1 The Chinese University of Hong Kong MKT2010F Marketing ...

The Chinese University of Hong Kong
MKT2010F Marketing Management
2011 – 2012, Term I
Course Outline
Instructor: Dr. Glos Ho TA: Mr. Ray Lau
Office: 844, Cheng Yu Tung Bldg Office: 1149, Cheng Yu Tung Bldg
Phone: 3943-1849 Phone: 3943-7808
Email: glosho@cuhk.edu.hk Email: raylau@cuhk.edu.hk
1. Class Schedule
Period: Monday (1:30pm – 4:15pm)
Venue: ELB204
2. Course Description
This course is devoted to the study of the management of marketing functions,
the analysis of external forces affecting marketing decision making, the
implementation and control of marketing activities, and an examination of the
global impact of marketing. Course objectives include the development of
students' understanding of the fundamental concepts underlying the selection and
assessment of markets and the development and delivery of products, an
investigation of the role and contribution of marketing to the conduct of
successful business operation and to society, and to develop student abilities in
identifying marketing opportunities and viable marketing strategies.
3. Learning Outcomes
On completion of this course, students should be familiar with:
i. The fundamental concepts of marketing management
ii. How marketing strategies are formulated in a real-world setting
iii. How to write a marketing plan
iv. Effective business communication and presentation skills
4. Teaching and Learning Strategies
The course will be delivered through a combination of lectures, in-class activities,
and student presentations. This course aims to teach you to “do marketing” – by
putting you in the shoes of a sales and marketing practitioner facing actual
business decisions. To achieve this aim, a guest lecture will be arranged to set
out question for your first assignment. Please bring an open minded, creativity, a
desire to learn, and a willingness to actively participate to each of our classes.
5. Assessment
Class Participation 10%
Test (1) 20% (3 Oct 2011)
Group Presentation 20% (21 Nov 2011)
Test (2) 30% (3 Dec 2011, tentative)
Individual Marketing Plan 20% (7 Dec 2011)
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6. Extra Credits
You can earn a maximum of 4 extra credits by participating in the Marketing
Research Experiments (Refer to the MRS handout for details). Your log-in
accounts for the MRS will be sent through email after the courses add/drop
period. If you are interested to participate, please check your CUHK email
account regularly. Specific questions about the MRS should be sent to the MRS
coordinator at email: mkt-research@baf.msmail.cuhk.edu.hk.
7. Textbook
Armstrong, Gary and Kotler, Philip (2011). Marketing: An Introduction (10 th
ed.). Pearson Education, Inc.
8. Assessment Criteria
All work should be well-presented with evidence of independent research and
careful editing. It is expected that arguments are appropriately structured and
critically presented with application of relevant concepts and theories covered in
class. Students should ensure accuracy of citations, originality and creativity.
9. Academic Honesty
It is an offence to cheat in the assignments. Plagiarism – representing someone
else's work as your own – can be avoided by clearly stating the sources. In other
words, any quotation without attribution to the original work or author is
considered plagiarism. For details, please refer to
http://www.cuhk.edu.hk/policy/academichonesty.htm
With each assignment, students will be required to submit a soft copy via
VeriGuide system (https://veriguide2.cse.cuhk.edu.hk/cuhk/index.jsp) and
submit a “Declaration of Originality Statement”. A guideline for using
VeriGuide is available in WebCT.
10. Tentative Teaching Plan
Week Date Lecture
1 5 Sep 2011 Introduction to Marketing (Ch. 1)
2 12 Sep 2011 Market Research and Strategic Planning (Ch. 2, 3, 4)
3 19 Sep 2011 Understanding Consumer Behavior (Ch. 5)
4 26 Sep 2011 Market Segmentation, Targeting and Positioning (Ch. 6)
5 3 Oct 2011 Test (1) – Multiple Choices
2:30pm – 4:00pm Guest Lecture
6 10 Oct 2011 Product Strategy (Ch. 7, 8)
7 17 Oct 2011 Pricing Strategy (Ch. 9)
8 24 Oct 2011 Distribution Strategy (Ch. 10, 11)
9 31 Oct 2011 Integrated Marketing Communications I (Ch. 12)
10 7 Nov 2011 Integrated Marketing Communications II (Ch. 13, 14)
11 14 Nov 2011 No Class - MKT2010 Public Lecture to be announced
12 21 Nov 2011 Group Presentation
13 28 Nov 2011 Course Overview / Writing a Marketing Plan
15 3 Dec 2011
(Sat)
Test (2) – Multiple Choices, Short Questions and Case
Analysis
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Assignment Details
Group Presentations (20%) In Class: 21 November 2011
On 3 October 2011, the General Manager – Sales & Marketing, Pacific Region of Lee
Kum Kee will speak to the class on “Marketing Chinese Sauces in Australia”. In
teams of 3, students are required to critically review the company’s business and
marketing activities in Australia and produce a professional marketing proposal to
strengthen their marketing efforts. Your presentation should incorporate concepts and
theories learnt in class. Each group is required to do a 20-minute presentation with an
additional of 5-minute for Q&A. The presenting group will lead the discussion. The
presentation sequence will be drawn in class.
Your presentation can include visuals, powerpoints, and handouts if appropriate. The
presentation will be assessed on a group basis. Peer evaluation will be conducted to
ensure fairness. Assessment of the presentation will be based on:
• Company and Product Review
• Market Research
• Marketing Objectives
• Target Market
• Positioning and Competitive Offerings
• Marketing Mix Strategies
• Considerations and Challenges
• Presentation Skills, Teamwork, Creativity, Clarity of Communication and
Time Management
Individual Marketing Plan (20%) Due Date: 7 December 2011
Each student will choose a brand (ideally with a specific product or service) which
does not operate in Hong Kong. You are required to propose a marketing plan to
market this product or service in Hong Kong. Your marketing plan should not exceed
10 pages (1.5-line spacing). It shall include:
• Title Page
• Executive Summary
• Table of Contents
• Market Analysis
• Evidence of Primary Market Research
• Market Segmentation, Targeting and Positioning
• Marketing Mix
• Implementation and Control
• Appendices
• References
- End -
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