Study guide for MM2711

Topics: Marketing, Pricing, Strategic management Pages: 2 (1187 words) Published: October 29, 2014
Lecturer Dr. Jackie Tam Office M856Telephone 2766-7951E-mail jackie.tam@polyu.edu.hk Consultation Hours Tuesday 2 - 4 pm or by appointment Learning Outcomes Analyse diverse market situations and identify marketing opportunities and threats Apply marketing theories and models to practical marketing situations Evaluate ethical issues from a marketing perspective and suggest appropriate actions Analyse and / or suggest ways to create value in goods and services and deliver these to customers Critically select and manage information, develop and present coherent arguments on marketing issues Continuous Assessment Component consists of a.In-class participation (lecture tutorial)10 marks b.Individual essay15 marks c.Group project presentation (1) 5 marks d.Group project presentation (2)20 marks (5 marks for individual and 15 marks for group) 50 marks Lecture Topics and Readings Topic 1 Introduction to Marketing - What is marketing - Designing a customer-driven marketing strategy ReadingKotler, Armstrong, Ang, Leong, Tan Yau chapter 1 Topic 2Sustainable Marketing Social Responsibility and Ethics Sustainable marketing Societal marketing and marketing ethics ReadingKotler, Armstrong, Ang, Leong, Tan Yau chapter 20 Topic 3Company and Marketing Strategy - Company-wide strategic planning - Marketing strategy and the marketing mix ReadingKotler, Armstrong, Ang, Leong, Tan Yau chapter 2 Topic 4Marketing Environment - Companys microenvironment - Companys macroenvironment ReadingKotler, Armstrong, Ang, Leong, Tan Yau chapter 3 18 Topic 5Consumer Markets and Buyer Behavior - Model of consumer behavior - Characteristics affecting consumer behavior ReadingKotler, Armstrong, Ang, Leong, Tan Yau chapter 5 Topic 6Business Markets and Buyer Behavior - Business markets - Business buyer behavior ReadingKotler, Armstrong, Ang, Leong, Tan Yau chapter 6 Topic 7Market Segmentation, Targeting and...
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