Marketing Management Professor Contacts: Email: Office:
David K. Tse (Web page http://www.hku.hk/business) Office Phone (852) 2859-1010 (Ms. Panda Tsu, my secretary)
[email protected] Room 706, Ming Wah Complex, Hong Kong University Pokfulam Road, Hong Kong.
Text, Assignments, and Additional Reading Material Kotler, Philip and Kevin Lane Keller. Marketing Management. 12th edition. Additional reading will be provided during the class. Highly recommended books Jagdish Sheth on relationship marketing and on competition “Clients for Life: How Great Professionals Develop Breakthru Relationships” with A. Sobe and “The Rule of Three: Surviving and Thriving in Competitive Markets” with Rajendra Sisodia Philip Kotler on different domains that apply marketing – City Marketing, Health Care Marketing etc. Bernd Schmitt on Brand Aesthetics, Experiential Marketing Kevin Keller on Brand Equity – Strategic Brand Management VJ Mahajian – 86% solution Michael R. Czinkota, Peter R. Dickson, Patrick Dunne, & Abbie Griffin “Marketing: Best Practices” Professional Magazine on Marketing: Marketing Management (AMA publication) China Marketing (in Chinese on China Marketing), emkt.com.cn BusinessWeek On Marketing in Hong Kong/China Consult Hong Kong Trade Development Council at http://www.tdctrade.com/ Franchise and distributorship at http://www.franchise.com.hk Useful Industry Reports EIU on China Hand (through HKU library dragon.net) Li & Fung China Industry Report (www.lifunggroup.com/research/china_pmireports01.htm) Other Useful Websites: www.chinainfobank.com (excellent for most updated news information on China) www.emkt.com (largest community for marketing professionals) Objectives and Description The class is designed in a workshop mode. It is to expose, involve and challenge participants in the complexities of managing key marketing processes for better firm performance. It pays special reference to firms in Hong Kong, Asia, and China with their unique marketing strategies and practices. Cutting-edge knowledge and insights from USA, European and Asian firms will be shared in the workshop The workshop is structured along five key processes relating to marketing (accompanied by Kotler's book) as the fundamental framework for the learning experience. Concepts and thoughts along each of the five processes will be discussed, modified, challenged, adopted or even discarded during the workshop. To benefit maximally in the workshop, you are asked to read quickly the book chapters 1
and readings before each session and THINK critically and creatively along key topics in class. The success of the workshop depends on both the participants and the instructor. Each meeting is divided into smaller components to structure our discussion meaningfully for effective learning. Through this focused approach, managerial insights can be derived readily. Grade 25% 20% 20% 35%
Class Participation Group case: 1 out of 4 Individual case: 2 out of remaining 3 Group project
Format The module is conducted in an open discussion form. Theoretical frameworks and conceptual issues will be shared in each session. Company practices and issues in applying the ideas in the Mainland China/Hong Kong/Asian business environment will be emphasized. Your participation is expected and welcome. You are most encouraged to bring in issues your firm currently faces. Integrative Exercises in class
There are a number of integrative exercises in the workshop. They are designed to stimulate group interaction and sharing of thoughts in strategic aspects that help direct different types of firm’s future marketing strategy. Active participation by everyone is expected. These integrative exercises will have major strategic implications for top American, European, Asian, Chinese and Hong Kong firms: 1. Becoming high performance firms: Lawson (Japan) (No rules) 2. Octopus: what business does it have? 3. Designing consumer study to identify innovations for McDonald’s 4. Understand e-consumers: on-line Fantasy 5. New Product Development Program: Samsung’s Value Improvement Program 6. Repositioning a local brand to compete with MNC brands 7. Alliance formation and contract enforcement (what should Philips/AMWAY do in China) 8. Services and Implementation (Singapore Airline/Cathay Pacific) Cases: Group and Individual The module will have 4 cases. Students are to form groups of six by your own (encourage a mix) to make up 8 groups. Each group will be assigned to present 1 of the 4 cases. For the remaining 3 cases, each one of you is asked to prepare an individual (1 page) decision on 2 cases. The individual case write up will be due on the day of the presentation in paper form (no email please). Group Project on Current Marketing Topics Each group is asked to research, analyze and recommend how a particular firm of your choice deals with its marketing issues that have significant impacts to the firm’s business operations in Hong Kong or in overseas markets. A suggested list will be provided to help start your thoughts. You are most welcome to deviate from the suggested list. Consultations with each group will be arranged so as to assist your project. You will be asked to report orally and in written report form (power-point only) on the project at the end of the module. As in all group assignment, each member will be asked to rate the contribution of other members in the team. The individual marks may hence deviate from the group mark. The within group rating is to reduce any free-riders in the group cases/projects. The will NOT be any examination in the module. 2
