Marketing Management - The Chinese University of Hong Kong

The Chinese University of Hong Kong
MKT2010 Marketing Management
2011 - 2012 Term I
Instructor: Prof. Hao Shen Course Tutor: Tak Huang
Office: Rm. 1107, NO.12 Chak Cheung Street Office: Rm. 1149, NO.12 Chak Cheung Street
Phone: 2609 7820 Phone: 2609 7808
Email: shenhao@baf.msmail.cuhk.edu.hk Email: zhongqiang@baf.msmail.cuhk.edu.hk
1. COURSE OBJECTIVES
This course is designed to provide you with sufficient knowledge of marketing principles that will enable you to
understand the role and operation of a marketing manager. You will also develop skills necessary to analyze
marketing problems leading to the development of strategic and tactical plans consistent with your analysis.
2. TEXTBOOK & OTHER MATERIALS
1. Marketing: the core, Kerin/Hartley/Rudelius, Mcgraw-Hill
2. Lecture Note and online Reading: available at Course website – under Content & Schedule .
3. Many interesting videoclips will only be shown in class once and will not be kept in the library. It is important,
therefore, that students attend all lecture sessions so as not to miss any video material.
4. COURSEWORK AND ASSESSMENT
The coursework requirements for this course are listed in the following table:
Coursework Weighting (%) Nature of Activity
Marketing Plan 40 Group (peer-assesed)
Test 1 20 Individual
Test 2 30 Individual
Class Participation 10 Individual
Extra credits
You can earn a maximum of 4 extra
credits by participating in marketing
research (see the MRS handout for
details).
4* Individual
GROUP PROJECT(S)/ACTIVITIES
a) Team Formation
Each student will join a group. Your individual contribution to the group efforts and accomplishments will be
reflected in a peer assessment/group evaluation that will be conducted for each group activity. No group swapping is
allowed. You are also expected to manage your group activities effectively and efficiently.
Each team consists of 5-6 students. If you want to form a team by yourselves, please email teaching assistant Tak:
zhongqiang@baf.msmail.cuhk.edu.hk When you write the email, please include the class name in the subject (e.g.
mkt2010D) and then lists both student name (also nickname) and ID in the message. Please do so before add-drop
period. You will be randomly assigned to a team if you missed the deadline.
Team composition will be posted on web after add-drop period. Students are required to sit together with their group
members to facilitate discussion within group.

) Peer Assessment/Team Evaluation
In order to recognize individual contributions in team activities, and to prevent free-loading problems, team
evaluation results may be used to adjust team grades in calculating the final individual grades – when it become
necessary. You will be asked to complete the peer evaluation form after project presentation.
1. MARKETING PLAN
A central requirement of the course is the “Marketing Plan” team project. It is intended to give you experience in the
design and implementation of a marketing plan. As the term progresses your team will be required to use the skills you
learn in the classroom to successfully complete your plan.
Each team will select/create a new/fictional product or service that they would like to bring to market. This product is
not necessarily new in terms of technology, but should have a new/unique position in the market. You may also
borrow the idea of new product from other countries or internet and develop this idea in HK market but should not
copy its marketing strategy.
The team should become the class experts on the product, the company, and the industry in which it operates. It is
recommend that your team virtually start up a new company and work on the marketing plan for this new product.
Each team then begin by gathering information from any channel we learn from class and form a basis of an
exhaustive environmental analysis leading to identification of opportunities and difficulty for marketing such
particular product or service. From this analysis your team should evolve to a comprehensive marketing plan so the
team can take advantage of the opportunities explored in the earlier part of the activity.
a) Marketing Plan Proposal (6%)
At week 7, each group will be asked to briefly talk about your idea about this marketing plan. (see schedule for detail
date). This presentation will last around 5 minutes only. Only one member is allowed to make the presentation. This
member just needs to use a few slides to briefly present the idea for the new product the group is going to introduce
to the market.
b) Final deliverialbe
The Marketing Plan has two central components. The first, a presentation to your classmates and myself. The second
component is a written report, should detail the specific aspects of your marketing analysis and decisions. The
presentation should cover the highlights of the defined plan. Each of these components is explained in more detail
below.
1. Oral presentation and Q&A (18%)
Oral presentations will run at end of this semester – (see schedule for detail date).
During these presentations, team members will present the highlights of their marketing plan that has been worked
out for the selected product. Teams should take around 15 minutes to present their work and then answer question
from audiences (around 5 minutes). Please control your time, teams that exceed 15 minutes of presentation will be
stopped at the 15-minute mark. Therefore, practicing your presentation is strongly advised. It is suggested that teams
use visual aids such as tables and graphs or PowerPoint, and they should try to avoid reading during the presentation.
Presentations must be professional and you will be graded on how well you articulate and present your ideas. I expect
around 3-4 team members to be involved in the presentation.
2. Written report (10%)
The specific sections of the written report are as follows:
- Executive Summary
- 4C Analysis
1. Analysis of the External Market Environment
2. Customer Analysis
3. Competitor Analysis
4. Company Analysis
2

