
Maslow, Herzberg: skip...teach
only the definition of motivation
3. Perception p. 175 -177..teach
only the definition of perception
4. Memory Processes: Encoding
and Retrieval pg. 179-181
- The buying decisions process pg. 181 –
189 – briefly explain
Level of consumer involvement, Decision
Heuristics and Biases; Mental Accounting;
Profiling the Customer Busying Decision
Process pg. 190-193
SKIP:
PRIZM pg. 233
VALS pg. 238
Mobil’s benefit segments pg. 240
The Conversion Model pg. 241242
5. Bases for Segmenting Business
Markets pg. 242-245
6. Additional Considerations pg.
248-252
- Segmenting consumer markets – briefly
explain
SKIP:
1. Designing holistic marketing
activities pg. 266 - 269
2. Leveraging Secondary
Association pg. 269-270
3. Brand Equity Models pg. 260-262
-Market segmentation
and targeting
1.
2.
3.
4.
SKIP
1. Product life-cycle marketing
strategies pg. 299 – 309
2. Market evolution pg. 309 - 313
SKIP:
1. Product-line Analysis pg. 354-355
2. Packaging, labeling, warranties,
and guarantees pg. 364 - 368
SELF STUDY:
1. Product classification pg. 345 - 348
2. product differentiation pg. 348-349
3. design: the integrative force p. 349350
4. services differentiation p. 350-352
SKIP
1. Consumer Psychology and
Pricing pg. 402-404
2. Estimating Demand Curve pg.
408
3. Auction Pricing pg.416
4
- Building Brand Equity
(p.263-268)- focus
more attention on
brand elements, brand
contact, brand
awareness and brand
image
-Competitive Frame of
Reference, Points of
Parity and Points of
Difference (p.289-291)
-Perceptual mapping
and positioning
statement
-Product-mix strategies
4. Geographical Pricing pg. 418-419
5. initiating and responding to price
changes p. 423-429
15
-What is marketing channel
system and value network?
-How should channels be
designed?
SELF-STUDY: Terms and Responsibilities
of Channel members pg. 445- 462
SKIP: Evaluating Major Alternatives p.
445-446
-Channel design
17
-What is the role of marketing
communication?
-How do marketing
communications work?
-What are the major steps in
developing effective
communications?
-What is the communications
mix and how should it be set?
What is an integrated marketing
communications program?
SKIP:
1. Macromodel of the
Communication Process pg. 499500
2. p. 510-511 Companies can take
several steps to stimulate
personal influence channels to
work on their behalf…skip the list
3. Characteristics of the marketing
communications mix p. 515-516
SELF STUDY:
4. Table 17.1
5. Objective and Task method p.
514,,,Cadbury Schweppes
example with list
-Planning for IMC
18
-What steps are involved in
developing an advertising
programs?
-How should sales promotion
decisions be made?
-What are the guidelines for
effective brand-building events
and experiences?
-How can companies exploit the
potential PR and publicity?
SKIP:
Advertising media
selection
-What are the main stages in
developing new products?
-What is the best way to set up
the new-product development
process?
-What factors affect the rate of
diffusion and consumer
adoption of newly launched
products?
SKIP
20
Table 18.2, 18.3 pg. 534-535
Events and experiences p. 549551
SELF STUDY
Public relations: p. 551-554
1. Organizational arrangements pg. 589 592
5
DEFENSE FOR CHANGE OF GRADE
Students can petition for and defend their grade change for any course only for a one-month period starting
from the date their grades for the particular subject have been released. With permission to review the
grade, the reviewed grade can either remain unchanged, or be higher or lower than the original grade,
subject to evaluation of reviewers, and is considered final once it is reviewed.
Students requesting a change of grade must fill out and submit a petition at the School of Management
Office (D Bldg 6th Floor, Huamark Campus and/or CL27, Suvarnabhumi Campus). The department will not
consider any change of grade requested submitted after the specified period.
COURSE POLICIES:
1. Students are required to have passed the aforementioned prerequisite courses to be eligible for enrollment.
2. Students are required to have 80% of class and lab attendance to be eligible for the final written and lab
examination. Absence of 20% is “INCLUSIVE for all reasons such as illness, accidents, and etc.
3. Students who come later than the first 15 minutes of class are considered as “LATE.” 2 latenesses are
counted as 1 absence.
