Teaching plan on “Marketing in a digital world” 2021

 

Teaching plan on “Marketing in a digital world”, 2021

Session	Topics	Readings/ e-resources
1.    Oct. 28 (Thursday) Time: 19-22 [online]	Introduction to Marketing in a Digital World	Kotler & Keller: Ch. 1: 25-56 Videos: 1a. what is marketing? (also watch nature and scope of marketing). 1b. Marketing orientations: a brief lecture. (also on market orientation). 1c: Functions of marketing. 2a. Understanding needs, wants and demand : lecture. 2b. Needs, wants and demand. 2c. Marketing myopia: a briefing. 3. Globalization of production and markets 4. Holistic marketing. 5a 4-Ps of marketing mix (also watch the marketing mix element of pricing; and the element of promotion). 5b. The 4As of marketing. 5c. What is internal marketing. (also watch "difference between internal and external marketing" and study the briefing note on "what is internal marketing"). 5d. The Sales Funnel concept. 6. How to develop an effective marketing strategy. 7. Digital marketing in 4 minutes. (also watch digital marketing job types [cantonese]). 8. 5 main marketing concepts. [marketing philosophies] 9. What is marketing technology. (also read "what is marketing technology?"). 10. 5 trends in marketing technology. 11. Marketing trends 2021. (also watch how has marketing changed). 12a. Marketing transformation. (also watch digital marketing transformation should be highly disruptive and read the brief note on marketing transformation). 12b. Marketing 4.0 main points part 1; part 2. (also watch Kotler's 5As model in Marketing 4.0). 12c. Marketing and value (Kotler). 13. Case study: L'Oreal approaches digital marketing transformation. Slides: 1. Marketing 4.0 in the digital economy. 2. Industry archetypes and best practices [marketing 4.0]. 3. PEST analysis for class discussion of the subject. (then take a look at the article on systemic PEST analysis). e-readings: 1. Marketing 4.0: a brief note (also read Marketing 5.0: a brief article). 2. What is integrated marketing. 3. The 4Ps of marketing [marketing mix]. 4. The 7Ps of marketing [marketing mix]. 5. Marketing function and marketing tasks. About doing assignment: some basic writing skills: 1. on harvard referencing. 2. on plagiarism.
2.    Nov. 4 (Thursday) Time: 19-22 [online]	Changes in the Marketing Environment: Forces that are transforming marketing * Revision videos related to essay writing: a. Revision video on harvard referencing. [referencing skill is important for doing essay assignment] b. Revision video on "using quotations". [skill of quoting is important for doing essay assignment] c. Revision video on how to avoid plagiarism.	Kotler & Keller: Ch. 2: 57-87 Videos: 1. Product vs market orientation. 2a. Customer value and satisfaction. 2b. Customer value in the marketplace. 3. Core competencies. 4a. Porter's value chain. 4b. Porter's Five Forces Model. 5a. A briefing on strategic marketing. 5b. Six steps of marketing planning. (also watch push and pull marketing strategies). 5c. Customer-driven marketing strategy of Kotler. 6a. Marketing strategy 2021 (also watch corporate planning and business-unit strategic planning). 6b. on strategic business unit. 6c. Marketing mix: 4P model and 7P model (service). 6d. SWOT analysis. 6e: Boston Consulting Matrix. (another briefing: The BCG model). 6f. Abell's business definition. 7a. Porter's generic strategies. 7b. Strategic group. 7c. Vision and mission explained with examples. 7d. Ansoff matrix. (another briefing as Ansoff growth strategies). 7e. On blue ocean strategy. 8. Best marketing strategy ever (Steve Jobs). 9a. Macro-environment. (also watch: a PEST briefing on the external environment; and  new services realities). 9b. Socially responsible marketing (also watch social responsibility and marketing). 10a. How digital is changing the future of marketing (also watch 6 hottest digital marketing trends 2021). 10b. Marketing strategy 2021 (a brief P. Kotler's lecture). 10c. How to market in a price sensitive market (P. Kotler's interview talk). 10d. On the mobile on-demand economy. 11: Case study: Taco Bell. 12. Case study: Why Pizza Hut fell behind. (also watch the case study of Domino). 13. Case study: Airbnb marketing strategy. 14. Case study: BlackRock. 15. Case study: Tesla social marketing strategy. e-readings: 1. Jeff Bezos's success at Amazon. 2. The macro-environment. 3. Why marketing personalization is important. Slides: 1. Customer value and the value chain model of Michael Porter.