- Segmentation, Targeting and Positioning
1. Product Plan
2. Pricing Plan
3. Distribution Plan
4. Promotion Plan
The written report should contain a title page, table of contents, executive summary, report contents, and any
necessary appendices. Use this change to clarify any issue left from oral presentation and make any necessary
improvement from what you learn at oral presentation. The report should not exceed 10, double-spaced, typed (12
pitch Times New Roman font) pages of text. This page limit does not include title page, executive summary, table
of contents, and appendix materials. The written report is due at last day of this semester (see the schedule for
detail).
Submission of written report:
a. Please submit the softcopy to TA (Tak (E-mail: zhongqiang@baf.msmail.cuhk.edu.hk)
b. Please also send the declaration of originality statement to TA. You should indicate that you have done this
work by yourselves and did not copy any work done by others.
c. Please also submit a soft copy via VeriGuide system (https://veriguide2.cse.cuhk.edu.hk/cuhk/index.jsp).
Peer evaluation : Your individual grade for the project may be adjusted based on peer evaluation score.
c) Group discussion in class (6%)
I will give some questions in class and hope every group will actively discuss about those questions. If you do not
want to speak in public, you can make the contribution by giving your opinions to your group members.
2. TERM TESTS
Two tests will be administered during the semester. Each test will be multiple choices. These will test your
understanding of the materials covered in class.
Tests will only cover the content of lecture notes. Anything that is not mentioned in my class will not be included in
the test. You may regard textbook as a dictionary. It can help you review the content of marketing more
systematically. But you are not required to remember everything from the textbook.
The tests will be “closed book” and will be administered on optical scan sheets, so you should bring HB pencils, an
eraser, and a pen (blue or black ink only). You must bring your student ID to the exam, otherwise you will not allow
to take the exam.
The tests will be administered during regular class hours. Absence from the test is highly discouraged. You must
provide sick leave given by the University Clinic to suggest that you really have a serious disease and cannot attend
the test. You must inform me at least two days in advance to get my permission. Otherwise, you will get a penalty of
at least 10 credits for the absence
3. CLASS ATTENDENCE
Proofs are required for medical leave. Use one of the following two procedures to submit proof:
–You can go to Tak’s office (Rm.1149) and give a copy of medical leave proof to him.
–Or alternatively, you may scan medical leave proof and email it to zhongqiang@baf.msmail.cuhk.edu.hk
4. RESEARCH PARTICIPATION
Refer to MRS handout.
3

5. CONTENT & SCHEDULE
Please log in to Course website for most updated lecture note, reading materials, case discussion question
6. ACADEMIC INTEGRITY
Attention is drawn to University policy and regulations on honesty in academic work, and to the disciplinary
guidelines and procedures applicable to breaches of such policy and regulations. Details may be found at
http://www.cuhk.edu.hk/policy/plagiarism/ . With each assignment, students will be required to submit a statement
that they are aware of these policies, regulations, guidelines and procedures. A standard statement template could be
downloaded at http://www.cuhk.edu.hk/policy/academichonesty/p09.htm.
7. COURSE COMMUNICATION
Continuous improvement requires continuous communication between all participates. The success of this course
depends upon our communication. Please let the instructor know throughout the semester any suggestions for
improvement through any channel appropriate to you.
- You can directly communicate with me before or after the class.
-You can easily reach us and get back from us by email me shenhao@baf.msmail.cuhk.edu.hk or Teaching Assistant
zhongqiang@baf.msmail.cuhk.edu.hk
8. OTHER IMPORTANT THINGS TO NOTE
1. Please attend the lecture section which you have officially enrolled in. No section-jumping is allowed.
2. Check your CUHK email and check the MARK 2010 webpage regularly.
3. A significant portion of examinable materials is not covered in the text or supplemental readings. Thus,
attendance at lectures will make a significant difference in your learning and performance.
4. Cell phones, beepers, pagers and all such communication devices are to be turned off before the class begins.
Violators will be asked to leave the classroom.
9. CAVEAT
The lecture topic dates are approximate. The previous material, including the schedule and evaluation procedures is
subject to change in the event of extenuating circumstances. Such changes while not anticipated are possible. The
instructor reserves the right to change anything in the syllabus at any time and for any reason.
4

Week Before Class
Preparation
1
MKT 2010 CONTENT & SCHEDULE (TENTATIVE)
Classroom Lecture and
Discussion
Course overview &
Introduction to Marketing
2 Holiday
Developing Strategic
Marketing Plan & Marketing
3
Environment
4
5
6
7
8
9
10
11
Team
composition
will be posted
on the web
After Class Reading &
Assignments
Syllabus; Lecture Note
Chapter 1
Lecture Note
Chapter 2 & 3
Consumer Behavior I Lecture Note
Chapter 5
Consumer Behavior II &
Marketing Research
Market Segmentation,
Targeting & Positioning I
Positioning II & Idea
discussion & idea feedback
(A1-A5)
TEST 1
& Idea feedback (B1-B5)
Product & Brand managment
Place & Pricing I
Pricing II & Promotion
Lecture Note
Chapter 5 & 8
Lecture Note
Chapter 9
Lecture Note
Chapter 9
Will cover the lectures
(introduction to marketing –
consumer behavior II)
Lecture Note
Chapter 10-11
Lecture Note
Chapter 12 &13
Lecture Note
Chapter 12, 15 & 16
5
Due Dates &
Reminding
Email TA if you form
a group by yourselves
Read the PPT “how
to present your data
in a presentation”
Read two samples
for obama’s case
analysis
Read two samples
for marketing plan
ideas
Read the sample for
Swatch case analysis
Read a sample for
marketing plan
presentation

12
13
14
10:00 am -
12:00 noon,
Dec 3, 2011
Team presentations for
marketing plan
Team presentations for
marketing plan
TEST 2
6
A 1-5
B 1-5
Will cover the lectures from
(marketing research ---
promotion)
Written report is due
on 24 th December