Week 16

Topic: Communicating Customer Value

Date: Jan 5, 2010
Time: 6:30-9:50pm
Classroom: TR 510

Agenda

6:30-7:00pm Case Study

Whole Foods: A Whole-istic Strategy

Each team has 10 minutes to present your findings and answers

7:00-9:00pm Lecture

Communicating Customer Value-Integrated Marketing Communication Strategy

9:00-10:00pm Project Presentation (Dry-Run)

Team 5-Quadcycle

Team 6-Cosmetics

Check-list for presentation

• Feasibility of objectives
• Core value proposition outlined from situation analysis
• Keys to success in marketing strategy
• Detail actions illustrated in marketing mix implementation

Other teams need to prepare tough questions as your are the high management people!!

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 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 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.