AB1501 Marketing

COURSE OUTLINE: AB1501 Marketing

Academic Year 2022/2023 Semester 2

Course Coordinator Lim Boon Chong (Dr.)
Course Code AB1501
Course Title Marketing
Pre-requisites None
No of AUs 3
Contact Hours 1 hr lecture and 2 hr tutorial per week

A) Course Aims/Description

This course aims to provide you with the opportunity to learn and the application of the basic principles of marketing
in the Singapore market. A good understanding of marketing, by itself and in relation to other disciplines, is critical for
anyone interested in developing successful and sustainable business enterprises. Hence, this course is a foundational
course for marketing that is suitable for all students interested in business and accountancy. At the end of this course,
you will be able to develop suitable customer-driven strategies to take advantage of potential market opportunities and
manage the marketing process.

B) Intended Learning Outcomes (ILO)/Objectives

By the end of this course, you should be able to:

1. Analyse the marketing environment of different industry in Singapore

2. Design optimal marketing strategies and tactics
3. Set clear priorities and plans of action for the task with defined task objectives to fulfill goals within a planned
schedule for execution of a team project
4. Persuade your audience that you have made the optimal marketing decisions/recommendations
5. Describe how marketing research is conducted to generate marketing insights

C) Course Content

1. Introduction to Marketing
2. Analysing the Marketing Landscape
3. Segmentation and Targeting
4. Positioning and Differentiation
5. Marketing Mix (Product)
6. Marketing Mix (Price)
7. Marketing Mix (Place)
8. Marketing Mix (Promotion)
9. Buyer Behaviour (Consumer and Organisational)
10. Global Marketing
11. Marketing Management
12. Marketing Research

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 AB1501 Marketing

D) Assessment (includes both continuous and summative assessment)

Component ILO NBS Learning Goals Weightage # Team / Individual Assessment

Tested Rubrics
(See Annex A)
1. Proposal ILO1, Problem Solving & 10 % Team (5 % for the Problem Solving
(All members ILO2, ILO4 Decision Making, content of Slide Deck and Decision-
need to Oral Report of Proposal) Making Rubric
present) Communication (Team), Oral
Individual (5 % for the Presentation
individual oral Rubric (Individual)
presentation)

2. Marketing Plan ILO1, Problem Solving & 45 % Team (25 % for the Problem Solving
Slide Deck ILO2, Decision Making, content of Slide Deck and Decision-
Report and ILO4 Oral Report of Marketing Making Rubric
Presentation Communication Plan) (Team), Oral
(All members Presentation
need to Individual (20 % for Rubric (Individual)
present) the individual oral
presentation)
3. Reflection ILO3 Planning & 15 % Individual Planning Rubric
Journal Execution 9 % for Part 1 (Part 1), Execution
6 % for Part 2 and Evaluation
Rubric (Part 2)
4. Participation ILO1, Class Participation 20 % Individual Class Participation
ILO2, Rubric
ILO4
5. Experiments or ILO5 Acquisition of 10 % Individual Research Article
Research Article Knowledge Critique Rubric
Critique*
Total 100%

*Note that you can choose to attend 4 experiment sessions or complete a research article critique that is to be marked
by the course coordinator.

As the proposal slide deck report content and the marketing plan slide deck report content are based on a team effort,
all members of your team will get the same marks for the content of these assignments. You should bring any concerns
about any of the team member(s) (e.g., lack of effort) to the attention of your respective tutor during the preparation
period, so these concerns can be addressed. Peer evaluation will be conducted for both team projects via Eureka. See
Annex A for the relevant rubric for peer evaluation. If any team member scores an overall average rating of 5 and
below (i.e., the mean of the average ratings from all other team members), your tutor will engage directly all the team
members about the issue(s) at hand. If your tutor deems that a team member has not contributed sufficiently after
looking into the matter, a penalty will be dealt to the offending team member. The course coordinator will also be
consulted on this matter before any penalty is finalised. This process is to ensure that no student is unfairly accused of
not contributing to the team projects without clear supporting evidence.

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 AB1501 Marketing

Moreover, the peer evaluation results for both the proposal assignment and the marketing plan assignment will be
released to your peers to give them quantitative feedback and qualitative feedback (i.e., what they have done well,
what can be improved upon). Teamwork is essential skill set for students to learn.

