Week 15

Topic: Marketing Channels

Date: Dec 27, 2009
Time: 6:30-9:50pm
Classroom: TR 510

Agenda

6:30-7:00pm Case Study

Payless ShoeSource: Paying Less for Fashion

Each team has 5 minutes to present your findings and answers

7:00-9:00pm Lecture

Marketing Channels: Retailing and Wholesaling

9:00-9:30pm Case Study

Whole Foods: A Whole-istic Strategy

Questions for Discussion

1. Define Whole Foods's product. How does it deliver value to customers?
2. Many chains have begun offering and expanding their selection of organics. Does this pose a competitive threat to Whole Foods?
3. What challenges will the company face in the future as it continues to grow and expand?
4. While Wholes Foods has clearly positioned itself away from pricing issues, can it avoid this element of the marketing mix forever? Why or why not?

Each team prepare 5 minutes presentation to answering above questions.

Guideline of Wirting A Marketing Plan

The Marketing Plan is a highly detailed, heavily researched and, well written report that many inside and outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. 

Essentially the Marketing Plan

• forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
• forces the marketing personnel to look externally in order to fully understand the market in which they operate.
• sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
• is a key component in obtaining funding to pursue new initiatives.

The Marketing Plan is undertaken for the following reasons:

• as part of the yearly planning process within the marketing functional area.
• for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem.
• as a component within an overall business plan, such as a new business proposal to the financial community.

There are many ways to develop and format a marketing plan. The approach recommended here is to present a 7-part plan that includes

• Mission Statement
• Business Description

1. Executive Summary
2. Objectives
3. Situation Analysis
4. Marketing Strategy
5. Implementation
6. Assessment
7. Critical Issues and Resolutions

to be continued...

Week 14

Topic: Pricing and Pricing Strategy

Date: Dec 22, 2009
Time: 6:00-9:50pm
Classroom: TR 510

Agenda

6:00-7:00pm Group Project Progress Review
Each team presents your up-to-date project with the following content;
1. Company Mission Statement/Credo(100 words at most)
2. Business Description(200 words, covering capital, manpower, products/services, operation)
3. Business Objectives(5 lines at most)

4. Executive Summary(draft to be refined, covering goals, strategies, approaches, budget, key to success)
5. Market and Environment Analysis (Macroenvironment and Microenvironment)
6. Marketing Mix Strategies(to be completed)
7. Implementation(4P's)(to be completed)
8. Assessment(to be completed)
9. Critical Issues and Resolutions(to be completed)

7:10-9:00pm Lecture

Pricing and Pricing Strategy(Updated)

9:10-9:50pm Case Study

Payless ShoeSource: Paying Less for Fashion

Each team has 5 minutes to present your findings and answers

Questions for Discussion

1. Which of the different product mix pricing strategies discussed in the text applies best to Payless's new Strategy?

2. How do concepts such as psychological pricing and reference pricing apply to the Payless Strategy? On what ways does Payless strategy deviate from these concept?

3. Discuss the benefits and risks of the new Payless strategy for both Payless and the designers. Which of these two stands to lose the most?

4. Consider the scale on which Payless operates. How much of a price increase does Payless need to achieve in order to make this venture worthwhile?

Week 12

Topic: New Product Development and Product Life-Cycle Strategies

Date: Dec 8, 2009
Time: 6:30-9:20pm
Classroom: TR 510

Agenda

6:30-7:00pm Presentation of group project progress
Each team gives 5 minutes to brief project progress and plan.

7:00-8:00pm Case Study for Zara
Presentation by Mr. Vincent Laban, Mr. Wijaya Henky and Mr. William Adarne.
1. Describe how Zara is creating values for its customers as well as well as for itself?
2. Based on the factors of “Consumer Buyer’s Behaviors”, please illustrate the marketing efforts made by Zara. And how did they work for Zara to achieve its objectives?
3. According to your marketing segmentation analysis, which segments is Zara targeting at? Describe these market segments with relevant supporting points.
4. Using marketing mix to explain explicitly how Zara has become a fast-fashion brand and leading position in clothing and fashion industries?
5. If you were the head of marketing to Zara, what marketing efforts will you utilize to ensure its growth rate? 

