Unit 1: Introduction to Place Marketing

Readings:

Capon and Hulbert, Chaps. 1 (pp. 2-18) & 3 (pp. 54-69)

Levitt, 'Marketing myopia'

Lehmann and Winer , pp, 18-21

Kotler et al., Chapter 1 ' The marketing challenge in the new Asia, (Page 1 ' 23)

Readings: Marketing...Case Analysis

Assignment:

Marketing Audit for Place Managers (Administered in class)

Unit 2: Probing the Market; Quality & Value

Readings: 

Porter, Chap 3 ' Determinants of national competitive advantage, pp. 69 ' 130 (skim)

Capon & Hulbert, chap 6, pp. 148-173

Fairbanks and Lindsay, pp. 1 ' 17

Exercise and Case: Singapore Airlines (Read only, no presentation)

What do airline customers value' What are the challenges confronting Singapore Airlines' What are growth Markets for Singapore' What are the implications for Viet Nam, vis-'vis market and consumer research, market orientation, employee training, strategic management and new market and investor opportunities'

Teams formed and names submitted at end of class

May 30: Supplementary Guest Lecture; 10:00 AM, Attendance Required

Mr. Henry Gallagher, Vietnam Enterprise Group: 'Doing Business in the U.S.A.'

Unit 3: Place-Assessment & Application of Classic Marketing Tools

' Strategic Position Analysis

' SWOT analysis / Five Forces

Readings:

Porter, Chapter 2, pp. 33 ' 68

Kotler et al., Marketing Asian Places, Chapter 5, pp. 143 ' 178

Kotler et al, The Marketing of Nations, Chapter 5 ' Assessing the nation's strengths and weaknesses, pp. 111 ' 139

L&W, pp. 44-49, 69-71

Exercise and Case:

' Who are we; what are our core competencies; what are potential markets'

' The importance of infrastructure and other resources

' Does location matter'

' Applying the Matrix

Potential guest speakers

' Fred Burke, Baker McKenzie

' Heineken/Nike Chief representative

' Mr. Binh, General Director of Resco (Real Estate Saigon Company)

Unit 4: Place as Product / Place as Brand

' Forming place/product strategy

' Place vision and goals:

o What we will look like in the next 5 years' Next 10 years'

o  What are our goals'

o What are our concerns'

Readings:

Aaker, Chap 1.

Van Ham, 'The Rise of the Brand State'

Capon & Hulbert, chap. 11

Building Asian Brands

Ger

McCrone et al, Scotland the Brand (TBA)

Exercise and Case: The Promise of Functional Foods / Vietnamese Coffee

What are 'functional foods'; what will be their role in the future' Where would you place functional foods on the product life cycle (PLC)' What are the managerial implications for a product given its position on PLC' Will nutriceuticals move food into a value-added product, beyond a commodity' What are the opportunities for the Vietnamese food system and the various players in the food channel' What partnerships are likely to emerge' What opportunities exist for Vietnamese agriculture/aquaculture or agribusiness exports' Lessons from the coffee industry.

Discussion of Brands & Branding

What is the importance of brands' How will Viet Nam establish brand equity for its products and services' What are 'private label' brands' Are private label brands an opportunity for Viet Nam' How can Viet Nam better manage its brands' More lessons from coffee

Submit final topic description: one paragraph.

Possible guest lecturer

Unit 5: Consumer & Organization Behavior

' Decision Making

' Involvement

' Consumers & Value Chains

Readings:

Capon & Hulbert Chap 4, 86-106

L & W, pp. 89-109

Foundations of Consumer Behavior

Psychographics

Living Case: World Cup 2002

What is the "product"'

What factors make this product appealing to consumers'

What factors make this product appealing to marketers'

Why is a clear understanding of non Vietnamese

consumers important to Marketers of Vietnamese Places'

What are the implications for marketing places such as Korea or Japan'

What are the implications for marketing Viet Nam'

Unit 6: Competition and Differential Advantage

Readings:

LW, Chap 3, 4

C&H, Chap 5, pp. 196-198

Kotler et al., Marketing Asian Places, Chapter 3, pp. 49 ' 106; Chapter 6, pp. 181 ' 224

