MKTG 2010B

Marketing Management
1st Semester, 2015-2016
Teaching Syllabus
Lecturer

DR LEE, Kenneth Justin

Teaching
Assistant
Office Hours

MR Cheng, Anthony

By appointments

CYT Bldg Rm1131 Tel. 3943-8693

Email: kennethlee@baf.cuhk.edu.hk
CYT Bldg Rm1101 Tel. 3943-7808
Email: anthonycheng@baf.cuhk.edu.hk

Time &
Location
: 1:30pm -4:15pm (Tue)
AIT G03
______________________________________________________________________
Textbook
:
Gary Armstrong & Philip Kotler, Marketing: An Introduction,
12th, Prentice-Hall, 2015.
Course Objectives:

1.
2.
3.
4.

Nature of the:
Course

Assessments:

To develop your understanding of the basic concepts and

principles of marketing.
To heighten your appreciation of the role and importance of
marketing in everyday life.
To sharpen your analysis of business strategies and tactics from
a marketing perspective.
To provide you with a framework for developing marketing
strategy and implementing it successfully in local and
international environment.

The course will provide an introduction to marketing management. In

modern marketing, there are two basic concerns. The first is how to
create value for the right customers through segmentation, targeting,
and positioning. The second is how to build profitable customer
relationships and achieve customer satisfaction and loyalty through
marketing mix (i.e., product, price, place and promotion) and
customer service. This class is designed to be an interactive learning
experience, with a combination of lectures, discussion, readings,
case analysis and group projects and presentations.
Test 1 (27 Oct)
20%
Test 2 (5 Dec)
30%
Assignment (Seminar)
10%
Group Project:
- Process
5%
- Project Presentation 10%
-Final Report**
15%
Class Participation
10%
Total:*

100%

Extra Bonus - Students can earn a maximum of 4 extra marks by participating in

marketing research (please refer to the MRS handout for details)
The final group project report is designated for external assessment and will not be
returned to students. Please keep a copy for your own future reference.

**

The following schedule is provided as a general reference. Depending on the progress

of the lectures, the schedule may change slightly. So you should keep updated on
in-class lectures.
You can download the lecture power points from WebCT (http://webct.cuhk.edu.hk/) before
the lecture for preparation. These power points are meant to provide the highlight of the
lectures. You still have to study the chapter and other supplementary hand-outs to gain a
good grasp of the subject matter.

Date

Sept

Oct

Topics & Readings

Reading

Assignments

Course Orientation.
Marketing: Creating and Capturing
Customer Value

Chapter 1

Critical Success Factors

Team-building exercise

15

Company and Marketing Strategy.

Marketing Environment

Chapter 2
and 3

22

Managing Marketing Information.

Understanding Consumer Markets and
Buyer Behavior

29

Video Case Analysis. 1st Group Meeting

with the teacher

Customer-Driven Marketing Strategy:

Segmentation, Targeting and Positioning

13

Products, Services, and Brands: Building

Customer Value

Chapter 4
and 5

Team Member List and Photo

due before the class (including
the name, student ID, and email
address of every member)
1 page briefing document

Chapter 6
Chapter 7

Revision week / Make-up Holiday for

Marketing seminar

20
27

Test 1

Nov

Pricing and 2nd Group Meeting with the

teacher

Chapter 9

10

Marketing Channel; Retailing and

Wholesaling

Chapter 10

17

Communicating Customer Value:

Advertising and PR; Personal Selling and
Sales Promotion

24

Dec

Group Project Presentations

Group Project Presentations

Progress Report

Chapter 12

Batch 1

Batch 2

Learning Reflection & Course Revision

Dec
5

Test 2 (Final Examination)

Format, Time and Venue: to

be confirmed and informed by
email.