Please make sure that you keep any negative comments civil. Even though you should raise any concerns that you might
have about your team members, that does not mean you can use inappropriate language and be offensive in general.

E) Formative feedback

The tutorial classes are designed for you to raise issues and voice your points of view. During some of the class sessions,
you will have the opportunity to work on a problem with the guidance of the instructors. The instructor will provide
feedback directly during such class and in-class team discussion. The instructors will also give quantitative and
qualitative feedback for the assignments that are due throughout the entire semester. You will also be given feedback
on your participation during the middle of the semester after the break. The feedback from the proposal presentation
will also help guide you for the final marketing plan project submission as a team and as an individual student. The peer
evaluation from the proposal assignment (to be released during mid-semester) also provide give you some indication
how well you have been performing in your team and you can improve on your teamwork the rest of the semester.

F) Learning and Teaching approach

Approach How does this approach support you in achieving the learning outcomes?

Lectures As indicated in the course schedule, each lecture covers one or more topics. The topics
will also be discussed during the weekly tutorial sessions. Given the short lecture length,
it will not be possible for every aspect of the topics to be covered during the lectures.
Hence, the focus of the lectures is the clarification and explanation of the fundamental
marketing frameworks and concepts.

To facilitate your own learning, you should read the relevant materials before each
lecture. The required textbook (Principles of Marketing, An Asian Perspective) has a strong
global orientation that can help broaden your understanding of marketing in practice
worldwide. References to the required textbook are provided in the course schedule and
the specific lecture slides. Recent articles and videos from various resources are also
included as references. These references are provided to encourage you to explore
beyond the textbook about the different marketing topics.

Dr. Lim will conduct the lecture live online on Wednesday for all the students in the
course. The video will be recorded each week and posted on the main AB1501 NTULearn
page. A telegram channel is available for you to post questions and queries about the
topics being covered each week during the lecture. You have a choice of attending the live
lecture sessions for you to have immediate engagement and asking questions and/or
watch the recorded videos and ask questions asynchronously. As the lecture will be only
an hour long, there will be supplementary videos for different topics to cover some
aspects in greater detail to deepen your understanding of the topics.

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 AB1501 Marketing

Tutorial Sessions and The students will break up into different tutorial class group sessions (2 hrs each) each
Graded Assignments week (starting Week 02). Your respective tutor will facilitate the session. The tasks for
each tutorial session and graded projected are designed to help you to apply marketing
frameworks and concepts to resolve marketing-related concerns. Given that there is no
single solution to any of the tasks given, each task is a platform to encourage discussion
about the different possibilities and perspectives. Through the class discussion with your
peers and respective tutor, you will be able to learn through a cooperative learning
process and share your own knowledge with others. If everyone is well prepared for the
tasks, it will help facilitate the class discussion. Therefore, you are expected to prepare for
the task(s) before each tutorial session. This cooperative learning approach can also help
develop your communication skills. In this coming semester (Semester 1, AY 2022/23), the
tutorials will be conducted in-person. If there are restrictions due to the COVID-19
pandemic, the classes will be conducted in Zoom. Some of the instructions given will be
in view of that for you to be prepared for that transition.

For the graded assignments, all submissions are to be done online (i.e., to be uploaded to
NTULearn). Therefore, the requirements of the assignments will not need to change in the
event of increased social distancing restrictions and you can plan accordingly without
expecting major changes. Your respective tutors will brief you further on the assignments
in the first tutorial class session. Your team will have ½ hr each tutorial session to work
directly with the tutors on the marketing project.

Experiments Marketing research is an integral part of the entire marketing process. Properly designed
research can help marketers make better marketing decisions and further the
understanding of the marketing environment. A substantial amount of such research is
done at universities. Hence, this course aims to expose you to such academic research by
providing you with the opportunity to take part in marketing-related experiments.
Professors and/or post-graduate students from Nanyang Business School conduct these
experiments. As part of your continuous assessment, you can choose to attend the
experiments that are allocated to you over the duration of the semester. If you do not
wish to attend the experiments for any reason, you can choose to write a short critique
on a research-related article as an alternative.

G) Reading and References

(PM) Philip Kotler, Gary Armstrong, Swee Hoon Ang, Chin Tiong Tan, Oliver Hon-Ming Yau, and Siew Meng Leong. (2017).
Principles of Marketing: An Asian Perspective, Pearson, 4th Edition. ISBN: 978-1-292-089966-9.

