Management of Technology
Teaching Notes
Module ＊: Course Warm-up
This module is to unlock the mental locks of students in order to prepare them for the
course – mentally and physically. The warm-up exercises introduced here, especially
abdominal breathing, would actually be useful to start each class.
Module 1: Course Overview
Module 1 defines the course content and the target audience. It presents the aim of
marketing, while highlighting the importance of Management of Science and Technology
(MOST). It shows first that MOST has always been an integral part of marketing. Then it
emphasizes that MOST has emerged as the most important driver of future events,
unprecedented in its scale and impact, thus becoming a central part of marketing. At the
end of this module, students will let go of their perceived notions about marketing and
enter a completely new world of marketing. The focus of this module is to open up the
student’s mind and widen their horizons, while inviting them to start the practice of
marketing as a science and, more importantly, as an art.
Module 2: Marketing Management
Module 2 is the run-up to the basic theory of marketing. This module will focus on the
essence of marketing and its processes. Various definitions of marketing and marketing
management philosophies are presented. The highlight of this module is the innovative
marketing equation that encapsulates marketing. The marketing mix 4P’s along with the
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4C’s is another highlight. After this module, which is meant to be an overview of
marketing, students will be ready to proceed to more specific topics of marketing.
Module 3: Market Oriented Strategic Planning
This module’s focus is on strategy, a word profusely used but rarely understood in depth.
It starts with why market orientation is essential. Then the importance of developing
inspiring mission statements is emphasized drawing on some excellent examples.
The module also analyses the business environment for the organization and points out
the external forces of business in a macro and microenvironment. The internal forces
are also viewed through SWOT analysis. The module highlights strategy formulation
and a number of old famous oriental strategies are introduced. They are expected to
inspire the student to learn more about strategic thinking, which in fact has long been
deeply rooted in human history
Module 4: Markets and Buying Behavior
“What is a market?” is the first topic of this module. Then factors affecting
consumer-buying behavior are explained: namely, cultural, social, personal, psycho
graphical factors. Maslow’s hierarchy of human needs will be an ideal food for thought
to deepen student’s understanding of human needs. Consumer buying behavior and
buying decision process are also discussed. The two cases included in this module will
be appropriate for class discussion.
Module 5: Marketing Information Systems
Module 5 is about Marketing Information Systems (MIS) and it highlights Marketing
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Research as the essence of MIS. Various research techniques are mentioned and
explained in this module, and the hurdles of different research techniques is also
mentioned. After completing this module, the student can discuss on the various
methods and techniques of marketing research and the kind of information needed to
be successful in marketing. In particular, students would have become much more wary
of various pitfalls in marketing research. Active class discussion and student input are
essential for the understanding of this module.
Module 6: STP Strategy
This module focuses on STP analysis. Segmentation, Targeting and Positioning are the
essence of a company’s marketing strategy and this module will help the student
understand how a company actually reaches its target audience or target customer with
what appeals. Different methods of these techniques are explained in this module and
particular emphasis has been placed on the USP of a company under its positioning
strategy. The students are then encouraged to think and create the USP of their own or
their future company.
Module 7: Product Strategies
Reaching a clear understanding of “What a product is” is essential to the deep
understanding of Marketing. This module first provides a clear-cut answer to that
question. Then it proceeds to product strategy including product mix decision and
branding. Service is an integral part of product and is given a due weight in this module.
Product lifecycle and innovation are also discussed in some depth.
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Module 8: Pricing and Distribution Strategies
Pricing is the most important aspect of a good marketing strategy (because it is the only
P that brings in money to the company) and therefore a lot of emphasis has been given
on different types of pricing techniques and methods. Factors that affect pricing
decisions such as elasticity of product demand are explained in some depth.
Distribution is another important pillar of this module. The nature of distribution channel
and distribution functions is discussed. The drastic changes that are taking place in
distribution due to the advancement of IT and their ramifications are discussed in
Module 10.
Module 9: Marketing Communication Strategies
Designing and managing integrated marketing communications are the focus of this
module. Then each element of the communications mix (advertising, sales promotion,
public relations and publicity, personal selling, direct marketing) is covered one by one.
The Keynesian beauty contest practice will track students to evaluate advertisements
from the customer’s viewpoint.
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Module 10: IT and Marketing
This module focuses on how IT has drastically changed marketing. First, the need for a
new marketing paradigm is emphasized. Then the interrelationship of so called
e-commerce, e-business, and e-marketing is classified. IT has also dramatically
affected the STP processes. The 11 Immutable Laws of Internet Branding vividly show
the unique characteristics of Internet marketing. A new marketing mix has to be worked
out being fully aware of the possibilities and limits of the Internet. The ultimate question
is about the future: how IT would affect the human life.
Module 11: Managing Uncertainty
This module focuses on how we can manage uncertainty. We start with the anatomy of
the future, especially the residual uncertainty. Then we move on to the choice of
strategic postures and moves. Introduction to Decision Science is intended to familiarize
students with decision making under uncertainty. Furthermore, this module provides
advanced managerial tools such as Scenario Planning, Real Options. How to cope with
pitfalls of emerging technologies and disruptive technologies are also included for
effective management of science and technology.
Module 12: Strategic Management in the Asia Pacific
This module is designed to provide students with basic frameworks for strategic
management in the Asia Pacific. Developing expertise on how to form and manage
strategic alliances effectively is a sine qua non for any business planners concerned
with the region. The same applies to portfolio management. Therefore, several portfolio
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models are introduced. But students need to be cautioned against the limitations/pitfalls
of these models.
A good understanding of the game theory would also help. More important is the
practice to utilize it in business. For that, several cases written by students are included.
A deep understanding of value and supply chain management and Balanced Scorecard
also help managers not only to develop effective strategies but also to put them into
action.
The following case is very relevant to this module: Strategic Management in China –
The case of CIMIC Corporation.
Module 13: Course Wrap-up
This last module brings students back to the very question with which we started the
whole course: what is marketing? Through the discussion of criticisms leveled at
marketing, students are expected to see the forest that they may have lost sight of
because of many marketing trees in the course. They have yet to answer the
fundamental question: what are our highest needs? The comparison of Economics and
Marketing will shed some light for deeper understanding of marketing. The three
maxims of marketing are the wrap-up of this course.
February 2004
Aki TAKAMOTO
Ritsumeikan Asia Pacific University
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