MKT2681 Introduction to Marketing

Part I

Course Duration: 1 Semester
Credit Units: 3
Level: B2
Medium of Instruction: English
Prerequisites: Nil
Precursors:  Nil
Equivalent Courses: CB2601 Marketing
Exclusive Courses: FB2601 Marketing

Part II

Course Aims

This course aims to introduce the students with the important frameworks, concepts and techniques of marketing management. Topics include key theories in planning, implementing and controlling successful marketing strategies.  Broad range of cases involving business and consumer product firms will also be included.

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

In addition to pre-read the assigned chapters before coming to classes, students are provided other reading materials provided by the lecturer. These readings provide students opportunity to think through the concepts and their applications.

TLA3: Group Presentation

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 (30%)

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.

AT2: Course Quizzes (40%)

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

AT3: Group Project (30%)

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.

CILO No

AT1: Class Discussion (30%)

AT2: Course Quizzes (40%)

AT3: Group Project (30%)

CILO1

1

1

2

CILO2

1

2

1

CILO3

2

2

1

CILO4

1

2

2

CILO5

2

 

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 the course quizzes in order to be awarded a pass for the course.

Grading of Student Achievement:

Grading Criteria of Assessment Task 1: Class Discussion


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.
  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.
  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.
  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.

Grading Criteria of Assessment Task 2: Course Quizzes


Excellent
A+  A  A–

Good
B+  B  B–

Adequate
C+  C  C–

Marginal
D

  1. Show excellent command of analyzing the customers, competitors and other business environments independently.

  2. Able to recognize all of the marketing concepts and their applications.

  3. Demonstrate excellent managerial and analytical skills to current marketing problems and issues.

 

  1. Show good command of analyzing the customers, competitors and other business environments independently.

  2. Able to recognize most of the marketing concepts and their applications.

  3. Demonstrate good managerial and analytical skills to current marketing problems and issues.
  1. Show acceptable command of analyzing the customers, competitors and other business environments independently.

  2. Able to recognize some of the marketing concepts and their applications.

  3. Demonstrate acceptable managerial and analytical skills to current marketing problems and issues.
  1. Show marginal command of analyzing the customers, competitors and other business environments independently.

  2. Able to recognize a few marketing concepts and their applications.

  3. Demonstrate marginal managerial and analytical skills to current marketing problems and issues.

 

Grading Criteria of Assessment Task 3: Group Project


Excellent
A+  A  A–

Good
B+  B  B–

Adequate
C+  C  C–

Marginal
D

  1. 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.

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

  3. Present and organize marketing information excellently in an a business report format.
  1. 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.

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

  3. Present and organize marketing information in an organized business report format.
  1. 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.

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

  3. Present and organize marketing information fairly in a business report format.
  1. 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.

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

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

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.

Related Links
Department of Marketing