Philip Kotler and Gary Armstrong, Principles of Marketing, 12e Edition, Prentice Hall: Englewood Cliffs, NJ.

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1 LEE KONG CHIAN SCHOOL OF BUSINESS Year 2006/07 Term 3B MKTG 101 Instructor: INTRODUCTION TO MARKETING Dr Sundar Bharadwaj Visiting Professor of Marketing Tel: Office: Lee Kong Chian School of Business, Level 5, Room 5084 Required Course Materials -Miscellaneous Handouts from Your Facilitator Philip Kotler and Gary Armstrong, Principles of Marketing, 12e Edition, Prentice Hall: Englewood Cliffs, NJ. Additional readings will be assigned. Students are expected to keep abreast of current developments in the Asia-Pacific region by reading leading business dailies/weeklies like the The Strait Times, The International Herald Tribune, Asian Wall Street Journal, Far Eastern Economic Review, The Economist, Business Times and Business Week. Course Description The class introduces participants to concepts and principles of marketing strategy and analysis. The major role of marketing in a company (or public agency) is determining, creating, communicating and delivering a value proposition that meets the needs of its customers. In addition, marketing in its boundary-spanning role introduces the voice of the customer into the firm, helps build long-term relationships and ensures that the firm builds equity with its customers. Course Objectives (1) To provide you with an introduction to marketing concepts, the process required to develop marketing strategies, the nature of key strategic decisions (i.e., value creation, communication, delivery and extraction), the dual goals of creating satisfaction for the customers and loyalty. (2) For those who are intending to pursue a more in-depth examination of marketing, this course will provide you with a set of basic tools to enable you to interact effectively with marketing specialists and a foundation for subsequent in-depth study in other courses. 1

2 (3) Participants will be expected to learn the "language of marketing." It is also expected that by the end of the course you will have a solid understanding of marketing issues, the major decision areas under marketing responsibility, the basic interrelationships of those decision areas, and an appreciation of how to apply key frameworks and tools. What the Course Is Not (1) It is not a purely marketing strategy course. While there will be discussion of the key strategy concepts such as market planning, competitive reactions, marketing competencies, the thrust will be more at gaining knowledge rather than a deep understanding of market strategy. (2) Because this is a survey course, it emphasizes exposure to a broad scope of issues at the expense of in-depth treatment of individual topics. Course Culture and Pedagogy The methods of learning in this course require advance preparation by the participants. The presentation and exposition of the marketing concepts will be through a mix of Socratic dialogue, group learning, case discussion, and projects. The background readings and mini-lectures expand on the concepts and ideas which provide the basis for marketing decision making. The cases and simulation provide you with an opportunity to discuss and apply these concepts in "real world" marketing situations. Case discussions are intended to present dilemmas as they are encountered by managers, so it is important to deal with the cases as you find them (i.e., no Monday morning quarterbacking based on knowledge of what happened after the time frame of the case). In case discussions, the present tense should be interpreted as referring to the time frame of the case or its end. Please do not prepare for the class discussion by seeking out additional or more recent data on the firms or industries in the case. The Marketing Current Issues Minute". Every class meeting period, we will reserve the first minutes of class to discuss how the recent actions by firms or trends in the marketplace are posing new challenges and opportunities to marketing. I expect this topic to come from you, although I can always think of an important current issue. If you have opinions, thoughts, or questions related to something happening in the real world, be prepared to bring it up in class. This is a useful way to enhance your class participation grade. I will also periodically seed the on-line discussion forum with media stories and I look for discussion on those as well. Participation in Class Discussions. An effective class session can only occur if both you and I are involved in the learning process. It requires openness, a sense of skepticism, and an interest in learning new ideas and concepts. This suggests that whatever the topic there will always be room for the subjective, the opinion and the intuition. You should be willing to share ideas with the other participants and also be willing to listen to them. Your active participation will help us test our own assumptions and assertions. Your enthusiasm, your intellect and your physical presence can contribute tremendously to your learning. 2

