MKT701 MARKETING MANAGEMENT

Subject Outline
MKT701-2008-1/2

Overview:

Unit Code: MKT701

Subject Title: MARKETING MANAGEMENT

Credit Points: Four (4)

Prerequisites: NIL

Lecturer: Dr Amy Wong

Skype ID: amywongom

Email: amy.wong@globalnxt.edu.my
Webinar Room Link: https://globalnxt.adobeconnect.com/mkt701-2008/

Programme Executive: Pushan C

Email: studentcare@globalnxt.edu.my

Subject Details:

Subject Description:
This subject provides the framework to understand and analyse the market environment, consumers
and competitors, in order to facilitate marketing decision-making. The subject introduces the concepts,
principles and activities involved in the analysis, development, implementation and control of
marketing programmes.

Aims:
The aim of this subject is to provide students with an understanding of marketing and the marketing
function within organisations.

Objectives:
The objective of this subject is to prepare students to apply the knowledge and skills gained from this
subject towards the development of effective marketing plans to spur business growth.

Learning Outcomes for the Subject:

Upon completion of this subject, students should be able to:

1. explain fundamental marketing theories and principles

2. analyse consumer and business markets to identify competitors and potential market segments
nationally and internationally

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 3. develop marketing mix strategies to position market offerings in the context of a competitive
environment, nationally and internationally
4. manage the firm’s global marketing function after analysing the impact of its functional areas
and the globalisation for economies, markets, and industries on its marketing effort

Teaching and Learning Strategies:

The teaching and learning strategy is based on a constructivist approach building on the students
existing knowledge and experience. Students are exposed to an authentic learning environment gaining
experience in solving the same kind of problems that they would encounter in their work environments.
Peer assisted learning is encouraged through the use of online discussion boards where student can
share their own work experiences and views.

Mode of Delivery:
The mode of delivery for this module is online with self-study of course materials, discussion board
activities and case studies. The online study is also supplemented with synchronous face-to-face
sessions.

Study Schedule

Week Week Commencing Segment Topics References / Readings

1 31 August 2020
2 7 September 2020
3 14 September, 2020
4 21 September, 2020
5 28 September, 2020
6 5 October, 2020
7 12 October, 2020
8 19 October, 2020
9 26 October, 2020
10 2 November, 2020
11 9 November, 2020
12 16 November, 2020
13 23 November, 2020
14 30 November, 2020
Customer Needs and Market Orientation / Refer to DB for video and
Positioning reading links
Branding / Marketing Mix
Customer Relationship Management
Market Demand/ Environment/ Data
Collection
Consumer / Business Markets
Competition/ Segmentation/ Targeting
Positioning
New and Global Market Offerings
Product and Branding Strategy/ Managing
Services
Marketing Channels/ Retailing/ Wholesaling/
Logistics
Marketing Communications
Promotion and Sales Force Management
Total Global Marketing
Revision

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 Webinar Sessions (Compulsory)

Session
https://globalnxt.adobeconnect.com/mkt701-2008/
Overview of MKT701, guidelines, expectations /
1 3 Sep, 7:00 PM IST
Understanding Marketing
2 24 Sep, 7:00 PM IST Company Strategy
3 8 Oct, 7:00 PM IST Marketing Environment
4 22 Oct, 7:00 PM IST Consumer Behaviour
5 5 Nov, 7:00 PM IST Segmentation, Targeting and Positioning
6 19 Nov, 7:00 PM IST FIP Presentations
7 26 Nov, 7:00 PM IST FIP Presentations
8 3 Dec, 7:00 PM IST Exams Preparation

Summary of Assessment

Item Title Due Date Weight Type

1 Discussion Board Topics Weeks 2 & 3 20 Sep 10% Individual

2 Discussion Board Topics Weeks 4 & 5 4 Oct 10% Individual

3 Discussion Board Topics Weeks 8 & 9 1 Nov 10% Individual

4 Action Learning Project (Weeks 6 & 7) 18 Oct 10% Group

5 Final Integrated Project (Weeks 10 - 13) 29 Nov 20% Group

To be confirmed
by the
6 Final Exam 40% Individual
Examinations
Office

TOTAL 100%

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 Assessment Details:
Assessment Item 1:
Title: Discussion Board Topics Weeks 2 & 3
Group or Individual: Individual (10%)
How Students will be Assessed: As per the Discussion Board Rubric on the LMS

DB 2-3 Tealbook’s B2B Marketing

Watch the below video on Tealbook, a fast-growing and exciting enterprise software company
headquartered in Toronto’s downtown tech hub.

https://youtu.be/NAWLgInM57w

Answer the following questions and share your answers in DB2-3:

1. As a marketing manager for Tealbook, which segmentation variables might you use to best understand
your market structure?
2. What do you think of Tealbook’s strategy of connecting buyers and suppliers for faster, better, and
more trusted business? Which market segments does this address, and how does it uniquely position
itself in the minds of the B2B communities?
3. Now, adopting a B2C perspective, think of another company that sells a product or service you enjoy.
Evaluate the positioning of the company. What are some possible market segmentation strategies the
company might pursue?

