Nanyang Business School

Divison of Marketing and International Business

AB112: MARKETING
Semester 1, AY 2010/11
Course Coordinator
Dr. Luciana de Araujo Gil – office S3-B2B-55- Tel: (65) 6790-5710- e-mail: luciana.gil@ntu.edu.sg (office
hours by appointment, only)

Tutors
Asst Prof Benjamin Kartono – e-mail: AKartono@ntu.edu.sg
Dr Krishna Udayasankar– e-mail: Kris@ntu.edu.sg
Mr Wayne Kwan – e-mail: AWHKwan@ntu.edu.sg
Ms Tan Siok Lin Kathleen – e-mail: SiokLin@ntu.edu.sg
Mr Lim Boon Chong – e-mail: LIMB0018@ntu.edu.sg
Mr Soh Leong Tat, Arthur – e-mail: ltsoh@ntu.edu.sg

Introduction
People often define "marketing" as advertising or as extremely visible activities by which organizations try to
influence consumers to purchase products and services. However, in this course the student will learn that
marketing is much more than pure advertising and even the most skillful tactics cannot influence consumer
behaviour.

Marketing involves 2 basic sets of activities. The first set starts with the identification of consumer needs
followed by positioning goods and services to meet customer preferences. Some of the tools commonly used
in this area include rigorous competitor analysis, the customer identification and behaviours, the environment,
and the gap analysis between company’s own capabilities and demand requirements (what about strategy?
When is it recommendable to be a first mover, and when do you go for differentiation or manufacturing
products that look alike?).

The second set of activities revolves around the “marketing mix” – letting the consumer know about the
product through an “eye catching” strategy triggering the purchasing desire, and delivering information to the
consumer through the best combination of distribution channels (e.g. audiovisual), pricing products effectively,
and offering incentives to run “test trials” and promotions to impact purchasing behaviours and increase
market share. At any point along the way, failure to get one of these activities may result in the failure of the
product/service/brand or organization.

In this course, the student will be introduced to the principles underlying these activities and given
opportunities to try your hand at analyzing markets and formulating strategy. The objectives of this course are
to:

1. Introduce the student to the concepts, analyses, and activities that comprise marketing management,
2. Help the student to sharpen your analytical skills and show you how to use them to assess and solve
marketing problems,
3. Give the student an opportunity to refine his/her oral and written communication skills, and
4. Provide a foundation for courses in other departments and advanced electives in Marketing
5. Familiarize the student with the roles and functions of marketing within the organization and in society
6. Introduce students to the various exciting career options in marketing

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Assessment Plan
Learning Goal Course Learning Objective Assessment Method
a) Students are expected to use the conceptual tools and
basic principles taught in the lectures
b) Integrate the concepts and tools learned in the course
Knowledge into a coherent, detailed, well thought out analysis  Final Written
Acquisition/ c) Give examples of successful marketing strategies and Exam
Problem Solving explain why Participation
and Decision d) explain how marketing activities interface with other  Group case
Making/ organizational functions presentation
Teamwork e) To promote effective team building skills and the practice
of professional team conduct so as to enhance the students
ability to function in a real world marketing environment

Course Assessments
Components Marks Individual/Group
Group case presentation 20 Group
Quiz (midterm-closed book) and/or homework 20 Individual
Individual participation 10 Individual
Final open book exam 50 Individual
Total 100

Recommended Readings/References- Main Text

(KA) Principles of Marketing, 13th Edition, by Kotler/Armstrong, Prentice-Hall 2010, ISBN 0-13-607941-5.
(if you are buying the new edition please make sure you have included the code for http://www.mymktlab.com
for free -only if you buy at the NTU bookstore- access codes will also be given on tutorial classes.

Other Readings/References- Reference Text

Roger Kerin, Steven Hartley and William Rudelius, Marketing, 10th edition, Mc Graw Hill, 2011. ISBN 978-0-
07-352993-6. HF5415.M345MA 2011

Lamb, Hair and McDaniel, MKTG4, 4th Edition, South-Western/Cengage Learning. 2011. ISBN 978-0-538-
46824-4. HF5415.L218MK.

Course Outline
Week Lecture Topic Readings/ Tutorial #
# Activities (always
check Edventure for
updates on readings)
1 FIRST LECTURE Articles and No Tutorial
(Lecture Course Introduction information posted in
1/ No Administrative Matters Edventure/ Students
tutorial) The Marketing Discipline should bring their
Sept 9 Marketing Overview clickers
2 Sustainable Global Marketing Chapters 19 & 20 (KA: FIRST TUTORIAL
Sept 16 - Sustainable marketing in the Kotler &Armstrong book) Week of Sept 13
global marketplace Students should bring 1 Introduction,
their clickers in all overview team
classes formation expectation
3 Marketing Strategy and Customer Value Chapters 1 and 2 (KA) 2 Article analysis and
Sept 23 - Company and marketing tutorial discussion
strategy questions (week of Sept
- Creating and capturing value 20)