Fairbanks and Lindsay, pp. 21 ' 118

Kotler et al, The Marketing of Nations, Chapter 10 - Developing the Nation's industrial portfolio (Page 213 ' 236)

Exercise and Case:

' Potential topics for discussion: specific places; Water Park, Industrial Park, IT Park and the 'me too' strategy, or Catfish

' My Place ' are we growing the way we want; have we differentiated'

' Assignment 3: Criteria for Place Rankings - Finding an appropriate approach to provincial competitiveness ranking

Assignment: Search for place marketing on the Internet

' Do you have Internet presence'

' Find 3 of your competitors on the Internet: who are they, what would they contend are their differential advantages'

Unit 7: Segmentation, Targeting and Positioning

Readings:

C&H, chap. 7

L & W, pp. 110-123, 65-67, 31-32

Levitt (Different...)

The Asian youth market

How others perceive Viet Nam (country risk reports, TBA)

Living case: Domestic & Export Beverage Markets

Is the recreational beverage market in Viet Nam mature' What forces and factors drive the soft drink, tea, coffee and beer markets in Viet Nam, in America, in Europe' Depending on your answer to that question, what are the implications for market segmentation, targeting and positioning, domestically and abroad' What is the position of Trung Nguyen in the local and foreign coffee markets (Create a perceptual map or maps to support your argument)' How can Vietnamese brands compete in the domestic recreational beverage markets' More broadly, how can Vietnamese products, places and brands compete in global markets'

Video Case: City of Irvine (viewed in class)

What is the market opportunity' How did the management team conclude there was an opportunity' What product/place attributes were developed to seize the opportunity' What are the segments of the market being targeted' What is Irvine's competition' How is Irvine positioned against the competition' What are the lessons for Vietnam's systemic and strategic urban and rural development' Compare Singapore and PRC/Hong Kong.

Assignment: Who is your target market' (Why') What is the position of your place' (Why')

Unit 8: Supporting place development & Integrative Marketing Communications

' The internet revisited

' Building place image and message

' Marketing by actions

1. Attracting business and investment

Investors: who are you?

The speed in the world of business

2.   Attracting residents and tourists

The free flow of talent

Differentiating for tourism

3. Promoting Exports

' Searching for Investment Promotion Agencies in the world

Readings:

Capon & Hulbert, Chaps. 14, 15

Sirgy (readings TBA)

Unit 9: Integration, Implementation and Sustaining Growth

' Compelling Challenges

' Issues in Negotiation and Pricing

' Organizing changes

' Bridging companies' strategy with place wealth-building strategy

' Nourishing companies' growth

' Often mistake in strategy

o Over-emphasize on basic factor

o Paternalism

o Fail to forward-integrate

Readings:

Kotler et al, Marketing Asian Places, Chapter 13 ' Organizing', pp. 403 ' 431

Fairbanks and Lindsay ' Integrating the pieces, pp. 242 ' 262.

Shultz & Holbrook, 'Marketing and the Tragedy of the Commons'

Printout of Hawaii Strategic Development Corporation (cf. http://www.htdc.org/hsdc/)

Assignment: Correcting a place's bad or suboptimal image

How to make and sustain a relationship with investors and export markets:

Guest speaker from US, European and Asian Chambers of Commerce; CETRA, JETRO, etc.

Unit 10: Field Trip: Marketing Places in Action

' Marketing Rural and Urban places

' Marketing Resorts and Industrial Parks

' Marketing New and Old Places

' Marketing events

' Marketing Tourist Destinations

Readings: Selling places (selected chapters)

Potential Venues / Guest speakers

' Dr. Nguyen Thien Nhan, The Quang trung IT Park

' Mr. Phan Chanh Duong, The Tan Thuan Processing Zone / Saigon South

' Nike; Tourist Venue, etc.

Unit 11: Emerging Developments, Group Consultations for Projects, Presentation Preparation

Unit 12: Submit Executive Summaries & Slides

Presentation & Discussion; Peer Evaluations

Final exam: Time TBA