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SWISS-AIT-VIETNAM

MANAGEMENT DEVELOPMENT

PROGRAMME 6

COURSE: SM 1.51 MARKETING MANAGEMENT

TERM : 1/99 (3 May to 23 July 1999)

LECTURER: Dr Godwin Nair

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GENERAL AIM OF THE COURSE

The essential focus of the course is to

develop an understanding of fundamentalmarketing principles and practices and a

basic ability to apply them within the

Vietnamese marketing contexts.

The course is skills-specific.

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COURSE OBJECTIVES

Upon completion of the course satisfactorily, students

should be able to:

appreciate the importance of a systematic

marketing approach to developmental problems;

identify and analyse key trends, opportunities and

problems in local and regional marketingenvironments;

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COURSE OBJECTIVES

research, define and evaluate markets for given

products and product ideas, and services;

specify products rigorously, match them with

corresponding markets, and outline appropriate

marketing strategies; and

understand the fundamentals of marketing

planning and control procedures.

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LECTURE SCHEDULE

Refer to page 2 of course outline

EXTENDED MARKETING ACTIVITIES SCHEDULE


SEMINAR TOPICS AND PRESENTATION SCHEDULE


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COURSE ASSESSMENT

Description Due Date Marks

Continuous assessment 50%

Class participation - 5%

Seminar paper and

Presentation As per presentation schedule 10%

Mid-Term Exam 18/06/99 (Wk 7) 10%

Marketing Project 9/07/99 (Wk 10) 25%

Final examination 50%

______

100%

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GROUP WORK

Some assessment and learning exercises are built

around group work. The reasons for this are threefold:

In the modern business world, no one person has the all the

skills for operating a successful business. Most successful

companies have a strong team working behind the scenes.

Group work discussion sensitises you to a wider range of

practical and theoretical issues, and give you some hands-

on appreciation of what is it really like in the business scene.

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GROUP WORK

There is so much to do in developing a marketing plan

that a good and effective marketing plan is difficult to

develop if only one person does it.SEMINAR PAPER

Topics for the seminar paper are presented on page 4

of the course outline.

A total of 19 topics - each topic will be covered by twostudents.

Submit a 4 to 5 page report of your seminar topic

along with the presentation slides.

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GROUP WORK

SEMINAR PAPER PRESENTATION

Presentations will be carried out in teams of two (2).

Presentation schedule is presented on page 4 of thecourse outline.

Each team will have total of 25 minutes presentation

time (15 mins. presentation + 10 mins. discussion).

Each team must provide a one page summary of theirpaper to each member of the class before

presentation.

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MARKETING PROJECT

(MARKETING PLAN)

In groups of no more than six (6) persons.

The main goal of this marketing project is for

project members to gain a first hand learningexperience to extend classroom learning.

A two (2) page executive summary describing your

project to be submitted by week three (3)

(21 May 1999). Refer to handout for detail instructions of the

marketing project.

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CONSULTATION HOURS

Wednesday 1.30pm to 4.30pm

Friday 1.30pm to 4.30pm

REFERENCE TEXT

Kotler, P., Ang, S.W., Leong, S.M. & Tan, C.T. 1996,Marketing Management: An Asian Perspective,

Prentice Hall, Singapore.

ADDITIONAL REFERENCES AND SUPPLEMENTARYREADING

Refer to Course Outline (page 8)

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SM 1.51 MARKETING MANAGEMENT

May 1999

Lecture 1

Part 1

UNDERSTANDING MARKETING MANAGEMENT

What is Marketing?

The Rapid Adoption of Marketing Management

The Marketing Concept

The Marketing Mix

Building Customer Satisfaction

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What is Marketing?

Definition of Marketing

Marketing is the management process that

identifies, anticipates and supplies customer

requirements or organisational requirements

efficiently and profitably.(The Chartered Institute of Marketing, U.K.)

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In more detail .

Marketing is the practice ofidentifyingand

selectingmarkets to enter with appropriateproducts orservices to be distributed,

promotedandpricedaccording to

systematicplans, for the mutual benefitof

the market and marketer

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Fundamentals to remember in marketing

are:

Market:in marketing, market means a set ofcustomers.

Customers:these are the existing and potentialusers, consumers or purchasers of products or

services(for example, persons, families, firms, associations,governments)

Product:anything that can be offered to a market foralternative acquisition, use or consumption (it includesphysical objects, services, ideas, places, organisations)

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The Marketing Mix (4 Ps) and The

Marketing Environment

Refer to T1

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The Rapid Adoption of Marketing Management

1. In the Business Sector - marketing has entereddifferent companies consciousness at different times.

2. In the Nonprofit Sector- marketing is increasing

in its attractiveness.

3. In the International Sector - marketing theory

and practice are rapidly spreading throughout the

world.

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Evolution of The Marketing Concept

4 Stages of Marketing Evolution

Production Orientation

Product Orientation

Sales Orientation Marketing Orientation

Refer to T 2

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1. The Production or Product Concept

PRODUCT MARKETER MARKET

2. The Selling Concept

MARKETER PRODUCT MARKET

Philosophy: It does not matter what you sell or who to,

its how you sell it that counts

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3. The Marketing Concept

MARKET PRODUCT MARKETER

Rationale for the Marketing Concept

This approach to marketing activity is recommended

because it is the safest way to act;

Increases the marketers chance of success; This approach is conservative and prudent;

The advantage is that it can be stopped at any point

along the way if it appears the project is too risky.

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Selling and Marketing Concepts Contrasted

Refer to T3 & T4

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The Marketing Mix

(The 4 Ps)

Refer to T5

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Breakdown of A Typical Marketing Mix

Refer to T6

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Explanation of the Breakdown of

The Marketing Mix

1. Product

Basic elements

its main uses and benefits to customers Its basic specifications

its quality level

Its range

Presentation (what the customer perceives at the point

of acquisition)

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The Marketing Mix

its name, brand, logo (symbol)

its packaging

any special features or extras added to make it moredesirable

Other aspects

guarantees or warranties sale and return offers

extra services

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The Marketing Mix

2. Distribution

Logistics

storage/materials handling transportation

inventory levels

Channels and Intermediaries

market coverage needed

appropriate types of distributors

facilitators

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The Marketing Mix

3. Promotion

Advertising

whether or not to advertise, if so .. media

messages

timing of messages, budgeting, and so on

Personal Selling sales territory planning

sales methods and policies

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The Marketing Mix

Sales Promotion

types - exhibitions, trade fairs, product demonstrations,

displays, sampling, customer contests

scheduling, budgeting

4. Price

Basic

customer conceptions of value and the right price position relative to competitors prices

costs to cover

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The Marketing Mix

profit margin

Other aspects

policies on discounts, credit terms, allowances, etc.

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Refer to T7

Determinants of Customer Delivered Value

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Customer delivered value is defined as thedifference between total customer value and total

customercost.

(That is, the difference between the value received by

the customer in purchasing a product, offset by thecosts incurred in obtaining the product)

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Many elements contribute to total customer value:

the product itself; services included to be consumed after the sale;

the personnel who assist in the purchase decision;

the image of the brand under which the product is

sold.

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Total customer costs incurred include:

the value of money that will be exchanged for the

product;

the time spent in making the purchase decision;

the energy required in securing the information

and comparison shopping;

the psychic cost of making an informed purchasedecision.

So Final Outcome = Customer Delivered Value

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END OF LECTURE 1

sm 1.51.32 lecture 1

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