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MKT_2310_MM_10_1st_sem_syllabus_Fred_Yim_-Thurs - HONG KONG...

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HONG KONG BAPTIST UNIVERSITY DEPARTMENT OF MARKETING FIRST SEMESTER 2010-2011 MKT 2310 Marketing Management PREREQUISITES : BUS 1240 Business and Corporate Social Responsibility BUS 1630 The World of Business, or equivalent COURSE COORDINATOR : Dr. Frederick Yim, WLB 515, Tel.: 3411 7528, email: [email protected] . (Session 1,3 and 4) COURSE LECTURER : Dr. Bernard Lee, SMC 12, Tel.: 3411 3134 , email: [email protected] , (Session 2) LEARING OUTCOMES 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. 1
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TEXTBOOK Kerin, R.A., Hartley, S.W., Rudelius, W. and Lau, G.T. (2009), Marketing in Asia, 9 th Ed., McGraw-Hill/Irwin. REFERENCES Kotler, P. and Armstrong, G., (2008), Principles of Marketing , 12 th Ed., Upper Saddle River: Prentice-Hall. Etzel, M.J., Walker, B.J. and Stanton, W.F. (2007). Marketing , 14 th Ed., Boston: McGraw-Hill/Irwin. Boon, L.E. and Kurtz, D.L. (2004), Contemporary Marketing , 11th Ed., South-Western Thomson Learning. Perreault, Jr. W.D. and McCarthy, E.J. (2005), Basic Marketing: A Global Managerial Approach , 15 th Ed., New York: McGraw-Hill. ASSESSMENT 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 criteria ( 20% : 10% for the oral presentation and 10% for class participation) Term Assignmen 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 (20%) Mid-term exam (one hour): made up of 50 multiple choice questions (20%) Final exam: (two hours) (40%) , made up of three compulsory essay questions and 40 multiple choice questions. Note that the multiple choice questions will cover chapters which have not been covered by the mid-term exam.
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