NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5009_P1
MARKETING MANAGEMENT
INSTRUCTOR:
PROFESSOR LEONG SIEW MENG
Thursday, 6pm – 9pm
Conference Room C, BIZ 2, 4th level
SESSION:
SEMESTER I, 2009/10
COURSE OBJECTIVES
Marketing management is the process of planning and executing the conception, pricing,
promotion, and distribution of goods, services, and ideas to create exchanges with target
groups that satisfy customer and organizational objectives. It involves analyzing the
environment to identify opportunities, and developing marketing strategies and programs
to exploit such opportunities.
This course aims to impart marketing concepts, tools, and techniques that may be applied
to solve various problems in marketing management. It also provides an Asian perspective
to the marketing management process.
REQUIRED TEXTS
Kotler, Philip, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan
(2009), Marketing Management: An Asian Perspective, 5th edition, Singapore: Prentice
Hall. (KALT)
ASSESSMENT METHODS
Class Participation:
Case Analysis (Oral & Written Presentation):
Project (Oral & Written Presentation):
Midterm Quiz:
Final Quiz:
TOTAL:
10%
15%
25%
25%
25%
100%
Class participation will be assessed by active and informed contribution to lectures, in-class
exercises, as well as case and project presentations.
The class will be divided in five groups for the case and project requirements of the course.
Individual assessment will be based on class participation and the two quizzes.
Each group should submit a typed, double-spaced, 15-page maximum case report
(including all figures, tables, and references). The report should be submitted on the day of
the case presentation prior to the oral presentation.
The project will focus on writing and solving your own marketing case in three different
industries, one for each section: deodorant (FM1), shampoo (FM2), and hotels (P1). Based
on secondary and/or primary marketing sources and research, identify, analyze, and
BMA5009_P1 Marketing Management, Semester I, 2009/2010
Prof Leong Siew Meng
1
address a real-life marketing problem faced by a company operating in Asia in the three
respective industries. Please submit a typed, one-page proposal for evaluation and record
keeping by Week 5. The project report should be typed, double-spaced, with a 50-page
maximum, including all figures, tables, and references. The report must be submitted prior
to the oral presentation in Week 14.
The two quizzes will each be an hour long and involve a closed-book assessment using
multiple-choice questions.
COURSE OUTLINE
Week
1, Aug 13
2, Aug 20
3, Aug 27
4, Sep 3
5, Sep 10
6, Sep 17
Topic/Assignment
Course Introduction & Administration
Marketing Excellence
The Asian Marketing Environment
Library Briefing
Marketing Research
Exercise
The Asian Consumer
Case Discussion: South Delaware
Coors
Segmentation, Targeting, &
Positioning
Case: Hong Kong Jockey Club
Project Proposal Submission
Reading/Case
Midterm Quiz
KALT Ch 1 to 8 & 10
Sep 19
7, Oct 1
8, Oct 8
9, Oct 15
10, Oct 22
11, Oct 29
12, Nov 5
KALT Ch 1, 2, & 5
KALT Ch 3
KALT Ch 4
KALT Ch 6 & 7
KALT Ch 8 & 10
RECESS BREAK
Managing Brands in Asia
KALT Ch 9
Global Branding
Case: Pokemon
Product & Service Strategy
Case: Cipla
Pricing Strategy
Exercise
Distribution Strategy
Promotion Strategy
Case: PSI India
Marketing in Asia
Case: Lenovo
KALT Ch 12, 13, & 20
13, Nov 12
Project Submission & Presentation
14, Nov 19
Final Quiz
KALT Ch 12, 13, & 20
KALT Ch 14
KALT Ch 15 & 16
KALT Ch 17 to 19
KALT Ch 11, 21, & 22
BMA5009_P1 Marketing Management, Semester I, 2009/2010
Prof Leong Siew Meng
2