4. Proper uniform is required in class, or attandance will not be checked.
5. There will be no make-up quiz or exam for those who fail to attend for any reasons.
6. Examination contents will be based on assigned reading materials and class assignments.
7. Students are responsible for downloading lab practice material to the diskette before each lab practice
session.
8. Each student must accompany the textbook to every class discussion and lab practice session.
9. Appointment is encouraged for those who need assistance. However, walk-in is acceptable
10. Students are expected to maintain a high level of responsibility with respect to academic honesty. Academic
dishonesty includes copying another students’ work or the submission of a student’s work which is not
entirely his/her own and can result in disciplinary actions following the University regulations.
INDIVIDUAL PARTICIPATION
Class participation will help your understanding of the topics discussed in class. Weekly assignments
include background reading. You should read the chapter assigned, with special attention to new
concepts and issues before attending the class.
Contributions to the class also include asking thoughtful questions, suggesting reasonable
alternatives, and being willing to try out new ideas.
The lecturer will not spend time on topics, which the students have already studied in another
course. It is therefore the students’ responsibility to familiarize them or to review the basics before
starting the course.
CLASSROOM BEHAVIOR ETIQUETTE
1. Lateness is strongly discouraged. It is unprofessional and disrespectful, and it disrupts class.
Students are expected to enter the classroom within the first 15 minutes.
2. Students should request the teacher for permission if they need to leave during class.
3. Mobile phones should be switched to silent mode when you enter the classroom. Text messaging or
playing games is not permitted.
4. Check your uniform before entering the classroom
CLASS ATTENDANCE
To be eligible to sit for the final examination, students are required to have a minimum of 80%
attendance.
Students are allowed to miss a maximum of six classes per semester for reasons related to
sickness, accidents, funerals, personal, and business trips. No other excuses will be accepted.
6
Students are expected to come to class on time. Coming to class later than 10 minutes after the
scheduled time will result in one absent.
Make-up classes and attendance in other sections will not be permitted without prior permission from
the lecturer.
Important: Attendance will be checked on the first class of the semester and in every single class
thereafter. The total number of absences will be counted starting from the first day of the class in the
semester. Students’ excuses for absences including adding the subject late, medical reports, being
away for work and travel programs, etc. will not be considered under any circumstances.
AUTOMATIC WITHDRAWAL WITHOUT STUDENT CONSENT
The Dean, Department Chairperson, and Lecturer of the concerned subject are empowered to withdraw
or withhold correction of the final examination papers of students lacking the required class attendance,
without the students consent.
THREE WARNINGS
To render the students adequate warning regarding their absences, the lecturer will inform the concerned
students about their absenteeism on the 3rd, 5th, and 6th absence. Nonetheless it is not the lecturers’ duty
to inform students of their absences and therefore students are obligated to check with their lecturer on
the number of their absences.
DRESS CODE REGULATIONS FOR CLASS AND FOR EXAMINATIONS
Students are required to wear proper attire in their classroom. Students wearing the following will not be
allowed to check their class attendance:
Trousers and skirts made of jeans, corduroy, or velvet material.
Shirts and blouses should be tucked inside the trouser or skirt and not left hanging outside
Slippers
Students are obligated to wear the university’s full uniform as stipulated in the University’s dress code
regulations. Failure to comply with the regulation will result in students not being allowed to appear for
the examination, and will therefore result in students obtaining a “0” score for that examination.
LATE WITHDRAWAL
August 29th, 2008, Last date to withdraw with “W” is the examination date. Students who would like to
drop the subject on the examination date should not enter the examination room and should request for
their late withdrawal permission from Department’s chairperson or Dr. Vindhai and submit the request to
the Office of the Registrar within three days after the date of the final examination.
EXAMINATIONS
Examinations will be a mix of both objective and subjective questions. The Final exam will be a
comprehensive exam and will include the content before the mid-term exam as well.
7
AU Dress Code, Laws on Smoking Cigarette, Restrictions on Foods and Beverages, and Time Conflict
examination, October 2008
AU DRESS CODE REQUIREMENTS
The University’s dress codes requiring students to tuck their shirts or blouses in their trousers or skirts; wear
trousers that do not resemble to jeans (for male students); wear only straight skirt or pleated skirt (for female
students); and not to wear slippers and trousers or skirts made from jeans, corduroy and velvet, must be
observed at all times (except in sport arenas) at both campuses during regular semesters.
