Hong Kong Community College CC2126 Introduction to Marketing Teaching Plan Semester Two 2008/2009 Subject Leader Ms. Kiki CHAN (Office: WK S1331, Tel: 3746-0332, email: cckiki@hkcc-polyu.edu.hk) Subject Lecturer Ms. Kiki CHAN (Office: WK S1331, Tel: 3746-0332, email: cckiki@hkcc-polyu.edu.hk) Dr. Rosaline HUI (Office: WK S1356, Tel: 3746-0298, email: ccrhui@hkcc-polyu.edu.hk) Mr. William LEUNG (Office: WK S1303, Tel: 3746-0429, email: ccwleung@hkcc-polyu.edu.hk) Mr. Kenneth SZETO (Office: WK S1328b, Tel: 3746-0323, email: cckszeto@hkcc-polyu.edu.hk) Dr. Doreen TSE (Office: WK S1333, Tel: 3746-0286, email: ccdoreen@hkcc-polyu.edu.hk) Aims This subject introduces the basic principles and concepts of Marketing. It equips students with foundation knowledge and skills of marketing to analyse market situations. It exposes students to various areas of marketing. The subject will also help develop students’ oral and written communication skills and critical thinking. Expected Learning Outcomes On successfully completing this subject, students will be able to: (a) Understand the role of marketing in today’s competitive and dynamic environment. (b) Establish the relationship between marketing planning and corporate planning. (c) Recognise the importance of various areas in marketing such as consumer behaviour, marketing research, global marketing and ethical issues. (d) Analyse the marketing environment, and identify marketing opportunities, threats and other factors or issues affecting marketing decisions. (e) Apply relevant marketing concepts, knowledge and theories to practical marketing situations. 1 Tentative Teaching Schedule Lecture Tutorial No Content Chapter No 1 The Role of Marketing; Developing Customer Relationships Read Ch 1 Marketing: The Core 1 Role of Marketing 2 Marketing and Corporate Strategies Read Ch 2 Marketing: The Core 2 Discussion/Exercise 1 : Ch 1 Read Ch 4 Marketing: The Core 3 Discussion/Exercise 2: Ch 2 Briefing on Individual Assignment/Group Assignment 3 Ethics in Marketing Briefing on Individual Assignment/Group Assignment Content 4 Scanning the Marketing Environment Read Ch 3 Marketing: The Core 4 Discussion/Exercise 3: Ch 4 5 Identify Market Segments and Targets; Positioning Read Ch 9 Marketing: The Core 5 Discussion on Group Project Proposal 6 Marketing Information and Research Read Ch 8 Marketing: The Core 6 Discussion/Exercise 4: Ch 3 7 MID-TERM TEST (in the week of Mar 9 - 14) (Midterm test coverage: Ch 1, 2, 3 & 4) 7 Discussion/Exercise 5: Ch 9 8 Product Read Ch 10 and 11 Marketing: The Core 8 Discussion/Exercise 6: Ch 8 2 Action to be taken by student Download all the lecture/tutorial notes, individual assignment & group assignment from the SMILE Submission of group members’ name & allocation of presentation date by random draw Submission and approval of group project topic selection Group project proposal due in tutorial class for approval. Individual assignment due in tutorial class (in the week of Mar 16 - 20) 9 Pricing Read Ch 12 Marketing: The Core 9 Discussion/Exercise 7: Ch 10 & 11 10 Promotion Read Ch 16 Marketing: The Core 10 Group presentation: Group No. 1 Take-home Exercise 8: Ch 12 11 Place Read Ch 13 & 18 Marketing: The Core 11 Group presentation: Group No. 2 Take-home Exercise 9: Ch 16 12 Consumer Behaviour and Organisational Buyer Behaviour Read Ch 5 and 6 Marketing: The Core 12 Group presentation: Group No. 3 Take-home Exercise 10: Ch 13 & 18 13 International Marketing/Global Markets & Overall review/conclusion Read Ch 7 Marketing: The Core 13 Group presentation: Group No. 4 Take-home Exercise 11: Ch 5 & 6 14 Overall review/conclusion 14 Take-home Exercise 12: Ch 7 Note: This teaching schedule is subject to amendment if necessary. through the SMILE. Written report + power-point copy due in tutorial class (all 4 groups) (in the week of Mar 30 – Apr 3) Changes will be notified in class or Assessment Weighting Coursework: 50% Examination: 50% -------100% Assessment Methods for Coursework Midterm Test: Individual Assignment: Group project Participation*: 35% 15% 40% 10% ________ 100% * Participation includes discussions of in-class exercises. Students will be assessed on their ability to give comments constructively to presenting groups in group presentation sessions, express their ideas, conclusions and recommendations in class discussions, and apply marketing concepts and theories in class discussions. 