H) Course Policies and Student Responsibilities

(1) General

You are expected to complete all assigned pre-class readings and activities, attend all tutorial classes punctually and
take all scheduled assignments and tests by due dates. You will be penalised for late submissions of assignments. You
are expected to take responsibility to follow up with course notes, assignments and course related announcements for
tutorial class sessions you have missed. You are expected to participate in all tutorial discussions and activities.

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 AB1501 Marketing

(2) Absenteeism

Absence from your tutorial class without a valid reason will affect your overall participation score. Valid reasons include
falling sick supported by a medical certificate and participation in NTU’s approved activities supported by an excuse
letter from the relevant bodies. If you miss a tutorial class, you must inform the course instructor via email prior to the
start of the class.

I) Academic Integrity

Good academic work depends on honesty and ethical behaviour. The quality of your work as a student relies on
adhering to the principles of academic integrity and to the NTU Honour Code, a set of values shared by the whole
university community. Truth, Trust, and Justice are at the core of NTU’s shared values.

As a student, it is important that you recognise your responsibilities in understanding and applying the principles of
academic integrity in all the work you do at NTU. Not knowing what is involved in maintaining academic integrity does
not excuse academic dishonesty. You need to actively equip yourself with strategies to avoid all forms of academic
dishonesty, including plagiarism, academic fraud, collusion, and cheating. If you are uncertain of the definitions of any
of these terms, you should go to the academic integrity handbook for more information. Consult your instructor(s) if
you need any clarification about the requirements of academic integrity in the course.

J) Course Instructors

Instructor Office Location Phone Email Consultation Hours

Lim Boon Chong S3-B2B-55 6790-5710 boonchong@ntu.edu.sg By appointment

Ang Hui Li Willie - - willie.ang@ntu.edu.sg By appointment
Charmaine Tan - - - By appointment
Donald Tan - - donald.tan@ntu.edu.sg By appointment
Francis Hau - - - By appointment
Jacky Chua - - jacky.chua@ntu.edu.sg By appointment
Lynda Wee S3-B2C-100 6790-6255 lynda.wee@ntu.edu.sg By appointment
Nimisha Kesarwani - - - By appointment
Rebekah Lin - - rebekah.lin@ntu.edu.sg By appointment
Wayne Kwan - - AWHKwan@ntu.edu.sg By appointment

K) Planned Weekly Schedule

Week # TOPICS Learning Objectives Readings and Activities

1 Introduction to Marketing ILO1 PM Chapter 1, 2, 3, and 20

Analysing the Marketing No tutorial this week

Landscape
2 Analysing the Marketing ILO1, ILO2 PM Chapter 2 ,3, 7, and 18
Landscape (Continued)
First tutorial for introduction and
Segmentation and Targeting administration

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 AB1501 Marketing

3 Segmentation asnd Targeting ILO1, ILO2, ILO4 PM Chapter 2 and 7

(Continued)
Tutorial on Analysing Marketing
Positioning, and Differentiation Landscape
4 Product ILO1, ILO2, ILO4 PM Chapter 8 and 9

Tutorial on Segmentation, Targeting,

Positioning, and Differentiation
5 Price ILO1, ILO2, ILO4, PM Chapter 10 and 11
ILO5
Tutorial on Product

Start of Experiments for the Semester

until Week 11.

Reflection Journal Part 1 Submission

6 Place ILO1, ILO2, ILO4, PM Chapter 12 and 13
ILO5
Proposal Slide Deck Report Submssion

Proposal Presentation and Q&A

7 Promotion ILO1, ILO2, ILO4, PM Chapter 14, 15, and 16
ILO5
Feedback Session for Proposal
8 Promotion (Continued) ILO1, ILO2, ILO4, PM Chapter 15, 16, and 17
ILO5
Consumer Buyer Behaviour Tutorial on Price
9 Consumer Buyer Behaviour ILO1, ILO2, ILO4, PM Chapter 2, 19, and 20
(Continued) ILO5
Tutorial on Place and Promotion
Organisational Buyer Behaviour
10 Global Marketing ILO1, ILO2, ILO4, PM Chapter 2, 5, and 20
ILO5
Marketing Management Tutorial on Tech in Marketing