Your analysis should be based on research using articles from the eLibrary and relevant websites. Do not
copy and paste information from your research. Instead, please provide the references and web links.

Assessment Item 2:
Title: Discussion Board Topics Weeks 4 & 5
Group or Individual: Individual (10%)
How Students will be Assessed: As per the Discussion Board Rubric on the LMS

DB4-5 BBDO India: Ariel Share the Load Campaign

Watch the below video on how to Ariel’s Share the Load Campaign.
https://youtu.be/8QDlv8kfwIM

Read this article for more information on the campaign: https://www.mumbrella.asia/2019/01/bbdo-

indias-new-share-the-load-campaign-believes-inclusive-is-better-than-edgy

Answer the following questions and share your answers in DB4-5:

1. The Share the Load Campaign aims to address the inequality that exists within Indian households. Do
you think this campaign is successful? Justify further.
2. Provide examples of brands which have communicated stereotypical gender roles. Discuss the
outcomes on brand loyalty and brand equity.
3. With the integration of social media platforms, the consumer feedback process is evolving and fast-
paced. Brands need to be wise in what they are choosing to put out there, as consumers are interested
in a dialogue. If brands strike a chord with the consumers and build empathy, consumers will go the
extra mile in reciprocating the love. Think of a brand that has effectively communicated consumer
social values and norms. Elaborate further. Do you think consumers really love their brands? Explain
further.

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 Assessment Details:

Your analysis should be based on research using articles from the eLibrary and relevant websites. Do not
copy and paste information from your research. Instead, please provide the references and web links.

Assessment Item 3:
Title: Discussion Board Topics Weeks 8 & 9
Group or Individual: Individual (10%)
How Students will be Assessed: As per the Discussion Board Rubric on the LMS

DB8-9 P&G: An Example of Open Innovation

Watch the below video on how P&G’s Open Innovation Crowdsourcing site.
https://vimeo.com/129635212

Read this article on the case study:

https://www.sciencedirect.com/science/article/pii/S1877042815039294

Open innovation, also known as crowdsourcing or co-creation, is a way for companies to utilize the ideas
and strength of the people outside their organization to make improvements in the internal processes or
products. Many companies seek input from those people outside their organization for solving some of
their trickiest problems. Open innovation helps them drive employee productivity, customer loyalty and
better innovation.

Think of another company that sells a product or service you enjoy. Elaborate on how open innovation can
help the company deliver customer value by meeting customers’ needs, drive employee productivity, and
achieve customer loyalty. Provide real-life examples of success and failures in marketing innovation.

Your analysis should be based on research using articles from the eLibrary and relevant websites. Do not
copy and paste information from your research. Instead, please provide the references and web links.

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 Assessment Item 4:
Title: Action Learning Project
Group or Individual: Group (10%)
Description: Examining a Marketing Issue
How Students will be Assessed: As per the Grading Criteria Sheet on the LMS
Details:
This project provides students with an in-depth exposure to some of the marketing issues facing marketers
in today’s dynamic marketplace. Using two real world companies as examples, you need to analyse
existing literature to gain insight into current and future marketing issues that will impact businesses and
marketers in particular. In addition, you need to provide some recommendations to existing or potential
marketing issues related to your topic.

Please select one (1) of the Marketing Issues below:

Marketing Issue 1
Ethics and social responsibility in marketing

Marketing Issue 2
Marketing research and trends

Marketing Issue 3
Customer experience management

Marketing Issue 4
Use of technology in marketing

Marketing Issue 5
Innovations in marketing

Marketing Issue 6
Consumer behaviour trends

The requirements for the project are as follows:

• A recorded, voice over PPT, maximum 17 slides (including one Title Slide and one Reference slide)
• Each member of the team will need to record at least 2 slides

Grading Criteria:
1) The choice marketing issue (i.e., something interesting and exciting)
2) Analysis of marketing issues and real-world companies (depth, tools and relevant frameworks used,
including course frameworks or information from other courses)
3) Depth of findings (i.e., more marks for inclusion of relevant data)
4) Solid justification and relevant support for proposed recommendations (i.e., relate to country, relate to
organizational culture, core competencies etc.)
5) The presentation—narration, style, and persuasiveness

* Please remember to complete your Peer Assessment after the deadline of the ALP.