The allowable colours of trousers and skirt students can wear during weekdays in the regular
semesters are black, brown, dark blue and “gray”, and on examination and quiz days as well as
univeristy’s formal functions, “black or blue colour”.
As such, any students violating the codes will be subjected to the following disciplinary actions.
actions
1.
Violating the codes in the classroom will result in:
Confiscation of students’ ID cards.
Deduction of “classroom conduct” marks, if any, by their lecturers.
Their dismissal from the class together with the deletion of their class attendance for that
particular class.
2.
Not observing the codes on “campus” including areas / walkways in front of classrooms and
“CL plaza” will subject the students to:
to:
Verbal warning from lecturers or the University officers, and/or
Confiscation of their students’ ID cards.
cards.
3..
Prohibition from enrollment in the following semester, for the students with 3-violation records.
4.
Debarment from examinations/quizzes for students failing to observe the codes on
examination/quiz days.
Please note that all AU students are obligated to carry the University’s student ID cards at all
times while they are on the University’s premise, and upon being requested, present them to
the University Officers. A fine of up to 200 baht will be charged against any students who fail
to present their ID cards to the officers irrespective of reasons.
Remark: Students whose ID cards are confiscated will be required to contact Students Affairs Office (14 th
floor, CL Building; or 3rd floor, Students Organization Building for the ID card being confiscated at Bang Na
campus or Hua Mak campus respectively), within 5 working days after their ID cards are confiscated to
retrieve their ID cards, pay a fine of up to 200 baht, and be informed about other punitive actions, if any.
Students who do not retrieve their ID cards within the stated period will be required to apply and pay 200
baht fee for their new students ID card. (The process of applying for the new ID cards requires students to
obtain a letter from Office of Students Affairs to verify the termination of their ID cards, and subsequently
contact the Bank officers for their new ID cards. Normally, the confiscated ID cards can be retrieved within
the following working day.) For future reference, it is advisable for the students to ask for names of lecturers
or officers who confiscated their ID cards.
Law on smoking cigarette
Smoking is only allowed in the designated areas. Breaching the law will subject students to a fine of
8
2,000 baht.
Restrictions on Foods and Drinks in the classroom buildings
Foods and Drinks are not allowed to be brought into classroom buildings. Should the students violate the
regulation, their students’ ID card will be confiscated. AU Dress Code, Laws on Smoking Cigarette,
Restrictions on Foods and Beverages, and Time Conflict examination, October 2008
"Time Conflict Examination Application Procedure"
Period to apply for time conflict examination.
AT1. As stipulated in the registration regulations, only graduating students will be allowed to appear for
the time conflict examinations without obtaining Dean's approval, given that their petition is turned
in to the Office of Registrar within specified period (refer to AT3), as such, it is the non-graduating
students' prime responsibility to ascertain during the pre-registration and adding periods that the
subjects enrolled or added do not have examination time conflict.
AT2. Should the non-graduating students wish to enroll the subjects with conflicting examination time,
advices and approval for the time conflict examination must be obtained from the Dean prior to
their registration of the subjects. The Dean concerned may exercise his/her discretion in declining
the non-graduating students' request for time conflict examination. The decision of the Dean
pertaining to the request is final.
AT3. All petitions for the time conflict examination for both graduating and non-graduating students
who have the Dean's approval must be submitted to Office of Registrar within the first three
weeks (15 working days) of the semester/summer session.
session.
AT4. The students need to keep the "receipt" issued by the Office of Registrar, and present it to the
Office in case that their names are not included in the "time conflict examination list".
Checking the time conflict examination schedule and venue
SV1. The students are also required to contact Office of the Registrar five working days before the first
day of the examination period for the time conflict examination schedule as well as the "time
conflict examination room".
room". Usually the date of the examination would remain unchanged, except
for the examination time i.e. one subject would take place before the other - "back-to-back
examinations".
Venue for the examination
The students must appear for the examinations, only in the assigned "Time Conflict Examination
Room". Should the students sit for the examination of any conflicting subject in regular
examination rooms, they will not be allowed to appear for another examination or apply for
"late examination", and will hence obtain automatic withdrawal for the subject.
