Courses Detail Information

BUS1510J – Marketing Management

Instructors:

Credits: 2

Pre-requisites:

Description:

This course is meticulously crafted for undergraduate students at JI with an engineering background, who possess the potential to engage in creative and critical thinking regarding the management, strategies, and tactics of marketing. It begins with an overview of fundamental marketing management concepts and then delves into the significance of marketing in generating value for customers, which, in turn, creates value for brands and other stakeholders, such as owners, shareholders, and employees.
Led by an instructor with a wealth of experience in teaching various marketing courses, including Branding and Brand Management, Strategic Brand Management, and Luxury Marketing, this course aims to guide JI students through essential topics. These include understanding the value of customers, analyzing customers and competitors, segmenting the market, making marketing mix decisions (e.g., the 4Ps, 4Cs, 4Rs), and executing systematic branding strategies.
The course culminates in a group project presentation focused on the probiotics industry, encouraging students to apply theoretical knowledge to practical business development scenarios.

Course Topics:

1.Entering the Business World: Exploration of People, Goods, and Location
2.Understanding Marketing Management: Capturing Market Insights
3.Analyzing a Product: Comparison of 1P versus the 5-Layer Model
4. Applying the Marketing Mix: Transition from 1P to 4P
5.Marketing Communication: Advertising, Sales Promotion, PR and Event Campaign
6.Mid-term Quiz: Focus on Jun Xiao Bao (??????) – Part I
7.Digital Age Marketing: Integration of the 4C and 4R Models
8.Marketing vs Branding: Unraveling Similarities and Differences
9.Course Review and Case Discussion: Jun Xiao Bao (??????) – Part II
10.Group Presentation: Xiaomi Automobile Case Analysis