The Lee Kong Chian School of Business
Academic Year 2011/12
Term 1
MKTG 101 MARKETING
Instructor Name
Title
Tel
Email
Office
: Martha Tipton
: Assistant Professor of Marketing
: 6828 0653
: mtipton@smu.edu.sg
: LKCSB #5075
COURSE DESCRIPTION
The course introduces Marketing as both a professional and an academic discipline. As a profession,
marketers identify consumer needs, determine which target markets to serve, and develop an optimal product,
pricing, promotion, and distribution strategy that best satisfies consumer needs, relative to competition.
Marketers serve a vital role in the long-term success of all organizations, profit-oriented as well as not-forprofit, small as well as large. Academically, marketing is a multi-disciplinary field involving the concepts,
theories and methods used to understand exchanges and long term relationships between buyers and sellers.
Through a combination of lectures, discussions, videos, individual and group assignments and case analyses, the
course is designed to cover the basic concepts and principles of this challenging field. It is a required basic
course for marketing majors, but it complements the theories and skills taught in many of the other majors at
SMU.
LEARNING OBJECTIVES
By the end of this course, students will be able to:
 Apply marketing decision-making skills. This is the primary objective of the course. They should leave
the course with the ability to analyze the marketing and business environment in which an
organization is operating, to determine the major opportunities and problems facing the organization,
to develop a creative set of alternative marketing strategies, to select the most appropriate one for
the organization, and to convert the chosen strategic alternative into an actionable plan.
 Explain and apply some major marketing concepts, such as market segmentation, positioning,
customer satisfaction, value creation, etc.
 Discuss institutional marketing knowledge, practice, and terminology. They should be able to
converse intelligently with managers and understand the marketing situation in a variety of
organizational environments. Much of this will be achieved by the analyses of case studies.
 Create a marketing plan that can be put into practice.
 Identify ethical issues that underlie many marketing decisions.
PRE-REQUISITE/ CO-REQUISITE/ MUTUALLY EXCLUSIVE COURSE(S)
Please refer to the Course Catalogue on OASIS for the most updated list of pre-requisites / co-requisites for
this particular course.
Do note that if this course has a co-requisite, it means that the course has to be taken together with another
course. Dropping one course during BOSS bidding would result in both courses being dropped at the same
time.
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REQUIRED COURSE MATERIAL
Philip Kotler, Gary Armstrong, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan, and Oliver Yau Hon-Ming,
Principles of Marketing: A Global Perspective, Prentice Hall: Singapore. (This is the RED Kotler book)
A small course packet containing 2 cases will be available for purchase
ASSESSMENT METHODS
Research Participation
Class Participation
Quizzes
Mid-term Exam
Final Exam
Marketing Plan Presentation
3%
17%
10% (5% each)
15%
25%
30%
RESEARCH PARTICIPATION
The purpose of the research participation requirement is to supplement the material on marketing research
methodology by giving you direct exposure to academic research in marketing. This requirement makes up 3%
of your final grade and may be fulfilled through one of the following two ways:
1.
Participation in research studies (1% for each study)
To participate in a research study, you must visit the Subject Pool System website at HYPERLINK
https://mercury.smu.edu.sg/SPS/ https://mercury.smu.edu.sg/SPS/. You will be able to view a list of studies
available and the times that they will be conducted. Select a study that interests you and a time that suits you.
Please note that after you have signed up for a study, it is important for you to keep the appointment. If you
miss an appointment, you will not be permitted to sign up a second time for the same study. If you anticipate
not being able to make an appointment, you should return to the website to delete your appointment.
You should try to register for studies as and when they are announced throughout the term, but do not
despair if you do not get a chance to participate at the times at which you wish to. There will be plenty of
opportunities for everyone throughout the term. You are practically guaranteed to have enough studies to
complete this requirement by the end of the term.
2.
Analysis of articles detailing research studies (1% for each article, subject to a maximum of 2%)
To analyze an article, go to the library and locate one of the following journals: The Journal of Consumer
Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, or Journal of Retailing. Look
through the articles until you find one that interests you, and write a summary of the article. Your summary
should include a discussion of the objectives and hypotheses of the research, the key results, and the
implications of the results for marketers. The summary of the article will be graded on a pass/fail basis. The
summaries should be 1-2 pages, single-spaced. They should be submitted via e-mail. The subject
of the e-mail should read: “Article Analysis (Your Section Number).”
CLASS PARTICIPATION
Participation is a central part of the learning process for you and your classmates. Your participation grade
depends on your preparation for class and the quality of your contribution to discussion. Of course,
attendance is vital to participation!
