CB2601 Marketing

Part I

Course Duration: 1 Semester
Credit Units: 3
Level: B2
Medium of Instruction: English
Prerequisites: Nil
Precursors:  Nil
Equivalent Courses: MKT2681 Introduction to Marketing
Exclusive Courses: FB2601 Marketing

Part II

Course Aims

  1. Introduce the students with the important frameworks, concepts and techniques of marketing management.
  2. Provide students general knowledge about planning and implementing successful marketing strategies.
  3. Familiarize students with the marketing concepts and applications in real business situations.

Course Intended Learning Outcomes (CILOs)
(state what the student is expected to be able to do at the end of the course according to a given standard of performance)

Upon successful completion of this course, students should be able to:

No.

DEC Dimensions

CILOs

Weighting
(if applicable)

1.

Ability

Analyze the customers, competitors and other business environments.

2

2.

Attitude

Critically discuss the marketing planning process and its key roles in business organizations

1

3.

Ability

Demonstrate competence in selecting, analyzing and evaluating the practice of marketing strategy in business organizations

3

4.

Ability

Apply both managerial judgment and analytical approaches to current marketing problems and issues.

3

(1: Least important CILO; 2: More important CILO; 3: Most important CILO)


Teaching and Learning Activities (TLAs)
(Indicative of likely activities and tasks designed to facilitate students’ achievement of the CILOs. Final details will be provided to students in their first week of attendance in this course)

TLA1: Lecture and Tutorials

Concepts and general knowledge of marketing are explained through lectures and classroom discussions. Students are given exercises that cover relevant topics and are encouraged to work-along with the lecturer and their peers. These exercises help students to visualize the applications of the concepts.

TLA2: Readings

Students are required to pre-read the assigned chapters and also other relevant materials provided by the lecturer before coming to classes. These readings provide students opportunity to think through the concepts and their applications.

CILO No

TLA1: Lecture and Tutorials

TLA2: Readings

CILO1

2

2

CILO2

1

2

CILO3

2

2

CILO4

2

1

(1: Minor focus on the ILO; 2: Main focus on the ILO)

Assessment Tasks/Activities
(Indicative of likely activities and tasks designed to assesshow well the students achieve the CILOs. Final details will be provided to students in their first week of attendance in this course)

AT1: Class Activities (50%)

Class activities (such as individual/group class exercises, case study discussion and/or brief discussion on marketing concepts, etc.) are arranged to provide students the opportunity to communicate ideas effectively.

AT2: Examination (50%)

The examination is designed to assess the student’s grasp on marketing concepts and knowledge, as well as the ability to apply them to solve business problems.

CILO No

AT1: Class Discussion (50%)

AT2: Final Examination (50%)

CILO1

1

1

CILO2

 

2

CILO3

2

2

CILO4

1

2

(1: Minor focus on the ILO; 2: Main focus on the ILO)

Regulation of the course

1.   Students need to meet the attendance requirement of the Department of Marketing for the completion of the course.

2.   Students are required to pass both coursework and examination components in order to be awarded a pass.

Grading of Student Achievement:

Grading Criteria of Assessment Task 1: Class Activities


Excellent
A+  A  A–

Good
B+  B  B–

Adequate
C+  C  C–

Marginal
D

  1. Able to always present and communicate marketing ideas excellently in oral and/or written format to analyze customers, competitors, and other business environments in weekly classes.
  2. Proactively participate in class discussion by offering innovative ideas and asking questions related to the practice of marketing strategy in business organizations.
  3. Show excellent command of analyzing the customers, competitors and other business environments independently.
  4. Able to recognize all of the marketing concepts and their applications.
  5. Demonstrate excellent managerial and analytical skills to current marketing problems and issues.
  1. Able to frequently present and communicate marketing ideas acceptably in oral and/or written format to analyze customers, competitors, and other business environments in weekly classes.
  2. Proactively participate in class discussion by offering some innovative ideas and asking questions related to the practice of marketing strategy in business organizations.
  3. Show good command of analyzing the customers, competitors and other business environments independently.
  4. Able to recognize most of the marketing concepts and their applications.
  5. Demonstrate good managerial and analytical skills to current marketing problems and issues.
  1. Occasionally present and communicate marketing ideas in oral and/or written format to analyze customers, competitors, and other business environments in weekly classes.
  2. Occasionally active when urged to participate in class discussion by offering some acceptable ideas and asking limited questions related to the practice of marketing strategy in business organizations.
  3. Show acceptable command of analyzing the customers, competitors and other business environments independently.
  4. Able to recognize some of the marketing concepts and their applications.
  5. Demonstrate acceptable managerial and analytical skills to current marketing problems and issues.
  1. Occasionally present and communicate marketing ideas fairly in oral and/or written format to analyze customers, competitors, and other business environments in weekly classes.
  2. Reactively participate in class discussion by offering very limited ideas and asking very few questions related to the practice of marketing strategy in business organizations.
  3. Show marginal command of analyzing the customers, competitors and other business environments independently.
  4. Able to recognize a few marketing concepts and their applications.
  5. Demonstrate marginal managerial and analytical skills to current marketing problems and issues.

Grading Criteria of Assessment Task 2: Final Examination


Excellent
A+  A  A-

Good
B+  B  B-

Adequate
C+  C  C-

Marginal
D

  1. Show superior grasp of all aspects of the course, with the ability to integrate major concepts of marketing to analyze the consumers’ behaviours, competitors, and business environments deeply.
  2. Show excellent command of critically discuss the marketing planning process and its key roles in business organizations.
  3. Demonstrate excellent competence in selecting, analyzing and evaluating the practice of marketing strategy in business organizations.
  4. Show excellent command of applying both managerial judgement and analytical approaches to current marketing problems and issues.
  1. Show good and reasonable coverage of most aspects of the course, with the ability to integrate major concepts of marketing to analyze the consumers’ behaviours, competitors, and business environments.
  2. Show good command of critically discuss the marketing planning process and its key roles in business organizations.
  3. Demonstrate good competence in selecting, analyzing and evaluating the practice of marketing strategy in business organizations.
  4. Show good command of applying both managerial judgement and analytical approaches to current marketing problems and issues.
  1. Show acceptable coverage of most aspects or the course, with the ability to partially integrate some concepts of marketing to analyze the consumers’ behaviours, competitors, and business environments.
  2. Show acceptable command of discussing the marketing planning process and its key roles in business organizations.
  3. Demonstrate acceptable ability in selecting, analyzing and evaluating the practice of marketing strategy in business organizations.
  4. Show acceptable command of applying both managerial judgement and analytical approaches to current marketing problems and issues.
  1. Show marginal coverage of some aspects or the course, with the ability to partially integrate a few concepts of marketing to analyze the consumers’ behaviours, competitors, and business environments.
  2. Show marginal command of discussing the marketing planning process and its key roles in business organizations.
  3. Demonstrate marginal ability in selecting, analyzing and evaluating the practice of marketing strategy in business organizations.
  4. Show marginal command of applying both managerial judgement and analytical approaches to current marketing problems and issues.

Part III

Keyword Syllabus

Marketing Environment; Competitor Analysis; Competitive Strategies; Buying Behaviour; Market Segmentation; Targeting; Positioning; Marketing Mix; Product Strategy; Product Life Cycle; Service Marketing; Pricing Strategy; Placing/Distribution Strategy; Integrated Marketing Communication; Global Marketing; e-Marketing; Marketing Ethics.


Related Links
Department of Marketing