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