David K. Tse is the Professor of International Marketing at the Business School of the University of Hong Kong. He taught for 10 years at the University of British Columbia after he received his BBA (Chinese Univ.), MBA and PhD (Univ. of California, Berkeley) before returning to Hong Kong in 1993 and later joined the University of Hong Kong. He taught at universities in U.S., Canada, Europe, Hong Kong and Mainland China. Professor Tse is also as the Professor of Marketing at Guanghua School of Management, Peking University and Fudan University. Professor Tse is known for his research in international marketing (firm entry strategies, marketing decisions in different cultures), marketing in China (consumption issues and firm strategies), and satisfaction research (satisfaction models, complaining behavior). He published 8 books, 42 international journal papers (including JM, JMR, JCR, JIBS etc), 9 book chapters and 25 conference papers on these subjects. Professor Tse is on the advisory/editorial board for Journal of International Business Studies, Harvard Business Review (China) and Journal of International Marketing. He also reviews papers for the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research and 6 other international journals. His joint research projects on Mainland China received over HK$4.6 million government competitive grants and HK$ 3.5 million other research grants. Professor Tse is the founding vice-president of the Asia Academy of Management. At the University of Hong Kong, he founds the Chinese Management Centre, as a centre of distinction in the university. He also helps found the school’s IMBA programs in Shanghai, a joint program with Fudan University. Professor Tse is the associate director of the HKU-Tsinghua Centre of Management Research and Education. He is a fellow in William Davidson Institute of the University of Michigan. Professor Tse is listed on Who's Who in International Business Education and Research, Marquis's Who's Who in the World and Barron's 500 People in Asia. In recent surveys, he is rated as the world's most prolific and cited scholar in marketing in Chinese economies and among the world's top researchers in Chinese management research. His citation counts reach 750 by June 2007, google scholar citation is over 1,000. Professor Tse served in Hong Kong Government's Central Policy Unit (1995-7) and sat on committees in other organizations including ICAC, Real Estate Authority. He appears frequently in newspapers (Hong Kong Economic Times), magazines (World Executive etc.) and on TVs (CNBC etc). He spoke at major professional conferences including World Knowledge Forum, World Marketing Conference, USC’s Asia Pacific Business Outlook Conference, Beijing Stock Commission CEO Conference, China Professional Marketers’ Conference, and Asia Pacific Conference on Service Quality. He consults for companies in Hong Kong, Canada and Mainland China, including SmarTone, All China Market Research, ChinaVest, Hong Kong Bank, Swire Properties, Elec & Eltec, Nomura Research International, Hong Kong Government, and British Columbia Hydro Corporation. He served as a board member (non-executive) for a listed company in Hong Kong and one in USA. Professor Tse conducts executive programmes for Hong Kong and international companies such as Ernst & Young Partner Series, DHL, Monitor.com, Hong Kong Stock Exchange, SmarTone, Elec & Eltec, Hong Kong Bank, Acer Computer, Tetra-Pak, AT&T, Johnson and Johnson (Xian), Jardine Fleming. He holds executive workshops with Hong Kong Government departments including Independent Commission Against Crime, Housing Department, Urban Services Department, Civil Services Training and Development Institute, and gave talks in executive programs of American (Stanford, Emory, Duke, Michigan, USC, Wharton), European (INSEAD) and Canadian (UBC, Toronto) universities.
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Topics of Discussion Oct 23rd
Reading
Key Process 1: Global Challenge & Direction Setting
New Challenges in Marketing Management Key topics: Key Market Trends Drive for Customer Value – Emerging Markets Technology and Innovation Alliance and Network Global Brands Role of Marketing in Firms Defining High Performance Firms
Ch. 1 & 2
Discussion: Outsourcing in India and China Integrative Exercise 1: Lawson (7-11) in Japan Becoming high performance firms: Lawson (Japan) Oct 25th
Key Process 1: Directional Setting and Firm Orientation Market Orientation & Directional Setting Key topics:
Ch. 3
Firm Orientations Market Orientation in firms Meaning of a market-oriented firm Key Marketing Processes
Discussion: GE: Re-orientation to Success & Meaning of Market-Orientation Integrative Exercise 2: Designing consumer study to identify innovations for McDonald’s Forming groups and case assignments Oct 30th
Key Process 2: Understanding Innovation and Improvement Marketing Research and Marketing Intelligence Key topics: Common mistakes in marketing research Decision-oriented marketing research projects Going into the minds of consumers (Ethnography) From marketing research to Information Systems From Results to Implementation
Ch. 4 & 5
Understanding Your Customer: Decision Processes and Satisfaction Ch. 6, 8 How consumers go through their purchase decisions? How to influence consumers' decisions?
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Nov 1st
Key Process 2: New Product Develop and Continuous Improvement Segmentation and New Product Development How to segment Heavy users versus profitable customers New customers (HK firms) and their needs New Product Development in firms Business market and continuous improvement
Ch. 8
Ch 7
Firm Innovation Process and New Product Development
Ch 20
Integrative Exercise 4: Reading and thoughts on Samsung’s Value Improvement Program Case 1 Nov 6th
Key Process 3: Branding and Managing Brand Equity Brand Equity Drivers Topics: How much does IBM worth? How to develop new and global brands How local brands beat foreign brands Yohan’s classic branding strategy
Ch 9, 10, 11, 12
Integrated Exercise 5: Multiple-branding strategy in firms Nov 8th
Key Process 3: Positioning and Competition Topics Positioning strategy Managing multiple product: portfolio Firm Competition in Mainland China
Ch. 11, 12, Ch. 14
Discussion: Out-competing MacDonald Case 2 Nov 13th
Key Process 4: Alliance: Channel Management & Growth Key channel issues Changing Channel modes Retailing Systems and Innovation
Ch 15, 16
Integrated Exercise 6: Alliance formation and contract enforcement what would you do: Amway in China Nov 15th
Key Process 4: Alliance and Supply Chain (China Market) Topics:
Ch. 21
Growth Strategies Globalization strategies of Chinese and Indian Firms Global Markets, which ones first
Discussion: How Asian (Chinese, Indian, Hong Kong firms) globalize their operation Case 3
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Key Process 5: Implementation (Services and Integrated Marketing Communications) Nov 20th
Service System Design Service delivery system Gap model Issue of service quality in Chinese culture
Ch. 13
Integrated Marketing Communication Advertising as Persuasive Process Key Advertising Decisions
Ch 17-19
Case 4: Nov 22nd
Discussion Topics: Wasteful ads Mood Commercials Promotional efforts Discussion: New mobile media in emerging markets (Morning Side technology)
Nov 27th or Nov 29th: Presentation of Projects (6 hours)
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