l Introduces cases and techniques of managing marketing programs in China market
l Analyze cases, identify marketing strategies, propose corrections to elements of the marketing mix, and demonstrate problem solving and decision-making abilities through group work and projects.
l Students are graded on analyzing cases and discussing cases in class, writing a group case, presenting and defending marketing recommendations, and completing assignments.
l Understanding Marketing Management
l Building Strong Brands
l Shaping The Market Offerings
l Delivering Value
l Communication Value
l Philip Kotler and Kevin Keller, “A Framework for Marketing Management,” Pearson Education, 2007 (you can find it in China, Tsinghua University Press)
l Philip Kotler and Kevin Keller, “Marketing Management”, 12e Edition, Pearson Education, 2005 (You can find the similar version in China)
l Case Questions
Student need to
l Two case presentations by a group of 2 persons
l One Final Exam
l Optional: A research survey may be conducted during the class
l 2 persons per study group.
l These groups will be used to prepare cases and readings throughout the semester and for your group case write up and presentation.
l There should have 25 groups in total for the class.
l Please submit to the roster of your team members by the end of next class ( the 2nd session).
l The group should designate a contact person and provide an email address and telephone number for that person.
Grading and Course Requirements
l Class contribution 25% (participation, discussion and survey)
l Group Case Presentation 25%*2=50% (slides and texts)
l Final Exam/Paper 25%
Group Case Writing and Presentation
l Each group is required to submit a written analysis of each case during the semester. The submission should not exceed 10 double-spaced (Times Roman 12 point) pages plus exhibits.
l The write-up is due at the start of the class session during which the case is scheduled for discussion. Late submissions will not be accepted – no exceptions.
l Please submit both soft-copy and hard-copy of the case and keep one copy for your records.
l Each group takes charge of presentations of the case you chose