National University of Singapore
Department of Marketing
MKT2401 Asian Markets and Marketing Management
Course Outline
(Note: All schedules are tentative and subject to change.)
Instructor: Ping Xiao Session: Semester I 2011
Office: Mochtar Riady Building, 8-35
Tel: 6516-6972
E-mail: bizxp@nus.edu.sg
Class Time: Tuesday 9AM-12PM, 3PM-
6PM
Class Location: BIZ 1, ***
Office hours: Tuesday 1:30-2:30PM , 6:30-
7:30pm (Tentative)
Course Description and objectives
This course is designed to improve your skills in analyzing marketing decision problems and making marketing recommendations. This course consists of case analysis and quantitative analysis (marketing metric analysis) training. The idea of quantitative analysis is to help you develop the basic skills of building models to analyze marketing decision problems and compute marketing metrics which are useful information for managers to make decisions. Meanwhile case analysis and discussion help you to learn decision making by putting you in the position of a decision-maker in the real world, facing all the constraints and considerations s/he faces. The objectives are:
•
Provide you with practical, decision-making experience necessary for a career in the dynamic global business economy;
•
Integrate skills learned in other business courses, in particular, marketing courses, and apply that knowledge to marketing situations;
•
Develop strong logical and quantitative analysis skills;
•
Expanding your communication skills by learning to present information and recommendations in a clear and concise manner.
Textbook reference
Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong
Tan, Marketing Management: An Asian Perspective (Fifth Edition), Published by
Prentice Hall.
Contents: Not all topics in the textbook will be covered in class. Instead, class time will be spent on topics that are especially important and interesting and on case discussions.
And you will also find topics taught in class but not covered in textbook. Exams will only cover topics taught in class.
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Performance Feedback
Coursework
Final exam (Individual)
Case Write-up and In-class presentation (Team)
Case Write-up (Team)
Assignment
Class Participation
TOTAL
Weight
37
19
14
18
12
100%
Exams
There will be a closed book final exam. The exam is to test your understanding of the materials covered in class. Only the content taught in class will be covered in the exam . The review outline for the final exam will be provided for the final exam a few weeks before the date of the final exam. Please make sure that you are available on the dates of the exam. A make-up exam will only be administered in the case of a job interview, and participation in a university-sanctioned activity or with a medical excuse signed by a licensed medical professional.
Case Write-ups and In-class Presentation
There are five cases that will be discussed in the class. Each group is required to write two case write-ups and have one in-class presentation for one of the two case write-ups.
Please refer to the detailed arrangement in the table below. For case write-ups, you may form a group not exceeding five students. Please report your group members by Aug.
23 rd
. In that class, a representative of each group may come to get a draw for your group number. If your group representative gets “1” for the draw, then your group number is 1.
The case write-up has a page limit of 5 pages (1.5 spaced, Times New Roman, 12 point) at maximum, excluding tables, exhibits and appendices.
Case analysis questions will be provided for each case. You should address all of my case questions in the case write-up.
A suggested format for a case write-up is:
•
Action Plan and Statement of Recommendation-Outline your recommendation strategy and the action plan which helps implement your recommendation
•
Problem Identification-Analyze the current situation and problems relates to products, price, promotions and places. Provide the analysis and support for the most relevant 4P factors that your action plan and recommendation solve
•
Expected Outcomes- Evaluation of the merits/demerits of the possible courses of action/strategies and your recommendation for action.
Cases will be evaluated on the following dimensions:
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•
Quality of Problem Diagnosis: Have you defined a problem, which is really the source of identifiable symptoms or the key impediments to attaining valued goals?
•
Quality of Analysis: Have you identified the 4P factors most relevant to the problem at hand? How well have you argued the reasonableness of your assumptions? To what extent have you been able to draw not-to-obvious and pertinent inferences? Remember that excellent case analyses are dense with good insights.
•
Quality of Recommendation: How specific, comprehensive and practical are your plans? How well have you recognized implementation considerations? You don’t have to be excessively detailed. Present the main thrust of your recommendation, assuming that the details can be handled by competent subordinates.