3.    Nov. 11 (Thursday) Time: 19-22 [online]	The Impact of Technology on Consumer Behaviour	Kotler & Keller: Ch. 3-4: 88-147 Videos: 1a. Managing marketing information. (Also same topic from P. Kotler). 1b. Managing marketing information and gain customer insight. 2. Marketing information system. 3. Data mining for marketing. 4. Market research process. 4.1. Projective techniques for market research. 4.2. Focus group for market research. 4.3 Clickstream analysis. 4.4. Marketing analytics vs Web analytics. (also study the brief note on marketing analytics). 4.5. Target marketing using predictive analytics. [also on what is predictive analytics]. 5. How to define and size market demand. 6. Online consumer behaviour. 7. An ethnographic case study of Ikea shoppers. 8. Neuromarketing explained. e-readings: 1. Difference between market research and marketing research. 2. What are consumer insights? 3. Predictive analytics in marketing.
4.    Nov 13 (Sat) Time: 14-20 (Sat) [online]	Harnessing Technology to get a clearer understanding of Consumer Behaviour	Kotler & Keller: Ch. 5-7: 148-238 Videos: 1.  Consumer market and buyer behavior (P. Kotler textbook). 2a. Customer value and satisfaction. 2b. 6 core elements of a value proposition. 2c. Types of consumer buyer behavior. (also read about this topic). 3. Consumer behavior influence [market sensing]. 4a. Consumer behavior: learning and memory. 4b: Consumer behavior: social class. (also watch social class and consumer behaviour). 4c: Consumer behavior: cultural influence. 4d. Consumer behavior: self-concept. A more detailed explanation of the self-concept in consumer behavior. 4e: Consumer behavior: sex roles & subcultures. 4f. Family influence on consumer behavior [second half of the video]. 4g. Personality and lifestyle consumer behavior. (also watch "changes in consumer lifestyle and buying behaviour"). 4h. Consumer behavior of 4 generations. (also on consumer behavior throughout generations). 4i. Reference groups and consumer behavior. 4j. Cognitive dissonance in marketing. (also read dissonance reducing buying behavior). 4k. Post purchase dissonance. 4l. Consumer attitudes. 5. Consumer buyer behaviour. 6a. Consumer involvement. 6b. Customer loyalty. [also read the briefing note on "what is customer loyalty"). 6c. Customer satisfaction. 6d. Neuromarketing. 6e. Customer relationship management. 6f. Calculating customer life-time value. 6g. Customer self service explained. 6h. Customer journey map workshop. (also take a look at customer journey mapping). 7. Organizational buyer behavior. 8. Buying center analysis. 9. Customer attraction and retention. 10. Case study: inside the mind of Gen Z. (check Gen Z news also). 11. Case study for class discussion: Domdom hamburger (Japan). (also fried fish burger). 12. Consumer behavior in a post covid-19 world. 13. A failed case study of CRM: the Wells Fargo Scandal. 14. How consumer behavior in South East Asia has changed with Covid-19. 15. The consumer power of Generation Z. e-readings: 1. Information about baby boomer. 2. Generation Z characteristics.
5.    Nov 18 (Thursday) Time: 19-22 [online]	Market Intelligence: Data-driven Marketing	Kotler & Keller: Ch. 9-10: 267-320 Videos: 1. Understanding market segmentation. 2a. A brief lecture on brands and branding (also watch Branding basics). 2b. Writing a brand vision. [also read how to use brand vision]. 2c. Writing a brand positioning statement. 2d. Writing a brand mission. 3a. Brand positioning. 3b. Creating a strong brand (P. Kotler lecture). 3c. Consumers power over brand value (P. Kotler's interview talk). 3d. Brand reputation [P. Kotler]. 3e. Creating a cult brand [Kotler]. 3f. What is brand strategy? 4. Points of parity and difference. 5. Market intelligence. 6. International marketing intelligence. 7a. Big data analytics and marketing strategies. 7b. Analyzing customer reviews with text analysis. 8. Location based marketing. 9. Data-driven marketing. (A video presentation on what is data-driven marketing [just slides but clear]. 10. On successful loyalty programs. 11. AI for marketing [an introduction]. E-reading: 1. The big reset: data-driven marketing.
