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ASSUMPTION UNIVERSITY SCHOOL OF MANAGEMENT DEPARTMENT OF MARKETING

COURSE SYLLABUS SEMESTER 1/2008

SCHOOL OF MANAGEMENT VISION

To be one of the leading international business schools in the ASEAN region providing high quality business education to enable graduates to make invaluable contributions to organizations and society.

SCHOOL OF MANAGEMENT MISSION

To shape our students into independent-minded graduates who are well-versed in business, able to communicate effectively, tech savvy, innovative, and ethical to successfully face global challenges.

COURSE ORGANIZATION

Course Title: MKT4730 Marketing Management Semester: 1/2008 (Day Program)

Credits: 3 Credit Points Pre-requisites: Senior Standing

106 Credits or Department Chairperson’s approval MKT2280 Principles of Marketing

MGT2900 Principles of Management Course

Description:

A study and discussion of the scopes and fields of marketing management: the need of marketing and product planning for promotion purposes, the need to plan for new products, to replace existing products, and planning for new marketing techniques, including pricing and pricing policies, the techniques of market surveying, its objectives and limitations, the management of personal selling, coordination of advertising with all other aspects of marketing, the development of policy toward changing the items comprising the product lines, and the control of marketing operations.

Objectives:  To enable students to gain insights into environmental components and conditions and their impacts on organizations’ marketing strategies.

 To provide students with an in-depth understanding and appreciation on the important elements of marketing strategies as well as their applications in different situations.  To help students develop analytical ability and skills required for identifying lucrative

opportunities and realizing the consequences of ignoring threats, for identifying and analyzing strengths and weaknesses of organizations’ marketing strategies; for rectifying and/or developing more effective strategies to leverage marketing opportunities.

COURSE LECTURER

Lecturer: Dr.Vindhai C. A.Tuangporn A. Nitayanun K. A. Voravit A. Alisara

Office: SG114 CL17

Email: - tuangporn.pin@g

mail.com [email protected] [email protected] [email protected] m

Lecturer: A.Nitipan A. Samonphat A. Suchira P. A.Junjira

Office: CL1201 CL17 CL17 CL17

Email: [email protected] smonpatt@hotma

il.com [email protected] [email protected] Website: www.sm.au.edu/mkt

COURSE RESOURCES

Main Textbook: Philip Kotler and Kevin Lane Keller, Marketing Management, 12th _{Edition, Prentice Hall,} 2006

References:

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MARK ALLOCATIONS

 Participation/ Attendance (4 points = 1%) 5%  Case Study/ Workshop 5%

 Quizzes (2 x 5%) 10%

 Mid-Term Examination 20%

 Comprehensive Final Examination 35%

 Group Project (5 persons):

 Project Papers 15%

 Research Design and Findings 5%

 Individual Presentation 5% 25%

TOTAL 100%

TENTATIVE CLASS SCHEDULE

PERIOD CHAPTER AND TOPICS

1-2 3-5

Part I UNDERSTANDING MARKETING MANAGEMENT Ch. 1 Defining Marketing for the Twenty-First Century Ch. 2 Developing Marketing Strategies and Plans

6-8

Part II CAPTURING MARKETING INSIGHTS

Ch. 3 Gathering Information and Scanning Environment (self-study) Ch. 4 Conducting Marketing Research and Forecasting Demand

QUIZ I

Saturday 28 June 2008 (17.00 – 18.00) 9-10

11 12 13-14

Part III CONNECTING WITH CUSTOMERS

Ch. 5 Creating Customer Value, Satisfaction, and Loyalty Ch. 6 Analyzing Consumer Markets

Ch. 8 Identifying Market Segments and Targets Ch. 10 Crafting the Brand Positioning

MIDTERM EXAMINATION

Day Program – Thu 24 July 2008 (15.00 – 17.00) Evening Program – 28th_{July 208(18.00 – 20.00)} 15-16

17-18 19-20 21-22

Part IV BUILDING STRONG BRANDS Ch. 20 Introducing New Market Offerings Ch. 9 Creating Brand Equity

Ch. 12 Setting Product Strategy

Project Discussion : Linking STP and Marketing Mix QUIZ II

Saturday 30 August 2008 (17.00 – 18.00) 23-24 Part V SHAPING THE MARKET OFFERINGSCh. 14 Developing Pricing Strategies and Programs

25-26 Part VI DELIVERING VALUECh. 15 Designing and Managing Value Networks and Marketing Channels 27-28

29 30

Part VII COMMUNICATING VALUE

Ch. 17 Designing and Managing Integrated Marketing Communications

Ch. 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Ch. 19 Managing Personal Communications: Direct Marketing and Personal Selling (self-study)

COMPREHENSIVE FINAL EXAMINATION Day Program – Mon 29 September 2008 (13.00 – 16.00) Evening Program – 29th_{September 2008 (18.00 – 21.00)}

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CHAPTER Learning Objectives Skip Topics Recommended

Workshop & Notes

1 -What is marketing?

