Marketing (MM2, 2018/19): Session 1 Vincent Mak Reader (Associate Professor) in Marketing & Decision Sciences, CJBS [email protected]
Today’s Agenda • Class dates and rules • Learning objectives • Course format • Introduction to marketing
Class Dates and Rules • Punctuality • Lectures: • 4-6, Mondays, 8 Oct - 26 Nov, see Calendar/course outline for venues • Case exercises: • 1 Nov (Thu) 1-3, Fadi Boustany Lecture Theatre • 15 Nov (Thu) 11-1, LT2 • Project presentations: • 29 Nov (Thu), 9-~1:30 LT1 • Laptop (WiFi) • Switch off mobile phones and other communication devices (unless otherwise instructed)
Learning Objectives • An overview of strategic marketing • Basic knowledge and concepts • Marketing as a business concept • Strategic marketing framework • Informed, critical thinking from a marketing point of view
Framework of Marketing Strategy Situation Analysis Targeting Positioning Marketing Mix Execution -Product -Price -Place -Promotion -Customer -Competition -Company -Context -Collaborator 5Cs 4Ps Sessions 2-4 Session 5 Sessions 6-8
Course Format • Lecture slides • Readings • See course outline’s “Readings” section • Class discussion and in-class exercises ~ Preparation for exam
Course Format: Paperless initiative • Lecture slides posted on VLE before each session • Readings: please access soft copy via university library network 1. Open the course outline word document (posted on VLE) within university network 2. Go to the “Readings” section (see example below) 3. Readings are grouped under session topics (major readings have a * next to author entry) 4. Find the reading you need, then click on the embedded link in the right column of entry, or copy and paste the link onto a browser 5. You should then be able to access the soft copy ( see next slide for more tips )
Course Format: Readings • More tips on accessing readings: • Some of the links may not be permanent • Download the readings the first time you access them • If all else fails in accessing a reading: 1. Go to 2. Search for the journal, or find the database for the reading as given in the course outline (e.g., Business Source Complete) 3. Follow steps and search for the reading • Get in touch with me if all else really fails
Course Format • Readings (cf. course outline) • With materials not covered in lectures • Indicative text: Kotler et al. (2009, 2012, or 2016) • Textbook readings at each session NOT obligatory • Only major readings (indicated at each session and asterisk * in outline) are obligatory, i.e., examinable • Useful reference : AMA online marketing dictionary:
Course Format: Assessment – Examination (50%) • 50% of grade • Early Lent Term • Date/time/venue to be confirmed • Reading time of 10 min followed by the actual exam • Keep watch on updates from MPhil programme office • 2 hours, choice of 2 questions from 4
Course Format: Assessment – Examination (50%) • 50% of grade • To prepare: •
You've reached the end of your free preview.
Want to read all 44 pages?
- Spring '19
- Marketing, American Marketing Association, business philosophy, Chateau Margaux