HKUSTCourseSyllabusOutline(experimentalonly)

Thepurposeofthiscoursesyllabusoutlineistohelpfacultyandinstructorsplansystematicallyforthe 4yearundergraduatecurriculumandtheembeddingofoutcomebasededucationinboth undergraduateandpostgraduateeducation.Thelistbelowdoesnotreflectaprescribedorder. CourseCode Coursetitle Mark112 MarketingManagement

Learningoutcomes
Aftereachcourselearningoutcome,pleasegiveinbracketsthenumber(s)oftheprogramlearning outcome(s)alignedwithit.Pleaseincludebothtaughtoutcomesandthoseprovidedasopportunitiesfor developmentbutnottaught,suchasteamworkingthroughagroupprojecttask. Generalcourseleveloutcomes Thiscourseisdesignedtoprovidestudentswithsufficientknowledgeofmarketingprinciplesthatwill enablethemtounderstandtheroleandoperationofamarketingmanager.Itwillalsohelpthem developskillsnecessarytoanalysemarketingproblemsleadingtothedevelopmentofstrategicand tacticalplansconsistentwithanalysis. Onabroadlevel,studentsinthiscourseareexpectedtobeableto: 1) 2) 3) 4) 5) 6) 7) 8) 9) Explainanddiscussthegeneralconceptsaboutmarketingmanagementandthemarketingprocess. Identifyandexplainthekeyelementsofamarketingplan. Conduct a thorough analysis of the marketing environment and identify the marketing problems facingacompany. Identifysourcesofmarketinginformationnecessarytodevelopamarketingplan. Discussconsumerandbuyerbehaviormodelsastheyinfluencecustomerpurchasedecisionmaking. Explain the concepts of segmentation, targeting and positioning as part of a comprehensive marketingplan. Describe product, price, distribution, and promotion decisions as part of a marketing strategy and plan. Identifyandexplainkeyissuessurroundingmarketingethicsandsocialresponsibility. Develop a set of skills important to successful performance in marketing management positions, includingcriticalthinking,workinginagroupenvironment,oralandwrittenpresentationskills.

Specificoutcomesforeachmodule 1. IntroductiontoMarketingManagement Definemarketingandidentifythestepsinthemarketingprocess. Explainthedifferencebetweenproduct,production,selling,marketing,andsocietal marketingorientation. Explainthekeydifferencesbetweenamarketingstrategy,plan,andprogram. Identifyandexplainthekeyelementsofamarketingplan. MarketingEnvironmentAnalysis Describetheenvironmentalforcesthataffectthecompanysaabilitytoserveitscustomers.

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 3. 4.

Explainhowchangesintheexternalandinternalmarketingenvironmentaffectmarketing decisions. Identifythemajortrendsinthefirmsmarketingenvironment. ManagingMarketingInformation Explaintheimportanceofinformationtothecompanyanditsunderstandingofthemarketplace. Definethemarketinginformationsystemanddiscussitsparts. Outlinethestepsinthemarketingresearchprocess. Explainhowcompaniesgather,analyzeanddistributemarketinginformation. Discussthespecialissuessomemarketingresearchersfacewithregardstopublicpolicyand ethicalconsiderations.

ConsumerandBuyerBehavior Definetheconsumerandbusinessmarkets. Explainthedifferencebetweenconsumerandbusinessmarkets. Discussasimplemodelofconsumerbuyerbehavior. Identifythefactorsthatinfluenceconsumerandbuyerbehavior. Defineanddiscussthemajortypesofbuyingbehaviorandidentifythestagesinthebuyer decisionprocess. Describetheadoptionanddiffusionprocessfornewproducts. MarketSegmentation,Targeting,andPositioning Discussthestepsindesigningacustomerdrivenmarketingstrategy:marketsegmentation, targeting,andpositioning. Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets. Explainhowcompaniesidentifyattractivemarketsegmentsandchooseatargetmarket. Discusshowcompaniespositiontheirproductstoachievecompetitiveadvantage. ProductStrategies Defineaproductandthemajorclassificationsofproductsandservices. Describethevariousdecisionpointsthatamarketingmanagermakesinrelationtoproduct management. Explainhowmarketingmanagersbuildandmanagebrands. Explaintheproductlifecycleandhowanunderstandingoftheconceptinfluencesmarketing decisionmaking. Discussthenewproductdevelopmentprocess. Explaintheuniqueaspectsofmarketingaservice.

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6. 7.

