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
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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Examples of Group Assignment with Comments
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