FB2601 Marketing

Part I

Course Duration: 1 Semester
Credit Units: 2
Level: B2
Medium of Instruction: English
Prerequisites: Nil
Precursors:  Nil
Equivalent Courses: Nil
Exclusive Courses: CB2601 Marketing , MKT2681 Introduction to 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)
Upon successful completion of this course, students should be able to:

No.

CILOs

Weighting (if applicable)

1.

Analyze the customers, competitors and other business environments.

2

2.

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

1

3.

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

3

4.

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

3

5.

Work productively as part of a team, and in particular, communicate and present qualitative and quantitative information effectively in written and electronic formats in a collaborative environment.

2

(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: Seminar

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.

TLA3: Group Presentations

Presentations by individual groups to the class on various marketing topics and/or the chosen marketing plan.  Other students are encouraged to raise questions for the presenting groups.

CILO No

TLA1: Seminar

TLA2: Readings

TLA3: Group Presentations

CILO1

2

2

 

CILO2

1

2

 

CILO3

2

2

1

CILO4

2

1

2

CILO5

2

 

2

(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 Discussion and Quizzes (10%)

Class activities (such as individual/group class exercises, case study discussion, brief discussion on marketing concepts and/or raising questions during project presentations, etc.) are arranged to provide students the opportunity to communicate ideas effectively. One or some quizzes may be imposed in or out of class time to test individual students learning performance.

AT2: Group Project (40%)

The project is to assess students’ competence level to apply the learnt marketing concepts to a real business situation as well as working effectively as a team. Students may need to present to the class a summary of the group project within a time limit.  The presentation is designed to gauge students’ communication and presentation ability on marketing information as well as working effectively as a team.  Proposal and written reports may be required. Peer evaluation will be conducted. Peer evaluation will be conducted.

AT3: 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 and Quizzes (10%)

AT2: Group Project (40%)

AT3: Final Examination (50%)

CILO1

1

2

1

CILO2

 

 

2

CILO3

2

1

2

CILO4

1

2

2

CILO5

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 Dept. 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 Discussion and Quizzes


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: Group Project


Excellent
A+  A  A–

Good
B+  B  B–

Adequate
C+  C  C–

Marginal
D

  1. Present and communicate marketing information effectively and excellently in oral and electronic format.

  2. Show excellent coverage of materials and contents and demonstrate excellent time management skills.

  3. Provide quality answers to questions raised in the presentation Q & A session.

  4. Show excellent command of all aspects by integrating major marketing concepts to analyze the consumers’ behaviors, competitors, and business environments deeply, and consolidate lots of insights and implications for strategy formulation.

  5. Demonstrate excellent ability to apply the marketing principles and develop outstanding and attractive marketing programs to tackle current marketing problems and issues.

  6. Present and organize marketing information excellently in an a business report format.
  1. Present and communicate marketing information effectively in oral and electronic format.

  2. Show good coverage of materials and contents and demonstrate good time management skills.

  3. Provide good answers to questions raised during the presentation Q & A session.

  4. Show good command of all aspects by integrating major marketing concepts to analyze the consumers’ behaviors, competitors, and business environments and suggest some implications for strategy formulation.

  5. Demonstrate good ability to apply the marketing principles and develop effective marketing programs to tackle current marketing problems and issues.

  6. Present and organize marketing information in an organized business report format.

 

  1. Present and communicate marketing information acceptably in oral and electronic format (with some areas need improvement).

  2. Fair coverage of materials and contents and acceptable time management skills.

  3. Provide acceptable answers to questions raised during the presentation Q & A session.

  4. Show acceptable command of most aspects by integrating major marketing concepts to analyze the consumers’ behaviors, competitors, and business environments and partially able to link them up with strategy formulation.

  5. Demonstrate acceptable ability to apply the marketing principles and develop fair marketing programs to tackle current marketing problems and issues.

  6. Present and organize marketing information fairly in a business report format.
  1. Marginally present and communicate marketing information in oral and electronic format (with major areas need improvement).

  2. Marginal coverage of materials and contents and poor time management skills.

  3. Provide fair answers to questions raised during the presentation Q & A session.

  4. Show marginal command of a few aspects of major marketing concepts to analyze the consumers’ behaviors, competitors, and business environments but unable to link them up with strategy formulation.

  5. Demonstrate marginal ability to apply the marketing principles and develop marginal marketing programs to tackle current marketing problems and issues.

  6. Present and organize marketing information fairly in a business report format.

Grading Criteria of Assessment Task 3: 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