-How has marketing management changed?

- Company orientations toward the marketplace

1. Table 1.1 pg. 21 2. Table 1.2 pg. 22

3. exchange and transactions pg. 6-8 self study

4. what is marketed p. 8-10 self study

5. key customer markets p. 11-12 self study

6. core concepts p. 24-30…list briefly since they will be repeated throughout the course and have been explained in detail in MKT 2280 principles of marketing

-Demand States

2 -How does marketing affect customer value?

-How is strategic planning carried out at different levels of the organization?

-What does a marketing plan include?

1. Corporate and division strategic planning - briefly explain.

SKIP: Organization and Organizational Culturepg. 48

EXTRA HANDOUTS: BCG Growth-Share Matrix

Notes:

- File about BCG will be provided later.

4 -What constitutes good marketing research? -How can companies more accurately measure and forecast demand?

SKIP:

1. Table 4.3 pg. 109

2. Overcoming Barriers to the Use of Marketing Research pg. 110 3. Measuring Marketing Productivity

pg. 110—119 **skip all topics including the following**

4. Market Buildup Method pg. 124-125

- Market and sales potential and its application -BPI and BDI

5 -What are customer value, satisfaction, and loyalty and how can companies deliver them?

-What is the lifetime value of customers?

-How can companies both attract and retain customers? -How can companies cultivate strong customer relationship? What is database marketing?

SKIP:

1. Product and Service Quality pg. 138-139

2. Total Quality Management pg. 139-140

3. Data Warehouse and Datamining pg. 155-157

4. The Downside of Database Marketing and CRM pg. 157-159

-CLV

6 -How do consumers make purchasing decisions?

SKIP:

1. What influences consumer

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-How do marketer analyze consumer decision making?

behavior p. 164-172 self study : begin teaching from personality and self-concept p. 172

2. Motivation p. 174-175 : Freud, Maslow, Herzberg: skip...teach only the definition of motivation 3. Perception p. 175 -177..teach

only the definition of perception 4. Memory Processes: Encoding

and Retrieval pg. 179-181

- The buying decisions process pg. 181 – 189 – briefly explain

Level of consumer involvement, Decision Heuristics and Biases; Mental Accounting; Profiling the Customer Busying Decision Process pg. 190-193

8 -What are different levels of market segmentation?

-How can a company divide a market into segments? -How should a company choose the most attractive target markets?

-What are the requirements for effective segmentation?

SKIP:

1. PRIZM pg. 233 2. VALS pg. 238

3. Mobil’s benefit segments pg. 240 4. The Conversion Model pg.

241-242

5. Bases for Segmenting Business Markets pg. 242-245

6. Additional Considerations pg. 248-252

- Segmenting consumer markets – briefly explain -How is brand equity built, measured, and managed? -What are the important decisions in developing a branding strategy?

SKIP:

1. Designing holistic marketing activities pg. 266 - 269 2. Leveraging Secondary

Association pg. 269-270

3. Brand Equity Models pg. 260-262

- Building Brand Equity (p.263-268)- focus -What marketing strategies are appropriate at each stage of the PLC?

SKIP

1. Product life-cycle marketing strategies pg. 299 – 309

2. Market evolution pg. 309 - 313

-Competitive Frame of Reference, Points of Parity and Points of Difference (p.289-291) -Perceptual mapping and positioning statement

12 -What are the characteristics of products and how can they be classified?

-How can a company build and mange its product mix and product lines?

-How can companies combine products to create strong co-brands or ingredient co-brands?

SKIP:

1. Product-line Analysis pg. 354-355 2. Packaging, labeling, warranties,

and guarantees pg. 364 - 368 SELF STUDY:

1. Product classification pg. 345 - 348 2. product differentiation pg. 348-349 3. design: the integrative force p.

349-350

4. services differentiation p. 350-352

-Product-mix strategies

14 -How should a company set prices initially for products? How should a company adapt prices to meet varying circumstances and opportunities?

SKIP

1. Consumer Psychology and Pricing pg. 402-404

2. Estimating Demand Curve pg. 408

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4. Geographical Pricing pg. 418-419 5. initiating and responding to price

changes p. 423-429

15 -What is marketing channel system and value network? -How should channels be designed?

