The Chinese University of Hong Kong

MKTG 2010L Marketing Management ( )

Course Outline
2022-23 Second Term

Class schedule: Thursday, 9:30 a.m. to 12:15 p.m.

Venue: Shaw College Lecture Theatre
Instructor: Ms. Amy Mak
Office: -
Email: amyykmak@cuhk.edu.hk
Teaching Assistant: Miss Sofia Lee
Email: sofialee@cuhk.edu.hk
Consultation: By email appointment

COURSE DESCRIPTION

This course provides an introduction to marketing management. Concepts and issues

of marketing as well as specific analytical approaches and planning strategies for
developing a successful marketing plan are introduced. To facilitate students’
understanding of the subject matter and develop their ability in applying the course
knowledge to real life context, this course offers a wide range of topics including the
selection and assessment of markets, the development and delivery of products, as
well as the contribution of marketing and the creation of customer value. Latest trends
such as corporate social responsibility and digital marketing are also covered in this
course.

INTENDED LEARNING OUTCOMES

On successful completion of this course, students should be able to:

1. identify the basic concepts and principles of marketing
2. analyse marketing opportunities and make marketing decisions
3. assess market environment, customers, competitors and strategies tactics from a
marketing perspective
4. apply framework and develop effective marketing plan for implementation in
local and/ or international environment

RECOMMENDED TEXTBOOK
Armstrong, K. & Kotler, P. 2022. Marketing: An introduction (latest ed.). Global
Edition. Pearson. (ISBN: 9781292433103)
*Available at the CUHK Bookshop

COURSE SYLLABUS

Topic Contents/Fundamental Concepts

Marketing management 3C vs 4Ps marketing model, customer value
orientation
Market Environment Micro vs macro environment, SWOT analysis
Understanding consumers Consumer factors, segmentation and targeting, purchase
decision process, four types of buying decision,
consumer research
Brands and market Branding, types of brands, competitive analysis,
competition competitor strategy
Product Product Life Cycle, new product development process,
product (mix, line, brand) extension
Price Price setting strategies, price adjustment strategies
Place Direct versus indirect marketing channels
Promotion Integrated marketing communication (advertising, sales
promotion, direct marketing, personal selling, and public
relations etc.)

COURSE COMPONENTS & LEARNING ACTIVITIES

This course comprises of lectures, class discussions and case studies. Students will
also get an opportunity to produce a group project and conduct an oral presentation.
On a weekly basis, students are expected to spend around nine hours on attending
lecture and participating in various forms of learning activities:

Lecture Reading Project Discussions/ Case

preparation study/ Interactive
and discussion exercise
In-class Out-of-class Out-of-class In-class/ out-of- class
3 hours 2 hours 2 hours 2 hours

CLASS SCHEDULE (Thursday)

Week Date Topic Recommended

Textbook
Reading
1 12 January Course Introduction Ch. 1, 2
Introduction to Marketing
 Management
2 19 January Market environment Ch. 3, 15
Lunar New Year Vacation
3 2 February Branding, Market competition and Ch. 7 (building
Consumer behavior I strong brands)
4 9 February Branding, Market competition and Ch. 4-7
Consumer behavior II
Week Date Topic Recommended
Textbook
Reading
5 16 February Product I Ch. 7
6 23 February Product II Ch. 8
7 2 March Price Ch. 9
Reading Week
8 16 March Place Ch. 10, 11
9 23 March Promotion and Sustainable Ch. 12-14, 16
Marketing
10 30 March Course wrap-up
11 6 April Group Presentation I
12 13 April Group Presentation II
13 20 April Final Test (10:00 a.m. to 12:00
noon) (Open-book test)

ASSESSMENT TYPES

Assessment Description Weighting

Participation Attendance is mandatory, and every lecture 15%
will involve interaction in the form of class
discussions, pop-up exercises or short in-
class quizzes (open-book).
Assignment Individual student will complete an 15%
assignment of a case study. The case and
the questions will be provided.