Office of Vice President for Academic Affairs
Before the commencement of your first lesson in the semester, kindly inform students in your
classes of the necessity of observing the Au dress codes as well as the aforementioned
punishments for the students defying the codes; and laws and regulations regarding smoking
cigarette, bringing foods and beverages into classroom buildings, and time conflict examination.
9
SCHOOL OF MANAGEMENT
DEPARTMENT OF MARKETING
COURSE SYLLABUS
SEMESTER 1/2008
SCHOOL OF MANAGEMENT VISION
To be one of the leading international business schools in the ASEAN region providing high quality business
education to enable graduates to make invaluable contributions to organizations and society.
SCHOOL OF MANAGEMENT MISSION
To shape our students into independent-minded graduates who are well-versed in business, able to
communicate effectively, tech savvy, innovative, and ethical to successfully face global challenges.
COURSE ORGANIZATION
Course Title:
MKT4730 Marketing Management
Semester:
1/2008 (Day Program)
Credits:
3 Credit Points
Pre-requisites:
Senior Standing
106 Credits or Department Chairperson’s approval
MKT2280 Principles of Marketing
MGT2900 Principles of Management
Course
A study and discussion of the scopes and fields of marketing management: the need of
Description:
marketing and product planning for promotion purposes, the need to plan for new
products, to replace existing products, and planning for new marketing techniques,
including pricing and pricing policies, the techniques of market surveying, its objectives
and limitations, the management of personal selling, coordination of advertising with all
other aspects of marketing, the development of policy toward changing the items
comprising the product lines, and the control of marketing operations.
Objectives:
To enable students to gain insights into environmental components and conditions
and their impacts on organizations’ marketing strategies.
To provide students with an in-depth understanding and appreciation on the important
elements of marketing strategies as well as their applications in different situations.
To help students develop analytical ability and skills required for identifying lucrative
opportunities and realizing the consequences of ignoring threats, for identifying and
analyzing strengths and weaknesses of organizations’ marketing strategies; for
rectifying and/or developing more effective strategies to leverage marketing
opportunities.
COURSE LECTURER
Lecturer: Dr.Vindhai C.
Office:
SG114
Email:
Lecturer:
Office:
Email:
A.Nitipan
CL1201
Website:
www.sm.au.edu/mkt
[email protected]
A.Tuangporn
CL17
tuangporn.pin@g
mail.com
A. Nitayanun K.
A. Voravit
A. Alisara
[email protected]
m
[email protected]
Alisara.charins
[email protected]
m
A. Samonphat
CL17
smonpatt@hotma
il.com
A. Suchira P.
CL17
[email protected]
u
A.Junjira
CL17
jdeenava@yaho
o.com
COURSE RESOURCES
Main Textbook:
Philip Kotler and Kevin Lane Keller, Marketing Management, 12 th Edition, Prentice Hall,
2006
References:
Course Website:
www.sm.au.edu/mkt
1
MARK ALLOCATIONS
Participation/ Attendance (4 points = 1%)
Case Study/ Workshop
Quizzes (2 x 5%)
Mid-Term Examination
Comprehensive Final Examination
Group Project (5 persons):
Project Papers
Research Design and Findings
Individual Presentation
TOTAL
5%
5%
10%
20%
35%
15%
5%
5%
Total 50%
Students missing mid-term
and/or final exam will
receive automatic
withdrawal without their
consent. "C" grade is
awarded to students with
50% of total 60% from these
requirements.
