MKT 901 Principles of Marketing

Session 01
Orientation

Dr. Liu, Xiaoyan

28 Feb. 2020
 PART 1:
Course Information
 3
Basic information

 Semester: Semester II, 2020

 Course credits: 4
 Duration: 17 weeks
 Time: 1:00-3:35 pm, Friday (Zoom: 2:00-3:30 pm)
 Location: I305
 Pre-requisites: NA
 Teaching assistant:
 Ms. Han, Tianyu (韩田雨)
 820813032@qq.com
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Basic information

Public Mailbox: MKT901_RIEM@hotmail.com

Password: RIEM@2019

Course database:
 https://pan.baidu.com/s/1Z9ngDp5iNoY6zuSuIB2Ozw
 Password: sky0
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Instructor

 Education Background

 Teaching courses:
 Principles of Marketing (UG), Brand Management (Seminar), Marketing
Management (PG), Advanced Management (PhD), Consumer Behaviors (PhD)

 Research interests:
 Consumer psychology and behaviors, advertising, decision making, green
consumption
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Instructor

Email: lxy@swufe.edu.cn | liuxy.swufe@gmail.com

Phone: 028 8709-2293
Office: R1219 Gezhi Building (Liulin campus)
Office hours: 9:30 – 11:30 am (Tue ); make appointment in
advance
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Registered Students
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Student Survey
 PART 2:
Course Introduction
10
What is Marketing?

Top 5 words come to you mind

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What is Marketing?

Advertising?
Sales & Promotion?
Profit or cost or pricing?
Brands
Deception, lie, false claim…
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Marketing from Company Perspective

Profit

Consumer needs and demands

Product design

Brand

Competition

Distribution

Pricing

Promotion
13 What Is Marketing

 Marketing is “the process of

planning and executing the
conception, pricing, promotion,
and distribution of ideas,
goods, and services to create
exchanges that satisfy
individual and organizational
goals.” (AMA 2004)
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What Is Marketing

Marketing is to provide
 the right product/service
 at the right price,
 in the right place,
 to the right consumers
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Implications of Marketing

 Products / Services / Companies …

 Person: Celebrities, politicians…

 Place: Panda base (Chengdu)

 Country: China promotion ad @ Times Square

 Events: Earth hour, 11.11

 Policy: Anti-smoking, Anti-drunk driving…

 Ideas: Ted
 PART 3:
Course Design
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Learning Objectives

Primary goal of this course is to provide students with a solid

understanding of the basic principles of marketing,
including:
 choosing customers, defining and creating value, delivering and
appropriating value, and sustaining value against competitors.
 segmentation, targeting, and positioning,
 commonly used analysis tools of markets and industries.

We will also discuss topics on the intersection

between marketing, business strategy, and
sustainable development.
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Learning objectives

 Second, this course will also lead you to think about various challenges
that marketing is facing in contemporary era, mainly because of the
impact of technology development, social media, globalization,
consumerism, etc.
 Third, illustrating how to develop a good marketing plan, by
understanding the key elements of marketing mix: product, pricing,
placing, and promotion
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Teaching Strategies

Lecturing (instructor & students)

Discussion (open class & in group)
Debate (open-class)
Business case (textbook, online resources, students)
Multi-media (discussion & reflection)
Presentation (individual & group)
Real marketing plan design
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Textbooks

Philip Kotler, Gary Armstrong. (2011). Jagdish N. Sheth;Rajendra S.