8:00-9:20pm New Product Development and Product Life-Cycle Strategies (Updated)

Week 11

Midterm Exam
Date: Dec 1, 2009
Time: 6:30-9:00pm

Case Study on
Zara, the Supernovae in the Clothing Retail Market

Questions
1. Describe how Zara is creating values for its customers as well as well as for itself?
2. Based on the factors of “Consumer Buyer’s Behaviors”, please illustrate the marketing efforts made by Zara. And how did they work for Zara to achieve its objectives?
3. According to your marketing segmentation analysis, which segments is Zara targeting at? Describe these market segments with relevant supporting points.
4. Using marketing mix to explain explicitly how Zara has become a fast-fashion brand and leading position in clothing and fashion industries?
5. If you were the head of marketing to Zara, what marketing efforts will you utilize to ensure its growth rate? Hint: products, services or brands.

Week 10

Topic: Products, Services, and Brands: Building Customer Value
Date: Nov 24, 2009
Time: 6:30pm-9:20pm
Classroom: TR 510

Class Notes(Updated)

Agenda

6:00pm-6:30pm Group discussion for the Case Study, Nintendo: Reviving a Company, Transforming a Market, part 1, 2 and 3

Questions:

1. What strategy used by Nintendo that makes Wii a success? Describe it by marketing mix.
2. What product life cycle phase is Wii in? Propose suggestions to maximize its value/profit.

6:30pm-7:00pm Group Presentation of the Case "Sports England"
Questions
1. Describe how Sports England has segmented the sports market by the full spectrum of market segmentation?
2. Choose a segment and describe a campaign that could be used to encourage people in that segment of sports.
3. Choose a sport not listed and select segments that might participate in it. Explain why it might appeal to people in that segment?


7:00pm-8:20pm Products, Services, and Brands


8:30pm-9:20pm Case Study, Wii, A Blast to the Marketing.
Each group have 5 mins to present your findings.

Week 9

Topic: Creating Value for Target Customers
Date: Nov 17, 2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes (updated)

Agenda:

6:00-6:30pm Early bird session
Question for discussion:
What's the target market (segment) for your group project? By geographic, demographic, psychographic, and behavioral. Make a table for insight analysis.

6:30-7:30pm Creating Value for Target Customers

7:30-8:20pm Case Study

Questions for discussion

1. Describe how Sports England has segmented the sports market by the full spectrum of market segmentation?

2. Choice a segment and describe a campaign that could be used to encourage people in that segment of sports.

3. Choose a sport not listed and select segments that might participate in it. Explain why it might appeal to people in that segment?

8: 30-9:20pm Group presentation
Briefs on the findings of the company you've chosen as your model for your company.
Including;
1. What is its target market segment and customers?
2. How it's creating value for its customers?
3. What is particular marketing strategy it adopts?

Week 8

Topic: Consumer Markets and Consumer Buyer Behavior
Date: Nov 10, 2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes (updated)

Agenda:

6:00-6:30pm Early bird session

Question for discussion:

Comparing with Blackberry, Smartphone, and Android by using 4Ps and 5Cs, which phone your team recommend will take the lead in 2010?

6:30-7:30pm Consumer Markets and Consumer Buyer Behavior

7:30-8:20pm Case Study
Arabic Blackberry: Adapting to the Language of the Market

Questions
1. Conduct market research and make comparison of different mobile phones with push email function based on style, technology, price, and service.
2. Describe the buyer characteristics that affect buyer behavior and which one influences most making a new mobile phone purchase decision?
3. If your are the marketing directer of Blackberry, what marketing strategy would you adopt in the Middle East mobile phone market?

8: 30-9:20pm
Group presentation of findings and reinforcement actions as your are the marketing VP of Blackberry.

Week 7

Topic: Managing Marketing Information
Date: Nov 3, 2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes (updated)

Agenda:

6:00-6:30pm
Early bird session: group discussion on how does AC Nielson become the leading marketing research company?

All teams are required to come up with answers to those questions given and share your findings in the class.

6:30-7:00pm ZIBA Design, a design company who is excellent at capturing customer insight as well as creating values for its customers.

7:00-8:20pm Managing Marketing Information

8:30-9:20pm Case Discussion
Enterprise Rent-A-Car, Measuring Service Survey

Questions to Discuss:
1. Analyze Enterprise's Service Quality Survey. What information is it trying to gather? What are it's research objectives?
2. What decision has Enterprise made with regard to primary data collection-research approach, contact methods, sampling plan, and research instruments?
3. In addition to or instead of the mail survey, what other means could Enterprise use to gather customer satisfaction information?
4. What specific recommendations would you make to Enterprise to improve the response rate and the timelines of feedback from the process?