4 Analysing the Environment & Chapters 3 and 4 (KA)/ 3 Article analysis and
Sept 30 Understanding the Market Guest speaker will tutorial discussion

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Week Lecture Topic Readings/ Tutorial #
# Activities (always
check Edventure for
updates on readings)
- Micro- and macro environments present the second half questions (week of Sept
- Gaining customer insights of the lecturer (Rodrigo 27)
Toni/ CEO Ipsos AAI-
Australia, ASEAN
countries and India)
5 Buyer Behaviour Chapters 5 and 6 (KA) 4 Class review,
Oct 7 - Consumer Markets preparatory for the
- Business Markets midterm (week of Oct 4)

6 Customer Driven Marketing Strategy & Chapters 7 and 18 (KA) 5 QUIZ/MIDTERM

Oct 14 Competitive Advantage (during tutorials/ closed
- Segmentation, targeting, book/all students must
positioning and differentiation bring a #2 pencil) (week
- Competitive Strategies of Oct 11)
RECESS (week 7) week of Oct 18-Oct 22
8 Product Management Chapters 8 and 9 (KA) 6 Article analysis and
Oct 28 - Product and services tutorial discussion
- Branding strategy questions (week of Oct
- New product development 25)
- Product life cycles
9 Pricing Management Chapters 10 and 11 7 Group case
Nov 4 - Factors to consider (KA) presentations (during
- Pricing strategies tutorials) tutorial
questions (week of
Nov 1)
10 Channel Management Chapters 12 and 13 8 Group case
Nov 11 - Strategy and logistics (KA) presentations (during
management tutorials) Tutorial
- Retailing and wholesaling questions (week of
Nov 8)
11 Integrated Marketing Communications & Chapters 14 and 15 9 Article analysis and
Nov 18 Advertising and Public Relations (KA) tutorial discussion
questions (if needed
extra group
presentations) (week
of Nov 15)
12 LAST LECTURE Chapters 16 and 17 10 Article analysis and
Nov 25 Personal Selling and synthesis of (KA) tutorial discussion
marketing principles questions (week of
Nov 22)
12 LAST LECTURE 11 Article analysis and
Dec 2 Exam Briefing tutorial discussion
(12 Summary and Conclusions questions (week of
lectures Nov 29- LAST
total) TUTORIAL Dec 3/ 11
tutorials sessions total)

Important Notes:
1) Subject to the circumstances of the situation, changes may need to be made. If that is the
case, students will be informed as soon as is practicable.
2) All university rules and regulations need to be complied with and will supersede any guidance
given here.
3) Make and keep back-up copies of all your submissions and presentations. In the unlikely event
of a loss, the back-up copies will be required.

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 4) When grading, considerations will be given to all relevant circumstances. For example, late
submissions or submissions not in compliance with the specifications, or presentations
exceeding the specified time duration, will be taken into account.
5) As a word of precaution, all projects, assignments exercises etc, must not
engage in controversial and sensitive issues

ASSESSMENT METHODS
(Assignment/Assessment Samples & Corresponding Rubrics to assess Learning Goals)

Assessment Plan
Learning Goal Course Learning Objective Assessment Method
a) Students are expected to use the conceptual tools and
basic principles taught in the lectures
b) Integrate the concepts and tools learned in the course into
Knowledge a coherent, detailed, well thought out analysis  Group case
Acquisition/ c) Give examples of successful marketing strategies and presentation
Problem explain why  Final Written
Solving/Decision d) Explain how marketing activities interface with other Exam
Making/ organizational functions
Teamwork e) To promote effective team building skills and the practice
of professional team conduct, in order to enhance the
students ability to function in a real world marketing
environment

Group Case Presentations (20 marks)

Students are required to submit their presentation materials, e.g. copies of the PowerPoint slides in both soft
and hard copies, to your tutor, PRIOR to the start of the presentation. Both the presentation and presentation
materials should be done in as professional a manner as possible. Students should have a backup plan in
case the technologies they plan to use become not available.
Note that all presentations must avoid areas relating to religion, race, nationality, politics or the university’s
policies. If these need to be discussed, there are other platforms outside this subject that you can consider.
The group concerned, will be given 20 minutes for the oral presentation. Taking into account the time factor, it
is advisable for the students to address the topics which they consider to be most important. At the end of the
presentation, the tutor will pose questions to the group. Students will be graded based on the quality of the
presentation and the presentation materials and the responses to the tutor’s questions.
As part of the learning process, the classmates will also be given the opportunity to raise questions, although
for this, student’s response(s) would not count towards or against their marks. Subsequently, the tutor may
call on any student to respond to issues relating to the case/project. As this is a team project, all members of
the group will get the same marks for the group oral presentation.

