Introduction to Marketing.
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Introduction to Marketing (MM2711)Lecturer: Dr. Jackie TamOffice: M856 Telephone: 2766-7951 E-mail: [email protected] Hours: Friday 2 – 4 pm or by appointmentLearning OutcomesAnalyse diverse market situations and identify marketing opportunities and threatsApply marketing theories and models to practical marketing situationsEvaluate ethical issues from a marketing perspective and suggest appropriate actionsAnalyse and / or suggest ways to create value in goods and services and deliver these to customersCritically select and manage information, develop and present coherent arguments on marketing issues Continuous Assessment:a. Participation 10 marks (lecture, tutorial & 2 marks for research studies)b. Individual essay 15 marksc. Group project presentation 25 marks (5 marks for individual and 20 marks for group) ======= 50 marksExamination:3-hours closed book 50 marks Lecture Topics and ReadingsTopic 1 Introduction to Marketing – What is marketing? – Designing a customer-driven marketing strategy Reading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 1Topic 2 Sustainable Marketing: Social Responsibility and EthicsSustainable marketingSocietal marketing and marketing ethicsReading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 20Topic 3 Strategic and Marketing Planning – Strategic and marketing plans – Marketing strategy and marketing mix Reading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 2Topic 4 Marketing Environment – Company’s microenvironment – Company’s macroenvironment Reading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 3 & 18Topic 5 Consumer Markets and Consumer Buyer Behavior
– Model of consumer behavior – Factors affecting consumer behavior Reading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 5Topic 6 Business Markets and Business Buyer Behavior – Business markets – Business buyer behavior Reading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 6Topic 7 Market Segmentation, Targeting and Positioning – Market segmentation – Market targeting – Market positioningReading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 7Topic 8 Managing Marketing Information – Marketing information and customer insights- Marketing researchReading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 4Topic 9 Product, Services, Branding & Product Life-Cycle Strategies – Product strategy – Differences between physical goods and services – Branding strategy – Product Life-Cycle ConceptReading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 8 & 9Topic 10 Pricing Strategy – Major pricing strategies- New product pricing strategies Reading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 10 & 11Topic 11 Promotion Strategy – Promotion mix – Integrated marketing communicationsReading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 14, 15, 16 & 17Topic 12 Place Strategy – Marketing Channels – Supply chain ManagementReading: Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 12 & 13Textbook: Principles of Marketing: An Asian Perspective by Kotler, P., Armstrong, G., Ang, S.H., Tan, C.T., Yau, O.H.M and Leong, S.M. (2017) 4th Edition, England, Pearson Education Limited. ReferencesKerin, R. A., Lau, G.T., Hartley, S. W. and Rudelius, W. (2015), Marketing in Asia, 3rd edition, Singapore, McGraw-Hill.Grewal, D. and Levy, M. (2016) Marketing, 5th Edition, New York, McGraw-Hill.