Homework for individual (via email and due by 6:30pm, Nov 4)

What specific recommendations would you make to Enterprise to improve the response rate and the timelines of feedback from the process?

Week 6

Topic: Analyzing Market Marco-Environment
Date: 10/27/2009
Time: 6:30-9:20pm
Classroom: TR-510

Lecture Notes

Agenda:

6:00-6:30pm
Early bird session: group discussion
Each team may hold 30 minutes of group discussion on the case "Prius: A Leading Wave of Hybrids".
http://www.youtube.com/watch?v=1mdMD_ppm0I
All teams are required to come up with answers to those questions given and share your findings in the class.

6:30-7:00pm Market Marco-Environment

7:00-8:00pm Case Discussion
Prius, A Leading Wave to Hybrids

Prius Generation I: Not so welcome (Top Gear test drive)
Prius Generation II: A great success (AutoMedia.com)
Prius Generation III: A great hit (Viki's test drive)
Prius' Killer: Honda Insight Part 2(Motor Trend)

Questions for Discussion:
1. From SWOT analysis, are we able to establish our marketing strategic plan? How?
2. What are the key technological factors to make Hybrids more successful?
3. What segment that Prius is targeting at? Why?
4. What do you think of Hybrid car? a marketing term? or it does have its value to the customer? Why or why not?

Homework:
Teamwork: Based on macro-environmental factors, give a formal presentation of marketing proposal for “YOUR” Hybrid car.

8:00-8:10pm Break

8:10-9:20pm Presentation
Marketing Proposal for Your Company's Hybrid Car
(10 minutes presentation for each group and take questions)

Week 5

Topic: Analyzing Market Environment
Date: 10/20/2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes:
1. Analyzing Market Environment

2. Prius, A Leading Wave of Hybrids

3. Dunkin' Donuts

Agenda:
6:00-6:30pm Early bird session: group discussion
Each team may hold 30 minutes of group discussion on the case "Prius: A Leading Wave of Hybrids".

http://www.youtube.com/watch?v=1mdMD_ppm0I
All teams are required to come up with answers to those questions for discussion and share your findings in the class.

6:30-7:00pm Case Discussion

Video case: Live Nation(video will be played in the class)

Questions:

1. What's Live Nation's Mission?

2. Base on the product/market expansion grid, provide support for the strategy that Live Nation is pursuing.

3. How does Live Nation's strategy provide better value for customers?

7:00-8:00pm Case Discussion

Prius, A Leading Wave to Hybrids

Questions:
1. SWOT of Prius/Toyota

2. Outline the major macro environmental factors that have affected Prius sales. How well Toyota dealt with?3. Evaluate Toyota’s marketing strategy. Pros and Cons.
4. Do you agree the future of Prius is very green? And why?

8:00-8:10pm Break

8:10-9:20pm Case Study

Dunkin' Donuts

Questions:

1. Evaluate Dunkin’ Donuts using the 5Cs4Ps framework–Compare and contrast DD and Starbucks.

2. What is DD’s competitive advantage vs. Starbucks’?
3. What is DD’s value proposition and positioning strategy compared to Starbucks’?
4. How does DD promote its products?

Week 4

Topic: Introduction to Marketing Framework
Date: 10/13/2009
Time: 6:30-9:20pm
Classroom: TR-510

Agenda:
6:00-6:30pm Early bird session: group discussion
Each team may hold 30 minutes of group discussion on the case "Starbucks Coffee: Where Growth Is Hot-But Boiling Over?". All teams are required to come up with answers to those questions for discussion and share your findings in the class.

6:30-7:00pm Case Discussion

Topic: Company and Marketing Strategy

1. Company-wide Marketing Strategy

2. Planning Marketing

3. Company Portfolio

4. Marketing Mix

Case: Live Nation

Questions:

1. What's Live Nation's Mission?

2. Base on the product/market expansion grid, provide support for the strategy that Live Nation is pursuing.

3. How does Live Nation's strategy provide better value for customers?

7:00-8:00pm Lecture

Topic: Introduction to Marketing Framework

Outlines:

1. Marketing analysis: 5Cs

2. Segmentation, targeting, positioning

3. Marketing mix: 4Ps

4. Customer acquisition and retention

8:00-8:15pm Break

8:15-9:20pm Case Study

Starbucks Coffee: Where Growth Is Hot-But Boiling Over?

