Introduction to Marketing.

Introduction to Marketing (MM2711)

Lecturer: Dr. Jackie Tam

Office: M856                Telephone: 2766-7951        E-mail: jackie.tam@polyu.edu.hk

Consultation Hours: Friday 2 - 4 pm or by appointment

Learning Outcomes

• Analyse diverse market situations and identify marketing opportunities and threats

• Apply marketing theories and models to practical marketing situations

• Evaluate ethical issues from a marketing perspective and suggest appropriate actions

• Analyse and / or suggest ways to create value in goods and services and deliver these to customers

• Critically 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 marks

c.        Group project presentation                                 25 marks

        (5 marks for individual and 20 marks for group)        =======

                                                                50 marks

Examination:

3-hours closed book                                                50 marks 

Lecture Topics and Readings

Topic 1         Introduction to Marketing

                - What is marketing?

                - Designing a customer-driven marketing strategy

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 1

Topic 2        Sustainable Marketing: Social Responsibility and Ethics

• Sustainable marketing
• Societal marketing and marketing ethics

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 20

Topic 3        Strategic and Marketing Planning

                - Strategic and marketing plans

                - Marketing strategy and marketing mix

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 2

Topic 4        Marketing Environment

                - Company’s microenvironment

                - Company’s macroenvironment

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 3 & 18

Topic 5        Consumer Markets and Consumer Buyer Behavior

                - Model of consumer behavior

                - Factors affecting consumer behavior

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 5

Topic 6        Business Markets and Business Buyer Behavior

                - Business markets

                - Business buyer behavior

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 6

Topic 7        Market Segmentation, Targeting and Positioning

                - Market segmentation

                - Market targeting

                - Market positioning

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 7

Topic 8        Managing Marketing Information

                - Marketing information and customer insights

- Marketing research

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 4

Topic 9        Product, Services, Branding & Product Life-Cycle Strategies

                - Product strategy

                - Differences between physical goods and services

                - Branding strategy        

                - Product Life-Cycle Concept

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapter 8 & 9

Topic 10        Pricing Strategy

                - Major pricing strategies

- New product pricing strategies

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 10 & 11

Topic 11        Promotion Strategy

                - Promotion mix

                - Integrated marketing communications

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 14, 15, 16 & 17

Topic 12        Place Strategy

                - Marketing Channels

- Supply chain Management

Reading:        Kotler, Armstrong, Ang, Tan, Yau & Leong – chapters 12 & 13

Textbook: 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.  

References

Kerin, 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.