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Introduction to Marketing: Understanding, Analysing, and Applying in Today's Environment

Learn the role of marketing in competitive environments, analyse market situations, plan marketing strategies, and understand marketing ethics. Course by Dr. Leung Chi-hong. Academic qualifications in various fields. Website for lecture materials download available. Assessment includes coursework and final examination. Group assignment and marketing plan required. Submission via Blackboard. Examination format includes multiple choice and short essay questions. Form groups and select presentation date in Week 2.

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Introduction to Marketing: Understanding, Analysing, and Applying in Today's Environment

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  1. MM2711Introduction to Marketing

  2. LECTURER CONSULTATION HOURS Staff: Dr LEUNG Chi-hong (梁智康) Wed: 15:30 – 17:30 Room: M912 Thu: 16:30 – 18:30 Tel: 3400 3650 or by appointment email:msleung@inet.polyu.edu.hk Teaching Staff Academic Qualifications Bachelor of Science in Biology (CUHK) 1990 Master of Philosophy in Computer Science (CUHK) 1992 Doctor of Philosophy in Computer Science (CUHK) 1996 Master of Business Administration (Leicester) 2002 Master of Educational Studies (Western Australia) 2004 Doctor of Business Administration (Newcastle) 2007 Major working experience Dept. of Comp. Sci., HKU Faculty of Education, CUHK Education Bureau

  3. Lecture and Seminar classes

  4. Course Website http://myweb.polyu.edu.hk/~msleung/2711.htm You may download lecture PowerPoint files and other materials from this website.

  5. Learning Outcomes • Understand the role and value of marketing in today’s increasingly competitive, dynamic and turbulent environment. • Analyse market situations in different cultural / global environments, identifying marketing opportunities and threats; and understand organisations’ response process to these environments. • Synthesise the process of marketing planning and the process of corporate planning. • Formulate marketing mix strategies and programmes and implement them. • Apply marketing theories, models, and information technology to practical marketing situations. • Establish the relationship between marketing & society in the context of social responsibility and marketing ethics.

  6. Textbook MAIN TEXT • Kotler, P., Armstrong, G., Ang, S.H., Leong, S.M., Tan, C.T. and Yau, O. H.-M. (2012). Principles of Marketing: An Asian Perspective (3rd ed.). Pearson. OTHER REFERENCES • Kotler, P. and Armstrong, G. (2011). Principles of Marketing (14th ed.). Prentice Hall. • Etzel, M.J. (2007), Marketing (14th ed.). Boston: McGraw-Hill/Irwin.

  7. Course Assessment • Coursework: 50% Minimum pass grade (D) • Final examination: 50% Minimum pass grade (D) A pass is required in both components.

  8. Coursework (50%) 1. Individual assignment (15%) 2. Participation and discussion (10%) 3. Marketing plan • 3.1. Marketing plan proposal presentation (10%) • 3.2. Marketing plan final report (15%) No quiz or mid-term exam

  9. Assignment submission • Send all your assignments (individual and group) to Blackboard ONLY. • Do NOT send them via email. • Do NOT need to submit hardcopy.

  10. Details of the final examination (50%) • Time allowed: Two hours • Format: M.C. + short essay type questions • Common exam paper – All the students of different classes of this subject answer the same exam paper.

  11. What do you need to do in Week 2? • Form a group with other classmates. 4 or 5 students / group. • Tell the following things to your tutor in the tutorial class. • Names and student numbers of your group members • Your selection of the presentation date of your marketing plan proposal (Week 9 to Week 13)

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