25%
100%
TENTATIVE CLASS SCHEDULE
PERIOD
CHAPTER AND TOPICS
Part I UNDERSTANDING MARKETING MANAGEMENT
1-2
Ch. 1 Defining Marketing for the Twenty-First Century
3-5
Ch. 2 Developing Marketing Strategies and Plans
Part II CAPTURING MARKETING INSIGHTS
6-8
Ch. 3 Gathering Information and Scanning Environment (self-study)
Ch. 4 Conducting Marketing Research and Forecasting Demand
QUIZ I
Saturday 28 June 2008 (17.00 – 18.00)
Part III CONNECTING WITH CUSTOMERS
9-10
Ch. 5 Creating Customer Value, Satisfaction, and Loyalty
11
Ch. 6 Analyzing Consumer Markets
12
Ch. 8 Identifying Market Segments and Targets
13-14
Ch. 10 Crafting the Brand Positioning
MIDTERM EXAMINATION
Day Program – Thu 24 July 2008 (15.00 – 17.00)
Evening Program – 28th July 208(18.00 – 20.00)
Part IV BUILDING STRONG BRANDS
15-16
Ch. 20 Introducing New Market Offerings
17-18
Ch. 9 Creating Brand Equity
19-20
Ch. 12 Setting Product Strategy
21-22
Project Discussion : Linking STP and Marketing Mix
QUIZ II
Saturday 30 August 2008 (17.00 – 18.00)
Part V SHAPING THE MARKET OFFERINGS
23-24
Ch. 14 Developing Pricing Strategies and Programs
Part VI DELIVERING VALUE
25-26
Ch. 15 Designing and Managing Value Networks and Marketing Channels
Part VII COMMUNICATING VALUE
27-28
Ch. 17 Designing and Managing Integrated Marketing Communications
29
Ch. 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and
30
Public Relations
Ch. 19 Managing Personal Communications: Direct Marketing and Personal Selling (selfstudy)
COMPREHENSIVE FINAL EXAMINATION
Day Program – Mon 29 September 2008 (13.00 – 16.00)
Evening Program – 29th September 2008 (18.00 – 21.00)
2
.
CHAPTER
1
Learning Objectives
-What is marketing?
-How has marketing
management changed?
- Company orientations toward
the marketplace
2
4
5
6
-How does marketing affect
customer value?
-How is strategic planning
carried out at different levels of
the organization?
-What does a marketing plan
include?
-What constitutes good
marketing research?
-How can companies more
accurately measure and
forecast demand?
-What are customer value,
satisfaction, and loyalty and
how can companies deliver
them?
-What is the lifetime value of
customers?
-How can companies both
attract and retain customers?
-How can companies cultivate
strong customer relationship?
What is database marketing?
-How do consumers make
purchasing decisions?
Skip Topics
1. Table 1.1 pg. 21
2. Table 1.2 pg. 22
3. exchange and transactions pg. 68 self study
4. what is marketed p. 8-10 self
study
5. key customer markets p. 11-12
self study
6. core concepts p. 24-30…list
briefly since they will be repeated
throughout the course and have
been explained in detail in MKT
2280 principles of marketing
1. Corporate and division strategic
planning - briefly explain.
SKIP: Organization and Organizational
Culture pg. 48
EXTRA HANDOUTS: BCG Growth-Share
Matrix
SKIP:
1. Table 4.3 pg. 109
2. Overcoming Barriers to the Use of
Marketing Research pg. 110
3. Measuring Marketing Productivity
pg. 110—119 **skip all topics
including the following**
a. Customer-performance
scorecard, stakeholderperformance scorecard
pg. 112
b. Measuring Marketing
Plan Performance pg.
113-116
c. Marketing-Mix Modeling
pg. 119
4. Market Buildup Method pg. 124125
SKIP:
1. Product and Service Quality pg.
138-139
2. Total Quality Management pg.
139-140
3. Data Warehouse and Datamining
pg. 155-157
4. The Downside of Database
Marketing and CRM pg. 157-159
SKIP:
1. What influences consumer
3
Recommended
Workshop & Notes
-Demand States
Notes:
- File about BCG will
be provided later.
- Market and sales
potential and its
application
-BPI and BDI
-CLV
-Expectancy-Value
Model
-How do marketer analyze
consumer decision making?
8
9
10
-What are different levels of
market segmentation?
-How can a company divide a
market into segments?
-How should a company
choose the most attractive
target markets?
-What are the requirements for
effective segmentation?
-What is a brand and how does
branding work?
-What is brand equity?
-How is brand equity built,
measured, and managed?
-What are the important
decisions in developing a
branding strategy?
-How can a firm choose and
communicate an effective
positioning in the market?
-What marketing strategies are
appropriate at each stage of the
PLC?
12
-What are the characteristics of
products and how can they be
classified?
-How can a company build and
mange its product mix and
product lines?
-How can companies combine
products to create strong cobrands or ingredient brands?
14
-How should a company set
prices initially for products?
