Marketing Management

Course Outline

Section BUSS205_05
Classroom Hyundai Motor Hall #202
Time TUE/THU 15:30 16:45
Instructor Janghyuk Lee, Assocate Professor of Marketing
Office Hyundai Motor Hall #521
Phone 02 3290 2819
E-mail janglee@korea.ac.kr
Webpage KUPID/EKU
Office hours TUE/THU 13 :30 15 :00
Teaching Assistant Seungmin Lee flyfar7948@gmail.com


Course Background and Objective

Marketing is a complex business function that requires a balance of analytic and synthetic skills towards
strategy formulation, tactic development and program implementation. This course introduces a series
of frameworks and tools that may be used to solve general business problems as well as to develop
specific marketing strategies and programs. The analytic part of the course moves from the general to
the specific. The course is oriented around understanding the Cs customers, company and
competitors, developing a strategy for the chosen product/market(s) and translating this strategy into
tactics through the elements of the marketing mix, the four Ps (product offering, pricing, promotion
and physical distribution). The synthesis of all these elements is carried out through the use of case
studies and classroom lectures and discussion. The pedagogical style emphasizes your role in applying
the concepts discussed in the lectures to the business situations at hand (i.e., the cases). The role of the
instructor is to provide you with tools to structure your thinking and stimulate and facilitate your
analysis of the cases. The objective of the course, therefore, is to develop a way of thinking through
realistic business situations to answer the following questions which customers should be served, what
is the optimal product bundle for these customers, and how the two are to be brought together.


Course Material

Main text book: Kotler and Armstrong (2014), Principles of Marketing, 15
th
ed. (global edition),
Prentice Hall.
Required session reading will be posted on KUPID/EKU.


Evaluation

Class Participation Individual 15%
Quiz Individual 40%
Case presentation Team 15%
Term project Team 30%

Class Participation
Active class participation is key to your own and your classmates learning experience. To ensure
smooth progress of the class, no late arrival will be admitted. Write your name on a seat map that
will be circulated in the middle of class. The classroom will be closed 5 minutes after the course starts.
Please use the time in class constructively to ask questions, contribute points relevant to the
understanding of the class material or case analysis, or give relevant examples from your own
experience. What matters is the quality of your comments, not the quantity. Of course, some points
made in class will be questionable or wrong, and I will point this out to you. You should not be afraid
of making a wrong point the discussion of such points often contributes to the understanding of a
situation. However, please do not make comments simply to get some air time. Such behavior will be
counted as negative class participation. More than 6 absences will lead to F regardless of the
performance of other criteria.

Quiz
There will be 2 quizzes and their date will be announced in advance.

Case presentation
Your team will make a presentation about a case in the text book and will lead the discussion. (a PPT
template will be provided.)

Term project
Your team will prepare a marketing plan for a company of interest. (Appendix 1 of the text book) and
selected teams will present it on Dec 4, 6:30 9:15PM.

Tentative Schedule

Week Date Topic Text book Reading Remarks
1 9/2 Intro
9/4 Marketing process Ch1,2
2 9/9 Bank holiday (no class)
9/11 Marketing process Ch1,2
3 9/16 Market environment, Marketing
research
Ch3,4 A
9/18 Consumer behavior Ch5
4 9/23 Consumer behavior Ch5 B
9/25 Consumer behavior, B2B marketing Ch5,6
5 9/30 Marketing strategy Ch7 C
10/2 Marketing strategy Ch7,18
6 10/7 Marketing plan Appendix1
10/9 Bank holiday (no class)
7 10/14 Product Ch8
10/16 Product Ch9 D Term project plan
submission
8 10/21,23 Mid term exam (no class)

9 10/28 Pricing Ch10 Quiz1
10/30 No class replaced by Dec 4
10 11/4 Pricing Ch11
11/6 Channel Ch12
11 11/11 Channel Ch12
11/13 Marketing communication Ch14
12 11/18 Marketing communication Ch15
11/20 Sales promotion Ch16
13 11/25 Sales promotion Ch16
11/27 Direct marketing Ch17 Term project submission
14 12/2 Customer relationship management E
12/4 Customer equity & ROI
12/4 Term project presentation 6:30 9:15PM
15 12/9 New trends Quiz2
12/11 New trends
16 12/16,18 Final term exam (no class)

Reading
A: Zaltman, Hidden Minds
B: Court et al., Consumer Decision Journey
C: Kim and Mauborgne, Creating New Marketing Space
D: Google, Smart phone Launch Predictor
E: Jones and Sasser, Why Satisfied Customers Defect