3 Furthermore, your colleagues are important sources of learning. Take advantage of your colleagues knowledge and ideas, and do your part by being prepared and contributing to both group and class meetings. However being a cynic will not help. Cynics sit on the sidelines and disengage. They pollute the learning environment. Since, your consistent involvement in these class sessions is essential to achieving the objectives of the course, your learning will be impeded if you do not read the material assigned prior to class or if you skip information and try to read it at a later date. Class participation will be graded on a daily (every scheduled class meeting) basis. Participants are expected to come to class prepared to discuss, ask questions and contribute to the learning process. For many situations, there might not be a single right answer. I encourage you to be creative risk takers. You will always have the option to explain, clarify and justify your work and positions. Class participation is a critical component of my evaluation of your performance. Please note that attendance does not constitute participation. Quizzes You will be given three short in-class quizzes. The quizzes will cover assigned readings and inclass discussion up to that point. The quizzes will be held on: Date Chapters Session 3/Jun 22 Chapters 1&2 Session 11/Jul 9 Chapters 8,9, 14, 15 & 16 Session 14/Jul 18 Chapters 10, 11, 12,13, 18&19 No make up quizzes will be given, unless you have university accepted written excuse. Marketing Plan Assignment Appendix 1 of your text book provides an introduction to a marketing plan. In your groups of four or five (minimum four) develop a marketing plan for any one of the following: 1. SMU s new Master of Science programs. 2. SMU s existing BBA program 3. SMU s Executive (non-degree) Program 4. OSIM s new Upapa product. 5. Creative s Zen (e.g., Zen Stone) 6. Apple s new Iphone 7. HSBC s infinity product 3

4 Appendix A Provides details of the deliverables. Marketing Strategies Assignment In this assignment, groups made up of four/five (minimum four) students each will be asked to conduct secondary research to identify and categorize marketing strategies followed by firms. Details of this assignment are provided in Appendix B. Due date: July 18, Virtual Worlds Assignment Virtual world such as second Life are becoming increasingly popular. Second Life ( is one such virtual World site. Singapore has a location on Second Life. Companies such IBM, CISCO and educational institutions such as Insead have built a presence as well. Membership is free. Requirements This is an individual assignment. You are required to identify a single organization (firm, education institution, individual, or public sector organization etc.,) that does a good job of marketing on Second Life and justify why you think so. You will write a 1 page typed memo addressed to the class (excluding appendixes and attachments) about how and why the organization you have chosen does a good marketing job in Second Life. This may involve library research on Second Life, plus logging into Second Life and studying organizations to identify your chosen target organization. This assignment is due on July 11, 2007 at 8.30AM. ASSESSMENT METHOD Grades are based on participation in the class, performance in quizzes, the marketing strategies assignment, the Marketing Plan assignment, the Virtual Worlds assignment and the mid-term examination. The midterm exam will consist of multiple choice questions, and true or false questions. As regards the multiple choice questions, you will be asked to pick the best answer from among those presented and mark your answer on an answer sheet. If you think the question is ambiguous or that more than one answer is appropriate (for example, the answer depends on some unstated assumption), you will have the opportunity to write out a brief explanation (defense) of your logic and your answer. You will be given credit if your explanation reveals that you understand the issues involved. All exams and quizzes will be in the multiple-choice format. Class participation In-class Quizzes (3) Mid-term examination 100 points 225 points 250 points 4

5 Marketing Strategies Assignment Marketing Plan Presentation Virtual Worlds assignment 150 points 150 points 125 points 5

6 CLASS SCHEDULE Tentative Schedule for Summer 2007 Date Topic for Class Discussion Assignment Session 1 Goals of Marketing: Discovering, Creating, K&A: Chapter 1 Communicating, Delivering and Extracting the Jun 18 Value Proposition Session 2 Goals of Marketing K&A: Chapter 2/Appendix 2 Introduction to Marketing Math Jun 20 Case: Trap-Ease America: The Big Cheese of Mousetraps Session 3 Market Insight K&A: Chapter 4 Quiz 1 Jun 22 Case: Enterprise Rent-A-Car: Measuring Service Quality Marketing Strategy Basics: Discovering and Sizing Opportunities Session 4 Jun 25 Consumer Behavior K&A: Chapters 5&6 Case: Weight? I m on Adkins Session 5 Jun 27 Session 6/Jun 29 Mid-term exam Session 7/Jul 2 Marketing Planning and Analysis & Segmenta Targeting and Positioning Project Day Marketing Mix: Creating the Value Proposition K&A: Chapters 7 Case: GM: Downsizing the Hummer Session 8 Jul 4 Product Management & Brand Management K&A: Chapters 8&9 Case: Converse: We Love You, chucks! Marketing Mix: Communicating the Value Proposition Session 9/Jul 6 Session 10 Jul 9 Project Day Integrated Marketing Communications Sales Force Management Marketing Mix: Delivering the Value Proposition Session 11 Distribution Jul 11 Quiz 2 K&A: Chapters 14&15 Case: Pepsi: Promoting Nothing K&A: Chapter 16 K&A: Chapters 12&13 Case: Sears: Visions of Grandeur Marketing Mix: Extracting the Value Proposition Session 12 Jul 13 Pricing K&A : Chapters 10&11 Case: Southwest Airlines: Waging War in Philly Session 13 Jul 16 Session 14 Jul 18 Marketing in New Environments Course Wrap-up Group Presentations and Quiz 3 K&A: Chapters 18 & 19 Case: Wal-Mart Takes on the World 6

