COURSE SYLLABUS

MKTMG-2101

Marketing Management

International Business Studies

Fall, 2024

COURSE DESCRIPTION

This immersive foundational course introduces, examines, and explains:

The multidimensionality of marketing management as an organizational concept, function, and process, highlighting its role in achieving a competitive edge.

The centrality of the holistic marketing concept in designing products or services that provide sustainable competitive advantages.

Marketing research tools for capturing the emergent dynamics of the marketplace, consumer

buying behavior, and sociopsychological drives, which are essential for maintaining a competitive edge.

Core concepts, elements, and tools for developing customer-driven strategies, marketing mixes, and unique value-centric propositions tailored to distinctive market segments, contributing to a

competitive advantage.

Fundamental elements and tools for understanding the design process of distribution channels and integrated marketing communications, which serve as catalysts for strategic marketing and

competitive positioning.

The concepts and dynamics of customer relationship management, customer care, customer satisfaction, and relationship marketing, including the impact of emerging technologies and   sociocultural trends, all of which are crucial for maintaining a competitive edge.

Stages and processes for developing new products and product lifecycle strategies that ensure a sustained competitive advantage.

Major applied models for developing sales management strategies and pricing management systems to achieve a competitive edge.

The relevance and core elements of endorsement branding strategy to enhance competitive positioning.

COURSE OBJECTIVES

By the end of this course, students will be able to:

Design and apply customer-driven strategies and marketing mixes to build unique, value-centric propositions for addressing distinctive market segments.

Utilize the holistic marketing concept to formulate new products or services that offer sustainable competitive advantages and superior value compared to competitors.

Conduct and implement various marketing research methods to capture and leverage consumer buying behavior. and psychological drives of target customers.

Develop Integrated Marketing Communication Strategies and Endorsement Branding Strategies to build brand relevance, resonance, and consumer engagement.

Identify criteria, contexts, and strategies to enhance customer satisfaction and retention through multiple approaches and philosophies related to customer relationship management.

Convert internal appraisals into assessments of Opportunities and Threats in SWOT analysis when operating in systemic and collaborative partnerships.

Apply entrepreneurial approaches to transform. scattered hints and data from the environment into coherent and actionable marketing insights.

TEACHING PHILOSOPHY & CLASS FORMAT

The course emphasizes experiential learning and self-exploration through student-centered activities such as field experiments, real-world simulations, workshops, case studies, presentations, debates, elevator speeches, mind maps, and interactions with industry leaders and experts.

Group work is encouraged to foster relational empathy, interpersonal intelligence, collaborative achievements, and an entrepreneurial mindset.

STUDY MATERIALS

This instructor embraces the Textbook Affordability Project supported by Temple University Libraries, replacing costly educational resources with library-licensed materials and publicly accessible open educational resources. The specific readings will be announced during each class and made available on Canvas. The books are freely accessible online through the TUJ library website.

1. Global Marketing Trends Reports: Assigned reports will be announced during each class and made available on Canvas.

2. Academic Journal Articles: Assigned articles will be announced during each class and made available on Canvas.

3. LinkedIn Free E-Learning Lectures: Selected lectures are freely accessible online through the TU

platform. The assigned lectures will be announced during each class and made available on Canvas.

4. Online Free Podcasts: Assigned podcast episodes will be announced during each class and made available on Canvas.

GRADE SYSTEM BY PROJECT AND ASSIGNMENT

GRADING INFORMATION: PERCENTAGE & BREAKDOWN

CRITERIA FOR GRADE DETERMINATION

Class Attendance and Participation Policies

Mandatory Attendance: Class attendance is required. Accumulated unexcused absences will result in a lower grade and may lead to being dropped from the course. Prior notification is required for absences, except in emergencies.

Active Participation: Participation is essential. Students are expected to contribute to class discussions and activities by sharing their viewpoints, comments, and questions.

Engagement in Classroom Experiments: Active participation in classroom experiments is crucial for generating valuable insights and making the activities meaningful.

Weekly Quizzes: Quizzes will be administered weekly at the end of class, based on reading assignments and topics covered during the sessions.

Evaluation Principles for Assignments:

Attractiveness and Evaluative Model: Assignments and projects will be assessed using the

S.U.C.C.E.S.S. framework (Heath & Heath, 2007). This framework, which will be thoroughly explained in class, is designed to enhance the memorability, appeal, and persuasive impact of your ideas.

Timeliness and Integrity: Assignments must be submitted on time according to the deadlines set by the instructor. Plagiarism, fabrication, unauthorized use of artificial intelligence technologies,

outsourcing assignments to third parties, or any other form of dishonesty is prohibited [see section 8 for more information].

Individual Assignments / Projects:

Students will regularly complete individual assignments provided by the instructor. These can be

submitted either at the end of the class or at the beginning of the next class. Individual assignments  include writing short essays, analyzing case studies, and creating mind maps on the topics and issues discussed during lectures. Paying attention to the lecture is crucial for success.

Group-assignments:

Group activities include laboratory projects, case-study analyses, oral presentations, computer simulations, post-project evaluations, field experiments and group-study assignments.

Examinations:

Details, expectations, and formats will be provided prior to the examination. Exams may include a mix of open-ended questionnaire, brief essay prompts, and case study analyses. The purpose of

these examinations is to assess your command of the material covered in a particular unit (through short-answer questions) and your ability to synthesize concepts into an evidence-based argument   (through the essay prompts).

Grade Appeal:

Students and faculty at Temple University have the right to a fair adjudication of grievances

concerning academic matters. Students are encouraged to discuss any grading issues with their

instructor or relevant Program Coordinator first. If the student and instructor cannot come to a

mutually agreeable resolution, more information about the academic grievance process is available at: https://www.tuj.ac.jp/policies/academic-grievance.