marketing management - sherman fileweek 10 designing and managing integrated marketing channels week...
TRANSCRIPT
2016/9/17
1
Lecturer: Sherman Chui
For 2016-2017-1GUANGDONG UNIVERSITY OF FOREIGN STUDIES
Marketing
Management
Course Introduction
Week 1 Agenda
• Introduction of Lecturer
• Class Overview
Course Schedule
Final Grade Composition
Homework + Term Project
• Class Rules
• Sherman Rules
2016/9/17
2
Class Overview
MARKETING MANAGEMENT18:30 - 20:30, Tuesday, 北校 2-119
Week 01 Course Introduction
Week 02 Developing Marketing Strategies and Plans
Week 03 Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
Week 04 Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Week 05 Identifying Market Segments and Targets
Week 06 Creating Brand Equity
Crafting the Brand Positioning
Week 07 Dealing with Competition
2016/9/17
3
MARKETING MANAGEMENT18:30 - 20:30, Tuesday, 北校 2-119
Week 08 Setting Product Strategy
Week 09 Developing Pricing Strategies and Programs
Week 10 Designing and Managing Integrated Marketing Channels
Week 11 Managing Retailing, Wholesaling, and Logistics
Week 12 Designing and Managing Integrated Marketing Communications
Week 13 Managing Mass Communications and Personal Communications
Week 14 Introducing New Market Offerings
Tapping into Global Markets
Week 15 Presentation Week
Week 16 Course Review
Teaching material
Homework
+
Term Project
50ptsAttendance
30pts
Notes
10pts
SC
10pts
出版社: 清华大学出版社;
第1版 (2011年7月1日)
外文书名: Marketing Management
(Thirteenth Edition)
平装: 816页
语种: 英语
ISBN: 9787302260974, 7302260974
2016/9/17
4
MANAGEMENT SKILLS
Week 1 Course Introduction
Week 2 Understanding
Ourselves
Week 3 Mission, Vision,
Principles
Week 4 Leadership
Week 5 Effective Presentation
Week 6 Time Management
Week 7 Problem Solving
Week 8 Motivation
Week 09 Working Effective
with Others
Week 10 Customer Relations
Week 11 Creativity
Week 12 Sales & Persuasion
Week 13 Strategic Thinking
Week 14 Dress for Success
Week 15 Social Media
Week 16 Course Review
10:00 – 12:00, Tuesday & Wednesday, 北校 2-104
Week 01 Course Introduction
Week 02 Course Overview (Chapter 1: The Nature of Marketing)
Week 03 Marketing in China (Chapter 2: The Global Marketing Environment)
Week 04 Chapter 3: Understanding Customer Behavior
Week 05 Neuromarketing
(Chapter 4: Marketing Research & Customer Insights)
Week 06 Pepsi vs Coke
(Chapter 5: Market Segmentation, Targeting & Positioning)
Week 07 Carlsberg vs Heineken
(Chapter 6: Value through Products and Brands)
Integrated Marketing Communication14:00 – 16:20, Tuesday, 北校 2-336
2016/9/17
5
Week 08 IKEA (Chap 7: Value through Services, Relationship & Experiences)
Week 09 Walmart (Chapter 8: Value through Pricing)
Week 10 P&G (Chapter 9: IMC1 - mass communication techniques)
Week 11 Apple (Chapter 10: IMC2 – direct communications)
Week 12 Macdonald's(Chapter 11: Distribution: Delivering Customer Value)
Week 13 H&M (Chapter 12: Marketing Planning and Strategy)
Week 14 Social Media & Youtube
Week 15 Presentation Week
Week 16 Course Review
Integrated Marketing Communication14:00 – 16:20, Tuesday, 北校 2-336
Entrepreneurial Management18:30 – 20:30, Wednesday, 北校 2-110
Week 1 Course Introduction
Week 2 Emotional Marketing
Week 3 Unique Selling
Proposition
Week 4 Business Plan
Week 5 Effective Presentation
Week 6 Financing
Week 7 Visual Identity
Week 8 Company Laws
Week 09 Product Sourcing
Week 10 Staffing + IT Systems
Week 11 eCommerce
Week 12 Sales & Persuasion
Week 13 Taxes & CSR
Week 14 Presentation
Week 15 Presentation
Week 16 Course Review
2016/9/17
6
Grade Composition60% Class Performance + 40% Exam
Homework
+
Term Project
60pts
Attendance
20pts
Notes
10pts
SC
10pts
+
Multiple Choice
50pts
+
Short Answer
Essay
50pts
考勤（签到、签退、请假）、
作业及笔记提交
管理系统
2016/9/17
7
Attendance & Notes Requirements
Each class you should take notes
for “takeaway”, use outline +
graphics, take a picture of the
notes, upload to our system
every week. (每周课后Sherman将即
时评选本周最佳笔记1名，获选同学将得到奖励分)
You should attend at least 15
Classes this term. Each class you
will need to sign in Attendance
Sheet. Class monitor take a
picture of the attendance sheet
and upload to our system every
week.