Video 1: McDonld's commercial
http://www.youtube.com/watch?v=IvyMkGeQ3R0

Video 2: Starbucks commercial
http://www.youtube.com/watch?v=xfOPYsk6nf4

Questions for Discussion:
a. Describe Starbuck’s major products through the use of the BCG grow-share matrix.
BCG-Boston Consulting Group.
b. Using the Product/Market Expansion Grid, shown in Figure 2.3, identify potential growth opportunities for Starbucks.
c. What competitive strategies have been developed by Starbuck’s to combat inroads made by such companies as McDonalds?

Assignments:
1. Group report to the case "Starbucks Coffee". Due by 10/16.
2. Group report to the case "Dunkin Donuts". Due by 10/20.
Questions:
1. Evaluate Dunkin’ Donuts using the 5Cs4Ps framework–Compare and contrast DD and 2. Starbucks
3. What is DD’s competitive advantage vs. Starbucks’?
4. What is DD’s value proposition and positioning strategycompare to Starbucks’?
How does DD promote its products?

Week 3

Topic: Creating and Capturing Customer Value
Date: 10/6/2009
Time: 6:30-9:20pm
Classroom: TR-510
Agenda:
6:00-6:30pm Early bird session
Each team may hold 30 minutes of group discussion on example cases, including the Company Case "Build-A-Bear". Team shall summarize the answers to those questions for discussion.

6:30-8:20pm Lecture

Topic:

Understand customer value and capture customer value profitably.

(PPT is downloadable at http://cid-89ef3723af7faba3.skydrive.live.com/self.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA/Week%5E_03%5E520091006%5E6.pptx)

Questions

1. How to definite customer value?

2. How to capture customer value?

Case 1: Harley Davidson, H.O.G

Questions:

1. What type of customers does Harley Davidson target?

2. How does Harley Davidson retain it's customers?

3. What are the values that Harley Davidson has created for it's customers?

4. How do you think Harley Davidson's H.O.G? Cons and Pros.

Standby Case 2: iRobot, MyRoomBud

lecture notes can be downloaded at:
http://cid-89ef3723af7faba3.skydrive.live.com/self.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA/Chapter%5E_01%5E520091002%5E6.ppt

8:10-9:20pm Company Case Discussion
Company Case: Build-A-Bear, Build-A-Memory
case and questions for discussion can be downloaded at:
http://cid-89ef3723af7faba3.skydrive.live.com/self.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA/Company%20Case%5E_Build-A-Bear.pdf
videos of case reference can be viewed on Youtube

http://www.youtube.com/watch?v=rWZJWzfVnbc&feature=related

http://www.youtube.com/watch?v=qAUZHVEsriY&NR=1

and many more. Please do some homework yourselves.

Folks, sorry about the late notice of class re-scheduling. Steve and I are currently fully loaded with new projects, thought we're happy to share ideas with you guys in Marketing. Please accept our sincere apologies for any inconvenience caused.

Hope you all have a great time on Moon Festival Holiday.

Week 2

Topic: Department Seminar
Date: 9/25/2009
Time: 9:40am-12pm
Venue: IB 201
Agenda:
Session 6: 9:40am-10:20am
Presenter: Mr. Hsin-Lu Chang
Topic: Factors Affecting Offshore IOS Deployment in China
Session 7: 10:40am-11:20am
Presenter: Mr. Chieh-Peng Lin
Topic: An Attempt to Do Interdisciplinary Research: Examples of E-Business Studies
Session 8: 11:20am-12:00am
Presenter: Mr. Pei-Fang Hsu
Topic: Predicting Market Potential of Next Generation Mobile Technology: WiMAX

Folks, attending seminars is beneficial to all MBA students. It's a great opportunity to learn not only the domain knowledge but also skills of asking good questions and how to appropriately response accordingly. So be there and take notes.

We have 4 teams formed until now. Those who haven't been invited, please pay yourself a visit to your course mates for business partnership. Be quick. Teamwork makes thing from zero to perfection.

Week 1

Topic: Marketing Overview
Date: 9/18/2009
Time: 9:20am-12:20pm
Lecture Room: TR-611
Lecturers: Dr. Josh Huang and Mr. Steve Ma
Handout: http://cid-89ef3723af7faba3.skydrive.live.com/browse.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA?uc=1&isFromRichUpload=1

Agenda:

*Course introduction
**Course Activities:
1. Lecturing 20%
2. Case Study 50%
3. Project 30%
**Grading:
1. Exam 20%
2. Participation 50%
3. Project 30%

*Overview of Marketing (outline of text book)
**What Is Marketing?
**Understand the Marketplace and Customer Needs
**Designing a Customer-Driven Marketing Strategy
**Preparing an Integrated Marketing Plan and Program
**Building Customer Relationships
**Capturing Value from Customers
**The Changing Marketing Landscape

*Sample Case and Q&A (Mr. Steve Ma)

What Is Marketing?

