HONG KONG BAPTIST UNIVERSITY
Department of Marketing
Summer Semester 2013-2014
MKT 2310 Marketing Management
Mon, Tue, Thu, Fri 2:30pm – 5:20pm | CVA210
Dr. Candy Ho
| WLB 511B | Tel.: 3411 2149 | email: email@example.com (First half) Dr. Frederick Yim | WLB 511A | Tel.: 3411 7528 | email: firstname.lastname@example.org (Second half)
Marketing is a subject that we can all understand because so often we, as consumers, are at the centre of marketing. Students, however, are sometimes confused about the distinctions between marketing strategy, marketing processes, and marketing planning. There is no need to be confused, and this course simplifies these issues. Lectures focus on the various steps in the marketing management process, while the course work emphasizes the application of various aspects of marketing management to practical business situations. Via lectures and course work, therefore, students will have a theoretical and practical understanding of marketing management. Perhaps more than other business discipline, marketing involves communication. As a result, close attention will be given to writing and speaking too.
By the end of the course you will be able to:
1. Understand the origin and conceptualization of marketing, 2. Apply the concept of the marketing process to make optimal marketing decisions, 3. Develop the sensitivity and awareness of the impact of marketing on one’s daily life as a consumer.
Kerin, R.A., Theng, L. G., Hartley, S.W., and Rudelius, W. (2013), Marketing in Asia, 2nd Ed., McGraw-Hill/Irwin.
Kotler, P. and Armstrong, G., (2009), Principles of Marketing, 13th Ed., Upper Saddle River: Prentice-Hall.
Etzel, M. J., Walker, B. J. and Stanton, W. J. (2007). Marketing, 14th Ed., Boston: McGraw-Hill/Irwin. Boon, L. E. and Kurtz, D. L. (2009), Contemporary Marketing, 14th Ed., South-Western Thomson Learning.
Perreault, Jr. W. D., Cannon, J. P. and McCarthy, E. J. (2007), Basic Marketing: A Global Managerial Approach, 16th Ed., New York: McGraw-Hill.
The assessment scheme is aligned with the achievement of the learning outcomes stated above. Specifically, the assessment scheme is as follows:
Class participation and discussion: In groups of 5, give one oral presentation to the class, showing the application of marketing theories and models to a practical business situation. Refer to Attachment 1 for the topics, Attachment 2 for the oral presentation assessment rubrics, and Attachment 3 for the class participation rubrics (20%: 10% for the oral presentation and 10% for class participation).
Term Assignment: In groups of 5, on the day of presentation, submit the presentation slides in notes page format (no more than 25 pages) supplemented with annotated notes to further illustrate your major ideas in the presentation (20%).
Mid-term exam: made up of multiple choice questions (20%)
Final exam: (two hours) (40%), made up of compulsory essay questions (60% of final exam) and multiple choice questions (40% of final exam). Note that the multiple choice questions will cover chapters which have not been covered in the mid-term exam. Refer to Attachment 4 for essay question assessment rubrics.
Consumer behavior (Ch. 5)
Student Presentation 1
Marketing Research (Ch. 8)
Student Presentation 2
Market Segmentation and Positioning (Ch. 9)
Student Presentation 3
PART TWO: DEVELOPING THE MARKETING MIX
New product and service development (Ch. 10)
Student Presentation 4
Mid-term test (Covering Ch. 1-5, 8-9)
Managing products, brands and services (Ch. 11 and 12)
Price and price development (Ch. 13 and 14)
Student Presentation 5
Managing distribution (Ch. 15)
References: Kotler, P. and Armstrong, G., (2009), Principles of Marketing, 13th Ed., Upper Saddle River:
Etzel, M. J., Walker, B. J. and Stanton, W. J. (2007). Marketing, 14th Ed., Boston: McGraw-Hill/Irwin.
Boon, L. E. and Kurtz, D. L. (2009), Contemporary Marketing, 14th Ed., South-Western Thomson
Perreault, Jr. W. D., Cannon, J. P. and McCarthy, E. J. (2007), Basic Marketing: A Global Managerial
Approach, 16th Ed., New York: McGraw-Hill.
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