City University of Hong Kong. Information on a Course offered by Department of Marketing with effect from Semester A in 2014 / 2015

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1 City University of Hong Kong Information on a Course offered by Department of Marketing with effect from Semester A in 2014 / 2015 Part I Course Title: Course Code: Course Duration: Marketing CB Semester Credit Units: 3 Level: Medium of Instruction: Prerequisites: (Course Code and Title) Precursors: (Course Code and Title) Equivalent Courses: (Course Code and Title) Exclusive Courses: (Course Code and Title) B2 English NIL NIL MKT2681 Introduction to Marketing FB2601 Marketing

2 Part II Course Aims This course aims to 1. Introduce the students with the important frameworks, concepts and techniques of marketing management. 2. Provide students general knowledge about planning and implementing successful marketing strategies. 3. Familiarize students with the marketing concepts and applications in real situations. Course Intended Learning Outcomes (CILOs) No. DEC dimensions CILOs 1. Ability Analyze the competitors and other. 2. Attitude Critically discuss the marketing planning process and its key roles in organizations 3. Ability Demonstrate competence in selecting, analyzing and evaluating the practice of marketing strategy in organizations 4. Ability Apply both managerial judgment and analytical approaches to Weighting (if applicable) (1: Least important CILO; 2: More important CILO; 3: Most important CILO)

3 Teaching and Learning Activities (TLAs) (Indicative of likely activities and tasks designed to facilitate students achievement of the CILOs. Final details will be provided to students in their first week of attendance in this course) TLA1: Seminars Concepts and general knowledge of marketing are explained through lectures and classroom discussions. Students are given exercises that cover relevant topics and are encouraged to work-along with the lecturer and their peers. These exercises help students to visualize the applications of the concepts. TLA2: Readings Students are required to pre-read the assigned chapters and also other relevant materials provided by the lecturer before coming to classes. These readings provide students opportunity to think through the concepts and their CILO No TLA1: Seminars TLA2: Readings CILO1 2 2 CILO2 1 2 CILO3 2 2 CILO4 2 1 (1: Minor focus on the ILO; 2: Main focus on the ILO) Assessment Tasks/Activities (Indicative of likely activities and tasks designed to assess how well the students achieve the CILOs. Final details will be provided to students in their first week of attendance in this course) AT1: Class Activities (50%) Class activities (such as individual/group class exercises, case study discussion and/or brief discussion on marketing concepts, etc.) are arranged to provide students the opportunity to ideas effectively. AT2: Examination (50%) The examination is designed to assess the student s grasp on marketing concepts and knowledge, as well as the ability to apply them to solve problems. AT1: Class Activities AT2: Final Examination CILO No (50%) (50%) CILO1 1 1 CILO2 2 CILO3 2 2 CILO4 1 2 (1: Minor focus on the ILO; 2: Main focus on the ILO)

4 Regulation of the course 1. Students need to meet the attendance requirement of the Department of Marketing for the completion of the course. 2. Students are required to pass both coursework and examination components in order to be awarded a pass. Grading of Student Achievement: Grading Criteria of Assessment Task 1: Class Activities Excellent A+ A A 1. Able to always marketing ideas excellently in oral and/or written format to analyze other in Good B+ B B 1. Able to frequently marketing ideas acceptably in oral and/or written format to analyze other in Adequate C+ C C 1. Occasionally marketing ideas in oral and/or written format to analyze other in Marginal D 1. Occasionally marketing ideas fairly in oral and/or written format to analyze other in 2. Proactively discussion by offering innovative ideas and asking questions related to the practice of marketing strategy in 2. Proactively discussion by offering some innovative ideas and asking questions related to the practice of marketing strategy in 2. Occasionally active when urged to discussion by offering some acceptable ideas and asking limited questions related to the practice of marketing strategy in 2. Reactively discussion by offering very limited ideas and asking very few questions related to the practice of marketing strategy in 3. Show excellent analyzing the competitors and other 3. Show good command of analyzing the competitors and other 3. Show acceptable analyzing the competitors and other 3. Show marginal analyzing the competitors and other 4. Able to recognize all of the marketing concepts and their 4. Able to recognize most of the marketing concepts and their 4. Able to recognize some of the marketing concepts and their 4. Able to recognize a few marketing concepts and their 5. Demonstrate excellent managerial and analytical skills to 5. Demonstrate good managerial and analytical skills to 5. Demonstrate acceptable managerial and analytical skills to problems and issues. 5. Demonstrate marginal managerial and analytical skills to problems and issues.

5 Grading Criteria of Assessment Task 2: Final Examination Excellent A+ A A- 1. Show superior grasp of all aspects of the course, with the ability to integrate major concepts of deeply. Good B+ B B- 1. Show good and reasonable coverage of most aspects of the course, with the ability to integrate major concepts of. Adequate C+ C C- 1. Show acceptable coverage of most aspects or the course, with the ability to partially integrate some concepts of. Marginal D 1. Show marginal coverage of some aspects or the course, with the ability to partially integrate a few concepts of. 2. Show excellent critically discuss the marketing planning process and its key roles in 2. Show good command of critically discuss the marketing planning process and its key roles in 2. Show acceptable discussing the marketing planning process and its key roles in 2. Show marginal discussing the marketing planning process and its key roles in 3. Demonstrate excellent competence in selecting, analyzing and evaluating the practice of marketing strategy in 3. Demonstrate good competence in selecting, analyzing and evaluating the practice of marketing strategy in 3. Demonstrate acceptable ability in selecting, analyzing and evaluating the practice of marketing strategy in 3. Demonstrate marginal ability in selecting, analyzing and evaluating the practice of marketing strategy in 4. Show excellent applying both managerial judgement and analytical approaches to 4. Show good command of applying both managerial judgement and analytical approaches to current marketing problems and issues. 4. Show acceptable applying both managerial judgement and analytical approaches to 4. Show marginal applying both managerial judgement and analytical approaches to

6 Part III Keyword Syllabus Marketing Environment; Competitor Analysis; Competitive Strategies; Buying Behaviour; Market Segmentation; Targeting; Positioning; Marketing Mix; Product Strategy; Product Life Cycle; Service Marketing; Pricing Strategy; Placing/Distribution Strategy; Integrated Marketing Communication; Global Marketing; e-marketing; Marketing Ethics. Recommended Reading Text(s) 1. Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C.T., Yau, H.M., Principles of Marketing: An Asian Perspective. 3rd ed. Prentice Hall, Philip Kotler & Gary Armstrong, Principles of Marketing, Prentice-Hall. 3. Lamb, Hair, McDaniel, Summers, Gardiner, MKTG, Cengage. 4. Boone & Kurtz, Contemporary Marketing, Thomson South-Western. 5. Lamb, Hair, McDaniel, Marketing, South-Western. 6. Perreault, William D. & E. Jerome McCarthy, Essential of Marketing, McGrawHill. 7. Kerin, Roger A., Berkowitz, Eric N., Hartley, Steven W. & Rudeluis, William, Marketing, McGrawHill. 8. Kerin, Roger A., Hartley, Steven W. & Rudeluis, William, Marketing The Core, McGrawHill.

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