NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5009 MARKETING MANAGEMENT
INSTRUCTOR: DR DOREEN KUM
Room 08-18
Tel: 6516 7730
Email: bizdk@nus.edu.sg
CLASS SCHEDULE: 1) Monday, 6pm – 9pm, or
2) Thursday, 9am – 12pm, or
SESSION:
3) Thursday 1pm – 4pm
Mochtar Riady Building, BIZ 1, TBC
SEMESTER I, 2013/14
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, and Kevin Lane Keller (2012), A Framework for Marketing Management, 5th edition, Pearson: Essex
ASSESSMENT METHODS
Class Participation:
Mid-term Test:
Case Analysis (Presentation)*:
Project (Presentation)*:
TOTAL:
(*: subject to peer evaluation)
20%
30%
20%
30%
100%
The class will be divided into 6 groups for the case and project requirements of the course.
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.
Individual assessment will be based on class participation and the mid-term test.
BMA5009_FM1 Marketing Management, Semester II, 2012/2013
Dr Doreen Kum
1

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.
The presentation should not exceed 30 minutes, with 15 minutes for Q&A.
Project
The project will focus on writing and solving your own marketing proposal. Based on secondary and/or primary marketing sources and research, identify, analyze, and address a real-life marketing problem faced by a brand operating in Asia. You may use a brand from a company that you work in as a topic, or approach a company to assist you with interviews or information to understand a challenge that they currently face. You can then supplement that with secondary research.
You should detail and evaluate the current marketing strategy of the brand of your choice, and make recommendations on how it can tackle the challenges faced or how the current strategy can be improved.
The final project report should be typed in font size 12, double-spaced, with a 15-page maximum (excluding references) 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.
A typical (note: you do not need to adhere to this) project report outline is as follows:
 Overview of project (Executive summary)


Environment analysis and SWOT
Marketing problem/challenge faced by the brand
 Company’s current strategies (if there are any) to combat the problem
 Your analysis of their current strategies and recommendations of additional ones
Mid-term Test
The mid-term test will each be 1.5 hours long and involve a closed-book assessment using a mixture of multiple-choice and short essay questions.
BMA5009_FM1 Marketing Management, Semester II, 2012/2013
Dr Doreen Kum
2

TENTATIVE COURSE SCHEDULE
Week Week of Topic/Assignment
1 Aug 12
Course Introduction & Administration
Library Briefing
Understanding Marketing, Process, and Plans
2
3
4
5
6
7
8
9
10
11
12
Aug 19
Aug 26
Sep 2
Sep 9
Sep 16
Sep 23
Sep 30
Oct 7
Oct 14
Oct 21
Oct 28
Nov 4
Market Research and Understanding the
Marketing Environment
Consumer Behavior
Case Discussion: Trap-ease America
Segmentation, Targeting, & Positioning
Case 1: Air Asia
Managing Brands in Asia
Case 2: Sony in China
Product Strategy
Case 3: Mountain Man Brewing Company
RECESS BREAK
Midterm Quiz
Venue: TBC
Pricing Strategy
Distribution Strategy
Promotion Strategy
Case 4: Clean Edge Razor
Guest Speaker: Social Media Marketing
Case 5: Metabical Positioning and
Communications Strategy
Case 6: Dove Evolution
Case 7: Cialis
Course Summary
Project Submission for all groups
Project Presentation I
(Mon’s class: make-up on
Reading/Case
Ch 1, 2, 4
Ch 3
Ch 5
Ch 7
Ch 8, 9
Ch 10
Topics from Week 1-6
Ch 12
Ch 13
Ch 15 to 17
13 Nov 11 Project Presentation II
BMA5009_FM1 Marketing Management, Semester II, 2012/2013
Dr Doreen Kum
3