Marketing Plan Slide Deck Report

Submission
11 Marketing Management ILO1, ILO2, ILO4, PM Chapter 4 and 6
(Continued) ILO5
Marketing Plan Presentation and Q&A
Marketing Research (Session 1)
12 Marketing Research (Continued) ILO1, ILO2, ILO4, PM Chapter 4
ILO5
Marketing Plan Presentation and Q&A
(Session 2)
13 Summary ILO1, ILO2, ILO3, Summary and Feedback
ILO4
Reflection Journal Part 2 Submission
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 AB1501 Marketing

ANNEX A: ASSESSMENT CRITERIA FOR TEAMWORK & INTERPERSONAL SKILLS (PEER EVALUATION) RUBRIC

Traits Performance
1. Roles and Responsibility (RR) Scant Substantially Developed
Behaves professionally by upholding Unclear about his/her own role; refuses to take Always fulfills responsibilities; performs his/her role within the group
responsibility and assuming accountability a role in the group; insists to work individually with enthusiasm and demonstrates willingness to work collaboratively.
for self and others in progressing towards and has limited coordination or communication
the team’s goal with others.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

2. Communication (CM) Scant Substantially Developed

Identifies appropriate mechanisms to Modes of communication are not appropriate, Modes of communication are appropriate, and maintaining timely
coordinate and correspond with team causing confusion and miscommunication communication and correspondence with team members.
members. among team members.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

3. Conflict Resolution (CR) Scant Substantially Developed

Resolves conflicts using a variety of Does not recognize conflicts or is unwilling to Consistently resolves conflicts through facilitating open discussion and
approaches. resolve conflicts. compromise.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

4. Contributions (CT) Scant Substantially Developed

Contributes positive input for the team; Largely disinterested in working in a group and Actively attends and participates in all activities and provides
effectively utilizes one’s knowledge and refuses to participate; observes passively or is meaningful contribution in articulating ideas and opinions.
expertise. unwilling to share information with other team
members.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

5. Relationship (RS) Scant Substantially Developed

Maintains cooperative interaction with Rarely listens to others and does not Engages in respectful relationships with all other members in the team.
other team members regardless of acknowledge the opinions that differ from Embraces and accepts diverse points of view without prejudice.
individual /cultural differences and respects his/her own.
diverse perspectives. Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed
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 AB1501 Marketing

ANNEX A: ASSESSMENT CRITERIA FOR CLASS PARTICIPATION RUBRIC

Performance
Traits
1-2 3 4-5

Contribution Does not speak up/contribute in class Occasionally speaks up/contributes in Speaks up/contributes in all classes
frequency class

Contribution Contributions lack substance Contributions demonstrate knowledge of Contributions are constructive and
quality subject matter insightful

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 AB1501 Marketing

ANNEX A: ASSESSMENT CRITERIA FOR PROBLEM SOLVING AND DECISION-MAKING RUBRIC (TEAM)

Traits Performance
Not Yet Substantially Developed
Does not identify the problem clearly; demonstrates limited Identifies the problem clearly and thoroughly; demonstrates the ability
understanding of the problem or related contextual factors. to construct a clear and insightful problem statement with evidence of
Define the Problem all relevant contextual factors.

Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

Not Yet Substantially Developed

Selects a strategy without regard to fit; does not demonstrate the Identifies multiple strategies for solving the problem that apply within a
ability to consider new strategies even if his/her approach is clearly specific context; demonstrates the ability to invert a process to form a
Devise Strategies to not appropriate; identifies alternatives that reflect limited plan and clearly articulates his/her decision making process; identifies
Solve the Problem understanding of the situation. alternatives that reflect an in depth understanding of the situation.

Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

Not Yet Substantially Developed

Does not examine how well the stakeholders/ beneficiaries are Clearly assess how well the stakeholders/ beneficiaries are involved;
involved and not able to identify areas of risk and possible side- considers areas of risk and provides insights in addressing possible side-
effects. Does not specify how the implementation will be effects. Able to state how the implementation will be monitored
Assess implementation monitored and controlled. No indicators or instruments to review effectively; identifies the stages at which progress should be measured
feasibility or analyze the success of the action. and specify what results are expected to have been achieved at these
stages.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

Not Yet Substantially Developed

Reviews results superficially in terms of the problem defined with Reviews results relative to the problem defined with thorough, specific
no consideration of need for further work. considerations of need for further work.
Evaluate Outcomes
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

