��ࡱ�>�� ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������_� �R���bjbj�����S��5\��5\�?&���������/////����CCC8{,�LC_80�:-"OOO���*7,7,7,7,7,7,7$�:�E=nP7�/�k"���P7//OO8O"O"O"��/O/O*7O"�*7O"O"��0|^2O�������o������jb17/80_8t1��=y.;>$^2�=d>$/^2���O"�����P7P7� ����_8������������������������������������������������������������������������;>����������I �:  Jiangnan University Department of Marketing Marketing (N0830008) Fall 2019 Instructor (A): Dr. Lefa Teng Office BS 307 Office hours: Wednesday 10:00-noon Email: lefateng@jiangnan.edu.cn Instructor (B): Dr. Honghong Zhang Office BS 402 Office hours: Wednesday 10:00-noon Email:  HYPERLINK "mailto:chongchongzh@126.com" chongchongzh@126.com Dr. Junqian Xu Office BS 402 Office hours: Tuesday 10:00-noon Email:  HYPERLINK "mailto:jxu2000@jiangnan.edu.cn" jxu2000@jiangnan.edu.cn Schedule Weekly Class: Tuesday 9:55-11:30 a.m. 2A206 Thursday (odd) 9:55-11:30 a.m. 2A206 Course Description This course covers the marketing of both products and services. Students will be introduced to the theoretical concepts through lectures and class discussions and have the opportunity to apply these concepts through case analysis, case simulation and discussion Course Objectives To understand the importance and role of marketing in the firm and in society. To understand the marketing planning process and its components in both the domestic and international situations. To develop the ability to apply marketing concepts and tools across a broad spectrum of situations, including small and large firms as well as profit and not-profit organizations. To foster the development of marketing decision-making, problem-solving, teamwork and analytical skills through the application of the case method to marketing problems. Required Textbook Main Text: Marketing Management 5th Edition, Philip Kotler and Kevin Lane Keller OR Any Philip Kotler�s marketing text book in English Recommended Outside Readings: Marketing Journals and Magazines, Business Week, Fortune, Forbes, the Wall Street Journal, and other periodicals with marketing content. Teaching and Learning Methods: �% 60-65 minutes of lecturing each week; �% 25-30 minutes of video/case and discussions. �% Or �% Case presentation and presentation on business visit (25-30 minutes long for each group); �% Remainder of class (if time available) will be spent discussing group assignments. Components of Course Grade: Individual: (50%) Class participation 16% Quizzes (in class, 2 @ 5%) 10% Assignment (1 @ 6%) 6% Mid-term test 18% Group: (50%) Case presentation/p. on business visit (2 @ 10%) 20% Term project Proposal 5% Oral presentation 5% Written report 20% Class Participation Class discussions will be devoted to probing, extending and applying the material in the text and the cases/business visit. It is your responsibility to be prepared for each session according to the class outline. Each of you is expected to contribute to class discussion. Individual participation grades are assigned on a weekly basis (please see Appendix B). If you are unable to attend a particular session, please inform me as early as possible. Tips for class participation: �%Take brief notes on major issues covered in the assigned readings �%Regularly use library databases or other sources to find the latest, relevant examples, events, implications, etc. �%Think of questions of interest �%Be confident and talk Quizzes and Assignment There are two quizzes in class. One individual assignment will be announced in class on Thursday, week 4. The assignment should be typed with one-inch margins, double- spaced, and in a font size no smaller than 10-point. It should be 3-4 pages. Appendices may be appropriate, and not limited by the page constraint. Due date for the Assignment: Thursday, Week 8 in class Mid-term Test (in class) There will be one midterm test (short-essay questions) in class. The test is presently scheduled on Tuesday, week 9. Please note that the test will emphasize the lecture materials. Case Presentation/Presentation on Business Visit Significant emphasis in this course is placed on team work. You will be assigned to a group in the first week of class. You will work in this group (8-9 members in each group) for both the presentations and the term project. Group members must prepare jointly for class presentations and discussions. No changes to group composition will be permitted once the groups have been formed. Individual student grades on group work will reflect the instructor�s assessment of the assignment plus group members� assessment of the contributions of each other using the attached Peer Evaluation Form. There are two group presentations one week. One group will be responsible for presenting one comprehensive case while another group will present on their business visit in class (more detailed instructions for presentations will be given in the first class). Thus, each group will present one of eight cases and one business visit. Presentations should not exceed thirty minutes. Creativity in presentations will be appreciated. The business visit assignment is an