How should a company adapt
prices to meet varying
circumstances and
opportunities?
behavior p. 164-172 self study :
begin teaching from personality
and self-concept p. 172
2. Motivation p. 174-175 : Freud,
Maslow, Herzberg: skip...teach
only the definition of motivation
3. Perception p. 175 -177..teach
only the definition of perception
4. Memory Processes: Encoding
and Retrieval pg. 179-181
- The buying decisions process pg. 181 –
189 – briefly explain
Level of consumer involvement, Decision
Heuristics and Biases; Mental Accounting;
Profiling the Customer Busying Decision
Process pg. 190-193
SKIP:
PRIZM pg. 233
VALS pg. 238
Mobil’s benefit segments pg. 240
The Conversion Model pg. 241242
5. Bases for Segmenting Business
Markets pg. 242-245
6. Additional Considerations pg.
248-252
- Segmenting consumer markets – briefly
explain
SKIP:
1. Designing holistic marketing
activities pg. 266 - 269
2. Leveraging Secondary
Association pg. 269-270
3. Brand Equity Models pg. 260-262
-Market segmentation
and targeting
1.
2.
3.
4.
SKIP
1. Product life-cycle marketing
strategies pg. 299 – 309
2. Market evolution pg. 309 - 313
SKIP:
1. Product-line Analysis pg. 354-355
2. Packaging, labeling, warranties,
and guarantees pg. 364 - 368
SELF STUDY:
1. Product classification pg. 345 - 348
2. product differentiation pg. 348-349
3. design: the integrative force p. 349350
4. services differentiation p. 350-352
SKIP
1. Consumer Psychology and
Pricing pg. 402-404
2. Estimating Demand Curve pg.
408
3. Auction Pricing pg.416
4
- Building Brand Equity
(p.263-268)- focus
more attention on
brand elements, brand
contact, brand
awareness and brand
image
-Competitive Frame of
Reference, Points of
Parity and Points of
Difference (p.289-291)
-Perceptual mapping
and positioning
statement
-Product-mix strategies
4. Geographical Pricing pg. 418-419
5. initiating and responding to price
changes p. 423-429
15
-What is marketing channel
system and value network?
-How should channels be
designed?
SELF-STUDY: Terms and Responsibilities
of Channel members pg. 445- 462
SKIP: Evaluating Major Alternatives p.
445-446
-Channel design
17
-What is the role of marketing
communication?
-How do marketing
communications work?
-What are the major steps in
developing effective
communications?
-What is the communications
mix and how should it be set?
What is an integrated marketing
communications program?
SKIP:
1. Macromodel of the
Communication Process pg. 499500
2. p. 510-511 Companies can take
several steps to stimulate
personal influence channels to
work on their behalf…skip the list
3. Characteristics of the marketing
communications mix p. 515-516
SELF STUDY:
4. Table 17.1
5. Objective and Task method p.
514,,,Cadbury Schweppes
example with list
-Planning for IMC
18
-What steps are involved in
developing an advertising
programs?
-How should sales promotion
decisions be made?
-What are the guidelines for
effective brand-building events
and experiences?
-How can companies exploit the
potential PR and publicity?
SKIP:
Advertising media
selection
-What are the main stages in
developing new products?
-What is the best way to set up
the new-product development
process?
-What factors affect the rate of
diffusion and consumer
adoption of newly launched
products?
SKIP
20
Table 18.2, 18.3 pg. 534-535
Events and experiences p. 549551
SELF STUDY
Public relations: p. 551-554
1. Organizational arrangements pg. 589 592
5
DEFENSE FOR CHANGE OF GRADE
Students can petition for and defend their grade change for any course only for a one-month period starting
from the date their grades for the particular subject have been released. With permission to review the
grade, the reviewed grade can either remain unchanged, or be higher or lower than the original grade,
subject to evaluation of reviewers, and is considered final once it is reviewed.
Students requesting a change of grade must fill out and submit a petition at the School of Management
Office (D Bldg 6th Floor, Huamark Campus and/or CL27, Suvarnabhumi Campus). The department will not
consider any change of grade requested submitted after the specified period.
COURSE POLICIES:
1. Students are required to have passed the aforementioned prerequisite courses to be eligible for enrollment.
2. Students are required to have 80% of class and lab attendance to be eligible for the final written and lab
examination. Absence of 20% is “INCLUSIVE for all reasons such as illness, accidents, and etc.
3. Students who come later than the first 15 minutes of class are considered as “LATE.” 2 latenesses are
counted as 1 absence.
4. Proper uniform is required in class, or attandance will not be checked.
5. There will be no make-up quiz or exam for those who fail to attend for any reasons.
6. Examination contents will be based on assigned reading materials and class assignments.
7. Students are responsible for downloading lab practice material to the diskette before each lab practice
session.
