Marketing Management (B-KUL-TPEBMA)

5.0 ECTS English 54.0 First termFirst term
Ceuppens Noesjka (coordinator) |  Ceuppens Noesjka |  Pinjala Srinivas Kumar |  N.
POC Groep T Leuven Engineering College

The aim of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems.

This course provides an overview of the theory and practice of marketing within a corporate and societal context in a dynamic environment. The major functions of marketing are covered from the perspective of management strategy seeking competitive advantage.

The focus of this course will be on the marketing environment, the strategic planning and the marketing process, the marketing research and information systems, the consumer markets and the consumer buyer behavior, the business markets and the business buying behavior, the market segmentation, targeting and positioning for competitive advantage.  The marketing-mix will be further examined in further courses.

The student preferably should have a background on management but not essential.

Activities

3.0 ects. Principles of Marketing: Lectures (B-KUL-iphBMA)

3.0 ECTSEnglishFormat: Lecture30.0First termFirst term
POC Groep T Leuven Engineering College

Part One Marketing now

Chapter One: Marketing

Previewing the concepts
Prelude case Bye-bye Ryanair
Introduction
What is marketing?
Understanding the marketplace and customer needs
Designing a customer-driven marketing strategy
Real Marketing 1.1 ‘Whatever people say I am, that’s what I’m not’
Building customer relationships
Capturing value from customers
The new marketing landscape
Marketing in the noughties
Real Marketing 1.2 A new dawn?
So, what is marketing? Pulling it all together
Reviewing, discussing and applying the concepts
Company case 1 Build-A-Bear Workshop

Chapter Two Sustainable marketing: marketing ethics and social responsibility
Previewing the concepts
Prelude case NSPCC: Full Stop to child cruelty
Introduction
Social criticisms of marketing
Real Marketing 2.1 The Dove Company for Real Beauty
Marketing’s impact on other businesses                                      
Citizen and public actions to regulate marketing
Business actions towards socially responsible marketing
Real Marketing 2.2 From Plato’s Republic to supermarket slavery
Reviewing, discussing and applying the concepts
Company case 2 Nestle: singled out again and again
  
Chapter Three Strategic marketing

Previewing the concepts
Prelude case: Poor little rich brands
Introduction
Strategic planning
The strategic plan
Real Marketing 3.1 Albumart.com: But will we make money?
Real Marketing 3.2 KISS (Keep It Simple Stupid)
Marketing relationships
The marketing plan
Marketing organization
Reviewing, discussing and applying the concepts
Company case 3 Starbucks
 
Part Two Markets

Chapter Four The marketing environment

Previewing the concepts
Prelude case Big food has a lot on its plate
Introduction
The company’s micro-environment
The company’s macro-environment
Real Marketing 4.1 Marketing to those who have it all
Real Marketing 4.2 Cashing in on environmental awareness
Responding to the marketing environment
Reviewing, discussing and applying the concepts
Company case 4 Toyota Prius: green or geek machine?

Chapter Five Consumer markets
Previewing the concepts  
Prelude case Harley-Davidson
Introduction
Models of consumer behavior
Characteristics affecting consumer behavior
Consumer decision process
Types of buying decision behavior
The buyer decision process
Real Marketing 5.1 Pong: marketing’s final frontier
The buyer decision process for new products
Consumer behavior across international borders
Real Marketing 5.2 Sustainable consumption: Green Sham’s Law
Reviewing, discussing and applying the concepts
Company case 5 Shoot the dog: bye-bye Aibo                                                               
                                                                    
Chapter Six Business-to-business marketing

Previewing the concepts
Prelude case Concorde is dead – the booming Busjet market
Introduction
Business markets
Business buyer behavior
Real Marketing 6.1 IKEA: working with suppliers to customers clamoring for more
Institutional and government markets
Real Marketing 6.2 Political graft: wheeze or sleaze?
Reviewing, discussing and applying the concepts
Company case 6: Bio-foam: just peanuts?

