Form 2B City University of Hong Kong Information on a Course offered by epartment of Marketing with effect from Semester A in 2012 / 201 Part I Course Title: Marketing Strategy and Planning Course Code: MKT 5610 Course uration: Intensive Teaching Mode / 1 Semester Credit Units: Level: Medium of Instruction: Prerequisites: Precursors: Equivalent Courses: Exclusive Courses: P5 English NIL NIL NIL FB5601 Principles of Marketing MKT5601 Principles of Marketing Form 2B[R], 18/08/2012 Page 1
Part II Course Aims This course aims to: 1. Familiarize the students with marketing concepts and application in real business situations. 2. Enable students to develop and implement successful marketing planning for a real business company. Course Intended Learning Outcomes (CILOs) Upon successful completion of this course, students should be able to: No. CILOs Weighting (if applicable) 1. Acquire advanced knowledge of marketing philosophy and principles (EC-related Ability) 2. Assess market opportunities by analyzing customers, competitors, and the strengths and weakness of a company (EC-related Ability). evelop critical awareness of contemporary strategic marketing issues from customer perspectives (EC-related Attitude) 4. Build skills as an effective marketing analyst and problem solver by knowing how to find, analyze, and utilize data and information to make sound marketing decision (EC-related Ability) 5. esign effective marketing plan or strategies to maximize a company s chance of winning in the markets (EC-related Achievement) 2 2 6 evelop a strong sense of marketing ethics in real business encounters (EC-related Attitude) (1: Least important CILO; 2: More important CILO; : Most important CILO) Form 2B[R], 18/08/2012 Page 2
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: Seminar Concepts and general knowledge of marketing are explained through lectures and classroom discussions/exercises. 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 applications. TLA: Group Presentations Presentations by individual groups to the class on various marketing topics and/or the chosen marketing plan. Other students are encouraged to raise questions for the presenting groups. CILO No TLA1: Seminar TLA2: Readings TLA: Group Presentations CILO1 2 2 CILO2 2 1 CILO 2 2 1 CILO4 2 1 2 CILO5 2 2 CILO6 1 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 iscussion & Assignment (0%) Class activities (such as individual/group class exercises, case study discussion, brief discussion on marketing concepts and/or raising questions during project presentations, etc.) are arranged to provide students the opportunity to communicate ideas effectively. AT2: Individual Case Analysis and Marketing Planning (0%) The project is designed to assess the student s grasp on strategic marketing thinking and analytical techniques in marketing planning, as well as student s m to solve business problems. Form 2B[R], 18/08/2012 Page
AT: Group Project Presentation (10%) Students need to present to the class a summary of the group project within a time limit. The presentation is designed to gauge students communication and presentation ability on as well as working effectively as a team. Peer evaluation will be conducted. AT4: Group Project: Marketing Plan and/or Concept Study (0%) The project is to assess students depth understanding of some critical marketing concepts and their ability to integrate the concepts into a conceptual framework through observations of and/or studying several real business cases. Students are supposed to do comprehensive literature review to have a conceptual map of the concept and be able to discuss its marketing implications in real marketing decision-making situations. Within-group peer evaluation will be conducted to assess each student s contribution to the completion of the project. CILO No AT1: Class iscussion & Assignment (0%) AT2: Individual Case Analysis (0%) AT: Group Project Presentation (10%) AT4: Group Project (0%) CILO1 1 2 1 CILO2 1 2 2 CILO 2 2 1 CILO4 1 1 2 CILO5 1 2 2 CILO6 1 1 (1: Minor focus on the ILO; 2: Main focus on the ILO) Regulation of the course 1. Students need to meet the attendance requirement of the ept. of Marketing for the completion of the course. 2. Students are required to pass coursework components in order to be awarded a pass. Form 2B[R], 18/08/2012 Page 4