Group Project and Students in groups will develop a marketing 35%

Presentation plan for a new product or service. A group (5%
(*Details of group member list will be due in Week 3. A short proposal, 20%
project will be provided proposal will be due in Week 9. Oral presentation,
with a separate presentation will be conducted in Week 11 10% final
guideline) and 12. report)

Each group will submit a final report in

3,000 words through Blackboard
(VeriGuided) within one week after the oral
presentation is done.
Final Test A 2-hour timed test covering all topics of 35%
 the course will be conducted at the end of
the term. The test will be open book.
Total 100%
*Bonus - Students can earn a maximum of 4 extra marks by participating in
marketing research (please refer to the MRS handout for details)

KEY DATES

• Class participation and discussions: On-going

• Students submit group list to lecturer: By 2 February (Week 3)
• Lecturer release group list to students: 9 February (Week 4) [*Students do not have
a group will be randomly assigned]
• Group project proposal submission date: 20 March (Monday)
• Group project presentation date: 6 and 13 April (Week 11 and 12)
• Final Test: 20 April (Week 13)
• CTE (teaching evaluation, not accessed): Normally Week 11 and 12

GRADE DESCRIPTORS

A Outstanding performance on all learning outcomes

A- Generally outstanding performance on all (or almost all) learning outcomes
B+/B/B- Substantial performance on all learning outcomes, OR high performance on
some learning outcomes which compensates for less satisfactory
performance on others, resulting in overall substantial performance
C+/C/C- Satisfactory performance on the majority of learning outcomes, possibly
with a few weaknesses
D Barely satisfactory performance on a number of learning outcomes
F Unsatisfactory performance on a number of learning outcomes, OR failure
to meet specified assessment requirements

COURSE WEBSITE

All students are expected to check the Blackboard course site every week throughout
the term as Blackboard will be the primary online platform for outside classroom
communications between the instructors and the students. All lecture PowerPoint
slides and assessment guidelines will be uploaded on Blackboard.

Class announcement will be made via Blackboard or by email.

UREPLY, BLACKBOARD AND VERIGUIDE

UReply, Blackboard and VeriGuide will be used for assessment purposes. Students
should use make sure every submission that has been made on these platforms is
successful and with identity record. Otherwise, assessments will not be evaluated, and
marks will not be recorded.

COURSE POLICY

Attendance and Participation

Students are expected to attend all lectures and complete the recommended readings
prior to each class. No make-up class exercise will be offered for any missing in-class
participation exercises and/or discussions, but exemption may be granted to students
with a valid document proof of absence submitted within 7-day after the class date.
Any application of absence from class should be submitted to the instructor by email.

Special arrangement offers to remote students regarding lecturing and in-class

participation will be provided after the term has started.

Late Submission

All assessments are required to be submitted on or before a specified due date and
time to designated destination assigned by the instructor. Special approval for late
submission must be applied via email for the instructor’s approval. Late submission
for a day of any take-home assessments will incur 20% deduction of marks. No late
submission will be allowed 5 days after the due date. Any application of late
submission should be sent to the instructor by email.

Peer Evaluation

Teamwork is an integral part of your future profession in virtually any domain. To

encourage effective leadership and fairness in assessing your group presentation, each
student will evaluate every group member based on his or her effort and contribution
to the project. The evaluation will be conducted at the end of the term. Final grades
will be moderated with reference to the feedback given by the other members of the
same group.

CONSULTATION & FEEDBACK FOR EVALUATION

Consultations through email or request for short meeting during office hours are
welcomed. For consultation requests out of office hours, please make an appointment
with the instructor by email at least 72 hours prior to your preferred schedule.
Students’ feedback and comments are valuable for the improvement of the course.
Hence, all students are encouraged to provide feedback, comments, and suggestions
via formal and informal feedback channels, which include but not limited to:

− Talk to lecturer after class

− Email lecturer and/or TA
− Provide feedback through “Early Feedback Collection System” in the middle of
the term
− Provide feedback through “Online Course Teaching Evaluation System” (OCTE)
at
the end of the term

ACADEMIC HONESTY AND AVOIDANCE OF PLAGIARISM

Plagiarism in any form is strictly prohibited. Any cheating may incur a zero mark of
the assessment or receive an F for the final grade. 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/

For 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.

REFERENCE BOOKS (OPTIONAL)

Blythe, J., 2009. Principles and practice of marketing 2nd ed., Andover, Hampshire,
U.K.: South-Western/Cengage Learning.
Craft, Donna, and Gale. (2021). Business Plans Handbook. Volume 47: A
Compilation
of Business Plans Developed by Individuals throughout North America.
Elliott, R.H., Percy, L. & Pervan, S., 2018. Strategic brand management 4th ed.,
Oxford,
United Kingdom: Oxford University Press.
Keegan, Warren J., & Green, Mark C. 2020. Global Marketing (10th Ed.). Pearson.
Kotler, P. and Armstrong, G. 2017. Principles of Marketing 17th Edition, Pearson.
Kotler, P. and Keller, K. 2015. Marketing Management 15th Global Edition, Pearson.
Lee, Kotler & Kotler, Philip, 2016. Social marketing: changing behaviors for good
5th
Edition., Thousand Oaks, California: SAGE.