Two company cases will be assigned during the term. The quality of your participation in the case discussions
will be heavily weighted in the calculation of your participation grade. The most effective way to prepare for
these classes is to carefully consider and thoroughly discuss the assigned questions with your group mates
before the class meeting.
Your willingness to listen to your classmates is as important as your willingness to share ideas.
Questions related to the course requirements or the material covered in the course should be asked IN
CLASS. If you think of a question after the class period, first ask your group mates. If none of your group
mates or friends can answer the question, the rest of the class may benefit from the answer as well. I will allow
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some time at the beginning of each class and following the break to address general questions and questions
related to material previous covered.
QUIZZES AND EXAMS
Quizzes and exams focus on assigned readings and materials covered in class. Quizzes will consist of multiple
choice and true/false questions. Exams will consist of multiple choice, true/false, and some short answer
questions. Quizzes and the midterm exam will be CLOSED BOOK AND NOTES with NO LAPTOPS AND
NO CALCULATORS will be allowed. You will be allowed to bring a calculator and one standard-sized sheet
of paper with notes (front and back) to the final exam. No make-up exams will be allowed without prior
permission from the Registrar’s Office.
MARKETING PLAN PRESENTATION
You will form groups of either four or five members. You are encouraged to find your own group members
and submit the member list to the TA by the third class meeting. The assignment is to provide an introduction
to a marketing plan as outlined in Appendix 1 of your text book. Further details will be given in class on the
selection of the product or service on which you will focus.
Your plan should cover:
1.
2.
3.
4.
5.
Current marketing situation and market description
SWOT analysis
Objectives
Marketing strategy that covers:
a. Segmentation, targeting and positioning
b. Product strategy
c. Promotion strategy
d. Pricing strategy
e. Distribution strategy
Budgets and controls
You will be required to submit your PowerPoint slides. You will also be required to submit a document with a
brief description of your information sources. More details on what should be included in this document will
be given in class.
Each group will be given 20 minutes to present their plan in class and 10 minutes to answer questions.
Participation in the question/answer session will be heavily weighted in the calculation of your class
participation grade.
ACADEMIC INTEGRITY
All work presented in this class must be students’ own work, and not copied without appropriate citation
from any source, including the Internet. Presenting of copied work not the student’s own will result in
disciplinary action, which may include award of zero marks for the assignment or a fail grade for the class. This
policy applies to all work submitted, either through oral presentation, or written work, including outlines,
briefings, group projects, self-evaluations, etc. Students are encouraged to consult the lecturers if they have
questions concerning the meaning of plagiarism or whether a particular use of sources constitutes plagiarism.
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WEEKLY LESSON PLANS1
SESSIONS
TOPICS
Week 1
15 Aug - 21 Aug
Goals of Marketing: Discovering, Creating,
Communication, Delivering, and Extracting the
Value Proposition
Week 2
22 Aug – 28 Aug
Week 32
29 Aug – 4 Sep
Week 4
5 Sep – 11 Sep
Week 5
12 Sep – 18 Sep
Week 6
19 Sep – 25 Sep
Week 7
26 Sep – 2 Oct
Week 8
3 Oct – 9 Oct
Week 9
10 Oct – 16 Oct
Week 10
17 Oct – 23 Oct
Week 113
24 Oct – 30 Oct
Marketing Math
Strategic Planning, Marketing Environment
Marketing Research
Consumer Behavior
Competitive Strategy
Case Discussion 1
Quiz 1
Segmentation, Targeting, Positioning
ASSIGNED CHAPTERS
(SUBJECT TO
CHANGE)
Chapter 2 (required)
Chapter 1 (optional)
Appendix 1 AND 2
(required)
Chapters 3 and 19 (both
optional)
Chapters 4 and 5
Chapter 18
Case Study: Super Shampoo
Chapter 7
Product and Brand Management
New Product Development
Midterm Exam
Chapters 8 and 9
Advertising and Selling (1)
RECESS
Advertising and Selling (II)
Chapters 15 and 16
Case Discussion 2
Pricing
Case Study: IKEA
Channels
Quiz 2
Integrated Marketing Communication
Chapters 10-12
Chapters 14 and 20
Ethics, Social Responsibility, and Regulation
Week 12
31 Oct – 6 Nov
Week 13
7 Nov – 13 Nov
Week 14
14 - 20 Nov
24 Nov
17:00-19:00
Project Presentations
Project Presentations (Continued)
Chapter 17
Internet Marketing; Class wrap-up
Reading Week
FINAL EXAM
Venue TBA
1
This outline is subject to minor changes
Class scheduled for Tuesday, August 30 (Hari Raya) will meet Saturday, September 3
3
Class scheduled for Wednesday, October 26 (Deepvali) will meet Saturday, October 29
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