6.    Nov 25 (Thursday) Time: 19-22 [online]	Segmentation, Targeting & Positioning	Kotler & Keller: Ch. 10-11: 297-356 Videos: 1. Types of branding. 2a. Brand equity: what is it and how to build it. (also take a look at the definition of brand equity.) 2b. Brand resonance pyramid explained. 2c. Brand promise: a framework. 3a. Brand elements: color and tagline. 3b. Brand elements: packaging. 3c: Brand elements: persuasion. 3d. Brand personality. (also take a look at "the brand personality framework"). 3e. Brand element: choosing a brand name. 3f: Brand messaging and communication. 3g. Brand element: mystery. 3h. Brand architecture. 4a. Brand community. (also a brief lecture on "what is a brand community?"). 4b. What is co-branding? 4c. Example 1 of brand crossover; Example 2 of brand crossover. 5a. Segmentation, targeting and positioning.  5b. Main types of market segmentation. 5c. Developing a target market. 6. Segmenting and targeting [market interpretation]. 7. Market positioning map. 8. Positioning, differentiation and value proposition: a concise and clear lecture. E-readings: 1. What is a brand promise. 2. The 4 types of market segmentation.
7.    Dec 2 (Thursday) Time: 19-22 [online]	Products and Branding	Kotler & Keller: Ch. 13-15: 388-482 Videos: 1. Product classification. 2a. Product levels in service marketing. 2b. Product positioning. 2c. Product line. 3. Characteristics of services. 4a. Product development stages. 4b. Kano model for product design. 5a. New product development. 5b. Product strategy. 5c. Product line extension vs brand extension. 6. What is co-creation? [also watch marketing co-creation].
8.    Dec 4 (Sat) Time: 14-20 (Sat) [classroom] [Drop-in session; attendance will be taken]	Distribution and the 24/7 Consumer	Kotler & Keller: Ch. 17-18: 514-577 Videos: 1a. Marketing: channel of distribution [a clear and brief lecture]. 1b. Channel design. 2a. Push vs pull strategy. 2b. Distribution strategy. 3. Multichannel vs omnichannel. 4. Channel conflict. 5a. What is retailing? 5b. Retail formats. 5c. Retail marketing. 5d. Luxury retailers using augmented reality. 5e. Retailing and wholesaling. 6a. Supply chain management. 6b. Partner relationship management. 6c. Retail digital supply chains: an omnichannel customer-driven landscape. 6d. The role of logistics within a retailing strategy. 6e. Four main challenges facing retailing business. 7. Product distribution strategies. 8a. Distribution channel strategy: case study of Starbucks. 8b. Case study: Alibaba - new retail. 9. Case study: China's livestream. 10. Case study: How Amazon drone delivery will work. 11. How covid 19 could change the retail industry. 12. The future of shopping (The Economist). 13. Shoplifting problem in San Francisco. 14. Car buyers for online sales 15. Case study: what is pinduoduo? Also watch the road ahead for PDD. 16. Top 39 retailers in Asia.
9.    Dec 9 (Thursday) Time: 19-22 [classroom] [Drop-in session; attendance will be taken]	The Changing World of Marketing Communications *** Some ideas on integrated marketing from the academic literature: a note. *** Some ideas on marketing transformation from the academic literature: a note.	Kotler & Keller: Ch. 5, 6 and 7: 137-140 Videos: 1a. Marketing productivity. 1b. Measuring customer satisfaction. 2a. Marketing communication - basics. (also watch a lecture on marketing communication, notably on marketing mix, and a briefing on what is communication?). 2b. Online marketing: a brief lecture. 2c. Advantages and disadvantages of mass marketing communication: a brief lecture. 3. Marketing communication mix. 4a. Content marketing. (also a lecture on content marketing/ content marketing for beginners). 4b. What is influencer marketing (also watch Influencer marketing: a briefing, and nano influencers). 4c. Buzz marketing explained. 5a. Integrated marketing communication (also watch a brief description on integrated marketing communication). 5b. Integrated marketing communication strategy: a lecture. 6a. The impacts of digital media on marketing communication. 6b. Ad tech simplified. 6c. Ad Network and Exchange: a briefing. 6d. Digital advertising ecosystem: a briefing. 7a. What is promotion? 7b. What is personal selling? 7c. What is publicity? Also on what is public relations? 7d. What is sales promotion? 7e. What is advertising? 7f. EC live streaming: a briefing. 8. What is the AIDA model? 9a. Case study: LiZiqi; also her store. 9b. Case study: Tesla's marketing philosophy. e-reading: 1. Watch out e-commerce, social commerce gaining ground.
10.          Dec 16 (Thursday) Time: 19-22 [classroom] [Drop-in session; attendance will be taken]	Subject revision Revision: 1. An introduction to the Harvard referencing system. 2. Harvard referencing of books: examples.	Video: 1. What is digital transformation (marketing related).  Case studies: 1. Why Starbucks failed in Australia. 2. Domino {Pizza wars]. 3. McDonald in Vietnam.

