MM2711
Introduction to Marketing
1
Teaching Staff
LECTURER & SEMINAR LEADER
CONSULTATION HOURS
LEUNG Chi-hong
Tue: 14:30 – 16:30
Room: M912
Thu: 13:30 – 15:30
Tel: 3400 3650
or by appointment
email:msleung@inet.polyu.edu.hk
Academic Qualifications
B.Sc. in Biology (CUHK) 1990
M.Phil. in Computer Science (CUHK) 1992
Ph.D. in Computer Science (CUHK) 1996
M.B.A. (Leicester) 2002
M.Ed.St. (UWA) 2004
D.B.A. (Newcastle) 2007
Major previous working experience
Dept. of Computer Science, HKU
Faculty of Education, CUHK
Education Bureau
2
Lecture and Seminar classes
Lecture
Day
Time
Venue
LEC001
FRI
14:30 – 16:20
Y304
Seminars
Day
Time
Venue
TUT001
Tue
16:30 ~ 17:20
Y507
TUT002
Thu
15:30 ~ 16:20
Y507
TUT003
Thu
16:30 ~ 17:20
P305
TUT004
Wed
11:30 ~ 12:20
R502
TUT005
Wed
09:30 ~ 10:20
Y403
3
Course Website
http://myweb.polyu.edu.hk/~msleung/marketing.htm
You may download lecture PowerPoint files and other
materials from this website.
4
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.
5
Textbook
MAIN TEXT
• Grewal, D. and Levy, M. (2010). Marketing (2nd Edition). New York,
McGraw-Hill/Irwin.
OTHER REFERENCES
• Kotler, P. and Armstrong, G. (2009). Principles of Marketing (13th ed.).
Prentice Hall.
•
Etzel, M.J. (2007), Marketing (14th ed.). Boston: McGraw-Hill/Irwin.
•
Kerin, R.A. (2006), Marketing (8th ed.). New York: McGraw-Hill/Irwin.
•
Kurtz, D.L. and Boone, L.E. (2006), Principles of Marketing (12th ed.).
Manson, Ohio: Thomson South-Western.
6
Course Assessment
• Coursework: 50%
Minimum pass grade (D)
• Final examination:50%
Minimum pass grade (D)
A pass is required in both components.
7
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
8
Details of the final examination (50%)
•
•
•
•
Time allowed: Two hours
Format: Essay type questions
Answer 4 out of 6 questions
Common exam paper – All the students of
different classes of this subject answer the
same exam paper.
9
What do you need to do in Week 1?
• No tutorial in Week 1.
• Form a group with other classmates in the
same seminar class. 4 or 5 students / group.
• Each group should select the date of
presentation of the marketing plan proposal
(Week 9 to 13)
10
What do you need to do in Week 2?
• Tell the following things to your seminar
leader in the seminar 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)
11
Please remember …
• Send all your assignments (individual and
group) to WebCT ONLY.
• Do NOT send them via email.
• Do NOT need to submit hardcopy.
12
Please remember …
• On the cover page of ALL your assignments,
– Show your registered name & student number
• If your name is CHAN Tai Man on the attendance sheet,
do not tell me you are Peter CHAN, John CHAN, etc.
• Otherwise, your identity will be guessed only.
– For group assignments,
• Also show your tutorial number (TUT001 ~ TUT005)
and group number (Group 1 ~ Group 5)
– If you do not provide complete and accurate
personal details, you are at your own risk of
recording your scores incorrectly.
13