7 Appendix A Marketing Plan Project Requirements Please follow the guidelines provided in Appendix 1 of your text book. You do not have to turn in a formal report. What is required is a PowerPoint presentation of 8 slides that cover the following issues: 1. Marketing Objectives and goals. 2. Current Marketing Situation and Market description 3. Competitive Review and SWOT Analysis. 4. Marketing Strategy that covers: a. Segmentation, targeting and positioning b. Product strategy c. Promotion strategy d. Pricing strategy e. Distribution strategy (if relevant). You do not need to cover the action programs, the marketing organization, budgets and controls in your presentation. You will do a formal presentation of these slides in class on July 18, APPENDIX B Marketing Strategies Group Project Introduction The objective of this project is for you to identify marketing strategies adopted by firms and categorize them based on concepts and strategies discussed in class and in your book. In order to do the project, groups of four/five (minimum of four) members each will examine marketing stories in Asian Wall Street Journal for a year and then identify the appropriate categories to which they belong. Once the identification is done, each group would then summarize and comment on the likely success of these strategies, based on intuition, class learning and additional research. Illustrative strategies may be launch of new products, new brand names, line extensions, new pricing approach, new advertising strategies, different promotional approaches, dropping products, etc., Specifically, each group has to get the ASIANWALL STREET JOURNAL in the library through online sources and then conduct the research. The end product from you should be a report with a detailed appendix. The report will also contain up to a maximum of four typed double spaced pages of text in 12 point Times Roman font that addresses the following issues: 1. Introduction A general introduction to the paper, its contents and the structure. 2. Classification and Description of the Marketing Strategies 7

8 Using the topics in your class syllabus, categorize the different strategies you see that year and provide a summary report. 3. Evaluation A summary report evaluating the strategies and the potential outcomes. Do not spend time talking about each and every strategy, but pick and choose four of them: two that you think will succeed and two you think will fail and expand on these. Set up some criteria which form the basis of your evaluation. 4. Key Learning This section should address the question, What did we learn from the exercise? Provide the section headings presented above in the paper. Appendix The appendix should have the following information in a Tabular form: 1. The name of the company 2. The name of the ultimate parent of the company 3. The earliest date in the Asian Wall Street Journal when this strategy was announced 4. A description of the strategy. The paper should be typed and stapled with a cover page which has the names of the group members and is due before 12:00Noon on July 13,

9 About the Instructor Sundar S. Bharadwaj Associate Professor of Marketing Associate Director, Emory Brand Science Institute Professor Bharadwaj joined the Goizueta Business School in fall His research focuses on business problems relating to current and long-term returns and risks to marketing investments in brands, customers, innovation, and marketing strategy. He has received an Early Career Award from the Marketing Strategy Special Interest Group of the American Marketing Association. His research on the process of marketing strategy making published in the Journal of Marketing was awarded the Marketing Science Institute/Paul Root Award for contribution to the Practice of Marketing in 1999 by the American Marketing Association. His framework for assessing a service firm s competitive advantage in a global market has been awarded for best research in services in 1993 by the American Marketing Association. Similarly, his research on the role of functional conflict in marketing strategy quality and creativity was awarded by the Journal of Academy of Marketing Science in His doctoral research on core competencies of a firm and brand equity was awarded by the American Marketing Association. At Goizueta, Professor Bharadwaj teaches the core Marketing Management class in the MBA, Exec MBA, Marketing Strategy in the Modular Exec MBA and a Marketing Strategy Seminar in the PHD programs at Goizueta. He has also taught courses in B2B Marketing, services marketing and retail to undergraduates and MBAs. He also teaches in the brand management, e-marketing, marketing strategy, customer and pricing management programs targeted at corporate executives. He has served as the Director of the Marketing area s doctoral Program and has chaired a number of doctoral student dissertations. He has also served as the area coordinator of the marketing area. He has been a visiting faculty member at the Indian School of Business and Singapore Management University. Professor Bharadwaj has held brand management and sales management positions in multinational corporations (such as SmithKline Beechams and AMUL) where he developed branding strategies and channel strategies for new and existing product. He has executive education and consulting experience in areas related to brand strategy, customer/key account management, marketing strategy, pricing strategy and new product management with U.S., European and Asian firms ranging from Coca Cola, IBM, Microsoft, KPMG, Nokia, NOL, Siemens, Rock-Tenn, Schneider Electric, Synovate, Satyam and Singhealth. 9