Main textbook to use

Kotler, P. & Keller, K.L. (2015) Marketing Management, Global Edition, Pearson.

Also refer to the module guide for a detailed list of the course readings.

e-resource folder. 

Course google drive

Module guide info:

LEARNING OUTCOMES ASSESSED: 

Upon successful completion of this module, students will have demonstrated: 

Knowledge 

1. Critical understanding of transformations in marketing practices and thinking that are occurring in response to changes in the technological and social environments. 

2. Critical understanding of the need for an integrative approach in strategic marketing. 

3. Critical evaluation of the challenges faced by marketers in the digital era. 

Context 

“The COVID-19 pandemic has upended the retail industry, forcing the closure of physical stores and causing uncertainty for the future of the in-store experience. These abrupt shifts have left many retailers scrambling to effectively serve customers through other channels. Digital-first and omnichannel retailers have pivoted more easily, but retailers that prioritized physical stores and face-to-face engagement over omnichannel strategies have struggled to respond.

For retailers, the starting point matters in a crisis. Organizations that can quickly reimagine their omnichannel approach to create a distinctive customer experience will recover faster from the pandemic.” Mckinsey & Company

In the past decades, retailers faced a lot of new challenges that they have never met before, such as the rise of internet, online shopping, globalization, etc.   Some retailers have already started to change their business models to capture the opportunities and avoid the threats from those changes.  However, COVID-19 pandemic, accelerates the change in consumer behaviour, and whether the retailers can successfully transform their marketing strategies in the digital world become a life or death matter.

Your Task 

Select a retail organisation/brand of your choice. This brand must operate at national and/or international level and must have a presence in the Asia Pacific

Thoroughly research your chosen organisation/brand and the marketing environment within which it operates, to: 

• Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era (50% weighting). 

• Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach (50% weighting). 

Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources. 

Worksheets for doing the assignment: blog article