Chapter Seven Marketing research

Previewing the concepts
Prelude case Market researching HIV/AIDS in Africa
Introduction
Assessing marketing information needs
Developing marketing information
Marketing research
Real Marketing 7.1 ‘Touchy-feely’ research into consumer motivations
Analyzing marketing information
Distributing and using marketing information
Other marketing information considerations

Real Marketing 7.2 Video mining
Reviewing, discussing and applying the concepts
Company case 7 Enterprise Rent-A-Car: measuring service quality

Part Three Core strategy

Chapter Eight Relationship marketing

Previewing the concepts
Prelude case ‘The most important part of a car is the distributor’
Introduction
Satisfying customer needs
Defining customer value and satisfaction
Real Marketing 8.1 Cold turkey has got me on the run
Delivering customer value and satisfaction
Customer value
Relationship marketing
Real Marketing 8.2 M2M marketing and morphing products
Reviewing, discussing and applying the concepts
Company case 8 Abel & Cole – the Greener Grocer

Chapter Nine Segmentation and positioning

Previewing the concepts
Prelude case Classic Car Club  
Introduction
Market segmentation
Market targeting
Differentiation and positioning
Real Marketing 9.1 The place is the thing
Real Marketing 9.2 Staples: on the button
Reviewing, discussing and applying the concepts
Company case 9 Coffee-Mate

Chapter Ten Competitive strategies

Previewing the concepts
Prelude case PS3 blues and X-box 360° turn as wee Wii wins 
Introduction
Competitor analysis
Competitive strategies

Real Marketing 10.1 Marketing where the money is: customer coddling
Real Marketing 10.2 Tesco: playing in the big guys’ back yard
Balancing customer and competitor orientations
Reviewing, discussing and applying the concepts
Company case 10 Bose: competing by being truly different

Class notes

Principles of Marketing, European Edition
Kotler – Armstrong – Saunders – Wong
Prentice Hall

Bibliography:

Strategic Marketing Management Cases and Applications
Cravens – Lamb
Irwin

Marketing Management; Analysis, Planning, Implementation and Control
Kotler
Prentice Hall

Consumer Behavior
Engel – Blackwell – Miniard
The Dryden Press

Fundamentals of Marketing
Stanton – Etzel – Walker
McGraw-Hill

Marketing: an introduction
Kotler – Armstrong
Prentice Hall

The medium of instruction is in English

2.0 ects. Distribution Channels: Lectures (B-KUL-iphDIC)

2.0 ECTSEnglishFormat: Lecture24.0First termFirst term
POC Groep T Leuven Engineering College

The course content is organized from the text book mentioned in the study material as follows:

Chapter eighteen Direct and online marketing: building direct customer relationships

Previewing the concepts
Prelude case   Cool Diamonds: are they forever?
Direct marketing
Growth and benefits of direct marketing
Customer databases and direct marketing
Forms of direct marketing
Real Marketing 18.1 ‘Flick to click’ shoppers turn the new page
Online marketing
Real Marketing 18.2 Corporate website performance: are you being served?
Integrated direct marketing
Reviewing, discussing and applying the concepts
Company case 18 Viagogo goes west

Part Seven Place

Chapter nineteen Managing marketing channels

Previewing the concepts
Prelude case  Good Hair Day (GHD)
Supply chains and the value delivery network
The nature and importance of marketing channels  
Channel behavior and organization
Real Marketing 19.1 Disintermediation: the music industry dances to a new i-Tune
Channel design decisions
Channel management decisions
Marketing logistics and supply chain management
Real Marketing 19.2 High-tech logistics pave way for greener trucking
Channel trends
Reviewing, discussing and applying the concepts
Company case 19 Zara – the fast and furious giant of fashion
  
Chapter twenty The global marketplace

Previewing the concepts
Prelude case Jägermeister Rock ‘n Race
Global marketing today
Looking at the global marketing environment
Deciding whether to go international
Deciding which markets to enter
Deciding how to enter the market
Real Marketing 20.1 Emerging markets: elusive targets
Deciding on the global marketing program
Real Marketing 20.2 LG Electronics: think locally; succeed globally
Deciding on the global marketing organization
Reviewing, discussing and applying the concepts
Company case 20, the global wine SCAM: soil, climate, aspect and mystique

Class notes

Principles of Marketing, European Edition
Kotler – Armstrong – Saunders – Wong
Prentice Hall

Bibliography

Strategic Marketing Management Cases and Applications
Cravens – Lamb
Irwin

Marketing Management; Analysis, Planning, Implementation and Control
Kotler
Prentice Hall

Consumer Behavior
Engel – Blackwell – Miniard
The Dryden Press

Fundamentals of Marketing
Stanton – Etzel – Walker
McGraw-Hill

Marketing: an introduction
Kotler – Armstrong
Prentice Hall

The medium of instruction is in English

Evaluation

Evaluation: Marketing Management (B-KUL-T71178)

Type : Exam during the examination period
Description of evaluation : Written
Type of questions : Closed questions
Learning material : None