MM2711
Introduction to Marketing
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Teaching Staff
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
Academic Qualifications
Major working experience
Bachelor of Science in Biology (CUHK) 1990
Dept. of Comp. Sci., HKU
Master of Philosophy in Computer Science (CUHK) 1992
Faculty of Education, CUHK
Doctor of Philosophy in Computer Science (CUHK) 1996
Education Bureau
Master of Business Administration (Leicester) 2002
Master of Educational Studies (Western Australia) 2004
Doctor of Business Administration (Newcastle) 2007
Lecture and Seminar classes
Lecture
Day
Time
Venue
LEC001
FRI
15:30 – 17:20
HJ305
Seminars
Day
Time
Venue
TUT001
THU
10:30 ~ 11:20
DE303
TUT002
THU
11:30 ~ 12:20
BC407
TUT003
FRI
11:30 ~ 12:20
DE307
TUT004
WED
14:30 ~ 15:20
BC303
TUT005
WED
13:30 ~ 14:20
DE403
TUT006
FRI
17:30 ~ 18:20
CF303
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Course Website
http://myweb.polyu.edu.hk/~msleung/2711.htm
You may download lecture PowerPoint files and other
materials from this website.
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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.
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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: McGrawHill/Irwin.
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Course Assessment
• Coursework: 50%
Minimum pass grade (D)
• Final examination:50%
Minimum pass grade (D)
A pass is required in both components.
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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
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Assignment submission
• Send all your assignments (individual and
group) to Blackboard ONLY.
• Do NOT send them via email.
• Do NOT need to submit hardcopy.
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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.
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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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