MKTG 2010 G Marketing Management ()

2015-6 Fall 2015

Teaching Syllabus
Teacher

: Veronica, S.W. MAK

Teaching
Assistant
Office Hours

: Anthony, CHENG

Email: Veronique.mak@gmail.com
Office: CYT 1131
Rm1101 Ext. 37808
Email: anthonycheng@baf.cuhk.edu.hk

By appointments

:
Time & Location : Friday 8:30am-11:15am

WMY 407

Textbook

: Gary Armstrong & Philip Kotler, Marketing: An Introduction, 12th ed.,

Prentice-Hall, 2014.

Course Objectives

: 1.
2.
3.
4.
5.

Nature of the
Course

To develop your understanding of the basic concepts and principles of

marketing.
Assess market opportunities and threats by analyzing the macro and
micro-environments.
Develop effective marketing strategies to achieve organizational
objectives.
Design a strategy implementation program to maximize its chance of
success.
Communicate and defend your recommendations and critically
examine and build upon the recommendations of your classmates.

: 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.

Assessment

: Test 1
15% (23 Oct 2015)
Test 2
30% (4 Dec 2015)
Group Presentation 20% (20 Nov 2015)
Participation
15%
Individual Marketing
Plan
20% (27 Nov 2015)
Total*
100%

*Extra Credits

: You can earn a maximum of 4 extra credits by participating in marketing

research or completing research assignments (see the MRS handout for
details). Your log-in accounts for the MRS will be sent through email
AFTER the course add/drop period. Specific questions about the MRS can be
sent to the MRS coordinator (mkt-research@baf.msmail.cuhk.edu.hk).
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The following schedule is provided as a general reference. Depending on the progress of the lectures,
the schedule could change slightly. So you should keep current on in-class lectures.

Date
1
11 Sep. 2015
2
3
4

7
8

18 Sep. 2015
25 Sep. 2015
2 Oct. 2015

9 Oct. 2015

Course Orientation.
Marketing: Creating and Capturing Chapter 1
Customer Value
Marketing Environment and Strategic
Chapter 2 and 3
Planning
Understanding Consumer Behavior
Chapter 4, 5
Customer-Driven Marketing Strategy: Chapter 6
Segmentation, Targeting and Positioning
Group Project Briefing
Product Strategy

23 Oct. 2015

Test 1 Multiple Choices (starts at

8:30am)

30 Oct. 2015

Pricing and Distribution Strategy

6 Nov. 2015

Action for
Students

Group List and

Self-introduction
Group
Project
Title Notice

Chapter 7, 8

No Class Revision Week

13 Nov. 2015

11

Reading

16 Oct. 2015

10

Topics & Readings

Title and
Introduction of
Individual
Marketing Plan
Chapter 9, 10,
11

Communicating Customer Value:

Chapter 12
Advertising and PR
Personal Selling , Sales Promotion;
Direct, Online Marketing and Course Chapter 13, 14
Wrap-up

20 Nov. 2015

Group Presentation

Hard copy of PPT

27 Nov. 2015
2:00pm

Individual Marketing Plan Due

Put in the DropBox on 2/F, CYT

Bldg.