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 Assessment Item 5:
Title: Final Integrated Project
Length: 3,000 Words
Group or Individual: Group (20%)
Description: Marketing Plan
How Students will be Assessed: As per the Grading Criteria Sheet on the LMS
Details:
The objective of the final project is to give students the opportunity to apply concepts learned in this course
to a real-world marketing problem. Your team project should be a professional-looking write-up, detailing
the marketing strategy for a new product or service that you deem viable in today's market; or an ailing
product or service, whose performance in the market you think can be improved with the help of a new
marketing program. Please decide on a product/service and submit your marketing plan topic during
Week 4 via the team DB.

Contents of the Final Report

Although there is no restriction on the content and format, your marketing plan will include the following
elements:
• Executive summary of your marketing plan
• Table of contents
• Background analysis of your product/service/company and market
• Marketing objectives
• Segmentation, Targeting and Positioning
• Marketing mix strategies (4 Ps or 7 Ps)
• Action plans and budgets
• Conclusion
• References
• Appendices

Alternative sections can be added or deleted to suit the topic.

The formatting requirements for the report are as follows:

• 3,000 words page limit +/-10% (including tables, figures, excluding references and appendices)
• 12-point size font, double-spacing
• Use of appropriate headings and sub-headings
• Use of American Psychological Association (APA) citation and format style. Please refer to the
following website for more information - https://owl.english.purdue.edu/
• Please include word count on your cover sheet
• Please attach a Grammarly plagiarism report.
• PPT, maximum 10 slides showing the key aspects of your report for presenting to the class (including
one Title Slide).
• All teams will be given strictly 5 minutes to present their work to the class. You only need to nominate
one (1) presenter per team.

Refer to this for more info on a Marketing Plan –

https://college.cengage.com/business/pride/foundations/2e/resources/pf_found_sample_mkt_plan.pdf

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 Grading Criteria:
1) The choice of product/service/ company (i.e., something interesting and exciting)
2) Alignment of marketing objectives, STP, marketing strategies and action plans (depth, tools and relevant
frameworks used, including course frameworks or information from other courses)
3) Depth of findings (i.e., more marks for inclusion of relevant data)
4) Solid justification and relevant support for proposed recommendations (i.e., relate to company, product,
service, market, core competencies etc.)
5) The presentation—narration, style, and persuasiveness
Bonus points for journal citations and correct referencing (APA style)

* Please remember to complete your Peer Assessment after the deadline of the FIP.

Assessment Item 6:
Title: Final Examination
Duration: Three (3) hours
Group or Individual: Individual

DB Grading Criteria

• Participate fully by engaging in the entire discussion

• Demonstrate knowledge by making comments that are insightful and informed
• Present unique, insightful ideas and perspectives that help the class see something in a new
way and demonstrate your ability to see beyond the obvious
• Provide relevant examples from your workplace and community in addition to resources such
as useful websites, books, blogs, articles, etc. that support your response
• Pose questions that are thought provoking and promote further discussion
• Clarify what portion of your classmate's comment you are responding to and describe how the
classmate's contribution helped you specifically understand the topic or think about the topic in
a different way
• Ask for clarification or help when needed and offer assistance to those who need extra
explanation on a topic
• Contribute to a healthy and safe learning environment by being open to others' comments and
ideas and respecting different points-of-view without judgement or prejudice

Reference Material:

Recommended Textbook:
Kotler, P. and K. L. Keller (2012). Marketing Management. 14th ed. New Jersey: Prentice Hall.

Additional Reference Books:

Williams, DS 2014, Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy,
New Jersey, John Wiley & Sons, Ebrary Academic Complete (ProQuest).

Hill-Wilson, M, & Blunt, C 2013, Delivering Effective Social Customer Service: How to Redefine the
Way You Manage Customer Experience and Your Corporate Reputation, New Jersey: John Wiley &
Sons, Ebrary Academic Complete (ProQuest).

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 Reference Material:

Peppers, D, & Rogers, M 2011, Managing Customer Relationships: A Strategic Framework, Hoboken,
N.J.: Wiley, eBook Academic Collection (EBSCOhost), EBSCOhost.

Legorburu, G, & McColl, D 2014, Storyscaping: Stop Creating Ads, Start Creating Worlds, New Jersey:
John Wiley & Sons, Ebrary Academic Complete (ProQuest).

Hestad, M 2013, Branding and Product Design: An Integrated Perspective, Farnham: Gower, eBook
Academic Collection (EBSCOhost), EBSCOhost.

Yohn, DL 2013, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best
from the Rest, New Jersey: John Wiley & Sons, Ebrary Academic Complete (ProQuest).

Erwin, K 2014, Communicating The New: Methods to Shape and Accelerate Innovation, New Jersey:
John Wiley & Sons, Ebrary Academic Complete (ProQuest).

eBooks:

Supplementary Resources and Reading(s):

Marketing and CSR
Marketing Mix
IMC
Social media marketing
Email marketing

Subject Outline Updated: 10 August 2020

Additional Information:

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