•Marketing IS NOT
–Product Focus
–Sales Focus
–Advertising & Communications
•Marketing IS
–Understanding your customers
–Through

Market Research

Segmentation

Targeting

Positioning

Buying Process

Victoria's Secret Fashion Show 2006
http://www.youtube.com/watch?v=-hPoRqTYefM

Worcal's Fashion Show
http://www.youtube.com/watch?v=YmTTyzkaVIc&feature=fvw

*Grouping
**Each team contents 5-6 people with different backgrounds
**Each team member has dedicate job function including
1. leader(marketing manager, GM)
2. sales manager (customer's demands, pricing)
3. product manager (R&D, manufacturing)
4. customer services manager
5. operation manager (logistic)

**Team leader may assign any team member to take questions and answer.
**Roles may switch before entering project phase.
**Once done, team leaders please email member list to jiasheu@gmail.com

*Heads up of next lecture on 10/2
**Prepare name cards for each attendant
**Group discussion on Company Case of Chapter 1 prior to class. Mutual answers to the listed questions must be resolved.
**Every attendant will be asked for giving his/her thinkings torward those listed questions.

Cirriculum

About Dr. Josh Huang
Ph.D of Engineering, Warwick University, England. Has more than 10 years work experiences in IT industry. Worked as Associate VP in MiTAC Inc. before founding Gini.Tw. Now is the acting director of Gini.Tw. Can be reached at jiasheu@gmail.com.

About Co-Lecturer Mr. Steve Ma
MBA Graduate from MIT Sloan. That says all. Can be reached at stevesma@gmail.com.

Goal:
Academic part is always essential to marketing management, moreover this course will keep balanced between theory and practice. In order to capture practical knowledge, this course will be conducted in a manner of role-based acting within a company. All attendants will have opportunities to get their hands dirty during the exercises of field work and projects in the second part of the course. Each member of the project team will present his/her work to the guest in the end of the 6 weeks project activity. Once finish the project, every attendant shall be ready for job openings in Marketing in related industries.

Approach:
This course is conducted in twofold. First part, attendants are to build up the foundation of marketing sense by lectures and associate case studies. Second part, all attendants will get involved in Marketing projects so as to gain knowledge and skills while conducting a range of marketing activities.

Objectives:
Five marketing processes will be re-addressed during all case studies and discussions;
1. understand the marketplace and customer needs and wants.
2. Design a customer-driven marketing strategy.
3. Construct an integrated marketing program that delivers superior value.
4. Build profitable relationships and create customer delight.
5. Capture value from customers to create profits and customer equity.

Text Book:
"Principles of Marketing", 13th Edition, by Philip Kotler and Gary Anderson, Pearson Prentice Hall

Reference:
"Marketing Management", 12th Edition, by Philip Kotler and Kevin Keller, Pearson Prentice Hall

Attendant's Background:
Attendants are nice to own a business management degree and nice to have work experiences in marketing. In fact, having a heart of adventure and a good sense of innovative thinking are the two criteria to ensure the pleasure throughout the course.

Course Arrangement:
1. Lecturing 20%
2. Case Study 50%
3. Project 30%

Course Grading:
1. Exam 20%
2. Contribution 50%
3. Project 30%

Schedule:

Week 1 (9/18) (Dr. Josh Huang and Mr. Steve Ma)
.Course introduction
.Attendant self-introduction
.Overview of Marketing
.Sample case Q&A
.Grouping

Week 2 (9/25 )
Department Seminar

Week 4-10 (Dr. Josh Huang and Mr. Steve Ma)
.Lecture
.Example reading
.Group discussion
.Class discussion

Week 11 (12/1) (Dr. Josh Huang)
Midterm Exam

Week 12-16 (Dr. Josh Huang and Mr. Steve Ma)
.Project Progress report and discussion
.Case Studies

Week 17 (1/5/2010)(Guest Speakers)
Marketing in Action

Week 18 (1/12/2010)(Dr. Josh Huang and Mr. Steve Ma)

Project Presentation(each team will give 20 minutes presentation on their marketing proposal)

Project report submission deadline: Jan 14, 2010