8 Course ObjectivesThis course is concerned with the development, evaluation, and implementation of marketing management in complex environments.The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models.The course addresses strategic issues such as: What business should we be in? What are our long-term objectives? What is our sustainable marketing competitive advantage? Should we diversify? How?What marketing opportunities and threats do we face? What are our marketing organizational strengths and weaknesses? What are our marketing strategic alternatives?
9 Course Goals Text & Reference To further develop knowledge and skills in the essential aspects of marketing management, marketing strategy, and emerging New Economy marketing applications, with a focus on the development and execution of programs, audits, and plans.Text & ReferencePhilip Kotlers. “Marketing Management” 11th. Edition. by Pearson Education, Inc, Prentice Hall International Editions.Business Magazine-MBA, e-Leader, Corporate Thailand
13 Course Outline Date Description Overview and Learning Strategy 29 Oct.Overview and Learning Strategy5 Nov.Understanding Marketing Management (Chapter 1)6 Nov.Understanding Marketing Management (Chapter 3)12 Nov.Marketing Process (Chapter 4)19 Nov.Analyzing Market Opportunities (Chapter 4-8)26 Nov.Analyzing Market Opportunities (Chapter 9-10)Developing Marketing Strategies (Chapter 11-12)18 Dec.Mid–term Examination 20 Marks (Sunday a.m.)(Information & Theories)
14 Course Outline Date Description 24 Dec.Developing Marketing Strategies (Chapter 13,15)Shaping the Market Offering (Chapter 14,16)Managing And Delivering Marketing Programs (Chapter 17-20)7 Jan.Hot Issue in Internet Marketing I (Guest Speaker)14 Jan.Hot Issue in Internet Marketing II (Guest Speaker)21 Jan.Workshop – Marketing Strategic Plan28 Jan.Hot Issue in Internet Marketing III (Guest Speaker)4 Feb.Case Study / Group Discussions /Presentation I11 Feb.Case Study / Group Discussions /Presentation II19 Feb.Final Exam. (Sunday a.m.)(Experience)(Analysis)
15 Group Presentation Assignment DateDescriptionGroup 119 NovChapter 4—winning Markets Through Market-oriented Strategic PlanningChapter 6—scanning the Marketing EnvironmentGroup 219 NovChapter 7—analyzing Consumer Markets and BuyingChapter 8—analyzing Business Markets and Business Buying BehaviorGroup 326 NovChapter 9—dealing With the CompetitionChapter 10—identifying Market Segments and Selecting Market TargetsGroup 426 NovChapter 11—positioning The Market Offering Through The Product Life CycleChapter 12—developing New Market Offerings
16 Group Presentation Assignment DateDescriptionGroup 524 DecChapter 13—designing and Managing Global Marketing StrategiesChapter 15—designing and Managing ServicesGroup 624 DecChapter 14—setting the Product and Branding StrategyChapter 16—designing Pricing Strategies and ProgramsGroup 724 DecChapter 17—designing and Managing Value Networks and Marketing ChannelsChapter 18—managing Retailing, Wholesaling, Market LogisticsGroup 824 DecChapter 19—designing and Managing Integrated Marketing CommunicationsChapter 20—managing Advertising, Sales Promotion, Public Relations, and Direct Marketing