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