NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5009_P1
MARKETING MANAGEMENT
INSTRUCTOR:
DR DOREEN KUM
Office: BIZ 1, 8-18
Tel: TBC
Email: TBC
CLASS SCHEDULE: Tuesday, 6pm – 9pm
Mochtar Riady Building, BIZ 1, 3-1
SESSION:
SEMESTER II, 2012/13
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
Main Text:
Kotler, Philip, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan
(2009), Marketing Management: An Asian Perspective, 5th edition, Prentice Hall:
Singapore (KALT)
ASSESSMENT METHODS
Class Participation:
Case Analysis (Presentation)*:
Project (Presentation & Report)*:
Midterm Quiz:
Final Quiz:
TOTAL:
(*: subject to peer evaluation)
20%
20%
20%
20%
20%
100%
The class will be divided in 8-10 groups (depending on class size) for the case and project
requirements of the course. Individual assessment will be based on class participation and
the two quizzes. There will be peer evaluation relating to the group assignments. Members
of each group will evaluate the contribution of other members of their group except
themselves.
BMA5009_P1 Marketing Management, Semester II, 2012/2013
Dr Doreen Kum
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Class Participation
Class participation will be assessed by active and informed contribution to lectures, in-class
exercises, as well as case and project presentations.
Case Analysis
Each group will be responsible for analyzing the case assigned and presenting the analysis
to the class. Presenting groups are also responsible for answering queries from the rest of
the class. A copy of the powerpoint slides should be submitted on the day of the case
presentation prior to the presentation.
Project
The project will focus on writing and solving your own marketing case in the Sports, Beauty,
or Healthcare industry. Based on secondary and/or primary marketing sources and
research, identify, analyze, and address a real-life marketing problem faced by a company
operating in Asia in one of the three industries. You should detail the current marketing
strategy of the company of your choice, and make recommendations on how the company
can tackle the problem faced.
Please submit a hard copy of a typed, one-page proposal (e.g., name of company, problem
identified) for evaluation and record keeping by Week 5.
The final project report should be typed in font size 12, double-spaced, with a 20-page
maximum and submitted to Turnitin before 6PM on 9 April (Week 12). A hard copy of
the powerpoint slides should be submitted in class on that same day.
Quizzes
The two quizzes will each be 1.5 hours long and involve a closed-book assessment using a
mixture of multiple-choice and short essay questions.
BMA5009_P1 Marketing Management, Semester II, 2012/2013
Dr Doreen Kum
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COURSE SCHEDULE
Week
Date
1
Jan 15
2
Jan 22
3
Jan 29
4
Feb 5
5
Feb 12
6
Feb 19
Topic/Assignment
Course Introduction & Administration
Library Briefing
Understanding Marketing, Process, and Plans
Guest Speaker: Marketing Research and the
Marketing Environment
Case Discussion: Trap-ease America
Segmentation, Targeting, & Positioning
Case 1: Air Asia
Consumer Behavior
Case 2: Sony in China
Managing Brands in Asia
Case 3: Metabical Positioning and
Communications Strategy
Project Proposal Submission
Reading/Case
Midterm Quiz
Topics from Week 1-5
Feb 26
KALT Ch 1, 2
KALT Ch 3, 4
KALT Ch 8 & 10
KALT Ch 6
KALT Ch 9
RECESS BREAK
Product and Service Strategy
Case 4: Mountain Man Brewing Company
7
Mar 5
8
Mar 12
9
Mar 19
10
Mar 26
11
Apr 2
12
Apr 9
13
Apr 16
Project Presentation II
14
Apr 23
Final Quiz
Case 5: Dove – Evolution of a Brand
Case 6: Lee Kum Kee
New Product Strategy
Case 7: Clean Edge Razor
Pricing Strategy
Distribution Strategy
Case 8: Metabical Pricing
Promotion Strategy
Case 9: Haier in India
Case 10: Cialis
Project Submission for All Groups
Project Presentation I
BMA5009_P1 Marketing Management, Semester II, 2012/2013
Dr Doreen Kum
KALT Ch 12 & 13
KALT Ch 20
Harvard Case
KALT Ch 14
KALT Ch 15
KALT Ch 17 to 18
Ch 19 (Reading)
Topics from Week 7-11
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