SELF-STUDY: Terms and Responsibilities of Channel members pg. 445- 462

SKIP: Evaluating Major Alternatives p. 445-446

-Channel design

17 -What is the role of marketing communication?

-How do marketing communications work? -What are the major steps in developing effective

communications?

-What is the communications mix and how should it be set? What is an integrated marketing communications program?

SKIP:

1. Macromodel of the

Communication Process pg. 499-500

2. p. 510-511 Companies can take several steps to stimulate personal influence channels to work on their behalf…skip the list 3. Characteristics of the marketing

communications mix p. 515-516 SELF STUDY:

4. Table 17.1

5. Objective and Task method p. 514,,,Cadbury Schweppes example with list

-Planning for IMC

18 -What steps are involved in developing an advertising programs?

-How should sales promotion decisions be made?

-What are the guidelines for effective brand-building events and experiences?

-How can companies exploit the potential PR and publicity?

SKIP:

 Table 18.2, 18.3 pg. 534-535  Events and experiences p.

549-551 SELF STUDY

 Public relations: p. 551-554

Advertising media selection

20 -What are the main stages in developing new products? -What is the best way to set up the new-product development process?

-What factors affect the rate of diffusion and consumer adoption of newly launched products?

SKIP

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DEFENSE FOR CHANGE OF GRADE

Students can petition for and defend their grade change for any course only for a one-month period starting from the date their grades for the particular subject have been released. With permission to review the grade, the reviewed grade can either remain unchanged, or be higher or lower than the original grade, subject to evaluation of reviewers, and is considered final once it is reviewed.

Students requesting a change of grade must fill out and submit a petition at the School of Management Office (D Bldg 6th Floor, Huamark Campus and/or CL27, Suvarnabhumi Campus). The department will not consider any change of grade requested submitted after the specified period.

COURSE POLICIES:

1. Students are required to have passed the aforementioned prerequisite courses to be eligible for enrollment. 2. Students are required to have 80% of class and lab attendance to be eligible for the final written and lab

examination. Absence of 20% is “INCLUSIVE for all reasons such as illness, accidents, and etc.

3. Students who come later than the first 15 minutes of class are considered as “LATE.” 2 latenesses are counted as 1 absence.

4. Proper uniform is required in class, or attandance will not be checked.

5. There will be no make-up quiz or exam for those who fail to attend for any reasons. 6. Examination contents will be based on assigned reading materials and class assignments.

7. Students are responsible for downloading lab practice material to the diskette before each lab practice session.

8. Each student must accompany the textbook to every class discussion and lab practice session. 9. Appointment is encouraged for those who need assistance. However, walk-in is acceptable

10. Students are expected to maintain a high level of responsibility with respect to academic honesty. Academic dishonesty includes copying another students’ work or the submission of a student’s work which is not entirely his/her own and can result in disciplinary actions following the University regulations.

INDIVIDUAL PARTICIPATION

 Class participation will help your understanding of the topics discussed in class. Weekly assignments include background reading. You should read the chapter assigned, with special attention to new concepts and issues before attending the class.

 Contributions to the class also include asking thoughtful questions, suggesting reasonable alternatives, and being willing to try out new ideas.

 The lecturer will not spend time on topics, which the students have already studied in another course. It is therefore the students’ responsibility to familiarize them or to review the basics before starting the course.

CLASSROOM BEHAVIOR ETIQUETTE

1. Lateness is strongly discouraged. It is unprofessional and disrespectful, and it disrupts class. Students are expected to enter the classroom within the first 15 minutes.

2. Students should request the teacher for permission if they need to leave during class.

3. Mobile phones should be switched to silent mode when you enter the classroom. Text messaging or playing games is not permitted.

4. Check your uniform before entering the classroom

CLASS ATTENDANCE

 To be eligible to sit for the final examination, students are required to have a minimum of 80% attendance.

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 Students are expected to come to class on time. Coming to class later than 10 minutes after the scheduled time will result in one absent.

 Make-up classes and attendance in other sections will not be permitted without prior permission from the lecturer.

Important: Attendance will be checked on the first class of the semester and in every single class thereafter. The total number of absences will be counted starting from the first day of the class in the semester. Students’ excuses for absences including adding the subject late, medical reports, being away for work and travel programs, etc. will not be considered under any circumstances.

AUTOMATIC WITHDRAWAL WITHOUT STUDENT CONSENT

The Dean, Department Chairperson, and Lecturer of the concerned subject are empowered to withdraw or withhold correction of the final examination papers of students lacking the required class attendance, without the students consent.