Principles of Marketing, Prentice Hall,
14th Edition.
Sisodia (2006). Does Marketing
Need Reform? Fresh Perspectives
on the Future. Routledge, New
York.
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Suggested readings

 Philip Kotler, Gary Armstrong, Swee Hoon Ang, Siew Meng Leong, Chin
Tiong Tan, and Oliver Yau Hon-Ming (2014). Principles of Marketing: An
Asian Perspective, Prentice Hall, 3rd Edition.
 Philip Kotler, Hermawan Kartajaya, Den Huan Hooi, and Sandra Liu.
(2007). Rethinking Marketing: Sustainable Marketing Enterprise in Asia,
Prentice Hall, 2nd Edition.
 William D. Perreault, Joseph P. Cannon, and E. Jerome McCarthy (2010).
Basic Marketing: A Marketing Strategy Planning Approach, McGraw-Hill
Irwin, 18th Edition.
 The Saylor Foundation. Principles of Marketing, online resources
(https://saylordotorg.github.io/text_principles-of-marketing-v2.0/), 2nd
Edition.
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Teaching Schedule (subject to changes)

Date Topic Readings

(Feb. 28) Course Orientation Teaching notes

(Mar. 06) Introduction to Marketing Ch 01

(Mar. 13) Business and Marketing Strategy Ch 02

Analyzing Marketing Environment
(Mar. 20) Ch 03
-Macro and Micro

(Mar. 27) Consumer and Business Buyer Behavior Ch 05, Ch 06

(Apr. 03) Customer Driven Marketing Strategies Ch 07

(Apr. 10) Marketing Research Methods Ch 4, Teaching notes

(Apr. 17) Reflections – Why marketing needs reform Suggested readings

Proposal presentation
(Apr. 24)
Submission: PPT
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Teaching Schedule (subject to changes)

Date Topic Readings

(May 01) Public Holiday

(May 08) Product Ch 08, Ch 09

(May 15) Pricing Ch 10, Ch 11

(May 22) Placing Ch 12, Ch 13

(May 29) Promotion Ch 15, Ch16

(Jun. 05) Contemporary Marketing- Social media Teaching notes

(Jun. 12) Contemporary Marketing- Marketing Ethics Teaching notes

Final presentation
(Jun. 19)
(PPT and written report)

Exam (open book)

 PART 4:
Course Evaluation
25
Course Evaluation

Components Percentage Individual/Team

Participation and homework 30% Individual/Team

Final Exam (Open-book) 40% Individual

Marketing Project 30% Team

Total 100%
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Participation

Attendance (online teaching)

 Please attend the live teaching online every week
 Or watch the video after the each class
Attendance (when we all back to school)
 Attend every class on time;
 You can ask for leave for no more than 2 times with valid reason (notify
the instructor and teammates in advance)
 Participation
27

 Active involvement!
 Make a contribution!!
 understanding of marketing concepts, theories and practices; real-life experience,
relevant business cases…

 In a proper manner!!!
 be a good listener

 make a point relevant to the discussion

 give credits to others’ comments

 show evidence of thorough analysis

 critical but open-minded

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Individual Assignment: Resume

 A RESUME is a medium for advertising

yourself, it’s the first means in which you
use to present yourself as an applicant and
try to claim that you are the best choice
candidate to a prospective employer or
recruiter.
 On average, an employer or recruiter takes
only 8-10 seconds to screen your resume
and cover letter before considering an
applicant to either be shortlisted for an
interview or not. Sometimes it can be even
less than this.
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Individual Assignment: Resume

 As a practice for your future job and/or

study application, every student is required
to submit a 2-page resume aiming at
 a marketing-related job (e.g., sells, market
researcher, consulting, and advertising) or
 a marketing-related master/Ph.D. program
overseas or domestically.

 Your resume must

 address the key selection criteria for the role
that you are applying for.
 reflect who you are and your professional
experiences.
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Individual Assignment – Reflection

The instructor will assign several papers/marketing reports to

read in between of the semester. Each student can select one
of the assigned articles/reports to write a reflection, which can
discuss (but not limit to):
 A brief summary of the article: motivation, key questions, methods,
findings, etc.
 The most interesting thing(s) that you learned from this article;
 The marketing implications that marketers can use in real business;
 Your personal reflections and thoughts of the article, referring to your
experiences, knowledge from other courses, and so.
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Individual Assignment – Reflection

