BUS 360 Managerial Marketing
Yunnan University of Finance & Economics
Overview
Through assigned readings, simulations, case studies, and class discussions, students are exposed to basic marketing theory and terminology. They are given the opportunity to apply this newly acquired knowledge to analyzing real-world cases exploring domestic and international marketing opportunities and problems. This exploration provides students with the skills and confidence to identify and evaluate critical marketing data. Students will learn to use data to develop workable and successful programs to solve problems and capitalize on opportunities.
Students will gain an appreciation of the role of marketing in organizational strategic planning; an awareness of how customer behavior and decision data are collected and analyzed in the marketing process; and the confidence to participate with other organizational/team members in a variety of meaningful ways.
The goal of this course is for students to understand the essential role of marketing and to apply basic concepts of planning and implementing marketing objectives, strategies, and tactics in order to meet customer needs and achieve organizational strategic goals. As business product life and decision cycles accelerate, a thorough understanding of marketing becomes critical to all organizational team members.
Text
Marketing Management, 10th Edition. Phillip Kotler. Tsinghua University Press
Course Outline
Session 1
-Course Introduction
-Chapter 1: Marketing in the 21st Century
-Experiential Exercise 1: The Professor and the 4 P's
-Introductory Case
Session 2
-Overview of Marketing Plans (Chapter 3, pages 88-94)
-Team Consultations with Professor: Experiential Exercise 2
Session 3
Chapter 18: Managing Integrated Marketing Communications
Session 4
Experiential Exercise 2: Abbreviated Strategic Marketing Plan
Session 5
Chapter 9: Identifying Market Segments and Selecting Target Markets
Session 6
Experiential Exercise 3: Communicating a New Product
Session 7
Test 1: Chapters 1, 3, 9, and 18 (Chapter 3 test questions from pp. 88-94 only)
Session 8
Chapter 14: Designing and Managing Services
Session 9
Chapter 2: Building Customer Satisfaction, Value, and Retention
Session 10
Chapter 7: Analyzing Business Markets and Business Buying Behavior
Session 11
Chapter 11: Developing New Market Offerings
Session 12
Test 2: Chapters 2, 7, 11, and 14
Session 13
Experiential Exercise 4: Low-End and New Market Innovations
Session 14
-Chapter 10: Positioning the Market Offering Through the Product Life Cycle
-Team Consultations with Professor: Experiential Exercise 5
Session 15
-Chapter 15: Developing Pricing Strategies and Programs
-Team Consultations with Professor: Experiential Exercise 6
Session 16
Experiential Exercise 5: Using Product Strategy to Reverse Commoditization
Session 17
Chapter 16: Managing Marketing Channels
Session 18
Experiential Exercise 6: Fighting Back
Session 19
Experiential Exercise 7: Marketing Management and Entrepreneurship
Session 20
Test 3: Chapters 10, 15, and 16
Late Assignments
Late assignments may be accepted, however, they will be penalized one letter grade per day, off of the total earned grade. For example if you submitted an assignment worth an “A” one day late, your grade would drop down to a “B”. If the same assignment was two days late, it would drop to a “C”. Assignments that are more than two days late will be not receive any grade. In effect they are worth zero unless the student has made alternate arrangements with the instructor to turn in their work.
Please Note: Assignments turned in after the last day of class will not be accepted without prior arrangement.
Attendance
You must make an effort to attend every class session due to the accelerated nature of the course. Students who miss one session may have their grade dropped by one letter grade. Students who miss two, sessions may have their grade dropped by two letter grades. Students who miss three or more sessions will not be able to complete the course. Example: If you have an “A” in the course and missed one class, you will receive a “B”. If you have an “A” in the course and miss two classes, you will receive a “C”. If you have an “A” in the course and miss three classes, you will receive an “F”.
Students are expected to arrive to class on time. Students who arrive after the start of class will be marked late. Three or more late arrivals may result in your grade dropping one letter grade. Attendance will be taken at the start of each session.