THREE WARNINGS

To render the students adequate warning regarding their absences, the lecturer will inform the concerned students about their absenteeism on the 3rd_{, 5}th_{, and 6}th_{absence. Nonetheless it is not the lecturers’ duty} to inform students of their absences and therefore students are obligated to check with their lecturer on the number of their absences.

DRESS CODE REGULATIONS FOR CLASS AND FOR EXAMINATIONS

Students are required to wear proper attire in their classroom. Students wearing the following will not be allowed to check their class attendance:

 Trousers and skirts made of jeans, corduroy, or velvet material.

 Shirts and blouses should be tucked inside the trouser or skirt and not left hanging outside  Slippers

Students are obligated to wear the university’s full uniform as stipulated in the University’s dress code regulations. Failure to comply with the regulation will result in students not being allowed to appear for the examination, and will therefore result in students obtaining a “0” score for that examination.

LATE WITHDRAWAL

August 29th_{, 2008,}_{Last date to withdraw with “W” is the examination date. Students who would like to} drop the subject on the examination date should not enter the examination room and should request for their late withdrawal permission from Department’s chairperson or Dr. Vindhai and submit the request to the Office of the Registrar within three days after the date of the final examination.

EXAMINATIONS

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AU Dress Code, Laws on Smoking Cigarette, Restrictions on Foods and Beverages, and Time Conflict examination, October 2008

AU

DRESS

CODE

REQUIREMENTS

The University’s dress codes requiring students to tuck their shirts or blouses in their trousers or skirts; wear trousers that do not resemble to jeans (for male students); wear only straight skirt or pleated skirt (for female students); and not to wear slippers and trousers or skirts made from jeans, corduroy and velvet, must be observed at all times (except in sport arenas) at both campuses during regular semesters.

The allowable colours of trousers and skirt students can wear during weekdays in the regular semesters are black, brown, dark blue and “gray”, and on examination and quiz days as well as univeristy’s formal functions, “black or blue colour”.

As such, any students violating the codes will be subjected to the following disciplinary actions As such, any students violating the codes will be subjected to the following disciplinary actions. 1.

1. Violating the codes in the classroom will result in:Violating the codes in the classroom will result in:  Confiscation of students’ ID cards.Confiscation of students’ ID cards.

 Deduction of “classroom conduct” marks, if any, by their lecturers. Deduction of “classroom conduct” marks, if any, by their lecturers.

 Their dismissal from the class together with the deletion of their class attendance for thatTheir dismissal from the class together with the deletion of their class attendance for that particular class.

particular class.

2.

2. Not observing the codes on “campus” including areas / walkways in front of classroomsNot observing the codes on “campus” including areas / walkways in front of classrooms and and “CL plaza” will subject the students to

“CL plaza” will subject the students to: :



 Verbal warningVerbal warning from lecturers or the University officers, and/or from lecturers or the University officers, and/or



 Confiscation of their students’ ID cardsConfiscation of their students’ ID cards..

3.. Prohibition from enrollment in the following semester, for the students with 3-violation records. Prohibition from enrollment in the following semester, for the students with 3-violation records.

4. Debarment from examinations/quizzes for students failing to observe the codes on 4. Debarment from examinations/quizzes for students failing to observe the codes on

examination/quiz days. examination/quiz days.



 Please note that all AU students are obligated to carry the University’s student ID cards at allPlease note that all AU students are obligated to carry the University’s student ID cards at all times while they are on the University’s premise, and upon being requested, present them to times while they are on the University’s premise, and upon being requested, present them to the University Officers. A fine of up to 200 baht will be charged against any students who fail the University Officers. A fine of up to 200 baht will be charged against any students who fail to present their ID cards to the officers irrespective of reasons.

to present their ID cards to the officers irrespective of reasons.

Remark: Students whose ID cards are confiscated will be required to contact Students Affairs Office (14 Remark: Students whose ID cards are confiscated will be required to contact Students Affairs Office (14thth floor, CL Building; or 3

floor, CL Building; or 3rdrd_{floor, Students Organization Building for the ID card being confiscated at Bang Na}_{floor, Students Organization Building for the ID card being confiscated at Bang Na} campus or Hua Mak campus respectively), within 5 working days after their ID cards are confiscated to campus or Hua Mak campus respectively), within 5 working days after their ID cards are confiscated to retrieve their ID cards, pay a fine of up to 200 baht, and be informed about other punitive actions, if any. retrieve their ID cards, pay a fine of up to 200 baht, and be informed about other punitive actions, if any.