3 Attendance and other rules / regulations 1) 2) Students are required to pass both the coursework and the exam to get a pass in the subject. Attendance: Students are required to have achieved at least 75% of attendance in each subject; otherwise they may not be allowed to sit for the examination of that particular subject. Regular and punctual attendance at lectures and tutorials is important. In case of illness, a doctor’s certificate will be required. Important: All other rules and regulations in the HKCC Student Handbook and in the respective Programme Definitive Document apply. Please refer to these documents for details. Indicative Readings Essential Reading (Recommended Textbook) Kerin, Hartley, and Rudelius (2007), Marketing: The Core, McGraw Hill/Irwin, 2nd Edition Note: You may use Student Resources (including multiple choice quizzes) on the website provided by the publisher: Marketing: The Core for self-study. Further Reading Etzel, M.J., Walker, B.J. and Stanton, W.J., Marketing, McGraw Hill/Irwin, 2004 Kotler, P. and Armstrong, G., Principles of Marketing, Prentice Hall, 2006 Periodical References Periodicals: Academy of Management Review Academy of Marketing Science European Journal of Marketing Harvard Business Review International Journal of Advertising Journal of Advertising Journal of Business Ethics Journal of Consumer Marketing Journal of Consumer Psychology Journal of Consumer Research Journal of Marketing Journal of Marketing Management Journal of Marketing Research WWW References: A.C. Nielsen Corporation: http://www.acnielsen.com.hk Chartered Institute of Marketing: http://www.cim.co.uk Hong Kong Institute of Marketing: http://www.hkim.org.hk Past examination paper database The examination paper database can be accessed at http://0-www.cpce-polyu.edu.hk.lib.cpce-polyu.edu.hk/lib/exampaper/. You are required to login with your library barcode & PIN (http://lib.cpce-polyu.edu.hk/screens/PIN_Email.html#PIN) when using the database at home. 4 Assignment Samples for CC2126 Introduction to Marketing Concept Check Answers 1 Examples of Individual Assignments with Comments The objective of the following examples of individual assignments with comments is to show requirements for better performance. Please note that the questions of the individual assignment for this semester are different from the following examples. Examples of Individual Assignment with Comments 2 Example One Examples of Individual Assignment with Comments 3 Comments on Example One Assessment Sheet of Individual Assignment Subject Title: Introduction to Marketing Subject Code: CC2126 Student Name: XXXXX Student No.: XXXX Class: XXX Assessment Criteria Grade Supporting evidence (20%) X Application of concepts/theories (35%) X Analytical skills (20%) X Suggestion/Recommendation (15%) X Written presentation (5%) X References (5%) X Overall Grade Special Comment Customer satisfaction: It is good to apply the marketing theories/concepts learned from the lectures to the case. Environmental Force: Good. Same comment as above. Suggestion: Good. It is good to have a suggestion based on the analysis of the previous two sections. X Supporting evidence: Sufficient Written presentation: No need to highlight sentences or words. Reference: Missing. Examples of Individual Assignment with Comments 4 Example Two Examples of Individual Assignment with Comments 5 Examples of Individual Assignment with Comments 6 Comments on Example Two Assessment Sheet of Individual Assignment Subject Title: Introduction to Marketing Subject Code: CC2126 Student Name: XXXXX Student No.: XXXX Class: XXX Assessment Criteria Grade Special Comment Supporting evidence (20%) X Application of concepts/theories (35%) X Analytical skills (20%) X Suggestion/Recommendation (15%) X Customer satisfaction: - Should use more marketing theories/concepts, e.g. 4 utilities, societal marketing concept. Refer to Chapter One and the definition of Marketing. - Should elaborate more on how different models and prices cater for different customers. Written presentation (5%) X References (5%) X Overall Grade Environmental Force: How does the economic factor affect other marketing strategies of Nissan, such as advertising and prices? X Suggestion: Lack of details. What would be other values that MPV could provide for consumers under the inflationary condition? Written presentation: Acceptable Reference: Should also include more references such as journals and other relevant books. The format of the 5th reference is wrong. Refer to the guideline provided in the assignment sheet. Examples of Individual Assignment with Comments 7 Example of Group Assignment with Comments Permission from the authors for using their report has been obtained. The objective of the following example of group assignment with comments is to show requirements for better performance. Please note that some of the questions of the group assignment for this semester are different from the following example. Moreover, some of the contents of the following report have been deleted. Examples of Group Assignment with Comments 8 Examples of Group Assignment with Comments 9 Examples of Group Assignment with Comments 10 Examples of Group Assignment with Comments 11 Examples of Group Assignment with Comments 12 Examples of Group Assignment with Comments 13 Examples of Group Assignment with Comments 14 Examples of Group Assignment with Comments 15 Examples of Group Assignment with Comments 16 Examples of Group Assignment with Comments 17 Examples of Group Assignment with Comments 18