Grading of Student Achievement: Grading Criteria of Assessment Task 1: Class iscussion and Assignment A+ A A- B+ B B- C+ C C- 1. Always participate and make an an intellectual contribution at each and every class meeting. 2. Very familiar with the assigned readings, both from the text and. Accurately complete all the assignments 1. Frequently participate and make an an intellectual contribution at each and every class meeting. 2. Quite familiar with the assigned readings, both from the text and. Accurately complete most assignments 1. Occasionally participate and make an an intellectual contribution at each and every class meeting. 2. Familiar with the assigned readings, both from the text and. Accurately complete some assignments 1. Seldom participate and make an an intellectual contribution at each and every class meeting. 2. ly familiar with the assigned readings, both from the text and. Accurately complete very few assignments Grading Criteria of Assessment Task 2: Individual Case Study A+ A A- B+ B B- C+ C C- excellent skills in : alternative best solution; and implementation measures good skills in : alternative best solution; and - Implementation measures adequate skills in : alternative best solution; and implementation measures marginal skills in : alternative best solution; and implementation measures able to demonstrate excellent skills in terms of -organization/structure/ logical flow; able to demonstrate good skills in terms of - organization/structure/ logical flow; able to demonstrate adequate skills in terms of - organization/structure/ logical flow; able to demonstrate marginal skills in terms of - organization/structure/ logical flow; Form 2B[R], 18/08/2012 Page 5
Grading Criteria of Assessment Task : Group Project Presentation A+ A A 1. Present and communicate effectively and excellently in oral and electronic format. B+ B B 1. Present and communicate effectively in oral and electronic format. C+ C C 1. Present and communicate acceptably in oral and electronic format (with some areas need improvement). 1. ly present and communicate marketing information in oral and electronic format (with major areas need improvement). 2. Show excellent coverage of materials and contents and demonstrate excellent time management skills. 2. Show good coverage of materials and contents and demonstrate good time management skills. 2. Fair coverage of materials and contents and acceptable time management skills. 2. coverage of materials and contents and poor time management skills.. Provide quality answers to questions raised in the presentation Q & A session.. Provide good answers to questions raised during the presentation Q & A session.. Provide acceptable answers to questions raised during the presentation Q & A session.. Provide fair answers to questions raised during the presentation Q & A session. Grading Criteria of Assessment Task 4: Group Project A+ A A 1. Show excellent command of all aspects by integrating major marketing concepts to analyze the consumers behaviors, competitors, and business environments deeply, and consolidate lots of insights and implications for strategy formulation. B+ B B 1. Show good command of all aspects by integrating major marketing concepts to analyze the consumers behaviors, competitors, and business environments and suggest some implications for strategy formulation. C+ C C 1. Show acceptable command of most aspects by integrating major marketing concepts to analyze the consumers behaviors, competitors, and business environments and partially able to link them up with strategy formulation. 1. Show marginal command of a few aspects of major marketing concepts to analyze the consumers behaviors, competitors, and business environments but unable to link them up with strategy formulation. 2. emonstrate excellent develop outstanding and attractive marketing programs to tackle current marketing problems and issues. 2. emonstrate good develop effective marketing programs to tackle current marketing problems and issues. 2. emonstrate acceptable develop fair marketing programs to tackle current marketing problems and issues. 2. emonstrate marginal develop marginal marketing programs to tackle current marketing problems and issues. excellently in a business in an organized business fairly in a business fairly in a business Form 2B[R], 18/08/2012 Page 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/istribution Strategy; Integrated Marketing Communication; Global Marketing; e-marketing; Marketing Ethics. Recommended Reading Text(s) 1. Boone & Kurtz, Contemporary Marketing, Thomson South-Western. 2. Philip Kotler & Gary Armstrong, Principles of Marketing, Prentice-Hall.. Philip Kotler, Gary Armstrong, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan & avid K. Tse, Principles of Marketing An Asian Perspective, Prentice-Hall. 4. Lamb, Hair, Mcaniel, Marketing, South-Western. 5. Perreault, William. & E. Jerome McCarthy, Essential of Marketing: A Global Managerial Approach, McGrawHill. 6. Kerin, Roger A., Berkowitz, Eric N., Hartley, Steven W. & Rudeluis, William, Marketing, McGrawHill. 7. Kerin, Roger A., Hartley, Steven W. & Rudeluis, William, Marketing The Core, McGrawHill. Online Resources Nil. Form 2B[R], 18/08/2012 Page 7