Students who do not retrieve their ID cards within the stated period will be required to apply and pay 200 Students who do not retrieve their ID cards within the stated period will be required to apply and pay 200 baht fee for their new students ID card. (The process of applying for the new ID cards requires students to baht fee for their new students ID card. (The process of applying for the new ID cards requires students to obtain a letter from Office of Students Affairs to verify the termination of their ID cards, and subsequently obtain a letter from Office of Students Affairs to verify the termination of their ID cards, and subsequently contact the Bank officers for their new ID cards. Normally, the confiscated ID cards can be retrieved within contact the Bank officers for their new ID cards. Normally, the confiscated ID cards can be retrieved within the following working day.) For future reference, it is advisable for the students to ask for names of lecturers the following working day.) For future reference, it is advisable for the students to ask for names of lecturers or officers who confiscated their ID cards.

or officers who confiscated their ID cards.

Law on smoking cigarette

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2,000 baht. 2,000 baht.

Restrictions on Foods and Drinks in the classroom buildings

Foods and Drinks are not allowed to be brought into classroom buildings. Should the students violate the Foods and Drinks are not allowed to be brought into classroom buildings. Should the students violate the

regulation, their students’ ID card will be confiscated.

regulation, their students’ ID card will be confiscated. AU Dress Code, Laws on Smoking Cigarette,AU Dress Code, Laws on Smoking Cigarette, Restrictions on Foods and Beverages, and Time Conflict examination, October 2008 Restrictions on Foods and Beverages, and Time Conflict examination, October 2008

"Time Conflict Examination Application Procedure"

Period to apply for time conflict examination.

Period to apply for time conflict examination. AT1.

AT1. As stipulated in the registration regulations, only graduating students will be allowed to appear forAs stipulated in the registration regulations, only graduating students will be allowed to appear for the time conflict examinations without obtaining Dean's approval, given that their petition is turned

the time conflict examinations without obtaining Dean's approval, given that their petition is turned

in to the Office of Registrar within specified period (refer to AT3), as such, it is the non-graduating

students' prime responsibility to ascertain during the pre-registration and adding periods that the

subjects enrolled or added do not have examination time conflict.

AT2.

AT2. Should the non-graduating students wish to enroll the subjects with conflicting examination time,Should the non-graduating students wish to enroll the subjects with conflicting examination time, advices and approval for the time conflict examination must be obtained from the Dean prior to

advices and approval for the time conflict examination must be obtained from the Dean prior to

their registration of the subjects. The Dean concerned may exercise his/her discretion in declining

the non-graduating students' request for time conflict examination. The decision of the Dean

pertaining to the request is final.

AT3.

AT3. All petitions for the time conflict examinationAll petitions for the time conflict examination for both graduating and non-graduating students for both graduating and non-graduating students who have the Dean's

who have the Dean's approvalapprovalmust be submitted to Office of Registrar within the first threemust be submitted to Office of Registrar within the first three weeks

weeks (15 working days) (15 working days) of the semester/summer sessionof the semester/summer session. . AT4.

AT4. The students need to keep the "receipt" issued by the Office of Registrar, and present it to theThe students need to keep the "receipt" issued by the Office of Registrar, and present it to the Office in case that their names are not included in the "time conflict examination list".

Office in case that their names are not included in the "time conflict examination list".

Checking the time conflict examination schedule and venue

Checking the time conflict examination schedule and venue SV1.

SV1. The students are also required to contact Office of the Registrar five working days before the firstThe students are also required to contact Office of the Registrar five working days before the first day of the examination period for the time conflict examination schedule as well as the "time

day of the examination period for the time conflict examination schedule as well as the "time

conflict examination room

conflict examination room". Usually the date of the examination would remain unchanged, except". Usually the date of the examination would remain unchanged, except for the examination time i.e. one subject would take place before the other - "back-to-back

for the examination time i.e. one subject would take place before the other - "back-to-back

examinations".

Venue for the examination

The students must appear for the examinations, only in the assigned "Time Conflict Examination The students must appear for the examinations, only in the assigned "Time Conflict Examination

Room". Should the students sit for the examination of any conflicting subject in regular Room". Should the students sit for the examination of any conflicting subject in regular examination rooms, they will

examination rooms, they will notnot be allowed to appear for another examination or apply for be allowed to appear for another examination or apply for "late examination", and will hence obtain automatic withdrawal for the subject. "late examination", and will hence obtain automatic withdrawal for the subject.

Office of Vice President for Academic Affairs

Before the commencement of your first lesson in the semester, kindly inform students in your

classes of the necessity of observing the Au dress codes as well as the aforementioned

punishments for the students defying the codes; and laws and regulations regarding smoking

cigarette, bringing foods and beverages into classroom buildings, and time conflict examination.