Assessment Details

A. Group Project (30%)

The group project will have two objectives. First, it will help you gain hands-on
experience in applying what you have learnt in class to a realistic marketing situation.
Second, it will give you opportunity working as part of a team.
1.
In teams of 6-7 members, you will develop a marketing plan for the group project.
You are free to organize among yourselves into groups and agree among the members on
a topic to study. The topic may be (a) a new or existing product or service, a franchise,
etc.; or (b) for a firm which you are familiar a former employer or current employer or
even the employer of your father or mother, and use the marketing concepts, such as the
4Ps, learned in this course to improve the operations of the business. JUST FOR
INFORMATION, examples of projects completed by students in the past years include:
The Repositioning of McDonalds/Ocean Park; Introduction of MoneyBack by Parknshop;
Consumer Acceptance of iPhone for college students.
2.
The project has three related parts: i) a set of process requirements (as described
below); ii) a comprehensive marketing plan report no longer than 20 pages, with no more
than 5 pages in appendices and exhibits, neatly typed on A4 papers with double-line
spacing and 12 point font; iii) a class presentation.

i. Process Requirements (5%)

o The marketing plan development is both an art and science. Strategies and
creativity develop not only through knowledge but the process of how group
members jam together. That is the reason why marks are contributed to the
process. Below are the process requirements for the project:
a) Submit via email AND hardcopy an introduction of your team members,
About Us, including the name, student ID, email address of every
member of the group (designate a group leader) and a picture with all
group members to me and TA on or before Sept 22. In 100 words,
each one of you need to tell me something about yourself (your dream,
your hobbies) and what you expect to learn from this course. Remember
to indicate (tag) each members name on the photo. (Hardcopy to me
and Softcopy to my TA)
b) First group meeting with the teacher near the end of the class of Sept 29.
A typed one page briefing document on what tasks the group proposes to
do should be presented to the class at the meeting. It can be in the form
of a working schedule. The group should demonstrate that you have a
serious and interesting topic and the tasks you propose to do are adequate
to serve the objective(s) of your study. Basically, each group would be
permitted to work on a different topic. Change of topic thereafter is only
allowed with prior approval from the teacher.
c) Second group meeting in the class will be on Nov 3. At this meeting, the
group should submit a typed progress report to demonstrate what progress
the group has made. It should be a checklist of what research/analysis
has been done, what remains to be done, who in the group is to do what,
and what the deadlines are for doing it. Be prepared to discuss and defend
in detail what the group has done thus far. (WoW factors?)

ii. Final Report (15%)

A sample marketing plan is available in the textbook (Appendix 1). The
marketing plan should be tailored to meet the requirements of the current
project. Text materials in your final marketing plan report should
include but not limited to the following:
o
o
o
o
o

Executive summary.
Objective(s) and background of your study.
Methodology of your study.
Current market situation analysis: Environmental scan (largely based on
secondary data).
SWOT analysis (primary information pertaining to the consumers must be

o
o
o
o
o

used as one of the sources of information for the analysis- Market

Research).
Marketing Mix Strategy (product, price place and promotion) and your
explanations for the chosen strategies.
Limitation(s) of the study.
Conclusion.
References.
A signed declaration by each group members on academic honesty.
I expect you to develop some sort of creative articulation of at least one of
your recommended strategies, demonstrated by story-board, drawings,
photograph, real-life demonstration, etc. Your ideas should be concrete,
feasible, measurable and creative.

On top of these meetings, the teacher will be available to meet with any group
after lecture, as many times as necessary, to discuss issues/concerns that may
arise from time to time along the way. Please feel free to approach the
teacher as the need arises.
Each group will submit a hard copy report to the teacher on or before Dec 7,
2015 Monday (before 5pm), so that you have enough time to prepare for the
presentation and test 2. No late assignment will be accepted.

iii. Presentation (10%)

o As part of the term project, you are required to present your project in front of the
class in the last two sessions. The presentation should take about 25 minutes and
each member of the group should participate. Presenting the project in front of
the class will give you an opportunity to practice your presentation skills in a
friendly and supporting environment. This would also give you an opportunity to
view various projects done by your fellow class members.

