Kerin, R.A., Hartley, S.W., Rudelius, W. and Lau, G.T. (2009), Marketing in Asia,
Kotler, P. and Armstrong, G., (2008), Principles of Marketing
Ed., Upper Saddle River:
Etzel, M.J., Walker, B.J. and Stanton, W.F. (2007). Marketing
Ed., Boston: McGraw-Hill/Irwin.
Boon, L.E. and Kurtz, D.L. (2004), Contemporary Marketing
, 11th Ed., South-Western Thomson
Perreault, Jr. W.D. and McCarthy, E.J. (2005), Basic Marketing: A Global Managerial Approach
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 no more than 6, 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, and Attachments 2 and 3 for the oral presentation assessment
: 10% for the oral presentation and 10% for class participation)
t: In groups of no more than 6, develop a marketing plan for an existing company
or institution (either for-profit or not-for-profit organizations). The product or service is to be
marketed locally in Hong Kong. Refer to Attachments 4 and 5
(one hour): made up of 50 multiple choice questions