The report should be around 3-5 pages (Arial, font size 12;
double-space).
This maximum length excludes any cover page, table of
contents, references, or appendices. The paper needs to be
formatted in a professional manner.
The hardcopy is to be submitted in the class, and softcopy to
our TA.
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Final Exam

Contents (key points of previous sessions);

Time limit (TBC);
Location (TBC);
Format (open book)
Absence will result in 0 points for the exam. Make-ups for
the exam will be given only for the most extraordinary and
documented reasons.
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Final Exam

The exam is open book and is consisted of several essay

questions that require students to apply marketing concepts
and frameworks that they have learned in class.
Some questions do not have a standard correct answer, and
students’ answers should be graded based on how well they
understand the marketing concepts and how well they
elaborate on their arguments to support the decisions they
made.
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Group Assignment

Form a team with 3 members (26 students – 2 teams

with 4 members)
Name your team
Stay in your team for the whole semester:
 group discussion
 assignment presentations
 marketing project
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Group Assignment – Case study

 As a homework, each team will be assigned one or more marketing

cases. The team has to:
 read the case(s) thoroughly,
 search for extra information from other sources,
 present their analysis of the case in the class (15 minutes)
 and lead the in-class discussion during that week.
 Discussion questions will be provided in advance to help the team better
understand the case.
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Marketing Project

 Each team is required to develop a marketing plan based on a

sustainable and creative marketing project for the China market. The
marketing plan can be for a profit-driven or a nonprofit organization.
This organization can be real or hypothetical.
 The product/service to be marketed can also be an actual or even a
hypothetical one (but a viable one based on current technologies).
Hence, the proposed marketing project can be to:
 - Marketing a new product/service not available in China, or
 - Marketing a modified product/service to better serve the China market.
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Proposal Presentation

 Presentation procedures:

 10 mins for presentation

 At the end of the presentation, the instructor will pose questions to your
entire team. As part of the learning process, the other teams will also be
given the opportunity to raise questions.

 Presentation evaluation:
 Your team will be graded based on the quality of the presentation and your
responses to all the (appropriate) questions.

 Due date: Week 09

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Proposal Presentation

 Each team is required not only to describe your selected

product/service, but also your rationale for choosing it:
 e.g., potential lucrative target market, customer problem being solved, value of
proposed product/service to the customers, competitive edge over the competitors
The proposal does not need to include any specific recommendations.

 Number of slides was not fixed

 At the end of the presentation, the instructor will pose questions, give
suggestions and comments on how to improve the work in the following
weeks. As part of the learning process, the other teams will also be given
the opportunity to raise questions and provide suggestions.
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Final Presentation

 20 minutes for presentation

 focus on the key parts of your written report

 Should be done in professional manner, with everyone participates

 At the end of the presentation, the instructor and other teams will pose
questions to your entire team.

 Your team will be graded based on the quality of the presentation and
your responses to all the (right) questions.

 Due Date: Week 17

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Written Report

 In the written report, you need to address issues including (not limited to
these):
 A detailed introduction of the recommended product / service;
 A comprehensive evaluation of the target market (e.g., customer needs,
competing brands and products, environment analysis, market potential, etc.)
 A marketing research report and recommendations.
 An integrated marketing communication plan to achieve the proposed
objectives and goals.
 A simple profit-and-loss statement and/or budget for the first three years of
operations (refer to Appendix 2 of the textbook).
 Additional assessment of the expected impact and implications of these
recommendations if useful.
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Academic Integrity

 Cheating, fabrication of submitted work,

plagiarism, handing in work completed for
another course without the instructor’s
approval, and other forms of dishonesty are
not allowed.

 For the first offense, a student who violates

the Integrity Code will receive 0 points for
the assignment.

 The violation will be recorded and reported

to the Students’ Office if necessary.
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Tasks for next week

Reading: Text book 1:

 Chapter 1: Marketing: Creating and Capturing Customer
Value
Team formation:
 Build up your team with 3 members (exception allowed only
we the class is not divisible by 3)