3. At the end of the course, all the group members will be asked to complete a
confidential evaluation (the form is shown on the final page) on each and every
member on their contribution to the group work.
All members of the group
typically receive the same grade for the project. However, in the case of poor
contribution as reflected in the peer evaluation, this policy will be amended.
In the case of fair contribution, each member should be getting a peer evaluation mark
of roughly 100/N where N is the number of group members. If a member receives a
mark of less than two-thirds of 100/N, that indicates poor contribution of that member.
Should you judge your group member(s) as contributing poorly, you must provide
comments/justifications on your evaluation form for the teachers information without
which the evaluation will not be considered. One grade will be deducted from your
project if you fail to submit the completed evaluation form.
If half of the group members who submit the evaluation form (excluding yourself)
gives you a mark of less than two-thirds of 100/N and if the evaluation is found valid
5

after careful consideration, your grade will be adjusted downwards by at least one
grade. You should keep this in mind from the beginning. You are encouraged to
discuss frankly among your group members about individual contributions to the
group effort. This can help each member develop more confidence in areas of strength
and pinpoint areas of weakness where improvement is needed.

B. Test 1 (20%) and Test 2 (30%)

These will be closed- book tests that cover the materials from both the lectures and
the text book. Test 1 will compose of multiple choices questions only, while test 2
will include both multiple choices and essay-type questions. The exact format, time
and location for the final exam will be announced in due course.

C. Class Participation (10%) - name BLOG sheet (Learning Reflection)

As marketing is omnipresence and marketing principles are applicable to our
everyday life, I hope that you will keep your eyes and ears open and shared your
marketing related experiences and views with the class. In order to have a lively and
informed class discussion, you are required to read the text chapter assigned for
each class, prior to attending the class. In addition, other materials regarding
local marketing case will be provided. Your grade for class participation depends on
how well you respond to questions and comments from your classmates. Some of the
criteria for evaluating effective class participation include:
1. Do your comments show an understanding of theories, concepts, and/or analytical
devices presented in class lectures or reading materials? Can you go beyond
repetition of case materials and provide analysis?
2. Are you a good listener? Are the points made relevant to the discussion and linked
to the comments of others? Are you willing to interact with other classmates?
3. Are you an effective communicator? Can your ideas and comments presented in
concise and convincing way?
D. Assignments (10%)
There will be one assignment (e.g. Marketing Seminar Reflection). The format and
schedule of the assignment will be announced during the class.
Seating Assignments and Name Cards
When you come to the second class, choose a seat in which you feel comfortable. This
will be your assigned seat. This makes it easier for all of us to remember each others
names. Also, please write your name on a card (English, if applicable), and make it
visible for me. Please use it for the whole course even if you know that I have
remembered your name already.
6

Attendance
Please treat this course professionally. If you know in advance that you will be absent,
please send me an e-mail to let me know. If the absence is unplanned, I would still
appreciate hearing from you during the next class session. Although full attendance is
not a must, a significant number of absences will necessarily affect your class
participation grade.

Academic Honesty:
Your attention is drawn to University policy and regulations on honesty in academic
work, and to the disciplinary guidelines and procedures applicable to breaches of such
policy and regulations. Details may be found at
http://www.cuhk.edu.hk/policy/academichonesty/.
With each assignment, students will be required to submit a signed declaration that they
are aware of these policies, regulations, guidelines and procedures.
For assignments in the form of a computer-generated document that is principally
text-based and submitted via the plagiarism detection engine VeriGuide system
(https://veriguide2cse.cuhk.edu.hk/cuhk/index.jsp), the statement, in the form of a receipt,
will be issued by the system upon students uploading of the soft copy of the assignment.
The declaration should be signed, and the receipt stapled to the hard copy of the
assignment before submitting to the teacher. Assignments without the receipt will not be
graded by teachers.

MKTG2010B
Marketing Management first Semester, 2015-16 Peer Evaluation Form

As stated in the course syllabus, there will be a peer evaluation. This form is designed for
evaluating your group members, including yourself, on the contribution of each of you to the
group work (group project, project presentation and final project report). Be truthful and
fair, but dont be afraid to give low mark if you honestly think that is deserved. Please do not
disclose or discuss your evaluation with other group members. All responses will be kept
strictly confidential.

Group #: _____________
Names of group members:
(including yourself). Write your
Name on the first line.

Allocate 100 points among all members:

(including yourself), based on your
personal assessment of the relative
contribution of each group member to
the group work.

_____________________________

___________________________

_____________________________

___________________________

_____________________________

___________________________

_____________________________

___________________________

_____________________________

___________________________

_____________________________

___________________________

_____________________________

_____________________________
Total = 100 points

Comments/Justifications:
_______________________________________________________
________________________________________________________
________________________________________________________