The case write-up is due at the beginning of each class in which we will discuss the case.
The presentation is about 20 minutes including Q&A.
Note : Each group member is expected to contribute to the case write-up. Therefore each group member needs to fill out the group work evaluation form for the other members in your group. Note that the form will be uploaded in IVLE. The group member who is considered not to contribute to the case write-up will receive credit deduction for your group’s credit for case write-up part. For example, if you are considered not to contribute to the group work by the majority of your group members, you will not be able to receive credit as your other group members will.
Table: Case write-up and presentation assignment
Group for Case write-up and presentation
Group for Case write-up
Case 1 : Biopure
Case 2: Lenovo
Case 3: SK-II
1
2
3
6
5
4
Case 4: Citibank
Case 5: Bright milk
4/5
6
3/2
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* Note: The table may be updated based on the actual number of groups in the class session.
Assignment
The goal of the individual assignment is to improve your analytical and quantitative analysis skills. You should turn in at the beginning of the class on the specified due date.
Class Participation
Marketing Management is a participation sport. All students are expected to be present , punctual , and prepared to contribute to all class sessions. The purpose of this portion of grade is meant to give you strong incentives to actively participate in discussions for cases and regular lectures. Also it is to give you practice in stating and defending your opinions orally. You will be evaluated on both the quantity and quality of your contribution to class discussion.
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Class time
For students to commute between different classrooms, the class will start at 10 minutes after 9am (for morning session) and 3pm (for afternoon session), and the class will try to end 10 minutes before 11:50am (for morning session) and 5:50pm (for afternoon session).
So the lecture time is usually as follows:
Morning session: 9:10am-11:40am
Afternoon session: 3:10pm-5:40pm
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Course Outline (Tentative to Change)
Date
Week 1 (Aug 9)
Topics
No classes due to National Day holiday
Week 2 (Aug 16)
Introduction 1
Introduction to Strategic
Marketing Management in Asia
Capturing Marketing
Insights—analytical tools of
MM
Week 3 (Aug23)
Introduction 2
Week 4 (Aug 30)
Special Marketing
Management Topic I
Analyzing Consumer Market
(Make up class is scheduled on
Saturday afternoon of that week (Sep 3 rd
))
Find Right Customers Week 5 (Sep 6)
Topic II
Week 6 (Sep 12)
Topic III
Week 7 (Sep 27)
Building Strong Brands
After Reading Week
Competition
Week 8 (Oct 4) Product Strategy
Readings and Assignments
Chapters 1 and 2
Articles recommended
Chapters 3 and 4
Articles recommended
Deadline to form your group
(of 5 at most)
Chapters 5
Articles recommended
CLV exercise by group
Chapter 8
Articles recommended
Case: Biopure Corp
(Case Analysis by Group 1 and
Group 2 and Group 3)
Chapters 9
Articles recommended
Case: SK-II: Damage Control in China
(Case Analysis by Group 4 and
Group 5)
Chapters 11
Articles recommended
Case: Carrefour China:
Maintaining its Past Glory Or
Drowning in the Sea of
Competition
(Case Analysis by Group 6 and
Group 7)
Chapter 12
Articles recommended
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Pricing Strategy (I) and Pricing
Strategy (II)
Case: Citibank: Launching the
Credit Card in Asia Pacific
(Assignment is distributed)
Chapter 14 Week 9 (Oct 11)
Week 10 (Oct 18) How to Deliver Value?
Week 11 (Oct 25)
Week 12 (Nov 1)
How to Communicate Values?
(I)
How to Communicate Values?
(I)
Social Marketing and Green
Marketing (optional)
Week 13 (Nov 8)
Course Final Review
No class on Nov 8. Exam is scheduled on the night of Nov
8.
Note: All schedules are tentative and subject to change.
Chapter 15 and 16
Articles recommended
Case: Bright Dairy & Food Co.
Ltd
Chapter 17, 18 and 19
Articles recommended
Articles recommended
(Assignment is due)
Exam (the night of Nov 8)
6:30-8:30pm
Venue: TBD
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