PricingStrategies Identifythefactorsthatinfluenceapricingdecisions. Describethemajorapproachesinpricingproducts. Discusshowcompaniesadjusttheirpricesonaccountofdifferenttypesofcustomersand situations. Discussthekeyissuesrelatedtoinitiatingandrespondingtopricechanges. DistributionStrategies Explaintheimportanceofmarketingchannels. Identifythemajorchannelalternativesopentoacompany. Explainhowcompaniesselect,motivate,andevaluatechannelmembers. Explaintherolesofwholesalersandretailersinthedistributionchannel. Identifyanddescribethedifferenttypesofwholesalersandretailers.

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Explainthemarketingdecisionsfacedbywholesalersandretailers.

PromotionStrategies Discusstheprocessofintegratedmarketingcommunication. Definethepromotiontoolsanddiscussthefactorsthatmustbeconsideredindevelopingthe promotionmix. Outlinethestepsindevelopingeffectivemarketingcommunications. Explainthemethodsforsettingthepromotionbudget. MarketingEthicsandSocialResponsibility Identifythesocialcriticismsofmarketing Describetheprinciplesofsociallyresponsiblemarketing Explaintheroleofethicsinmarketing Evaluatetheperformanceofacommunicationplanandreviseaccordingly

10.

Coursedescription
Introductiontomarketingfromtheperspectiveofthedecisionmaker;controllablevariables(product,price, promotionanddistribution),uncontrollablevariables(competition,law,society,technology,andeconomy), consumerbehaviorandmarketingresearch.

Teachingapproach
Thissectionoutlinestheinstructionalstrategyandcovershowthelearningoutcomes,theteachingand learningactivities(e.g.lecture,interactiveseminar,labs,casediscussion,fieldtrip,individualorgroup project,onlinelearning,etc.)andtheassessmentsarealignedwitheachother Thiscourseisprimarilydeliveredthroughinteractivelecturediscussionsessions.Studentsareexpectedto havereadrelevantchaptersofthetextandotherassignedreadings(e.g.textbookandcases)priorto class. Shortvideoclipswillbeshowninclasstosupplementtheinteractiveclassdiscussion.Atthesametime, studentswillhaveaccesstoacollectionofpopulararticles/readingstosupplementtheirunderstanding oftopicsathand.Thesematerialswillbekeptinthereservesectionofthelibrary. Caseanalysisisconductedtoprovideillustrationsandapplicationsoftopics/conceptsdiscussedinclass, andtoprovideanopportunitytodevelopand/orimprovethestudentsanalyticalandpresentationskills. AcentralrequirementofthecourseistheMarketingPlanteamproject.Itisintendedtogivethe studentsanexperienceinthedesignandimplementationofamarketingplan.Asthetermprogresses eachteamwillberequiredtousetheskillstheyhavelearnedintheclassroomtosuccessfullycomplete theirplan. StudentsenrolledinMARK112arealsorequiredtoparticipatein3marketingexperiments(of1houreach) ORbycompleting3researchassignments.Thisprovidesthestudentswithahandonexperienceof marketingresearchthatwillreinforcetheirunderstandingoftheroleitplaysinmarketingdecision making.ThiscourseworkrequirementisadministeredbythedepartmentalMarketingExperiment Coordinator.

Assessmentscheme
Thisincludestheassessmenttype(exams,quizzes,writtenassignments,caseassignments,presentations, etc),abriefdescriptionandtheweighting. Thecourseworkrequirementsforthiscoursearepopquizzes,caseanalysis,marketingplan,termtests, researchparticipation. Coursework PopQuizzes CaseAnalysis MarketingPlan Test1 Test2 Test3 ResearchParticipation Weighting(%) 5 15 20 20 20 20 3* NatureofActivity Individual Group(peerassessed) Group(peerassessed) Individual Individual Individual Individual

Students enrolled in MARK112 are required to earn 3 research credits (worth 3% of the course grade). This can be done through participation in 3 marketing experiments (of 1 hour each) OR by completing 3 research assignments. This is a departmental policy, and noncompliance with this requirement, or any part thereof, will merit a corresponding percentagepoint deduction from the students finalgrade.Forexample,Ifthestudentcompletesonly2hoursofexperiment,then 1 percentagepoint will be deducted from his final course grade. If he completes only 1 hour of the requirement, then 2 percentagepoints will be taken off his coursegrade.Ifhemissesall3hours,then3percentagepointswillbetakenoffhis finalcoursegrade.

Studentlearningresources
Thiscanincludecoursetextbook,coursepack/OtherRequiredreadings,optionalreadings(pleaseensure anyLibrarycoursesupportsite/coursereservations,aswellasanyURLs,whichcanbelinkedintheLMES coursewebsite,includingLibrarycoursepages. Kotler,PhilipandGaryArmstrong(2006).PrinciplesofMarketing(11thEdition).PearsonEducation. ReadingPakonreserveattheLibrary. VideoclipsonreserveattheMediaLibrary. Coursenotesareavailablefromlmes(http://lmes.ust.hk).LogintotheMARK112coursewebsitewith yourITSCaccount.