8. Each student must accompany the textbook to every class discussion and lab practice session.
9. Appointment is encouraged for those who need assistance. However, walk-in is acceptable
10. Students are expected to maintain a high level of responsibility with respect to academic honesty. Academic
dishonesty includes copying another students’ work or the submission of a student’s work which is not
entirely his/her own and can result in disciplinary actions following the University regulations.
INDIVIDUAL PARTICIPATION
Class participation will help your understanding of the topics discussed in class. Weekly assignments
include background reading. You should read the chapter assigned, with special attention to new
concepts and issues before attending the class.
Contributions to the class also include asking thoughtful questions, suggesting reasonable
alternatives, and being willing to try out new ideas.
The lecturer will not spend time on topics, which the students have already studied in another
course. It is therefore the students’ responsibility to familiarize them or to review the basics before
starting the course.
CLASSROOM BEHAVIOR ETIQUETTE
1. Lateness is strongly discouraged. It is unprofessional and disrespectful, and it disrupts class.
Students are expected to enter the classroom within the first 15 minutes.
2. Students should request the teacher for permission if they need to leave during class.
3. Mobile phones should be switched to silent mode when you enter the classroom. Text messaging or
playing games is not permitted.
4. Check your uniform before entering the classroom
CLASS ATTENDANCE
To be eligible to sit for the final examination, students are required to have a minimum of 80%
attendance.
Students are allowed to miss a maximum of six classes per semester for reasons related to
sickness, accidents, funerals, personal, and business trips. No other excuses will be accepted.
6
Students are expected to come to class on time. Coming to class later than 10 minutes after the
scheduled time will result in one absent.
Make-up classes and attendance in other sections will not be permitted without prior permission from
the lecturer.
Important: Attendance will be checked on the first class of the semester and in every single class
thereafter. The total number of absences will be counted starting from the first day of the class in the
semester. Students’ excuses for absences including adding the subject late, medical reports, being
away for work and travel programs, etc. will not be considered under any circumstances.
AUTOMATIC WITHDRAWAL WITHOUT STUDENT CONSENT
The Dean, Department Chairperson, and Lecturer of the concerned subject are empowered to withdraw
or withhold correction of the final examination papers of students lacking the required class attendance,
without the students consent.
THREE WARNINGS
To render the students adequate warning regarding their absences, the lecturer will inform the concerned
students about their absenteeism on the 3rd, 5th, and 6th absence. Nonetheless it is not the lecturers’ duty
to inform students of their absences and therefore students are obligated to check with their lecturer on
the number of their absences.
DRESS CODE REGULATIONS FOR CLASS AND FOR EXAMINATIONS
Students are required to wear proper attire in their classroom. Students wearing the following will not be
allowed to check their class attendance:
Trousers and skirts made of jeans, corduroy, or velvet material.
Shirts and blouses should be tucked inside the trouser or skirt and not left hanging outside
Slippers
Students are obligated to wear the university’s full uniform as stipulated in the University’s dress code
regulations. Failure to comply with the regulation will result in students not being allowed to appear for
the examination, and will therefore result in students obtaining a “0” score for that examination.
LATE WITHDRAWAL
August 29th, 2008, Last date to withdraw with “W” is the examination date. Students who would like to
drop the subject on the examination date should not enter the examination room and should request for
their late withdrawal permission from Department’s chairperson or Dr. Vindhai and submit the request to
the Office of the Registrar within three days after the date of the final examination.
EXAMINATIONS
Examinations will be a mix of both objective and subjective questions. The Final exam will be a
comprehensive exam and will include the content before the mid-term exam as well.
7
AU Dress Code, Laws on Smoking Cigarette, Restrictions on Foods and Beverages, and Time Conflict
examination, October 2008
AU DRESS CODE REQUIREMENTS
The University’s dress codes requiring students to tuck their shirts or blouses in their trousers or skirts; wear
trousers that do not resemble to jeans (for male students); wear only straight skirt or pleated skirt (for female
students); and not to wear slippers and trousers or skirts made from jeans, corduroy and velvet, must be
observed at all times (except in sport arenas) at both campuses during regular semesters.
The allowable colours of trousers and skirt students can wear during weekdays in the regular
semesters are black, brown, dark blue and “gray”, and on examination and quiz days as well as
univeristy’s formal functions, “black or blue colour”.