Traits/ Above Expectation Met Expectation Below Expectation

Criterion 3 2 1
Identify and Can easily identify Can adequately Has difficulty
understand the key and understand the identify and understanding the key
marketing key marketing understand the key marketing challenge(s)
problem(s) in a challenge(s) in a marketing and how these relate
given situation and given situation and challenge(s) in a to other issues, where
how these relate to how these relate to given situation and applicable
other issues, where other issues, where how these relate to
applicable applicable other issues,
where applicable

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 Traits/ Above Expectation Met Expectation Below Expectation
Criterion 3 2 1

Understand what Demonstrates a Demonstrates a Demonstrates a poor

are the various good understanding fair understanding understanding of the
possible solutions of the possible of the possible possible solutions for
for this type of solutions for this type solutions for this this type of situation
situation of situation type of situation

Identify suitable Demonstrates a clear Demonstrates a Demonstrates a poor

solutions based ability to identify fair ability to ability to identify
upon the problem suitable solutions for identify suitable suitable solutions for
identification this type of situation solutions for this this type of situation
type of situation

Apply suitable Demonstrates a clear Demonstrates a Demonstrates a poor

solutions based ability to apply fair ability to apply ability to apply
upon the problem suitable solutions for suitable solutions suitable solutions for
identification this type of situation for this type of this type of situation
situation

Link the Clearly links the Adequately links Does not link the
conclusions to the conclusions to the the conclusions to conclusions to the
analysis/evidence analysis/evidence the analysis/evidence
analysis/evidence

Draw sound Draws sound To some extent Does not draw sound
conclusions conclusions including draws sound conclusions including
including impact impact analysis that conclusions impact analysis that is
analysis that is is consistent with the including impact consistent with the
consistent with the analysis/evidence analysis that is analysis/evidence
analysis/evidence consistent with the
analysis/evidence

Final Written Exam (Open book 2 ½ hour examination) (50 marks)

Students will be allowed to bring in hard-copy printed and written materials, including notes, for their reference
only. Examples include articles, magazines, journals, newspapers, books, lecture notes, tutorial notes and
others.
These external materials should not be attached/ included in the submitted answers. That is, only the
student’s own write-up during the examination and on university approved writing materials can be graded.
Note that unless the university officially announces otherwise, computers are not allowed in the exam hall.

1 2 3
Traits
Below Expectation Met Expectation Above Expectation
Knowledge of
Unable to demonstrate a good Able to demonstrate a good Able to demonstrate a very
Fundamental
understanding of the understanding of the good understanding of the
Marketing
fundamental principles and fundamental principles and fundamental principles and
Principles and
concepts concepts concepts
Concepts
Able to identify the relevant Able to identify the relevant
Ability to apply the Unable to identify the relevant
marketing challenge(s) and marketing challenge(s) and
fundamental marketing challenge(s) and/or
able to apply the marketing able to effectively apply the
marketing unable to apply the marketing
principles and concepts to marketing principles and
principles and principles and concepts to
deal with the challenge(s) concepts to deal with the
concepts deal with the challenge(s)
challenge(s)

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Individual Participation (10 marks)
As this subject is based on both individual study and interactive learning, participation in class discussions is
critical and will be assessed throughout the course. This is an important component as it develops analytical
thinking, “thinking-on-the-feet”, and enables participants to develop alternative perspectives. It is essential
that all participants bring into the discussions their respective experiences, thoughts and viewpoints and share
them with one another. Responses to questions raised and comments initiated by the student would also
count towards the participation marks.
Qualities of participation that we will look for will include:
(a) analytical ability
(b) relevance of issues
(c) effectiveness of communication
(d) quality of the responses, discussions and comments
Overall, class participation should be constructive and not destructive to the proceedings. No individual
student should hog the class discussions.
The participation assessment process will begin immediately in the week just after the add-drop period, when
the class list is finalised.
Quiz (midterm-closed book) and/or homework (20 marks)
Students must indicate your answer to quiz/midterm questions on both your exam copy and on your answer
(bubble) sheet. In the unlikely event that your answer sheet is destroyed or lost, we will grade the answers on
the exam. In the event of discrepancies between your answers on the answer sheet and the exam copy, the
answer on the answer (bubble) sheet stands. In the event we receive no answer sheet or marked exam copy,
the student will receive a grade of zero for that quiz/midterm. All cell phones MUST be turned off and stored
securely in your book bag, purse, etc. during the entire quiz/midterm period. Once you turn in your
quiz/midterm and answer sheet, you will NOT be allowed to come back into the room until the last student has
turned in his/her exam. Hence, be sure to collect your belongings before you leave.

Performance Assessment for AB112

At the individual level, to be able to perform well in the individual participation, quiz, group work and
exams, one must be able to demonstrate a good knowledge of the fundamental marketing principles
and concepts and be able to apply these when required. A sound reasoning will be important and these
can be supported by examples, readings and marketing-related frameworks, where applicable. In
summary, the student should demonstrate his/her ability to integrate and apply basic marketing
concepts.

Acknowledgements:
The lecturer appreciates the feedback from: Prof. Hooi Den Huan, Prof. Lewis Lim, Prof. Boey Yew
Tung.

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