4 Dec. 2015
9:30am

Test 2

Assessment Details
A. Group Presentation (20%) In Class: 20 Nov. 2015
On 2 October 2015, a case will be distributed in class. In teams of 5-8, students are required to
review the companys business and marketing activities, so as to provide a professional
marketing proposal to strengthen their business. Your presentation should incorporate concepts
and theories learnt in class.
The presentation should take about 15 minutes with extra five minutes for the Q&A section.
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 the various projects done by your
fellow class members. Your presentation can include visuals, powerpoints, and handouts if
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appropriate. You are required to give me a hard copy of your powerpoint presentation (2-slide
in one page) before your presentation starts. The presentation will be assessed on a group basis.
Peer evaluation will be conducted to ensure fairness. A hard copy of the presentation needs to be
submitted before the start of your presentation. Assessment of the presentation will be based on:
o Company and product background
o Competitor analysis
o Identify at least 2 major competitors
o Prepare a comparison table of current marketing strategies (4Ps) of these
competitors
o Customer research
o collect primary data and customer insight through research
o state clearly your research objective(s), sample size and sampling method,
research method
o State the key customer insights (e.g. the strength and weakness of the
competitors and your product)
o attach the questionnaire and raw data to your ppt.
o SWOT Analysis
o Use the data from the customer research, competitor analysis and secondary
data on relevant macro and micro-environmental factors. Discuss them in
terms of strength, weakness, opportunities and threat (table form is
acceptable).
o Objective(s) of your marketing plan
o Market Segmentation, targeting and positioning in comparison with competitive
offering (e.g. perceptual map)
o Marketing Mix Strategy: suggestions on product, price, place and promotion and
your explanations for the chosen strategies
o What is the Unique Selling Proposition?
o Product: 3-levels of products, product line and branding strategy
o Price: e.g. new product pricing strategy (skimming vs penetration), pricing
strategy to support product positioning, or for sales promotion
o Place:
o
If your products will be sold in retail store, what is your retail marketing
mix?
o Promotion:
o
Traditional and digital promotion strategy, the core communication
message and execution style.
o Short conclusion on how the 4Ps can support the USP
o Implementation and control
o One-year media plan
o Measurement of Effectiveness
o Presentation skills, teamwork, creativity, clarity of communication and time
management
o Quality of the hard-copy PPT

B. Individual Marketing Plan (20%) Due Date: 27 November 2015 (2:00pm)

You are a marketing consultant of an international business consultant group. You are appointed
by a client to prepare a marketing plan for the Hong Kong market. You can choose a product or
service which you are interested in and it has not yet operated in Hong Kong. Your individual
marketing plan should include the following, not exceeding 13 pages (1.5-line spacing, 12-point
font size), excluding the title page, executive summary, table of content, appendices and
references. I have blanketed some recommendations on the page number:
o Title page
o Table of Content
o Executive summary (half-page)
o Company and product background, summarize your marketing objective and
strategies.
o Competitor analysis (1 page)
o Identify at least 2 major competitors
o Prepare a comparison table of current marketing strategies (4Ps) of these
competitors
o Customer research (1 page)
o collect primary data and customer insight through research
o state clearly your research objective(s), sample size and sampling method,
research method
o State the key customer insights (e.g. the strength and weakness of the
competitors and your product)
o attach the questionnaire and raw data in the appendix
o SWOT Analysis (1 page)
o Use the data from the customer research, competitor analysis and secondary
data on relevant macro and micro-environmental factors. Discuss them in
terms of strength, weakness, opportunities and threat (table form is
acceptable).
o Objective(s) of your marketing plan (1/4 page)
o Market Segmentation, targeting and positioning in comparison with competitive
offering (e.g. perceptual map) (1 page)
o Marketing Mix Strategy: suggestions on product, price, place and promotion and
your explanations for the chosen strategies (5 pages)
o What is the Unique Selling Proposition?
o Product: 3-levels of products, product line and branding strategy
o Price: e.g. new product pricing strategy (skimming vs penetration), pricing
strategy to support product positioning, or for sales promotion
o Place:
o
If your products will be sold in retail store, what is your retail marketing
mix?
o Promotion:
o
Traditional and digital promotion strategy, the core communication
message and execution style.
o Short conclusion on how the 4Ps can support the USP
o Implementation and control
o One-year media plan (1 page)
o Measurement of Effectiveness (half page)
o Appendices (research data)
o References

C. Test 1 (15%) and 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 two parts:
multiple choices (70%) and a case analysis (30%). The exact format, time and location for the
final exam will be announced during class.
D. Class Participation (15%)
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?
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
Plagiarism representing someone else's work as your own can be avoided by clearly stating the
sources. In other words, any quotation without attribution to the original work or author is considered
plagiarism. 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.
Peer Evaluation
At the end of the course, all the group members will be asked to complete a confidential evaluation
(the form is shown on the next 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 relaxed.
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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 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.
MKTG 2010
Marketing Management
2015-2016 Fall 2015
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 Project Name: _____________
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.

_________________________

___________________________

_________________________

___________________________

_________________________

___________________________

_________________________
___________________________
_________________________

___________________________

_________________________

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Total = 100 points

Comments/Justifications: ______________________________________________________
___________________________________________________________________________
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