As such, any students violating the codes will be subjected to the following disciplinary actions.
actions
1.
Violating the codes in the classroom will result in:
Confiscation of students’ ID cards.
Deduction of “classroom conduct” marks, if any, by their lecturers.
Their dismissal from the class together with the deletion of their class attendance for that
particular class.
2.
Not observing the codes on “campus” including areas / walkways in front of classrooms and
“CL plaza” will subject the students to:
to:
Verbal warning from lecturers or the University officers, and/or
Confiscation of their students’ ID cards.
cards.
3..
Prohibition from enrollment in the following semester, for the students with 3-violation records.
4.
Debarment from examinations/quizzes for students failing to observe the codes on
examination/quiz days.
Please note that all AU students are obligated to carry the University’s student ID cards at all
times while they are on the University’s premise, and upon being requested, present them to
the University Officers. A fine of up to 200 baht will be charged against any students who fail
to present their ID cards to the officers irrespective of reasons.
Remark: Students whose ID cards are confiscated will be required to contact Students Affairs Office (14 th
floor, CL Building; or 3rd floor, Students Organization Building for the ID card being confiscated at Bang Na
campus or Hua Mak campus respectively), within 5 working days after their ID cards are confiscated to
retrieve their ID cards, pay a fine of up to 200 baht, and be informed about other punitive actions, if any.
Students who do not retrieve their ID cards within the stated period will be required to apply and pay 200
baht fee for their new students ID card. (The process of applying for the new ID cards requires students to
obtain a letter from Office of Students Affairs to verify the termination of their ID cards, and subsequently
contact the Bank officers for their new ID cards. Normally, the confiscated ID cards can be retrieved within
the following working day.) For future reference, it is advisable for the students to ask for names of lecturers
or officers who confiscated their ID cards.
Law on smoking cigarette
Smoking is only allowed in the designated areas. Breaching the law will subject students to a fine of
8
2,000 baht.
Restrictions on Foods and Drinks in the classroom buildings
Foods and Drinks are not allowed to be brought into classroom buildings. Should the students violate the
regulation, their students’ ID card will be confiscated. AU Dress Code, Laws on Smoking Cigarette,
Restrictions on Foods and Beverages, and Time Conflict examination, October 2008
"Time Conflict Examination Application Procedure"
Period to apply for time conflict examination.
AT1. As stipulated in the registration regulations, only graduating students will be allowed to appear for
the time conflict examinations without obtaining Dean's approval, given that their petition is turned
in to the Office of Registrar within specified period (refer to AT3), as such, it is the non-graduating
students' prime responsibility to ascertain during the pre-registration and adding periods that the
subjects enrolled or added do not have examination time conflict.
AT2. Should the non-graduating students wish to enroll the subjects with conflicting examination time,
advices and approval for the time conflict examination must be obtained from the Dean prior to
their registration of the subjects. The Dean concerned may exercise his/her discretion in declining
the non-graduating students' request for time conflict examination. The decision of the Dean
pertaining to the request is final.
AT3. All petitions for the time conflict examination for both graduating and non-graduating students
who have the Dean's approval must be submitted to Office of Registrar within the first three
weeks (15 working days) of the semester/summer session.
session.
AT4. The students need to keep the "receipt" issued by the Office of Registrar, and present it to the
Office in case that their names are not included in the "time conflict examination list".
Checking the time conflict examination schedule and venue
SV1. The students are also required to contact Office of the Registrar five working days before the first
day of the examination period for the time conflict examination schedule as well as the "time
conflict examination room".
room". Usually the date of the examination would remain unchanged, except
for the examination time i.e. one subject would take place before the other - "back-to-back
examinations".
Venue for the examination
The students must appear for the examinations, only in the assigned "Time Conflict Examination
Room". Should the students sit for the examination of any conflicting subject in regular
examination rooms, they will not be allowed to appear for another examination or apply for
"late examination", and will hence obtain automatic withdrawal for the subject.
Office of Vice President for Academic Affairs
Before the commencement of your first lesson in the semester, kindly inform students in your
classes of the necessity of observing the Au dress codes as well as the aforementioned
punishments for the students defying the codes; and laws and regulations regarding smoking
cigarette, bringing foods and beverages into classroom buildings, and time conflict examination.
9