Example of Notes - Info Graphic
2016/9/17
8
第一步：扫描二维码 加入相应班级 Scan the QR Code
Identify the QR CodeTUE. 18:30-20:30
Marketing Management
← 必须填写真实中文姓名 Name
← 填写正确手机号码 Phone call
第二步：正确录入信息 Fill Your Information
Gender
Identify the QR Code
2016/9/17
9
请提前打开手机定位功能Please activate “Location”in your phone
签到 Registraion
签到 Registration
请拍摄当天课堂照片并上传 (照片需有Sherman和 ppt)Please upload one photo with both Sherman and PPT
Take a photo
2016/9/17
10
2
1
3
签退 Sign-out
签退
请拍摄并上传：1. 当天笔记；2. 当天课堂作业Please upload notes and in-
class homework
Click “签退”
3. Submit
1. Click “+”
请假申请步骤 1 (注：请假必须附上辅导员签名请假条)Ask for Leave ( MUST with Permission from Consulter )
xx
xxx
← Submit your request
Ask for leave
Click “考勤”
2016/9/17
11
← 审批人请选择 Jenna Please inform Jenna
请假申请步骤 2 (注：请假必须附上辅导员签名请假条)
Jenna
← “Ask for Leave”
← When do you leave
← When will you be back
← Why do you leave
← Submit
Homework & Term Project – Marketing Planning(60 Pts Due Presentation Week)
• 6 to 7 students per group,
developing marketing strategies and plans for one of the
following 4 companies:
Conducting marketing research and forecast demand,
Dealing with Competition (what are the major competitors doing)
Setting Product Strategy (unique selling proposition)
Developing Pricing Strategies
Designing marketing materials (flier, videos, social media, etc.)
• Give presentation
2016/9/17
12
W is an American multinational entertainment company.
It specializes in and provides streaming media and video on
demand online and DVD and Blu-ray rental service by mail.
As of 2016, W is available in over 190 countries (excluding China).
As of July 2016, W reported over 83 million subscribers worldwide,
including more than 47 million in the United States.
W intends to enter the China market in 2017.
Info - W Company
X is newly established in 2015 and a small business company (less
than 50 people) which specializes in and provides corporate training
and personal skill-based training in China.
It has 3 lecturers with different professional backgrounds.
It wants to get more competitive especially in Beijing, Shanghai,
Chengdu, Shenzhen, Guangzhou, and Hongkong.
Info - X Company
Y is an American company specializes in and provides engagement
and wedding rings which are are among the finest in the world.
Their bridal collections offer a variety of styles, as well as the
flexibility to alter elements in order to create a unique heirloom.
Y intends to enter the China market to compete with: Chow Tai Fook,
Chow Sang Sang, Lukfook and other famaous brand in China.
Info - Y Company
Z is a small start-up company specializes in product design
and provides creative, interesting, reasonably priced, and pratical
products/gifts that can be used around our life.
Z wants to know more about what the market needs so that it can
design more market-oriented products.
Info - Z Company
2016/9/17
13
Homework Submission
3 Important things you should know:
1. File name: course name + student number + student name
+ academic year + homework name
e.g. eCommerce_201423456_莫晓丹_2015-2016-2
_Personal Introduction Video
2. File size less than 50M
3. Monitor collect the homework on due day and
email to Jenna
Powerpoint Download
Register and log in www.shermanchui.comRegister and log in www.shermanchui.com
2016/9/17
14
Powerpoint Download
Register and log in www.shermanchui.comRegister and log in www.shermanchui.com
Class Rules
2016/9/17
15
• Create a Wechat group
(dismiss at the end of the semester) where you can ask
questions about each class, homework etc.
• Notify all students of sudden class changes/activities etc.
• Pass out and follow up on attendance sign up sheet every
week and take a picture and upload to our system.
• Homework collecting on due day and email to Jenna.
Monitor
Homework
Do not just copy from others
Do not download from Internet
Attendance (20 Points)
Attend at least 15 classes (out of max16)
1st Absence - 0 ( 20 points)
2nd Absence - 1 ( 19 points)
3rd Absence - 2 ( 17 points)
4th Absence - 4 ( 13 points)
5th Absence - 6 ( 7 points)
6th Absence - 8 ( 0 points)
Seminar Absence - 2
Respect
2016/9/17
16
Keep in touch
Sep 10 Teacher’s Day
– Where are you, what you have done in the past year etc….
June 1 Children’s Day – ditto
e.g. send “NDY (Not Dead Yet) – Amy” to the following:
1) www.shermanchui.com
2) Wechat
3) Email
4) SMS
5) Call
Sherman’s Rules
Recommendation LetterAt least 2 story/experience with Sherman,
being a volunteer in mensa or other NGO / running a marathon, etc.
2016/9/17
17
Hi Sherman,
Happy Teachers Day! I’m Amy from class 1201.
After graduation, I got a job in P&G and was fired
in a month.
Around Christmas, I got pregnant, married and
divorced before Chinese New Year.
I travelled all around Guangzhou and saw the
Guangzhou tower from the ground level.
I entered in 2 marathons but did not wake up to
start the race on time.
I’m currently living in Shanghai now and working at
McDonalds near Nanjing Road. If you ever
come to Shanghai, I’ll give you free fries with
Big Mac meal! Hope to keep in touch with you.
NDY:）My Tel: xxxxxxxxxxx, Email: xxxxxxxxxxxxxxxxxx
NDY – Not Dead Yet
Challenge!List what SPECIAL things you have
done, monitor collect it every week,
PK with Sherman at the end of term.(excluding homework, interview, etc.)
2016/9/17
18
Contact
Low priority: www.shermanchui.com
Normal: [email protected]
Sina Weibo: Sherman徐锡文
Wechat: ShermanChui
High: SMS
Emergency: 13928823808 / 663808
Off Campus Schedule (Thu/Fri/Sat/Sun):
Vincent 江健平
Wechat: vincent570560
TEL: 669763
Email: [email protected]) Website registration
2) FAQ of thetalearning
Campus Assistant:
Jenna
Wechat: 694103673
Email: [email protected]) FAQ of homework etc.
Contact