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 AB1501 Marketing

ANNEX A: ASSESSMENT CRITERIA FOR ORAL COMMUNICATION RUBRIC (INDIVIDUAL)

Traits Performance
Communication • Has a clear message for audience Not Yet Substantially Developed
Outcome (60 %) • Maximizes likelihood of audience Central message is not explicitly stated in the Central message is precisely stated; main points are clearly
accepting the message presentation. Main points are not clearly identified.
• Use marketing concepts and identified, audience unsure of the direction of the
frameworks to convince your message.
audience of efficacy of Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed
recommendations
Situational • Addresses audience needs Not Yet Substantially Developed
Factors (10 %) • Builds rapport with audience Topic is irrelevant to audience needs and interest. Connection of topic to audience needs and interest is
No attempt made to connect topic to audience. stated with sophistication. Identifies and expresses a deep
understanding of the target audience.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed
Design Factors Structure Not Yet Substantially Developed
(30 %) • Organises content coherently Organizational pattern (specific introduction and Organizational pattern is clearly and consistently
• Signals transitions between conclusion, sequenced materials within the body, observable and makes the content of the presentation
points and transitions) is not observable. cohesive.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed
Verbal Not Yet Substantially Developed
• Speaks at appropriate speed and Grammar, pronunciation and word choice are Free of errors in grammar and pronunciation; good choices
volume deficient. Vocal delivery is too soft or too fast to of word enhance clarity of expression. Vocal delivery is
• Uses correct grammar and understand; gap-fillers interfere with expression. varied and dynamic. Speech rate, volume, and tone
pronunciation facilitate audience comprehension. Minimal gap fillers.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed
Non-Verbal Not Yet Substantially Developed
• Establishes eye contact (with the Eye contact, posture, gestures, movement and Eye contact, posture, gestures, movement and facial
camera) facial expressions are inappropriate and expressions make the presentation compelling, and
• Uses gestures and movement to significantly distracting. speaker appears polished and confident.
convey energy and confidence
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed
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 AB1501 Marketing

*Note the difference in weightage for each criterion

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 AB1501 Marketing

ANNEX A: ASSESSMENT CRITERIA FOR RESEARCH ARTICLE CRITIQUE RUBRIC

Criterion Above Expectations Meet Expectations Below Expectations

(5) (2 to 4) (1)

Personal Draw support from your own personal Identify appropriately your own position on the Paraphrase the content of the article without
Perspective and experience and/or understanding of the issue(s). providing a personal insight into the issue(s).
Position context.

Conclusions, Objectively reflect upon your own Identify and discuss conclusions, implications, and Fail to identify conclusions, implications,
Implications, and assertions made in the critique. Consider consequences of the issue(s) raised in the article. and consequences of the
Consequences context, assumptions, data, and issue(s) raised in the article.
evidence.

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 AB1501 Marketing

ANNEX A: ASSESSMENT CRITERIA FOR PLANNING RUBRIC FOR REFLECTION JOURNAL PART 1

Traits Performance
Planning
Not Yet Substantially Developed
Lacks sufficient knowledge of what is the rationale of the task. Provides rationale for planning.
Articulates purpose of task
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

Not Yet Substantially Developed

Sets vague objectives and actions to meet the task goals. Provides a detailed description of task deliverables and how
Sets task objectives and actions to
to achieve them.
meet the task goals
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

Not Yet Substantially Developed

Does not schedule time and resources to meet objectives; or Provides a clear and easy to understand the schedule,
Defines milestones for
provide criteria for evaluation of task results. including steps, time and resources to meet objectives;
implementation and criteria for
including criteria for evaluating task results.
evaluation of task results
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

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 AB1501 Marketing

ANNEX A: ASSESSMENT CRITERIA FOR EXECUTION AND EVALUATION RUBRIC FOR REFLECTION JOURNAL PART 2

Traits Performance
Execution & Evaluation
Not Yet Substantially Developed
Does not communicate task results. Communicates task results and provides a detailed
Describes results description.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

Not Yet Substantially Developed

Does not align criteria to judge the quality of results. Examines retrospectively if the executed plans achieved the
Does not provide sufficient reflection on the recommendations for desired effects according to the intentions and executed
Evaluates results future planning and execution. actions and plan effects. Makes use of task evaluation
criteria.
Evaluation: Not Yet 1 2 3 4 5 6 7 8 9 10 Substantially Developed

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