exercise designed to help you link �real world� issues with course content and theories. This course discusses a lot of theories which are very important for�marketers. If marketers follow the lessons in these theories, they are likely to�achieve success; if not, they may fail in�markets. The objective of this group assignment is to identify a real �success� or �failure� case and analyze those using Marketing theories. Students are required to visit some manufacturers /dealers /stores where some brands are available. To this end, you are also required to focus on one or two topics with sufficient depth to enable a good discussion of marketing concepts. After you have drafted your �success� or �failure� case, you will use the theories learned from this course to analyze the scenario and identify BETTER solutions (for the �failure� case only) and/or alternatives using relevant Marketing concepts. In addition, presenting groups must turn in a copy of slides to the instructor. The group is expected to do the following: Follow the guideline for presentations given by the instructor in the first class. Update the information about the company in case to get a complete picture of the company. This is important because of the rapid changes in the international markets. Raise critical issues that the company is facing now. If the issues that were raised while the case was written are still relevant, feel free to include these issues. Prioritize the issues and select the most important three issues in your judgment. Explain briefly why these issues are important and why other issues are not as important. Offer solutions to the most important issues. Explain in detailed the solutions. *Please email a copy of the power point presentation to the instructor at least 24 hours prior to presentation ( HYPERLINK "mailto:lefateng@jiangnan.edu.ca" lefateng@jiangnan.edu.ca). Term Project The details of instruction about the term project will be provided by the instructor in the class of Week 12. This term project should be minimum 18 pages in length. Appendices may be appropriate, and are not limited by the page constraint. As stated in the course outline, all deadlines are absolute unless documentary evidence is provided. All late work and plagiarism will be penalized. Every group is required to submit: Two- page proposal (double-space). Due date- Week 13. The final report must be submitted by 10:00pm, December 22, 2018. Late reports will NOT be accepted. After submitting the final report, each member is required to complete the peer evaluation form (Appendix A) which will determine his/her relative contribution to the completion of the term project. Tips for term project: �%Begin early �%Set group goals �%Get all group members involved �%Assign workload for each member �%Contact group discussion and feedback �%Develop an integrated report �%Critically analyze and interpret factual information in the context under investigation Oral Presentation Presentations are scheduled in the classes of Weeks 16 and 17. All participants are required to attend the presentation sessions. Failing to attend will be given a -2 mark. Note: Appropriate medical or compassionate documentation is required to receive academic consideration for being unable to meet the due dates for the assignment and case reports or for being unable to attend quizzes and the midterm. Overall Weekly Plan for Covering Specific Topics (tentative): Week Tuesday ThursdayTopicReadingTopicReading 1 �% Course Outline �%Introduction to Case/Business Visit Analysis Slides  �% Overview of Marketing Chapter 1  2Case Presentation and Presentation on Business Visit (BV)Case: 1 (G ) BV: Organic Products (G ) 3 �%Developing Marketing Strategies and Plans Chapter 2�%Managing Marketing Information to Gain Customer Insights: Connecting with Customers  Chapters 3&4 4 Case Presentation and BV Case: 2 (G ) BV: Any New Product (G )�%Understanding Consumer and Business Buyer Behaviour ** September 29, Saturday Chapters 5&6 5 National Holidays   6 Case Presentation and Presentation on Business Visit (BV)Case: 3 (G ) BV: Nature Beauty Products (G ) 7�%Segmentation, Targeting, and Positioning (Quiz 1) **To announce an Individual Assignment Chapter 7 �%Developing and Managing Products and Services Chapters 10&11 8 Case Presentation and BV **Due date: Individual AssignmentCase: 4 (G ) BV: Luxury Watches (G ) 9 Mid-term Exam (in class) �%Brand Strategy and Management Chapters 8&9 10 Case Presentation and BVCase: 5 (G ) BV: Cars (G ) 11 �%Pricing: Understanding and Capturing Customer ValueChapter 12�%Marketing Channels: Retailing and WholesalingChapters 13&14 12 Case Presentation and BVCase: 6 (G ) BV: Cell Phones (G ) 13�%Advertising, Personal Selling and Sales Promotion (Quiz 2)Chapters 15&16�%Direct, Online, Social Media, and Mobile Marketing �%The Global MarketplaceChapters 17&18 14 Case Presentation and BVCase: 7 (G ) BV: Fashion Products (G )15�%Group Presentations�%Group Presentations 16�%Group Presentations Code of Conduct  The Top Ten As a student in the Department of Marketing, Business School at Jiangnan University, you are a member of a scholarly community committed to improving the effectiveness of people and organizations, and the societies in which they reside, through groundbreaking and engaging scholarship and pedagogy.