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MM2711 Introduction to Marketing

MM2711 Introduction to Marketing. LECTURER & SEMINAR LEADER. CONSULTATION HOURS. LEUNG Chi-hong. Tue: 14:30 – 16:30. Room: M912. Thu: 13:30 – 15:30. Tel: 3400 3650. or by appointment. email: msleung@inet.polyu.edu.hk. Academic Qualifications B.Sc. in Biology (CUHK) 1990

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MM2711 Introduction to Marketing

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  1. MM2711Introduction to Marketing

  2. LECTURER & SEMINAR LEADER CONSULTATION HOURS LEUNG Chi-hong Tue: 14:30 – 16:30 Room: M912 Thu: 13:30 – 15:30 Tel: 3400 3650 or by appointment email:msleung@inet.polyu.edu.hk Academic Qualifications B.Sc. in Biology (CUHK) 1990 M.Phil. in Computer Science (CUHK) 1992 Ph.D. in Computer Science (CUHK) 1996 M.B.A. (Leicester) 2002 M.Ed.St. (UWA) 2004 D.B.A. (Newcastle) 2007 Major previous working experience Dept. of Computer Science, HKU Faculty of Education, CUHK Education Bureau Teaching Staff

  3. Lecture and Seminar classes

  4. Course Website http://myweb.polyu.edu.hk/~msleung/marketing.htm You may download lecture PowerPoint files and other materials from this website.

  5. 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.

  6. Textbook MAIN TEXT • Grewal, D. and Levy, M. (2010). Marketing (2nd Edition). New York, McGraw-Hill/Irwin. OTHER REFERENCES • Kotler, P. and Armstrong, G. (2009). Principles of Marketing (13th ed.). Prentice Hall. • Etzel, M.J. (2007), Marketing (14th ed.). Boston: McGraw-Hill/Irwin. • Kerin, R.A. (2006), Marketing (8th ed.). New York: McGraw-Hill/Irwin. • Kurtz, D.L. and Boone, L.E. (2006), Principles of Marketing (12th ed.). Manson, Ohio: Thomson South-Western.

  7. Course Assessment • Coursework: 50% Minimum pass grade (D) • Final examination: 50% Minimum pass grade (D) A pass is required in both components.

  8. 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

  9. Details of the final examination (50%) • Time allowed: Two hours • Format: Essay type questions • Answer 4 out of 6 questions • Common exam paper – All the students of different classes of this subject answer the same exam paper.

  10. What do you need to do in Week 1? • No tutorial in Week 1. • Form a group with other classmates in the same seminar class. 4 or 5 students / group. • Each group should select the date of presentation of the marketing plan proposal (Week 9 to 13)

  11. What do you need to do in Week 2? • Tell the following things to your seminar leader in the seminar 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)

  12. Please remember … • Send all your assignments (individual and group) to WebCT ONLY. • Do NOT send them via email. • Do NOT need to submit hardcopy.

  13. Please remember … • On the cover page of ALL your assignments, • Show your registered name & student number • If your name is CHAN Tai Man on the attendance sheet, do not tell me you are Peter CHAN, John CHAN, etc. • Otherwise, your identity will be guessed only. • For group assignments, • Also show your tutorial number (TUT001 ~ TUT005) and group number (Group 1 ~ Group 5) • If you do not provide complete and accurate personal details, you are at your own risk of recording your scores incorrectly.

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