Courseschedule
Dates Topics Text Chapters 1,2 CriticalDates

Week1 Week2

Week3

Week4 Week5 Week6 Week7 Week8 Week9

CourseIntroduction TheMarketingProcess MarketingStrategyPlanning AnalysisoftheMarketing 3,4 Environment(SWOT) ManagingMarketingInformation MarketSegmentationandTargeting 7 ChineseNewYearBreak Positioning 7 ConsumerandBuyerBehavior 5,6, ProductDecisions 8 ProductDecisions(continued) Price MarketingChannelsandSupplyChain Management RetailingandWholesaling 8

CASE1

TEST1
CASE2 CASE3

9,10,11 12,13

Week10

TEST2

Week11 Week12

Week13 Week14 Week15 Week16

IntegratedMarketing Communications Advertising,SalesPromotion,and PublicRelations PersonalSellingandDirectMarketing ImplementationandControl SpecialTopics CourseSummaryandConclusion MarketingPlanPresentation MarketingPlanPresentation

MidsemesterBreak 14 15,16

CASE4

1720

CASE5 TEST3

Teachingstaffcontactdetails
Faculty/instructorsandTA(s)whereappropriate ProfJosephSalvacruz,room4362,email:mkjcs,tel:x.7697 Edrie/Florence,room4371,email:edriecto,flolee,tel:x.7705

Academichonesty
Academic integrityisa criticalvalue of the universitycommunity. Integrity violations destroy the fabric of a learning community and the spirit of inquiry that is vital to the effectiveness the University. I have absolutely no tolerance for cheating and there are no acceptable excuses. Anyone caught cheating, plagiarizing,orusinganotherstudentsPRShandsetwillfailtheclass.Plagiarismiscopyinganythingfrom anothersourcewithoutcitingthatsource. Assignments identified as individual tasks must be completed without the assistance of others. For assignments identified as group work, it is expected that all members of the group will have contributed to the final product, and that only members of the group will have contributed to the final product. A groupmaynotcollaboratewithagroupfromanothersectionofthecourse. Quizzes, midterms and final examinations are to be written without the assistance of notes, other material, or the help of others during the exam, unless explicitly specified in advance by the instructor of thecourse. Extreme care must be taken to avoid passing of other's work as one's own. You are required to provide appropriatecitationswhenyouuseideasandargumentsorotherwisedrawonothers'work. The value of many inclass activities (case discussions, interactive learning exercises, etc.,) in these courses is diminished by prior knowledge of them. You are explicitly requested not to discuss class activities with students in other sections of the same course. If students of earlier sections discuss class activities with students in later sections, we view that as cheating. Similarly, it is unacceptable for studentsoflatersectionstosolicitinformationfromstudentsinearliersections. In general, any student who violates academic integrity, through such activities as duplication of another students work in whole or in part, plagiarism, etc. or other means of cheating, will receive an F for the course.Thereisnohonorintakingsomeonesworkasyourown. TheHKUSTAcademicIntegritysitecanbeaccessedathttp://www.ust.hk/vpaao/integrity/

Learningenvironment
Students are expectedto read relevant chapters of the text and other assigned readings prior to lectures. General lecture slides/guidelines will be posted on the web a few days prior to the scheduled discussion ofthetopic.Itisstronglyrecommendedthatstudentsprintandbringacopyofthelectureslidestoclass. Your professor makes strong efforts to make the class a comfortable and productive experience for everyone.Studentsareexpectedtodotheirpartinmaintainingsuchpleasantclassroomenvironment. Pleasearriveontime.Ifyoumustbelate,pleaseminimizedisturbancebyarrivingquietly.

Pleaseavoidleavingtheclassroomunlesstheclassisfinished. Switchoffyourmobilephones. Observecourtesy.Maintainsilencewhentheclassisinprogress. In the event that a wireless connection to the internet is available in the classroom, you are expected not to connect to the internet except for courserelated materials (i.e., lmes course materialdownload).

YoumayrefertotheHKUSTgoodlearningexperiencesiteat http://www.ust.hk/vpaao/conduct/good_learning_experience.pps/formoredetails.

FollowupquestionsaftercompletingtheCourseSyllabusOutline
1. Whichofthecourselearningoutcomesstatedabovealreadybeingaddressedbythefaculty/instructor(s) teachingthiscourse? Whichofthecourselearningoutcomesdoyouthinkarenotbeingaddressed,orneedtobeaddressed morefully,andwhatwouldbeyourplanofactionforaddressinganygap(s)? Whatsupport(resources,sharing,training),ifany,doyouthinkyouneedtoaccomplishthechangesin2 above?

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