� We seek to promote a comprehensive, critical and strategic understanding of organizations, including the complex interrelationship between leadership, systems (financial and human) and the broader social and political context.� And, we prepare graduates for leadership roles in which organizational objectives, self-awareness, social responsibility and sustainability are primary considerations. In keeping with this commitment, we expect all of our students (indeed � all members of our community) to act in a professional and respectful manner to fellow students, staff and faculty, as well as to members of the broader university and local community. This expectation is very much in keeping with your preparation for a professional career. The following conduct is expected of all of our students: Come to class prepared to learn and actively participate (having completed assigned readings, learning activities etc.). Approach your academic work with integrity (avoid all forms of academic misconduct). Arrive on time and stay for the entire class. If you happen to be late, enter the classroom as quietly as possible. At the end of class, apologize to the faculty member for the interruption. If you have to leave class early, alert the faculty member in advance. If you know in advance that you are going to miss a class, send an email to the faculty member letting him/her know that you will be absent, with a brief explanation. While in class, refrain from using any written material (e.g., newspaper) or technology (e.g., the Internet, computer games, cell phone) that is not relevant to the learning activities of that class. Turn off your cell phone at the start of each class. Listen attentively and respectfully to the points of view of your peers and the faculty member. Don�t talk while others have the floor. Raise your hand when you wish to contribute and wait to be called upon. Challenge others appropriately, drawing on reason and research rather than unsubstantiated opinion, anecdote and/or emotion. Keep an open mind and be prepared to have your point of view challenged. When sending emails to faculty, apply principles of business writing; use a professional and respectful style (use a formal salutation, check for spelling and grammatical errors, and avoid slang and colloquial short forms). When making a presentation, wear business dress. Provide thoughtful feedback at the completion of all courses (we are committed to continuous improvement but need your input to help us decide what to focus on). Appendix A Peer Evaluation Form (Fall 2018) RATING Suppose your efforts in the team work are worth 100 points. 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On the other hand, a colleague who put in only half as much effort as you did would be 50 points. Use other numbers to indicate level of efforts that each group number put in for the final term project. Please take into account both the quality and quantity of effort in adjusting marks for yourself and other group members. GROUP MEMBERS POINTS 1 (Yourself) 100 2 3 4 5 6 NOTE: This evaluation will be held in strictest confidence - only the course instructor will review it. COMMENTS: Please explain reasons for any significant differences in marks given to yourself or other group members in the space below and, if necessary, on the back of this sheet. Appendix B-1 MARKETING (N0830008) Class Participation Sheet-Fall 2019 Student Name: Date: I. D. #: Self Evaluation: 0 Didn�t attend1 Didn�t say anything2 Contributed very little3 Contributed about the average quality4 Contributed a lot Explain your contribution in detail:  Appendix B-2 MARKETING (N0830008) Class Participation Sheet-Fall 2019 Student Name: Date: I. D. #: 1. Self-Evaluation: 0 Didn�t attend1 Didn�t say anything2 Contributed very little3 Contributed about the average quality4 Contributed a lot Explain your contribution in detail:  2. Group Presentations Evaluation: Group 1Group 2MaxActualMaxActualProblem statement10%Background information10%SWOT analysis20%Logic and reality25%Three alternatives30%MM concepts/theories10%Best option5%Appropriateness15%Action Plans25%Analysis/rational25%Questions & Appearance 10%Questions & Appearance 15%Total:100%Total:100%Briefly describe your comments below: (Think in terms of quality not quantity) Briefly describe your comments below: (Think in terms of quality not quantity)  Appendix B-3 MARKETING (N0830008) Class Participation Sheet-Fall 2009 Student Name: Date:_______________ I. D. #: 1. Self-Evaluation: 0 Didn�t attend1 Didn�t say anything2 Contributed very little3 Contributed about the average quality4 Contributed a lot Explain your contribution in detail:  2. Comments and Evaluations on Group Presentations: Group * Marks: Group * Marks: Group * Marks: This Course Outline Is Subject to Change.     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