NATIONAL UNIVERSITY OF SINGAPORE NUS Business School Department of Marketing MKT4415B Adv Mktg Mgmt: Cases and Simulations Instructor : Dr. CHENG Peng Sim BIZ1-08-28, Tel: 6516-3059, bizcps@nus.edu.sg Session : Aug - Nov 2010 (Semester I, 2010/11) PRE-REQUISITE : Should have completed a Marketing Management course or equivalent (please check with the instructor) COURSE DESCRIPTION Marketing management is the foundation for building knowledge about the market. It’s an exciting and critical aspect of marketing. It covers a wide range of phenomena and it can help to answer many questions and reduce the uncertainty in decision making. This course is taught with a practice orientation, through simulation and case studies. It is hoped that students will gain a practical and sound understanding of how marketing management is carried out in the real business environment. COURSE STRUCTURE The course is divided into two parts: (1) Marketing Strategy Simulation and (2) Advanced Marketing Management Case Analysis. We will begin with the simulation segment using the LINKS Marketing Strategy Simulation developed by Dr. RG Chapman. The simulation is administered online by Chapman and his associates. We will decide on a schedule of decision periods at the beginning of the semester taking into consideration that we will begin the case study segment in Week 4 of the semester (first week of September). The advanced case analysis will cover comprehensive cases in all aspects of the Marketing function: market and industry analysis, target market selection, product and branding decisions, pricing decisions, channel decisions, go to market decisions and marketing communications decisions. EVALUATION METHODS Evaluation is on-going through your team’s performance in the game as well as through participation during case discussions. A case examination will be conducted during the final week of the semester. The breakdown of the course assessment components is: Simulation: Marketing Strategy & Analysis In Progress Reports Simulation Results Presentation Peer evaluation 10% 10% 10% 10% 5% 45% Case Studies: Participation Individual Case Report Individual Case Quiz 15% 20% 20% 55% 1